IT Strategy in Publishers
While content is king, technology is now a key driver of success for publishers. Alongside the IT helpdesk, i.e. those who manage infrastructure and desktop support services, you probably have web developers and increasingly, other consultants or “tecchies” dealing with a wide range of IT issues.
Publishers need to think strategically about IT. Whatever the strategic plans for the business, there needs to be a corresponding strategic plan for IT.
To help you think strategically, break down your IT into 3 parts:
Infrastructure, content delivery, tools.
Infrastructure is your PCs, your MS Office applications (Word, Excel, Outlook). Look at the costs, staff, hardware, software. Think about whether your requirements are going to change (more staff/fewer staff/changing staff levels), working remotely and on site, and whether you could make more use of hosted services and free software.
Content Delivery. This is the way you get your content to your readers/users. It might be web/email/twitter or printed matter, going in the mail. Look for efficiencies, save time on re-posting, make your editors and journalists jobs easier. Get your best web tech teams to drive innovation in how you communicate rather than respond to editors and sales people’s requirements. And remember, you talk to your readers but they also need to talk back.
Tools. These are the applications that enable your people to do their jobs more efficiently or effectively. Absence management, accounting software, email marketing systems… how are you buying these types of software? Are they fit for purpose? Are you using them enough or too much? Can you save money or stop adding more people as you grow by using better tools? Are you more efficient and more effective than your competition?
These three areas require very different skills from your “IT” people. Think about how you structure your IT department. Think which skills are generic and consider outsourcing them. Identify which skills are core to your strategic needs and keep those skills close to you.
If you can inject great IT thinking and skills into your business strategy, or even let that thinking guide your strategy, then you will set yourself apart.
