Public Relations & Social Marketing Insight

… We began our New York meeting by trying to understand why media companies have largely failed to take advantage of the incredible power of the Web and mobile devices.

We identified four forces that have stymied innovation:

1.  Content Management Systems. They are designed to convert old media into new media and they provide little flexibility to experiment with new journalistic forms.

2.  Newsroom culture. The rhythm in most newsrooms is based on a well-established work flow that produces predictable content. It’s not easy to suggest a wholesale change.

3.  Product managers on the business side. They’re accustomed to selling the old recipe and often seem perplexed by new approaches.

4.  Editors/news directors. They’ve got other priorities — such as having to choose people for another round of layoffs — and often don’t have the resources for a new venture....