Get Your Multimedia House in Order
14. Hire journalists—but raise the bar in terms of the skills you’re looking for.
“People coming in for jobs come in with a very full quiver of abilities,” he says. “They need them. We live in a multimedia world now, and you have to be able to tell your story in the ways the media is most suited for them.”
15. Strong corporate leadership is key.
“You have to have strong leadership that reinforces that the Web is an important part in the future of the company,” Maidment says. “And you need hand-holding at the lower end.”
16. There are no one-size-fits-all scenarios.
“All those approaches are right depending on the size of the publisher and the point they're at in the process,” he says.
Tom Cintereno, senior VP, digital media
17. Look for a passion for new technologies in the eyes of a new candidate.
According to Cintereno, all job descriptions have changed. That means what you look for in new employees should change as well.
“Experience aside, resume aside, the right people for the position have a real interest for the Internet—they have to love it,” Cintereno says.
18. Don't disconnect the print staff from the staff working on the digital product.
Even if there are two separate staffs, it’s smart to have them working in close proximity to facilitate sharing.
“If you separate the editorial staffs, you miss out on building a single knowledge-base within the team,” he says.
Keith Blanchard, executive director, online, of Rolling Stone, US Weekly and Men’s Journal Web sites
19. Sound the alarm.
“The squidging of ink onto thinly sliced trees and trucking it around as a wayof distributing information is a funny nostalgic story you will tell, not to your great grandkids, but to your children,” Blanchard says. “Did you notice how many teen magazines quietly shuttered this year? If that doesn’t alarm you as a publisher, you’d better snap the hell out of it.”