For every thousand people who watch a Flash clip online or fill out an online Adobe Acrobat Reader tax form (without paying), there's a Web programmer or graphic designer who paid several hundred dollars for the right to create that digital content using Adobe's multimedia production and editing tools such as Flash, Acrobat, Illustrator and Photoshop.

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Mika Salmi, founder and CEO of AtomFilms, describes his company as a "programmer" for the Web, a term drawn from TV-speak.

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Kevin Hjelden, a programmer who goes by the nom de web FryGuy and blogs on a site called Burnt Popcorn, has written a program that turns the digitally scrambled headshots of Crazy Blind Date users back into recognizable portraits.

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"We took on the marketing process itself, " says McLaughlin, who had spent five years as a programmer for Eli Lilly and moonlighted selling his homemade wedding-planner software over the web.

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Drew Cohen brought his web firm, NeoPlanet, to Tempe from Silicon Valley after his interest was excited by a local programmer whom he wanted to hire, but who wouldn't leave.

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Former Hearsay Social software engineer and Python programmer Kate Heddleston (and mentor at Hackbright Academy) talks about using Chef to create web application projects, specifically a Python project with a Django framework.

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