Tom Temin, exec VP-editor in chief, PostNewsweek Tech Media, said the idea is logical "if you accept the premise ... that the bond with the reader is the most important ingredient to being a good advertising medium, and you accept the postulate that nobody should know the reader better than the editor."
Mr. Temin noted that at PostNewsweek the structure has supported such a premise for years, with the editor and publisher on equal rungs reporting to a common corporate owner.
A similar structure is in place at Wicks Business Information. "We're managed right now by publishing teams, so editors are equally important to publishers," said Doug Manoni, CEO of Wicks Business Information.
Jason Young, president of Ziff Davis Media's consumer/small business group, said, "The challenge really is human capital-how many editors out there have the skill set to do it."