So said Meredith’s chief development officer, John Zieser at the FIPP Worldwide Magazine Marketplace (WMM) conference held in the UK December last year.
But Zieser also advocates integration, "However, to prevent net sales person and print sales persons from tripping over one another, there has to be one person overseeing everything in the brand, stewarding the brand across difference channels. For the brand’s biggest clients, though, there has to be 360 degree teams managing them across the media options, especially since most agencies today ask for print and multimedia “bundles”.
Here in the US I there is a trend toward staff integration so I thought it important to post a contrasting view. As with most things publishing, your clients should decide for you. If they are asking for integrated proposals, you need to integrate your staff.