Do you dream of the prestige, comfort and respectability of a contemporary print design studio? Or perhaps the adventuresome, trail-blazing “lets roll the dice” excitement of a new media start-up?

During the first Web 1.0 dot com bust, I was often asked by my students for advice about the job market. Almost all graduating designers were faced with relatively easy job-hunting decisions. The world of graphic design was still rooted in the print medium and the rules were reasonably clear. But with emergence of the internet, a newly minted designer can be faced with the perplexing choice of a traditional print studio or a dot com company.

Naturally, there are pros and cons for both disciplines. Both mediums can provide creative opportunities and personal gratification. This handy chart compares the top issues. You be the judge.

If Company Were Run By a “Sopranos” Character
Print: Beleaguered Prozac-addicted mob boss Tony Soprano
Dot Com: Arrogant wise guy nephew Christopher Molitsanti

Person You Suck Up To Most
Print: High-paying, dumb-ass clients
Dot Com: High-paying, dumb-ass VC’s.

Compensation Packages
Print: Salary, benefits and a reasonably nice Christmas bonus.
Dot Com: Lots of dubious stock that’s “sure to make you rich when we have our IPO.”

Company’s Business Strategy
Print: “We leverage our core competencies to deliver world-class graphic design and branding solutions that enable our clients to gain a competitive edge in the ever-expanding global marketplace for the new millennium and beyond.”
Dot Com: “What business strategy? If we miss our launch date we’re royally fucked!”

Publication Most Often Read
Print: The AIGA Journal
Dot Com: The Wall Street Journal

Redeeming Qualities
Print: Projects can be viewed without the need for convoluted plug-ins or “fat” bandwidth.
Dot Com: Riding your Razor scooter in the hallways is considered acceptable behavior.

Caffeinated Drink of Choice
Print: Starbucks grande, skim, no-whip cappuccino
Dot Com: Flat Mountain Dew

Office Decor
Print: Pricey Herman Miller chairs and Steelcase workstations enhanced with the sophisticated aroma of freshly snipped tulips.
Dot Com: Rickety flea market tables and Mom’s mismatched mildewy chairs from the basement permeated by the aroma of naked, bowel-churning fear.

Inane Question Asked By Your Aunt Ruth Every Thanksgiving
Print: “So explain to me again, do you actually draw the pictures?”
Dot Com: “So explain to me again, do you actually draw the pictures?”

Point at Which Youthful Idealism Is Flushed Down Toilet
Print: You’ve happily signed up to design the corporate identity program for the NRA.
Dot Com: The value of your options has sunk so low, they are known around the office as “Laughing Stock.”

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Originally published by The AIGA Journal; Summer 2001

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