CMP is the Cross-Media Publishing of content based on media-neutral data. With the help of cross-media publishing, content can be distributed across the different channels in a targeted manner. This significantly increases the range of a company. The synergy effects across the channels are high and the potential for optimising costs and increasing quality is correspondingly pronounced.
To be able to do this efficiently, however, a central database (“single source of truth”) must be created. Since the content is usually the responsibility of the respective department, the establishment of such a database is associated with corresponding efforts, changes in the organisation and change management.