Subject: stepping over the line From: nedfagan@rival.com (Ned Fagan) Date: Sun, 01 Sep 1996 21:39:54 GMT

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-> In the development of online newspapers I am wondering if this is 
-> approached in the same manner? I feel that our web product needs 
-> much work as far as content but don't want to step over the line 
-> between advertising and editorial?

Hello Chip Py -- I have primary responsibility for a web site belonging
to another excellent group of suburban weeklies. My site is
half-launched, INCOMPLETELY planned, and SOMEWHAT boring. It, also, is
mostly a regurgitation of our print content.

Our online operation is functionally and hierarchically independent of
both editorial and advertising. We take their stuff, we request and get
support from composition and advertising, that's that.

I would like our online product to be better. It is the way it is
because we had to ...START before we could improve. In my company, there
is some value in getting the ball rolling -- in giving some "actuality"
to a project. For one thing, you can't get objective feedback until the
first words are on the page, so to speak.

You want comments? Here's comments: 
We have a new company-wide ad director coming on board in a couple of
weeks. The person was chosen in part because of a background that
includes radio, TV and the web -- in addition to very strong print and
newspaper credentials. Senior management EXPECTS the new ad director to
take a strong interest in our web products. So do I.

If this person gets involved with the web site I will be delighted. If
they DON'T, I will be disappointed. I hope their involvement includes
direct suggestions, ideas, notions about what is boring and needful of
improvement, etc. Not soothing stuff, USEFUL stuff.

I hope, also, they they will assist me in "cracking the whip" with
composition, art design, print ads and even some editorial. Just kidding
about the whip, but you know what I mean.

You may have a person like me in your group. Bet you do. Go for it.

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