For clarity, here is how I see the cross-media
Crossmedia ' is a way of coordinating tools, strategies and methods of communication in order to design and produce content and messages to be immediately suitable for different media and different media communication (not necessarily only digital).
Here in wikipedia (english) how you define the term cross-media (click here )
A cross-media content such as a product catalog is designed to be printed on paper but in its digital and interactive can be distributed on CD / DVD, downloaded or accessed from the web, sent via e-mail, used as a presentation system at trade shows or events, can communicate with online and offline systems, capable of receiving and processing information from the user, etc..
Now companies that want to communicate to their customers (or in general to a wide audience) should be considered at the same time many "media": print, web, digital media, video, radio, etc.. Coordinate and optimize the communication activities of all these instruments is increasingly difficult and expensive in terms of time and money. The only other management professionals in specific sectors requires substantial resources and especially soft skills are not always available in company management, on which rests the burden or duty of managing corporate communications.
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