Editorial Staffers Reassigned To Work On Both Web, Magazine

"For the past three years, we've been moving progressively toward integrating our print and digital operations -- by increasing reporters' contributions to BusinessWeek.com, combining our overseas bureaus and copy-desk teams and seating together everyone within a given coverage area," said Editor in Chief Stephen J. Adler in an internal memo that was posted on Talking Biz News. "Today we complete this vital transformation by creating a single editorial organization for BusinessWeek. The new structure will enable us to collaborate more effectively, take greater advantage of everyone's abilities, learn new skills and serve our readers and web users better."

Last word: As content producers learn to value their content and how content can exist in different content forms and lengths, more consolidation is inevitable. Integrated marketing processes already address this problem, but there is an opportunity for marketers to focus on the value of the idea that they have and explore alternate content forms, interfaces and distribution methods.

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