To maximize online revenue, newspapers must synchronize departments

Whilst most newspapers have now embraced online as an essential element to their future business plans and growth (or indeed long term survival), the integration of online with the rest of the business does not always give it the chance it needs to work to optimum effect. There is certainly an argument that online is a specialized area and therefore needs its own division but newspapers also need to ensure this department is integrated into the key areas of editorial, advertising and marketing.

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