Get Your Multimedia House in Order
4. Video, video, video.
“Video is gigantic,” he says. “The model we’ve been doing is less [focused] on the journalist and their ability to be good on camera. It’s good to have print journalists who are good on camera, but the emphasis is more on the people we’re writing about—capturing the CEOs and business leaders that come by our offices. But any editor with capability on camera—their stock is going up.”
5. Separate—for now.
Although Federle’s group at Time Inc. features a separate department for the Business and Finance Network print magazines and their Internet home, CNNMoney.com, he sees the space between the two closing.
“We do have distinct functions, but it’s collaborative,” he says. “You’ll keep seeing it blend more and more over time. They’re going to want to work back and forth.”
Hanley Wood Business Media
Alec Dann, general manager for magazine Web sites
6. It’s time—either you’re in or you're out.
The time is over to debate whether or not your Web site will be a revenue generator.
“Generally, most people now understand the fact that online is an important medium for magazines,” Dann says. “I think my one big takeaway is the days you had to explain this are over. They all get it. It’s whether they’re staffed or not.”
7. Don’t overwhelm existing employees with too much of everything.
Knowing that there’s no looking back, many publishers have jumped on-board, repeating the mantra of the Web throughout their companies. Some, however, may not have taken into account the additional workload.
“I’ve seen a number of different organizations where people are completely maxed out,” Dann says. “It sort of depends how much resources there are. If you don’t add resources, you run the risk your talented people will leave.”
8. Hire an in-house coordinator to help. Editors need to be trained to understand the work they’re doing will most likely appear across multiple platforms.
“I think you need to have the editors know there are many ways of packaging content,” he says. “A Web editor needs to be someone in the company who can help the editors to begin to think about the brand—where the content may be appearing in multiple media. In terms of training, it’s important for editors to understand what underlies the design of a Web site, understand architectural, navigation, how people use the Web.