It’s about the story, not the medium

This post by Jeff Jarvis got me thinking about how to break through the barriers in a formerly single-medium company when talking about New Media:

It depends on the story and how you want to tell it and how your public can best use and interact with it.

So the medium or media you are using depends on the story you want to tell. That’s the real added value of being a journalist or editor in a multi-, cross-media environment. And that’s why I strongly believe in not organizing a multi-media company into separate divisions around one single medium.