The Star is hiring....if you want to break down silos....

Dateline: Sun 28 Sep 2008

A reader/friend/former Gannett slave saw this ad on JournalismJobs.com a week or so ago. As she notes, the job description hints at a cozier relationship between the second (newsroom) and third (ad/marketing) floors of 307 N. Penn, with the goal being to boost revenue.

Odd, she adds, to see such a job posting use words like marketing and readership. But then it's also Pure Gannett, and what strikes me as odd is that the company never learns from past mistakes. It just keeps chasing this carrot, rather than focus consistently on quality journalism.

Here's the pitch, which also is on CareerBuilder and was in today's Sunday Star:

"Executive Editor/Digital and Custom Content The Executive Editor/Digital and Custom Content will lead The Indianapolis Star's initiatives to become a next-generation leader in digital and niche print and on-line content. This individual will work with the Information Center Editor and, attuned to advertising, marketing, information technology and research and development goals and support, break down silos, develop new content and content management systems, and engage in strategic planning. This position will have a strong awareness of the audiences we serve, their lives and their roles in the geographic, cultural and economic make-up of Central Indiana.

"It will lead the Information Center's efforts to address the information needs of niche audiences and provide multi-media tools and other products to serve those audiences. Our goal is to reach more audiences with custom content delivered on more platforms, and this position will play a key role in that. This position also will be a leader within our Interstate Group of Gannett newspapers (metros Indianapolis, Louisville, Cincinnati and smaller to medium-sized papers in Indiana, Ohio, Michigan and Wisconsin) for multi-platform custom content. The position's channels of accountability are: -- Optimal presentation across all digital platforms of news information and special projects including 1st Amendment projects, multi-media, databases, calendar information, community conversation and reader/user interaction. -- The development of new niche web sites to bring together communities of users as we build our role as metro Indianapolis'prime source of community news and information. -- The integration of advertising and marketing initiatives into our digital and print operations, including new technology systems and advertising approaches that boost revenue while ensuring the independence of the information-gathering process from conflicting advertising and marketing influence. -- Strong custom publishing print and on-line products that meet the needs of information consumers and advertisers. -- Strong, audience and niche-focused, themed products for the core newspaper. -- Attention to budget, human resources, diversity/mainstreaming, ethics and other key goals of our company. In recognizing the new realities of the digital era, this position will focus solely on the above accountabilities. While it will have necessary involvement with budget, operations, story editing and planning, and other

aspects of the information center, it will not have day-to-day accountabilities for those functions. The position reports to the Editor and Vice President.

"If interested in this position, please respond to Dennis Ryerson/Editor at 307 N. Pennsylvania, Indianapolis, IN 46206."

Reaction here? Yawn. Makes me want to take a nap. Besides which, it has nothing to do with the mission, and everything to do with pandering. Bound to fail.

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