Integration is more about culture than tech

Ideas Magazine's Vin Crosbie observes that while newspaper readers are increasingly treating different media as no more than different points of access to a single content provider, and while newspapers are endeavouring to promote that "same brand, different outputs" concept, the organisations themselves have done little to restructure according to those principles. "Most print editions that are downloadable online or transmitted to hotels, resorts, offices, and automatically printing vending machines are operated by print production and circulation staff. But New Media staff runs the Web sites, mobile phone, and PDA editions. And those two staffs have little involvement with each other ... Convergence won't become a reality for the newspaper industry until the staffs that produce them converge."
(From Digital Deliverance)