There is little debate that cross-media communication can add value to print. But the multimedia landscape has become rather complex to navigate, especially with so many workflow technologies available. There are database experts, mobile platform specialists, HTML coders, back-end programmers, e-mail experts and progressive printers out there, all vying for business. No matter which system is selected, two key areas always come into play: media handling and data use. This technical paper will investigate coding (including the ongoing importance of APIs), rules-based engineering, modular campaign design, mark-up languages and automation levels that can ensure effective, results-based multimedia campaigns for print firms and their customers.