From a Louis Hau essay on forbes.com called "Newspapers confront the enemy within":
Like it or not, the newspaper industry's increasingly grim financial outlook leaves editors with little choice but to work across the aisle. During a recent meeting at the Des Moines Register to discuss ways of revamping the paper's online local business directory, an editorial staffer asked why the newsroom was involved in a project that was so clearly aimed at generating more advertising, Register Editor Carolyn Washburn says. Washburn's response?
"This isn't a news story, but it's content and we know how to organize it better than anyone,'' she recalled saying.
Washburn says cooperation between the news and advertising staff at the Gannett (nyse: GCI - news - people )newspaper now runs far deeper than in the past. For instance, before key state high school sports tournaments get under way, the paper's sports editor confers with advertising to determine what they can do together.
"It wouldn't have happened 10 years ago,'' Washburn says. "Five years ago, it wouldn't have happened."
Hat Tip: Jim Romenesko
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