Get Your Multimedia House in Order
Keith Larson, group publisher, VP of content
29. Hire Web experts to work within editorial groups.
To best guide the editorial teams of the company’s six monthly magazines and other various custom publishing projects, Larson says, “We’ve done a hybrid approach. Two years ago, we hired dedicated Web editors to work with properties. They work with the core editorial team to repurpose content.”
30. Invest back into your infrastructure.
Don’t just take resources—put money back into what you’re doing on the Internet.
“We went from a relatively little portion of our revenue to about 20 percent of our revenue from our Web product,” Larson says. “We’re putting it back into technology, investing in the future. Invest in training.”
31. Incorporate art talents within your IT department.
Having someone on-hand to tackle the ever-present need to create graphics for the Web cuts out a lot of hassle.
“We’ve got a graphic artist that lives in the IT space.”
32. Hire someone who can produce content online, not just stories online.
With the increased ability to create video and audio on Web sites, you need a staff who can produce not just words, but video and blogs, and other content spe
ifically for the Web.
“Editors placed more emphasis in the past on the wordsmithing,” says Larson. “We’re starting to appreciate the subtlety that comes in creating Web sites.”