Training and retraining represent a critical part of the venture. The main issue is the ability to effect cultural change and get all staff to realize they are operating in a multimedia business. But 55 percent of Web editors work under the newspaper editor. There are differences of opinion on how the Web team should fit with the rest of the organization. Others think that the Web site should not be connected to the newspaper.
Many respondents stress the importance of differentiating the two products.
The biggest lesson we have learned is the need to stay focused on it. We treated it as an after-fact of the printed product. We now see it as a very strong arm that we need to focus our time on. There should be added value for the reader in the online newspaper. Added value may take the form of content that interests only a limited segment of the public.