Companies are breaking down longstanding barriers – among their brands and even in-house departments – in order to stay ahead of the digital publishing curve.
Digiday’s recent case studies on collaboration include looks at industry trendsetters Condé Nast, Time Inc., and Gannett.
“In traditional media … you contained the readers’ attention while they held that physical product,” said David Payne, chief digital officer at Gannett. “When you’re in digital, it’s the entire worldwide content. You have to have strategies that have the best content your company produces to keep their attention. So it would be self-defeating to operate in silos.”
Examples of collaboration include ad innovations units and predictive placement systems; company-wide shared CMSs; and the fusion of such departments as editorial, analytics, photo, and video staffers. The endgame is faster response time to the whims of consumers.
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