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7/31/2019 The New Guttenberg
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TheNewGutenberg
AdobeSystemsCEOJohnWarnoc launchedades toppublishingrevolutionthatarguablyrivalstheinfluenceofGutenberg'sfirstprintingpressmorethan500yearsago.AlthoughWarnoc 'sfutureisfocusedonInternetpublishing,hislegacyisgroundedintheancienthistoryofprinting.
"Theartofprintingsecuresusagainsttheretrogradationofreasonandinformation."
ThomasJefferson,1811JohnWarnoc ,theco-founderandvisionaryofAdobeSystemsinSanJose,isbyallaccountsaquiet,unassumingman.FewwhofirstmeetWarnoc wouldguessthatthisformermathematiciantoppledtheentrenchedprintmediaindustrybyunleashingades toppublishingrevolution.
Inmanyways,Warnoc 'saccomplishmentparallelsthetoweringachievementofJohannesGutenberg,whoinventedthefirstprintingpresswithmovabletypeinthemid-15thcentury.Priortothattime,scribeswerehiredtohand-copyeachnew
boo ,linebyline.
"Bac then,theboo wasnotatoolofcommunication,butarepositoryofinformationandveryexpensivestuff,"Warnoc said."Boo susedtobeonlyfortheclergyorthevery,veryrich."
Gutenberg'sinventioninhishometownofMainz,Germanyforeveralteredhistorybyopeningupthestorehouseof nowledgeinboo stothemasses,therebyreducingtheinformationstrangleholdenjoyedbyasmallcircleofscholarsandpriests.Forthisreason,theArchbishopofNassaudecidedthatprintingwasnotinthebestinterestsoftheCatholicChurchandordered
hissoldierstosac Mainzin1462.TheArchbishop'splanbac fired,however,aslocalprintersfledthecityandspreadthetechnologyofprintingthroughoutEurope.
Afterperfectingthemethodofmovabletype,Gutenbergusedhispresstorunoffsome200copiesoftheBibleonparchment.Today,alloftheremainingGutenbergBiblesaresafelypreservedininstitutions.Thelastonetobeauctionedofffetched$5millionin1982,butWarnoc estimatedthattheoriginalsareworthcloserto$50millioneachtoday.
"Thisstartedthewholeprocessofusingtheprintedwordasacommunicationtool,"hecommented."It
wasthestartoftheEnlightenment."
WhereasGutenberg'spressgreatlyexpandedliteracy,Warnoc 'ssoftwareallowsanyonewithahomecomputertoproducehigh-qualitypublications,eliminatingtheneedforexpensiveprintingpressesandpublishinghouses.
"ThesuccessofAdobeisdueinlargeparttoourdeeprespectforthepast,forthegraphicartstraditionoverthepast500years,"Warnoc explained."Ifwelose
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sightofthatandonlyfocusonthecomputer,we'lllosealotofthehistoryandbeautyinourpublishingpast."
Warnoc co-foundedAdobeSystemswithCharles"Chuc "Gesch ein1982.Theduodevelopedaseriesofbest-sellingsoftwareproductsforthecreationoftexts,graphicsandelectronicdocuments.Insodoing,theyturnedAdobeintothepublishingsoftwareindustryleader.Today,Adobe'ssignatureproductsincludePhotoshop,Illustrator,GoLive,Premiere,PostScript,Pagema er,InDesign,LiveMotionandAcrobat.
Warnoc 'sinnovativeleadershipearnedhimaninductionintotheComputerIndustryHallofFamein1998.Inaddition,GraphicExchangemagazineran edWarnoc andGesch eastheseventhmostinfluentialfiguresingraphicshistoryoverthelastmillennium.
AdobeisnowthethirdlargestPCsoftwarecompanyintheU.S.,withannualrevenuesinexcessof$1billionandmorethan2,800employeesworldwide.Thecompanyishighlyregardedforitsfocusonemployees.InApril,Adobewasnamedoneofthe"Top10CompaniestoWor For"byInter@ctiveWee magazine,andFortunemagazineran edAdobe42ndthis
yearinitslistof"The100BestCompaniestoWor forinAmerica."Inaddition,AdobehasbeenrecognizedbyPresidentBillClintonforitsongoingeffortstopromotediversityinthewor place.
Warnoc creditedemployeerelationsforplayingacriticalroleinthecompany'soverallpatternofsuccess.
"OuremployeesarewhatAdobeisallabout.Theyareourgreatestasset,"hesaid."Wegotoextraordinarylengthstoretainthem.Competitivecompensationispartofit,butthisalsoinvolvesmutualrespectandvaluingthemandtheirlivesaspeopleoutsideofwor .We'venever
beenbigonburningpeopleout.We'vealwaysbeenbigonhomelife.Wehavetriedtorunthecompanyextremelyethically,bothwithemployeesandcustomers."
CraigClineisvicepresidentofcontentforSeyboldSeminars,whichhoststheworld'slargestandmostprestigiouseventsforthedigitalpublishingindustry,withannualgatheringsinBostonandSanFrancisco.ClinesaidhehaslongadmiredWarnoc 'sapproach.
"I've nownJohnsinceIjoinedSeyboldin1987.He'salwaysbeenapremierparticipantinoureventsintheindustry.Heisamongthedrivingforcesingetting
des toppublishingofftheground,"Clinesaid."Throughitall,Johnhasbeenaguidinglightandaconstantinthepublishinguniverse.Hehasbeenoneoftheseminalfiguresinthepublishingindustry,writlargebythewonderfuldemocratizingeffectofdes toppublishing."
FOMENTINGAREVOLUTION
Thestoryofthedes toppublishingrevolutionbeginsinthelate-1970satthefabledXeroxPaloAltoResearchCenter
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(PARC),whereGesch ewasmanageroftheimagingandscienceslabandWarnoc wasaprincipalscientistwhoassistedindevelopingstandardsforgraphicsimaging.
Warnoc andGesch ewereamongthemanybrilliantscientistswhotransformedtheXeroxresearchfacilityintoalegendarySiliconValleyhotbedofinnovation.Thegroundbrea ingwor atXeroxPARCledtonumerouscriticaldevelopmentsforcomputingandpublishing,includingtheinventionofthemouse,Ethernetnetwor ing,andthecomputerserver.Allresearchersatthefacilitywerepluggedintonetwor edPCswithelectronicprintersatatimewhentherestofthenationwasstilldancingtodiscomusic.
"AtPARC,welivedintheofficeofthefuture,withe-mail,in1978,"Warnoc recalled.
DuringhisstintatPARC,Warnoc inventedadevice-independentprintingtechnologywhichbecame nownasPostScript.Simultaneously,XeroxPARCintroducedthefirstgraphicaluserinterface(GUI)withwindowsandcollapsiblemenus,allowingnon-programmerstoeasilynavigatethroughelectronictas swithoutrelyingoncomplexcomputerlanguages.
Appleco-founderSteveJobswasthefirsttorecognizetheenormousmar etpotentialofthegraphicaluserinterfacewhenheglimpsedtheAltocomputerprototypeatXeroxPARC.Ofcourse,JobswentontosuccessfullycommercializetheGUIconceptwiththelaunchoftheMacintoshin1984.
Twoyearsearlier,Warnoc andGesch eleftXeroxPARCtofoundAdobe.Muchli eJobswithhisMac,they newthattheiropenpagelanguagehadtremendouscommercialpotential,sotheydecidedtomanufactureandmar etit.
Warnoc approachedJobsin1983regardingapartnershipbetweentheirfledglingcompanies.JobsconvincedtheAppleboard
tobuy19percentofAdobetosupportthenewopenarchitectureprinttechnology,whichallowedprinterstointerfacewithcomputers.Apple'sinvestmentinAdobeledtothereleaseofPostScript,thecenterpieceofdes toppublishing,in1985.PostScriptisnowregardedastheworldwidestandardforreliable,high-qualityprinting.
"TheideabehindPostScriptwastopresentaprotocolorlanguagefordescribinghowyouwantthepageprintedinsuchawaythatitwouldn'tforceyoutodecideeverydetail,suchasthesizeandnumberofpixels,ortheshadingsofcolor,"Gesch eexplained."Itprovidedaveryuniform,high-levelapplicationthatallowedthelayoutof
pagesindependentoftheprintingdevice."
Previously,proprietaryvendorssolduniquelayouttools,souserswereloc edintoexpensivesetupsforthelivesoftheirsystems.Forthefirsttime,PostScriptgavegraphicdesignersanopportunitytobuyvariouscomponentsfortheirprintingneedsfromdifferentvendors.Atthetime,thisopensourceapproachwasanovelconceptinthepublishingindustry.
"EverytimewebroughtoutastandardforPostScript
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orgraphicsfortheWeb,wealwayspublishedthespecifications,"Gesch esaid.
Despitetheseremar ableadvances,ClinesaidmostpeopleinthepublishingindustrystillregardedPCsandMacsastoys.
"TheyweretoysuntilAdobeandApplecollaboratedtocreatetheLaserwriterwithAdobePostScriptfontsbuiltintoit.Thiswasthefirstalternativetothemillion-dollarsystemsoutthere,"Clinesaid.Hecalledthiscollaborativebrea through"theproverbialacorninthecrac ofthesidewal ."
"Theacorngrowsintoasmallsaplingthatcangetstomped,orifoverloo ed,itcangrowintoabigtree,"hesaid."Previously,mostpeoplecouldn'tgointopublishingbecausethebarriertoentrywastoohigh.Thisnewdevelopmentwasahuge,democratizing,levelingtypeofchange.Withtheseapplications,anyonecouldpublishfor$10,000."
TheMac'sgraphicaluserinterfacegreatlysimplifiedcomputing,anditscombinationwithAdobePostScriptandPostScriptapplicationsturnedthedes topcomputerintoapotentyet
affordablegraphicswor station.Withinadecade,PostScripthadoverturnedconventionaldesign,typesettingandpre-pressprocesses.
Warnoc citedfourmajordevelopmentsthatledtothesuccessofdes toppublishing.TheyincludedthegraphicalinterfaceoftheAppleMacintosh,thedevelopmentofAdobe'sPostScript,theintroductionofthefirstlow-costlaserprinterbyCanon,andPaulBrainerd's1985inventionofAldusPageMa er,thefirstdes toppagelayoutprogram.Withthesetools,virtuallyanyonecouldpublishfliers,newsletters,magazinesoranyother indofdocuments,therebyrelegatingalltheold-fashionedprintingpressesthatweredescendedfromGutenbergtothe
dustbinofhistory.
"Thethreeofusstartedtoseedes toppublishingopportunities,"Warnoc saidofJobsandBrainerd."Allofthiscametogetheranditwasthebeginningoftheendfortheoldwayofdoingthings."
THELOVEOFBOOKS
TheoldwayofdoingthingswasperhapsbestexemplifiedbyAldusManutius,fromwhomBrainerd'scompanytoo itsname.ManutiusfollowedGutenbergasthenextgreatfigureinpublishinghistory,settinguptheAldinePressinVenice
toproduceanextensiveseriesofGree classicsinthe1490s.Manutiusthenbecamefamousfortheinventionofitalictype,whichwentintoextensiveuseintheearly1500s.
Mostimportantly,Manutiusinventedportableboo s,therebyencouragingthepracticeofreadingamongwor ingpeople.Previously,allboo swerelarge,cumbersomevolumesboundbyheavywoodenandironcovers--notexactlytrashybeachreading.By1516,though,smallerhandheldboo swererollingoffthepresses.
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"Theniftythingaboutthiswasnowboo swereportable,"Warnoc enthused."NowinformationstartedtomovethroughoutEurope.Forthefirsttime,informationwasaccessibletothecommonman.Thepricecamedown,soliteracystartedtohappen."
Inadditiontoempoweringcommoners,theprintingpressgreatlyacceleratedtheprogressofscienceandtechnology.
"Newideasstartedtopropagate.NewtonwouldreadGalileoandtheywouldbothreadCopernicus.Scientificinformationwasexchanged,"Warnoc said."Greatthingsstartedtohappenwithboo s.Itiswonderfultoseehowthesedevelopmentsspread.Theseboo swerenotonlygreatartifactsandtestimoniesofdiscovery,butalsomoreofawindowontheworld."
Warnoc 'sinterestinthehistoryofpublishingandtypographyincreasedduringatriptoLondonwithhiswifeMarvaandsonChristopher.ThatjourneyresultedinWarnoc 'sself-describedobsessionwithboo collecting.
"MywifeandfamilyandIwereinLondonin1987foranantiquefairwhenwecameacrossMag'sBoo storein
theBer eleySquarearea,"Warnoc recalled."MysonfoundacopyofEuclid'sElements,thefirstEnglishprinting,from1570.Ithadthesewonderfulgeometricfiguresandpop-upstodemonstratethegeometry.IflinchedwhenIloo edattheprice,butAdobehadjustgonepublicsoMarvasaid,`Goahead,buyit.'"
ThatinitialpurchaseledtoWarnoc 'spreoccupationwithrareboo collecting,whichhedefinedas"abonafidedisease."
"IwasquitehappywiththeEuclidedition,butthenyougethomeandputitinyourboo case,"hesaid,pausing
andsmilingforthepunchline."Whenitistheonlyoneofits indontheshelffromthe1570s,youloo upandsay,`You now,theboo needsfriends.'"
AndsoWarnoc becamehoo ed.Hesoondiscoveredthatallindsofancientboo sareavailableforsalethroughexclusiveauctionhouses.
"YoureallycanbuythefirsteditionofNewtonorGalileo,"hesaid."Theyarerare,buttheyareonthemar et.I'vebeendealingwithdealersforthelast15years.Mycollectionincludesboo sthatchangedtheworld."
Warnoc 'samazinglibraryfeaturestitlesfromsomeofthegreatestthin ersinWesterncivilization--Newton,Copernicus,Kepler,Machiavelli,Hume,Ber eley,Kant,Descartes,Sha espeare,BenFran lin,ThomasJeffersonandJamesMadison.Someoftheboo sarewritteninGermanorLatin,whichWarnoc cannotread,buthesaidhebuysanEnglishtranslationofeachonesothathecanunderstandthecontents.Duetohisloveofboo s,Warnoc foundedOctavoCorporationinPaloAltoin1997.OctavocreatesCD-ROMstoshoweverypageofrareboo sandmanuscriptsinadigitalformat.
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Duringhiscareer,Warnoc becameincreasinglyinterestedinthelonghistoryoftypographyandgraphicdesign.Infact,hiswifeMarvaisagraphicdesignerwhosewor helpedWarnoc toshapesuchleadinggraphicsprogramsasAdobeIllustrator.
"Ireallyappreciatetypography,"Warnoc said."I'mnotjustcomingatitfromapurelytechnicalpointofview,asIappreciatethehistoryoftheart."
Asiftodemonstratehiscommitmenttohistory,Warnoc showedoffhisstunningcopyofSummaTheologicabySt.ThomasAquinas,from1468.
"It'snotfragile,"Warnoc saidinanunderstatement,holdinguptheheftytomeboundinsolidwoodencovers,completewithmetalclaspsandanironchain."Youcanactuallyfeelthetextureofthetypefromprinting.Youdon'tputthisboo inyourpoc etorta eittobedatnight,butyoudochainittothelibrarywall."
TheWarnoc collectionalsoincludesthefirsteditionoftheEncyclopaediaBritannica,inthreevolumes.ThefirstvolumeonlycoveredthelettersAandB,whiletheothertwo
volumesfeaturedtermsfromtherestofthealphabet.Warnoc guessedthattheencyclopaedia'soriginaleditorsonlyrealizedthescopeoftheirunderta ingafterthefirstvolume,andthereforedecidedtominimizetheprojectoverthenexttwovolumes.
PerhapsWarnoc 'smostpreciousholdingisthefirstbroadsheeteditionoftheBillofRights,whichwasprintedinMaryland.Warnoc obtaineditfromadealerinBaltimorewhospentthreemonthsresearchingthelegitimacyofthedocument.OnlysevensurvivingcopiesoftheBillofRightsare nowntoexist,andallarepreservedininstitutionsexceptforthetreasureownedbyWarnoc .
BUILDINGANADOBEHOME
Thecompanyname,AdobeSystems,wasnotderivedfromclaybric dwellingsoftheSouthwest,butratherfromAdobeCree ,whichwindsbehindWarnoc andGesch e'shousesinLosAltos,wheretheyhavelivedasneighborsfornearlythreedecades.Warnoc andGesch esoughtoutvariousothernamesforthecompany,butallwereta ensotheysettledonAdobe.
Gesch ehasastrongpersonalbac groundintheprintingfield,ashisfatherandgrandfatherwerebothletter-pressphotoengravers.
"Growingup,Inever newmyfatherwithoutin onhishands,"Gesch erecalled.
Now60,Gesch eretiredasAdobe'spresidentinMarch,buthestillsharesco-chairmanstatuswithCEOWarnoc ,whoisslightlyyoungerat59.Gesch edescribedtheirlengthyprofessionalrelationshipas"acompletepartnership,"andalthoughWarnoc isoftenperceivedasthetechnicalvisionaryandGesch eastheoperationsboss,theyactuallysharedboth
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responsibilitiesovertheyears.
"Oneofthereasonsforoursuccesswasthatwecouldbe100percentsubstitutesforeachother,"Gesch esaid."It'sneathavingsuchstrongmutualrespectforoneanother.Weusuallyagree.Ofcoursewe'vehaddifferentpointsofviewsometimes,butwe'veneverhadamajorfalling-out.We'vemaintainedastrongfriendshipthroughalltheseyears."
Gesch eandhiswifeNanremainclosefriendswithWarnoc andhiswifeMarva.Whenas edhowthetwoAdobechieftainsdealwiththeirenormoussuccess,Gesch esaid,"We'remarriedtowiveswho eepushumble."
Unfortunately,thefourfriendsunderwentaterrifyingordealinhumilityin1992,whenGesch ewasliterally idnappedatgunpointforfivedays.
Uponreceivingthenews,NanGesch eandtheWarnoc sdiscussedtheiroptions.Despiteapprehensionsaboutdeaththreats,theyapproachedlawenforcementauthoritiesforhelp.AnFBIbehavioralpsychologistcoachedGesch e'sdaughtertodropoffa napsac filledwith$650,000inransommoneyon
thebeachnearFortOrdatmidnight.
FBIagentssoonrescuedGesch efromhiscaptor'scloset,andalthoughhewasphysicallyunharmed,hesaidhesufferedgreatmentalandemotionalanguishfromtheincident.Theculprits,a26-year-oldSyriannamedMouhannadAlbu hari,anda24-year-oldJordaniannamedAhmadMohammadSayeh,werecapturedandconvictedfor idnapping,robberyandma ingterroristthreats.
"MywifecalledJohn,whomadeadecisionurgingmywifetogototheFBIwhenIwas idnapped,eventhoughdeaththreatshadbeenmadeagainstmyfamily,"Gesch esaid.
"Ineverwanttohavetoreturnthatfavor,butifforcedto,Iwouldcertainlydoso."
Despitethatterribleincident,Gesch eremainsupbeataboutAdobe'ssuccessandhisyearsofdevotiontothedes toppublishingindustry.
"ThewonderfulgiftthatAdobegavetoJohnandIwastheabilitytohaveanimpactontheworld.Veryfewpeopleintheirwor ingliveshavethatopportunity,"hecommented."Youalmostcan'tpic upapieceofvisualcommunicationwithoutourtechnologyinit,beitnewspapers,magazines,movies,ads,pac aging,commercialsorcatalogs.That's
prettyamazing."
Warnoc saidthatwhenhewasgrowingup,therewasonlytheSears,Roebuc andCompanycatalog.
"Now,you nowallthosecatalogsthatyougetdelugedwitheveryday?"hegrinned."Well,we'reresponsibleforthat."
Indeed,theallianceofthebigthree"A"companies--Adobe,
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AppleandAldus--resultedinanexplosionofprintedmaterialsincludingthemailcatalogcraze,forbetterorworse.
AldusfounderPaulBrainerdrecognizedthatpersonalcomputerswouldbefarmoreefficientindesigningpagesthanexpensiveprintingsystems.Hecoinedtheterm"des toppublishing"andsetouttoreplaceexpensiveproprietarylayoutsystems.AfterbuildingAldusintoa$250millionperyearsoftwarema er,BrainerdsoldthecompanytoAdobein1994.
Meanwhile,TimGill,theinventorofDes topColorSeparations(DCS),createdQuar XPressin1987.Thatprogramsoonovertoo PageMa erasthedefactostandardforpagelayoutprojects.Quar followedPageMa ertomar etbytwoyears,andWarnoc saidthatextrawindowoftimeallowedQuar 'sdeveloperstocreateabasicextensiblesetup,whichsimplifiedtheadditionofnewfeatures.
"EveryonefromchurchnewsletterstotheNewYor TimeswereusingQuar ,"Clinesaid."Adobetrac edthatwholerevolution."
NowAdobeisreadytobattlebac withanewpagelayoutapplication,InDesign,whichwasreleasedlastfall.Li e
Quar ,InDesigniscustomizableandWarnoc thin sitwillbe"aseriouscontender"asthetwoproductscompetehead-on.
Adobehasalongtrac recordasaleaderinallfacetsofdigitalpublishing.Illustrator,theindustrystandardforillustrationsoftware,wasfirstreleasedin1986.Thatsuccesswasfollowedin1989,whenAdobeacquiredPhotoShop,thepreeminentsoftwareforimageediting.
TheintroductionofFrameMa erin1998addedahigh-endtechnicaldocumentationtoolthatallowsuserstopublishlengthy,content-richdocumentsacrossvariouscomputerplatforms.Alsoin1998,
AdobeacquiredGoLive,aWebauthoringprogramthatprovidedthecompanywithitsfirstInternetplatform.
OtherwinningprogramsincludeAdobeTypeManager,whichorganizestypefaces,andAdobe'sPortableDocumentFormat(PDF), nownasAcrobat,whichisthesoftwarestandardforsharingcross-platformfiles.
Inrecentyears,Adobehaswor edtowardacompleteintegrationofalltheserelatedprogramstoma etheminteractseamlessly.Essentially,Warnoc andGesch ecreatedaone-stopsoftwareempirethatprovidestoolsforallaspectsofcontentcreation.Warnoc attributesmuchofAdobe'senduringleadership
tothiscomprehensiveintegrationstrategy.
"Weprovideproductstoservicemoreaspectsinthisspacethananybodyelse,"hesaid."Whenyouloo atallaspects--video,animation,film,print,CD-ROMs--we'reintegratingtheseproductssotheywor reallywellwitheachother.That'sreallythemajorsecretofoursuccess."
Inaddition,Warnoc saidthatbrandingandcustomerrelationshavealwaysgonehandinhand.
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"We'reverycarefulnevertodiluteourbrand,"hesaid."Allalong,wepaidagreatdealofattentiontothereputationofourproductsandhowwetreatcustomers."
Forexample,Warnoc citedMicrosoftasafamousbrandnamethathasbeenseverelydilutedinrecentyears.
"Originally,Microsoftwasassociatedwithanoperatingsystem,thenPCsoftware,andnowit'sassociatedwithall indsofrandomstuff,"hesaid."Wedon'tstandforotherproducts,apartfromourcoremission."
THEINTERNETSURPRISE
TheInternetisthelatestmediuminthelonghistoryofpublishing,asitcombinesthetraditionalcomponentsofpagedesign,textandimagerywithnewertoolsincludingsound,animationandinteractivity.WhiletheNethitahomerunforconsumersandbusinesses,itwasagreatbigcurveballfordes toppublishingcompanies.
"TheInternetwasgoodnewsandbadnews,"Warnoc recalled.Thegoodnewswasthe1992launchofAcrobat,a
pioneeringAdobeproductforcollaborativedocumentsharing.Acrobatallowsdocumentsfromdifferentsourcestobeviewed,annotatedandprintedfromanycomputer.
"Atthetime,therewasnosuchthingasbroad-basedInternetusage.WhentheInternetexplodedin1994,everyonefiguredoutwhatAcrobatwasgoodfor,"Warnoc said."TheWebclearlyenabledthegrowthofdocumentinterchangeandAcrobat,whichbecameoneofourmajorproducts."
Thebadnews,obviously,wastheneedforthepublishingindustrytograpplewiththeuniquenatureofacompletelynewmedium.Warnoc said"every[Adobe]producthasbeen
movingclosertotheWeb"sincethen,inanattempttounifythecompany'sgraphicsofferings.
"Thequestionbecame,howdoyouma ethetransitionfromtraditionalpublishingandaccommodateallthedifferentmediatypes--documents,photos,sound,video,graphicsandanimation?"hesaid."Mostpeoplewanttoreusetheirassets,suchasstories,clipart,logos,filmsorvideos.Youdon'twanttoauthorforprintandthenseparatelyfortheWeb.Theplacewhereallofthatcomestogetherisatthecomponentorassetlevel,notattheuserlevel.That'swhereoursoftwarecomesin.Corporationsrealizethatalotofassets--photosandvideoclips--needonecommon
setoftools.That'swhereeverycorporateheadis."
AdobehasploweddeeperintotheWebfieldwithitsnewLiveMotionsoftware,whichwonthe"BestofShow"awardattheSpringInternetWorld2000conferenceinLosAngeles.LiveMotiongivesWebdevelopersaflexibletooltocreateinteractivegraphicsandanimationontheWeb.
"NobodyontheprofessionalpublishingsidehasgottenintoWebpublishingasaggressivelyasAdobe,"Gesch e
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said."Macromediahasgotteninveryaggressively,butitisanInternetcompany."
Adobe'sLiveMotionnowcompetesdirectlywithMacromedia'sFlashtechnology,whichisusedtodevelophotWebsiteswiththeadditionofmoremotion,colorandsound.
Injustafewshortyears,itseemsthattheInternethasturnedeverythinginsideout,includingboo publishing.StephenKing'srecentbest-sellingnovella,RidingtheBullet,wassoldexclusivelyasane-boo usingtheAdobePDFformat.Thiseventsignaledthedawnofanewerainpublishing,aswriterscouldnotonlyself-publishboo s,butalsodistributethemovertheInternettoo.
Whensome400,000downloadsofKing'se-boo buriedAmazon,comonthefirstdayofsales,analystsforewarnedastartlingchangefortheeconomicsofboo publishing.Warnoc notedthatKingnolongerrequiredapublishertoreachhisaudience.HecouldjustaseasilyhavecutadealwithAmazonorYahoo,eliminatingtheprimaryintermediarybetweenauthorsandreaders--namely,publishers.
"Distributionmodelsarechangingverydramatically,"
Warnoc said."Everybodyistryingtodisintermediateeachother.We'llseewhereitends."
Warnoc predictedblurringrolesfornews,entertainmentandeducationastheInternet,televisionandvideobecomemoreintertwined.HoweverhestillviewstheWebasmoreofaninformationconduitthananentertainmenttool.
"WilltheInternet illprint?Notatall.It'snevergoingtohappen.WilltheInternet illTV?No,butitwillchangetheirroles.TheInternetisanewpublishingmediumthatisnotrehashingTVornewspapers.Itisanewmediumwithanewauthoringcomponent,"hesaid."TV
camealong,butradiodidn'tgoaway.Radiocamealong,butnewspapersdidn'tgoaway.TheInternetcamealong,butpublishingwillnotgoaway."
Atthesametime,Warnoc recognizedthatmostpeopleintheInternetAgedonotrelyonthedailynewspaperfortheirstoc quotesanymore.Hereasonedthatconsumerswillcontinuetodependonnewspapersandmagazinesforin-depthcoverageandanalysis,butthey'llgotoCNNoraWebsitetopic upthelatestbrea ingnews.
"Theexplosionofprintingoverthelast20yearshasresultedinthedemocratizationofpublishing,"Warnoc
observed."Peoplebegantorealize,wecanstartourownmagazine.NowtheInternetistheultimatedemocratizerofinformation.Youcangetwhateveryouwant."
TheInternetphenomenonhasresultedinothertangiblebenefitsforAdobe,apartfromcreatingmar etsforcompletelynewsoftwareproducts.Li eanygoodappliance,theNethassucceededinstreamliningawiderangeofhumantas s.
"Withinourcompany,weprettymuchrunpaperless,with
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250,000e-mailsperday,"Warnoc said."Wedon'tFedExdocuments,wedon'tfilloutforms.Allofthismadeusfarmoreefficient.Theboominoureconomyisnotamysticalboom.Itisaflat-outproductivityboom."
Warnoc remainsoptimisticabouttheWeb'spotentialtocross-pollinateexistingcommunicationsplatforms.Forinstance,hepredictedthattheInternetsoonwillallowvideoclipsandsoundstobemixedintoboo s,muchli eaDJsamplingfromoldrecords.
"It'snothardtoputamovieoranimationorsoundintoanelectronicboo .We'llseenewmediaexpressionsthatwillexistintheetherofthevirtualworld.We'realreadygoingthroughanewEnlightenment,"hesaid."TheInternethasobviouslyshownusthere'sawholenewwaytonavigateinformation.Youcandomassivesearchesacrosstonsandtonsofinformation.Boo sneverallowedthat."
Aftersomanyyearsofbalancingcutting-edgetechnologywithadeeprespectforhistory,Warnoc isextremelyproudofAdobeanditsrightfulplaceintheannalsofpublishing.
"Ithin there'sabigcomponentofpublishing
thathaschangedbecauseofAdobe,"hesaid."Nearlyeverysinglecatalog,newspaper,magazine,TVprogram,advertisement,movieandWebsitethatyouseehasapieceofAdobetechnologyinit.Ibelievewehavebeeninstrumentalinchangingtheworldofcommunications.Whatcouldbeagreaterlegacythanthat?"
Lin s:www.adobe.com,www.octavo.com