It’s hard to believe, but I have been at my job for over 20 years. When I began, typesetting was still very much a craft. We coded everything. We developed our galleys in a processor. We cleaned trays of developer and fix. We reclaimed the silver.
You need a wow factor: infographics and social media endorsements. Maybe a YouTube channel.
The first time we had a discussion about desktop publishing I was horrified. It all looked like it was created in a basement on someone’s old computer. Back then desktop publishing was to typesetting as pulp fiction was to established hardcover novels.