Marketing Interview: The Move Toward Fluid Content
How Doubleday.com is using an open-source platform to engage its readers.
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What has been your biggest challenge so far at Doubleday?
Yamaguchi: … With the site, we’re all in the honeymoon phase. It’s getting great feedback, but we’re seeing places to make improvements and push it even further. Also, there’s a whole style guide that has to be created—[with the site’s] looser, flexible environment, that creates inconsistencies in how you’re presenting your content. We don’t want to do that. We want to be consistent. But with the ease of updating, what you see is what you get. It’s a simple approach, and I really am impressed with how the challenges are not overwhelming.
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Carolyn Huckabay
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