Post Is Now Pre-Pro
Why editorial isn’t late — and why it belongs in pre-production.
Post isn’t late. Post is where delays finally show up. Editorial is starting earlier because timelines have tightened, but the approvals and decisions it depends on are still landing late.
In docs, archival clearances run right up to online — burning days and budget that were avoidable. In live, scenic gets reworked in tech because sponsors never saw the downplan. In branded, copy changes arrive after VO has wrapped.
The pattern is clear: editorial stays on pace, but decisions drift. That’s why “FinalV2b” cuts keep appearing, and why trust erodes when locks don’t hold.
This SIGNAL names the shift, frames the guardrail, and asks the question: are you treating editorial as pre-pro, or are you still asking it to clean up late-phase decisions?
“Editorial isn’t late. It’s being asked to start too late.”