Editors are Now 'Content Managers'

Two makes a trend. Meredith publishing president Jack Griffin this morning said editors are now not just editors, but rather "content managers." That echoes remarks Hearst president Cathy Black's been making to the same effect, in private conversations and at a previous Magazine Publishers of America "Breakfast with a Leader" at the same podium.

Jack and Cathy say there's never been more of a need for editors, people who can sift through the clutter. But I guess you'd better also have your multi-platform boots strapped on if you want to work for them managing "content."

Griffin delivered a speech about the multi-pronged "360" publishing and marketing initiatives of Merdith. 360, pardon the pun, seems to be the new black. Bravo networks last week talked about their 360 marketing strategy at the Promax/BDA television promotion show, and everyone's drawing circles with arrows pointing at each other into their PowerPoint presentations these days.

Not that Griffin's wrong. He showed an impressive mix of content targeted at women, participation by them, editorial products, ad opportunities and more. He's clearly a strategic thinker. He said the Meredith list of names, consumers who can be marketed to, at 85 million strong, is the best in America.

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