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Since the founding of the Graphics Research Laboratory in 1982, we have distilled many ideas and perspectives on interactive publishing into a set of brief maxims that inform our analysis and help focus our education efforts. In these pages, we're building a hyperlinked concept map of new media management, marketing and creative issues. We invite your comments, questions and arguments about this material in our Forum pages. THE STATUS OF PRINT The automation of printing is nearly complete. Nobody wants more print. Printing belongs to the Industrial Age. Interactive media belong to the Information Age. The costs of conventional publishing are rising. The expectations of readers are also rising. There are three kinds of publishers and three kinds of publications. INTERACTIVE PUBLISHING Interactive publishing takes three forms. Publishing means more than "re-purposing" content. New media is like conventional media in five important ways. New media has six advantages over old media. CREATIVE ISSUES Crafting effective editorial means thinking beyond lines and paragraphs. Multimedia offers an explosion of illustration options. "Re-purposing"usually means new editorial, art, design and production. Publishing is becoming a continuous process. ADVERTISING OPPORTUNITIES Interactive advertising is perfectly zappable and perfectly measurable.. Ad designers must "tempt the click." It's not advertising, it's direct response. "Awareness" is nice, but booking the order is better.