The results, according to the article, are pretty damn good – with the possible exception of the Times which sounds like someone at the top in Wapping is resisting the physical change to merge online and print. But I’ve seen The Times’ vision for online from its online editor-in-chief, Anne Spackman, and they seem to understand whct they need to do, so presumably physical change will come at some point.
What stands out for me is this quotation from Roy:
“I was struck by the way in which their [the three newspapers] journalists have grasped, or are beginning to grasp, the benefits of integration, not only at a practical level but as a philosophy.”
That’s great news for the news industry. But I can’t help thinking while news, advertising and marketing seems to understand the digital philosophy, PR (with a number of notable exceptions) still isn’t getting it.
How many PR executives think about the integration of online and print when researching or pitching stories? Not many I’d wager. The PR industry is in serious need of a wake-up call. More to come on this subject…
*UPDATED* Richard Sambrook has also blogged this one.