DOW JONES WILL INTEGRATE ON AND OFF LINE NEWSROOMS OF THE WALL STREET JOURNAL

Read the memo to the WSJ newsroom.

They don't want to scare them, but...

I can guarantee you that the full integration of on and off line newsroom will come sooner than anybody expects.

Jeff Jarvis asks today the most controversial question:

"Who’s in charge of the future? The print guys or the online guys?"

My anwser is there:

First integrate on and off line newsrooms.

Second, find out the best editor for both operations.

Third, have two strong managing-editors for both branches.

Fourth, seat them together in a planning multi-media desk.

Fifth, do it before your competitors!

We use to say to our clients that what they have a need is “one heart and two lungs”.

And let me add a final comment:

The newsroom integration will be faster and easier than the commercial one.

Advertising, circulation, marketing and administration are silos that will be harder to conquer for the multi-media, on and off line integration.