Media companies that expect to dominate in the future will need to add technology as a core competency. Making the transition from editorial and ad-sales / subscription competency to digital competency will require companies to attract all-star tech talent, a task easier said than done.
Digiday explores the dilemma:
Now that publishers have gotten religion about tech’s front and center position, they’re left with a dilemma: How do they get the talent to run the systems? Leaving aside all the talk of tech at places like Buzzfeed, The Huffington Post and Gawker, it’s not so easy when the tech-minded are more likely to work for Google or the next big startup.
“There’s huge demand for good CTOs, but it’s not enticing,” said Jonah Peretti, CEO of Buzzfeed. “If you’re a good technologist, you can build your own company.”
”The media landscape is one of the most in-turmoil, rapidly changing industries out there now,” [says Paul Berry, former CTO of The Huffington Post]. “It’s at the intersection of everything that’s being disrupted.”
“Too many people outside of tech companies think of tech as being just an implementation of the business ideas or editorial ideas — not of something that’s creative,” said Peretti. In order to entice a good technologist, the tech team needs to be on equal footing with the editorial team, he added — something that would be unthinkable at most editorial organizations.