Abstract

Within the current digital ecosystem, differences between technology oriented companies and media organizations are becoming less and less relevant. As natural born «tech» companies are entering fields previously managed exclusively by media organizations (i.e. advertising, relationship building, service information, and even content production), publishers and journalists should consider themselves as part of a broader technology business. In the digital environment, technology solutions - and especially data management practices - are no longer "means to an end", on the contrary they should be considered as the very center both of the business side and of the storytelling side of media industry. The essay discusses the cultural and organizational changes required to complete such transition towards a joint «engineering/editorial» business model.