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Integrating Print And Online


Bill Mickey By
12/11/2006 -03:00 AM






Rodale announced today that they’re making some big changes in their org charts. Namely, by giving individual publishers their own dedicated online sales staff while simultaneously training print staff to sell online.

They’re also reassigning online editors to their respective editors in chief—this is particularly interesting to me because it puts online content control squarely in the hands of a magazine’s editor. It eliminates the content divide that separates the two editorial realms. At the end of the day, if you’ve got enough editorial staff to rationally support the operation via print and online, why not unite the vision under one content and policy guru? In Rodale’s case this seems to be not just the editor in chief but also a brand editor assigned to oversee brand initiatives across the entire media platform.

For more on Rodale’s integration efforts:
-Rodale Moves to Integrate Online, Print Staffs, via MediaWeek





Bill Mickey By -- Bill Mickey is editor of Folio:. Follow him on Twitter: @billmickey

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