Pre-media or premedia is a term used in the design, creative and publishing industries with an evolving and contestable meaning. For some persons in those industries, it refers to any number of activities that occur between the moment an initial idea for a product is articulated and the moment production is complete. This can include further product ideation and the finalization of a product concept including a strong clear message of positive product differentiation; prototype development and design, market testing, prototype modification and finalization; and the management of all of these processes leading to and including the digital and/or print production that takes place after they are complete. For some working premedia groups, it can even include further production needed later in