Most print-side folks will never understand the web
Posted by matt on 15 Jul 2006 | Tagged as: Newspapers, Jarvis, advertising, media, journalism, buzzmachine
Print-side sales, editorial, PR folks have too great of a conflict of interest to effectively succeed online.
And frankly, very few have the prerequisite knowledge of the web to succeed if they wanted to.
I often get the impression that many of these folks don’t even use the web often, never mind having enough savvy to successfully turn it into a business.
Plus, how can you be aggressive in promoting a product that you know is going to cause downsizing in your department, or take revenue away from your already shrinking P&L, especially if Wall Street is breathing down your neck.
As Jarvis points out, we are considered a threat because of this and our online experience is diminished often because the print folks really don’t understand that the rules have changed.
And if they did, they’d be reluctant to embrace those changes anyway.
If a print person understands the web fully enough to succeed there, then they should be given some latitude, but just try to tell them that ten years of journalism or business experience doesn’t mean a hill of beans out here.
Newspapers are more religion than business to many of their producers. We need a left turn and it’s nearly impossible to get them to budge a few degrees.
One more thing.
It is my opinion that it would be much easier and faster to get the online folks up to speed on traditional journalism and print business practices than it would be to get the print folks to understand the web.
I’d go one step further. At traditional media companies, all online staff members have had to interact regularly with the people working for the “core product.” Typically this means the online team understands quite well how the print product works. In my own personal experience, serving as new media director for The Miami Herald was the greatest education I could imagine in the business of newspapering.
[…] : Matt Terenzio says: Newspapers are more religion than business to many of their producers. We need a left turn and it’s nearly impossible to get them to budge a few degrees. […]
Good point Rich. I happened to work on the print side for a couple years. To be fair, everyone is different, and plenty of print folks get it.
But they understand because they want to, not because their changing job forces them to.
It\’s just plain silly how much power some print-side managers have on the company website, when they don\’t even keep up on web industry news.
Web technologies (for instance, across HTML, CSS, XML) and common examples of Web content that does not meet the success criterion.
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