Even the most rigidly traditional publisher must be nosing around the digital industry and discovering potential new ways to deliver content.
Many publishers have incorporated digital in their publishing strategy but many more are teetering on the edge waiting to make a move.
There are many lessons to be learnt but maybe the most dangerous thing you can do is nothing. Somewhere, somehow and sometime soon the landscape is going to change radically and permanently.
Here are some of the issues you have to ask of your current business to at least give you the tools to make the decisions...
1) Know your readers? Are your readers' media consumption preferences changing? How many have I pads? How digital are they? You're going to have to know your customers a hell of a lot better than you do now.
2) Learn to think digitally. This is going to take a huge change in your culture and you're going to have to take your staff on a journey of changing thinking, skills and approach. Make sure you have someone on board who can lead this journey.
3) Educate your staff. They must be able to understand the future you're building in both strategic and technical terms. Encourage sharing of their experiences of working with different aspects of digital publishing - this goes through marketing , editorial, sales and IT.
4) Look at the IT systems you are going to need. You're going to have to have systems that can manage and measure your multi-channel world and deliver a more consistent customer experience that involves on- and off- line.
5) Everything is measurable n the digital world - what content is popular, where people arrived from, where they went to, where they entered your content etc etc. Keep it simple and keep it relevant.
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