I think however, that digital printing, books on demand, high speed inkjet technologies, web2print and all sorts of database publishing really put content back into the center.
The possibility to personalize print products, up to books, catalogs, flyers, means that you need at lot more content.
Whatever rule engine is involved, somewhere the information to decide upon have to be there.
Creation processes become more important. Strategies to centralize information into databases, provide rule engines with enough and relevant data are the key lever to add value and relevance both to customers and consumers.
The traditional prepress specialist becomes more and more a consultant to database management, encoding, rule based transformations.