BtoB Media Business - June 2007 - (Page 10)

COVER STORY E-Centralization Media companies break down silos in an effort to standardize online procedures and strategy By Kate Maddox A s the Web redefines the publishing world, b-to-b media companies are increasingly centralizing their Web site management operations, both in terms of organizational structure and technology infrastructure. ¶ The trend toward centralization is a change from several years ago, when publishers often pursued decentralized Web site operations. A handful of people at individual titles would be responsible for posting and managing content on sites that were siloed—more often than not using different technology and content strategies—from sibling sites within the media company. But as the Internet has created more opportunities for publishing companies to share information across the organization— from database marketing to usergenerated content—media companies are moving to create more central organizations and common platforms for their Web sites. Take Reed Business Information, one of the largest b-to-b publishing companies, which in August formed a centralized division for its e-media operations called Reed Business Interactive. Previously, Reed had more than 50 different Web sites with as many digital strategies. “Last summer, we made a decision to centralize our Internet strategy and develop scalability,” said Jeff DeBalko, chief Internet officer at Reed Business Information. “It is very difficult to have a viable Web business in a silo. Now, we have one online strategy, and everyone is moving in the same direction.” One of the biggest changes in Reed’s Web site operations has been in the area of content strategy. “Previously, each publication decided what it did with the Web,” DeBalko said. “Some sites had a very active online edi- torial staff writing real-time content, and other sites had none. Some sites tried to engage users, and others had absolutely no user engagement.” In addition to a central online organization, Reed also developed a new online content strategy that all of its publications will eventually adapt. The new Web site strategy, which Reed calls the “premium site model,” has currently been rolled out by 12 publications, with between 35 and 40 to follow by the end of the summer. Under the premium site model, Reed sites will no longer embargo content until the print edition comes out, as was often the case in the past. “It is all about putting content on the Web first,” DeBalko said. Moreover, the premium sites have a common look and feel, a common search capability through a Reed division called RB Search, aggregated content from around the Web (including content from Reed competitors) and a strong user-generated content focus. “We mandated complete user engagement across the portfolio,” DeBalko said. “Users have an opportunity to comment on every single thing we produce, and the comments are not filtered in any way, unless they are inappropriate.” Some of the Reed sites that have been switched over to the new model include those of B&C (Broadcasting & Cable), MultiChannel News and TWICE (This Week in Consumer Electronics). 10 | Media Business | June 2007 | mediabusinessonline.com http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - June 2007

Cover
Contents
ABM meeting reflects sense of urgency
Publishers consolidate Web site management
Five key technologies to watch
Sales & Marketing
M&A
Online
Events
Circulation
Production
People
Benchmarks
‘Wall Street Journal’ fosters younger audience

BtoB Media Business - June 2007