As I packed my last box and prepared to walk through the 8th floor of nearly empty cubicles for the last time, I was still perplexed that the organization had viewed the digital future of media and conventional operations completely separately. I was thinking about the demise of the National Neck Tie Association, who closed their doors in last month after years of the "business casual" workplace affecting their market share and their efforts loosing realivence. There was an eerie irony.
Newspapers today are integrating existing operations with their digital media platforms and product, but the organization thought it best to keep the digital edge group without expertise to link to conventional operations.
It is always nice to operate in a vacuum and have such an idealistic approach. The organization is good at sending out industry news -- what the other groups and newspapers are doing to adjust to the digital multi-media future of media or the latest trends in advertising and readership. But what product or support has the organization actually created? What business models or tools have been created for newspapers to guide their integration of conventional newspaper into a multi-media platform?
The newspaper industry is in the biggest challenge of the last 100 years and the leadership organization that should be leading the fight is sending out weekly emails about what others in the industry are doing. The organization is missing the mark and the relevancy to the industry is in jeopardy of real work and strategies aren't created.
When you're the top dog, there are always a line of other dogs eyeing the spot; feeling that their solutions will serve the industry better.
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