Integrating Print And Online
Rodale announced today that theyâ€™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.
Theyâ€™re also reassigning online editors to their respective editors in chiefâ€”this is particularly interesting to me because it puts online content control squarely in the hands of a magazineâ€™s editor. It eliminates the content divide that separates the two editorial realms. At the end of the day, if youâ€™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 Rodaleâ€™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 Rodaleâ€™s integration efforts:
-Rodale Moves to Integrate Online, Print Staffs, via MediaWeek
-- Bill Mickey is editor of Folio:. Follow him on Twitter: @billmickey
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