Organizational structure & job descriptions

of a news website

Supplement to the updated Exhibit 41.0 The New Times Weekly of 16 Pages

Published in the book New Times: Making a Professional Newspaper in an Emerging Democracy

by Tatiana Repkova

* See detailed job descriptions on the following pages

© 2009 Tatiana Repkova

Area of responsibility Job title In real life, some job positions have various names.

STRATEGY & PLANNING General Manager

Managing Director

Web Strategist *

Chief Technology Officer *

Chief Internet Officer *

Chief Digital Officer *

Vice President *

TECHNICAL ADMINISTRATION Webmaster *

CONTENT MANAGEMENT

DESIGN

ONLINE COMMUNITY

Editor-in-Chief *

Online Editor/Manager/Director *

Executive Manager/Director *

Web Manager/Director *

Editorial Manager/Director *

Content Manager/Director *

Shift Editor

Home Page Editor/Producer

Breaking News Editor/Producer

Multimedia Editor/Producer *

Online Editor/Producer *

Web Editor/Producer *

Photo Editor/Producer

Video Editor/Producer

Audio Editor/Producer

Database Editor/Producer *

Data Delivery Editor *

Search Editor *

Community Editor/Producer *

Web Designer *

Art Director *

Reporter

WEBSITE MONETIZATION

(Making money online) Web Developer *

Product Manager *

Online Ad Sales Representative

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Web Strategist

Chief Technology Officer

Chief Internet Officer

Chief Digital Officer

Vice President

Function: Provides for the long term planning for a web site to make sure that the web

efforts are aligned with overall organizational goals, and to emphasize the planning

required to develop complex systems. ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

1. Leads the development of knowledge management tools and infrastructure that will provide access

to organization’s knowledge resources to customers and staff.

2. Leads the development and implementation of a strategic plan for organization’s web sites.

Includes consulting with staff and leadership to assess needs and develop plans.

3. Develops functional specifications for web-related projects. Manages request for proposal process,

vendor selection and management for these projects.

4. Ensures that web site content and online communities are developed and supported according to

organization’s strategic objectives.

5. Liaisons with all staff units in order to effectively plan and support web-based services related to

their goals and objectives.

6. Markets the web site to customers and relevant segments of the public.

7. Plans how to align the web site with corporate objectives.

8. Must understand the direction and strategy of the company, and know how to use the web to meet

those needs.

9. Proposes prioritization of projects.

10. Lists future technologies to be aware of.

11. Acts as a program manager, managing ongoing projects, teams, and resources (profit and loss).

12. Provides for measurement of the return on investment.

13. Supervises the performance of project managers, their technical teams, as well as technical teams

reporting directly to the web Strategist.

14. Deals with internal business stakeholders, their management, and spend time managing

relationships and deliveries from vendors.

15. Reports to a senior rank in marketing (or sometimes engineering or IT). Based on:

http://www.highcontext.com/resources/web-job-descriptions/

http://www.web-strategist.com/blog/2008/05/17/what-is-a-web-strategist/

© 2009 Tatiana Repkova

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Webmaster

Function: Provides for technical administration of web servers and software to ensure that

the web site is operating efficiently and meets performance requirements for availability. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

1. Develops monthly activity reports on activity in the online community and on organization’s

professional site.

2. Maintains network and data security, including controlling user access, insuring operating systems

security patches are tested and applied promptly, data backups, Internet firewall configuration and

virus and worm prevention and elimination.

3. Answers questions about or troubleshoot problems with the web sites.

4. Monitors web site performance and makes necessary adjustments to insure maximum availability

and performance, including web site capacity planning. Is ultimately responsible for ensuring that

the web sites are easy to navigate and that they address the needs of the publishing company and

its customers.

5. Performs a variety of technical tasks to make sure that a web site works properly and can be

accessed quickly by as many people as possible. Makes sure the server and browsers (the different

programs used to access the web site) can properly handle e-mail, transmit news, and download

files.

6. Performs technology needs assessments, evaluates new technology to determine whether it could

be beneficial for the organization web sites, and installs, configures, and tests hardware and

software.

7. Maintains synchronization of production and development web servers.

8. Maintains the web sites so that they remain a valuable resource for the publishing company and its

customers.

9. Monitors, improves, and updates the performance of existing web sites.

10. Updates information contained on the web site or in databases linked to the site and checks the

links on the site regularly to make sure that they are still working and that the information they

provide is still current.

11. Surfs the web to become acquainted with new developments and ideas and to discover new pages

to link to the publishing company’s web site. Updates links to other web sites.

12. Monitors how many people visit the web sites to determine if they need to be upgraded to handle

increased use. By monitoring traffic on a web site, he/she also tracks how often various pages,

features, and links are used. This information is used to update the web site to make it more

appealing and functional.

13. Must learn about publishing company’s marketing policies and sales objectives.

14. Must have a college degree in computer science, mathematics, engineering, or design-related

fields.*

15. Required technical skills involve experience in programming languages such as C++ and Java.

Knowledge of the Unix operating system is also important, as is familiarity with Internet

applications and changing technical standards in areas such as HTML (hypertext markup

language), HTTP (hyper-text transfer protocol), and XML (extensible markup language) that

affect the workings of the web site. Must keep abreast of new technology, understand how to

implement it, and know which technologies will enhance the publishing company’s web site.

* However, it is common for webmasters to be self-trained, learning their skills by working with the World Wide web and its

related computer applications.

Based on:

http://www.highcontext.com/resources/web-job-descriptions/

http://careers.stateuniversity.com/pages/143/webmaster.html

© 2009 Tatiana Repkova

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Editor-in-Chief

Online Editor/Manager/Director

Executive Manager/Director

Web Manager/Director

Editorial Manager/Director

Content Manager/Director

Function: Leads the planning and implementation of web content and design

for publishing company’s web sites. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

1. Leads the creation, implementation and maintenance of the content on the web site, including

copyediting.

2. Works with staff to develop and maintain information on the web.

3. Designs and implements the information architecture of the web site ensuring ease of navigation

for visitors.

4. Works creatively with staff from other publications of the publishing company to create unique

opportunities for interaction between the web and the other communication vehicles.

5. Works with organization staff to identify, index, and make available knowledge resources.

6. Continually develops and maintains organization’s thesaurus (keywords) for use in indexing

content.

7. Ensures that the web sites are designed and deployed in a manner that is as accessible and user-

friendly as possible.

8. Develops and implements the editorial calendar for the home pages and other areas of the web

site.

9. Represents the web staff to other units on issues related to content management.

10. Serves as expert consultant to staff on the development of web content in support of

organization’s objectives. Based on http://www.highcontext.com/resources/web-job-descriptions/

© 2009 Tatiana Repkova

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Multimedia Editor/Producer

Online Editor/Producer

Web Editor/Producer

Function: Directs the presentation of audio, graphics and slide shows on the web site, to

keep it fresh with stories, photos, video, other interactive ventures and live streaming

from various events in the web site coverage area.

Database Editor/Producer

Data Delivery Editor

Function: Manages development and construction of online databases

for web site visitors and user-friendly access to them.

Search Editor

Function: Explains to the editorial staff how the search structure of the web functions work

on indexed pages and improve the rankings of their newspaper articles

in search engines (Google, Yahoo!, and others). ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

1. Must have knowledge of searchability through web search engines (external searchability) and

information access on the site itself (internal searchability). In other words, Search Editor

combines competences of Web Editor, Information Architect/Usability Expert, and Search Engine

Optimization Expert.

2. Is competent in copy-writing that combines the needs of human readers as well as search engines.

Based on http://www.pandia.com/sew/547-search-editor.html

Community Editor/Producer

Function: Covers any activity related to connecting web site visitors, customers or clients

electronically, primarily via online forums and e-mail list servers. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

1. Monitors and maintains online forums on a daily basis, including topic pruning, archiving,

creating new forums and moving topics.

2. Notifies appropriate staff about online discussions or inquiries that should receive a response from

the organization.

3. Schedules and prepares special speakers and participants for online events.

4. Provides ongoing technical support to customers, clients or members using the organization web

site.

Based on http://www.highcontext.com/resources/web-job-descriptions/

© 2009 Tatiana Repkova

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Web Designer

Art Director

Function: Encompasses the creation of graphics and html templates for the web site

as well as multimedia. …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

1. Oversees the design of the web site, making sure that a consistent look and feel is maintained.

2. Serves as art director for the visual and multimedia content of organization’s web sites. Develops

and maintains the overall look and feel of organization’s web sites.

3. Manages and designs the creative aspect of web projects, including serving as an expert resource

to organization staff involved in specific projects.

4. Designs HTML templates and supporting graphics that are consistent with organization’s design

standards.

5. Develops and maintains visual design guidelines for the web site ensuring that outside

advertisements to placed on the web site meet organization standards.

6. Designs graphical user interfaces for web-based applications on organization’s web sites.

Based on http://www.highcontext.com/resources/web-job-descriptions/

Web Developer

Product Manager

Function: Leads delivery of web development projects and maintenance programs

to facilitate website monetization. …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

1. Must understand strategic vision and tactical needs, opportunities, business drivers and their IT

implications, and contributes to their development.

2. Keeps abreast of market trends (opportunities) and develops operating practices and processes.

3. Manages all the phases of web development projects, from inception to implementation, user

training and ongoing support.

4. Develops project budgets in compliance with the organization's financial practices.

5. Regularly interacts with the stakeholders and managers during the various phases of the project

and provides regular project status updates. Creates cost/schedule estimates for stakeholders.

6. Is accountable for overall solution delivery and quality. Establishes standards and procedures for

project reporting and documentation. Partners with technical leadership to plan and coordinate

performance and benchmark testing.

Based on http://pre-launch.annarbor.com/2009/06/web-developer-job-description.html

© 2009 Tatiana Repkova