Friday, June 13, 2008

The Wall Between Editorial & Marketing: You Have To Be Kidding!


I just received this email from SIPA member and speaker Scott Jacobs:


"One thing that struck me in Washington this year - - once again - - was that marketing and editorial types still have problems working together in some shops. We're sitting here in 2008 and I am hearing the same things I heard when I attended my first newsletter conferences in 1989. "We hate them, they hate us." One expert marketer who I hold in high regard has even had to create her own Oliver North operation with her own launch editor for fear she would not get the cooperation (she really doesn't) from her veteran editorial colleagues who aren't "into" doing new things. I mean, what the heck is that about? But fascinating discussions like that made the bean soup go down a lot easier during second lunch. And what's with the paltry servings of bean soup anyway? A guy needs his fiber."

Can this still be the case? Increasingly I am seeing a complete convergence of product and marketing teams given the need for quick positioning on the open Web that doesn't doesn't allow for delays presented by epic professional differences.

Scott is currently a free agent after many years as a product planner and news editor for LexisNexis, Mealey's and various newspapers. He also operates under the impression that everyone is interested in his dietary intake.




6 comments:

BBat50 said...

You are right. It's amazing that this discussion continues unchanged despite the web. On that topic, the FTC recently made a law about bloggers and disclosure so that there would be some visibility between editorial and advertising. I have heard nothing about it since it was announced.

And I doubt their ability to enforce. I was struck by a high volume email that I received this week from a reputable educational site that broke a law (Can SPAM) and Google's strictest rules both in a five sentence intro. Rule following is not in it's heyday at the moment. I called it so many violations in so few words!

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