At present, media companies have a wide range of channels through which they can reach their public; the exclusive role of "mediator" held by newspapers no longer exists. Now, alongside newspapers, channels such as the Internet are making their presence felt. Media companies must go in a clear direction so that they can cover all of these media and continue to reach their public with the same quality and effectiveness. The only possible direction is that of implementing a multimedia culture for the whole company and, with respect to journalists, inculcating the idea of flexibility, of being able to create content for any of these channels.
But it is also true that the twenty-first century journalist needs time to create, think and interact with the public without being burdened by mere bureaucratic or technical-manual management requirements. To this end he needs quick and effective tools with which to work that do not require sophisticated, constantly changing technical knowledge.
This is one of the main factors that should be behind the decision to acquire a CMS Web. Based on the editorial criteria, essentially the journalist or editor must be capable of editing the finished content for the web in a simple manner, of managing the "bridges" connecting him to the public (blogs, forums etc) without requiring any knowledge of programming or technical terminology, having complete control over the final appearance of the information in a similar manner as that which existed with the print version for many years.
Without doubt, technology must be placed at the service of the company so that it can publish its products in all channels in the simplest and cheapest manner, maintaining at all times the quality of its content and allowing the journalist to manage his articles and stories for the web in a simple yet global manner, without needing a technician constantly at his side or specialist knowledge.
