Get Your Multimedia House in Order
Anatole Burkin, publisher,
24. If there’s a staff of dedicated Web editors, integrate them with the print staff.
“Now that we’ve integrated, print editors have a more active role in the online product,” Burkin says. “For one, we discuss article ideas at the concept stage with both print and the Web in mind. The Web is not an afterthought. Our job is to produce content and choose the best medium for its delivery.”
Burkin says it’s important at the outset for print and Web to work collaboratively.
25. Bring in outside help to design the initial site.
Although Burkin wasn’t involved with the beginning of the Web site’s development, he says developing something as ambitious as FineWoodworking.com required outside help.
“In doing so, we learned a lot, and have since been hiring the right kind of staff so that going forward we can create and modify our online products in-house.”
26. A candidate with a diverse palette of skills is gaining in desirability.
Hiring a wordsmith once was the goal when hiring a new editorial staff member. Now, a jack-of-all-trades is quickly becoming a more desired candidate.
“You also have to bring in new talent, people who grew up with the Web, are trained in that discipline, are comfortable with the tools. It is a different way of thinking about information delivery.”
27. To master the Web, you have to know how to manipulate it—but it’s a learning experience.
“For us to be able to deliver content to our audience, we have to be comfortable with the tools of this medium, and I believe we are,” he says. “We are all learning as we go, and that keeps it interesting.”
28. It’s important at the outset for the staff to understand this is where the future of their profession is heading.
“You will meet some resistance at first,” he says. “But there really is no choice in the matter. We are in the information business. The delivery system is different, and somewhat alien at first, but in the end, the task is the same: delivering compelling content.”