ABSTRACT
Media enterprises and the publishing industry face significant structural changes that affect the organisational and the administration structure of the enterprises. The implications for the enterprises are related to new requirements, concerning mainly the ability to function in the new publishing environment and the changing market of communications and information industries. Media enterprises must face the issue of potential shift from the traditional operations, such as graphic design and page layout, to the content management and processing using XML editors, for example. An issue of significance and a further question that can be asked is whether the new cross-media publishing process will eliminate or reduce the importance of skills and expertise of the existing human capital within media enterprises. Digital asset management is described as a management system, which can be either an elegantly proportioned database, or a clever manipulation of the operating system's file management technology.
