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Your recent article (“Publishers weigh benefits, drawbacks of going outside for Web development,” February, p. 18) offered a bleak outlook for publishers seeking guidance on this topic.  Readers were presented with two undesirable outsourcing alternatives: either lose control of your site or use standardized features that lack customization. The message? Settle for less or pay an exorbitant price to build your own.
The fact is, publishers can choose from a variety of cost-effective solutions to deliver personalized, value-added content. Moreover, publishers can integrate not just content management but e-commerce, ad serving, circulation and e-mail to boost revenue online.
For some publishers, spending on IT staff and infrastructure to maintain installed software is an expensive option. For others, it makes more sense to use software services instead and remain focused on core competencies—content and advertising.
Few publishers are willing to make technology a core competency, and must seek solutions to control online content and branding. Web developers invest years creating innovative, affordable solutions for publishers. By mastering leading-edge technologies and applying that knowledge to innovative, practical applications, service providers remove technology constraints and present options that contribute to successful publishing operations.
To keep up with changing market needs, publishers must explore a variety of options.

Lou Bahin
VP-client services ePublishing
Chaffee Interactive

Editor’s note: Chaffee Interactive developed the Web site for Media Business.

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