UK: Integration will boost creativity, says Guardian EIC Rusbridger

Posted by Kelley Vendeland on May 20, 2008 at 9:14 AM

The Guardian's push to integrate the teams of The Guardian, The Observer and Guardian.co.uk will maintain the independence of all three platforms and "unlock the creativity of staff", said Guardian editor-in-chief Alan Rusbridger.

"The aim has been to keep the distinct voice of all the three platforms," he said. "We began this with [Observer editor] John [Mulholland] saying 'what do you think defines the voice of The Observer?"

Further elaborating on the integration plans, Rusbridger explained that writers will be organized into subject-specific "pods," eschewing the traditional newsdesk structure.

"I have always thought that the organisation of the newsroom should be more like how the website is organised," said Rusbridger. "We decided that it didn't make much sense to have separate digital brands.

"This has been defined by the people that are going to work for it - that has been part of the process thoughout. It will really unlock the creativity of what we do"

Source: Press Gazette through IFRA Executive News Service