Check out this June 4 breakfast forum at the Magazine Publishers of America. Everyone’s grappling with how to organize staff and structure to get the most out of digital. Here’s an answer:

With the rise in the Web’s importance (not to mention mobile, video and other digital outlets), magazines have been grappling with how to best integrate the digital-side staff into the organization. Sometimes the Web site is run from the marketing division, sometimes from editorial, and other times IT. Every choice brings strengths and pitfalls.

How can you get the most out of your digital experts while also getting the rest of the team to buy in? What are the implications for audience, revenues and protecting the brand? Do you even need a digital division, or should everyone be on cross-functional teams?

In this targeted session with industry leaders who’ve grappled with these questions and others, we discuss best practices as well as case studies that will help you understand how to organize for success in the digital sphere.

Moderator: Dorian Benkoil, SVP, Teeming Media
Panelists:

Michael Silberman, General Manager, NYMag.com
Bill Stump, VP, brand editor of Men’s Health, editor MensHealth.com
Philippe Guelton, COO, Hachette Filipacchi Media U.S.
Toni Nevitt, President, eMedia Advantage

Register here.

It’s been talked about for years, but it looks like this year, as evidenced in the TV Upfronts — when the networks try to sell a bulk of their advertising time — the networks are really getting religion. The cross-platform initiatives are

Here’s the most recent column, in JackMyers Media Business Report.

We’ll be giving a presentation May 27 at Columbia University to a visiting group of Chinese media execs on the new media landscape. If past experience is any indication, we’ll be asked a lot of good, direct and insightful questions by a knowledgeable group.

Today JackMyers Media Business Report released a report co-authored by our own Dorian Benkoil and Jack Myers: “Great Expectations: Research Industry Looks Toward New Era in Media Measurement.” Based on extensive research, as well as interviews Dorian conducted with more than 20 thought leaders, it gives a broad overview of the very disrupted yet newly optimistic and future-looking world of audience measurement, especially in TV.

From a measurement industry reliant only on Nielsen ratings we’re moving to an amalgam of digital signals from set-top boxes provided and the signals sent back to TiVo from DVRs, with both the cable companies and TiVo, and a myriad of others (including Nielsen) working feverishly to come up with measurements of audience viewing patterns and behaviors that are changing the landscape. Sometimes, the passive measurements are combined with more qualitative research that gets at emotions, brand affinity and the like.

The report has case studies, profiles of vendors and what they’re up to, and analysis of where the measurement industry is going, pulled not only by media buying divisions of advertising companies, but also competition from the likes of broadband video and Web analytics companies.

Sponsored by measurement company Teletrax — which tracks TV via a technology known as watermarking — it’s available, for free, here, on the MyersReport.com site.

An earlier study, “Tracking, Monitoring and Monetizing Video Content,” authored by Dorian, is also available on the MyersReport.com site, here.

Congrats to Roger Black and a big thanks to our audience and sponsor, Attributor, for the first-ever NY:MIEG Gold event which came off without a hitch thanks to Bill Sobel, his team, TV Worldwide, and Gallagher’s steakhouse.

Have a little coverage here, at MediaFlect

… In a wide ranging discussion with a wonderfully combative audience trying to take Roger (and me) to task for the idea that there even needs to be such a thing as a “magazine” on the Web (even though we didn’t really say that) or anything approaching traditional literacy (even though I’m not sure we really said that), Roger talked of the editor Ramon Alberto Garza whom he quoted, when asked what should be the sections of a general interest news or magazine site as answer: “Me, Mine, Us, Them.” And that, said Roger, is the pinnacle of what the Web is about …

and also on Bill’s NY:MIEG blog:

… Ramón Alberto Garza, the editor who created Reforma in Mexico City 11 years ago, and Eduardo Danilo, who designed it, have come together again on a new project that sets the stage for what I would like to think is the future medium of news and design. …

We’ve updated our description of our Jan. 29 breakfast with Roger Black and are excited to say that he’ll announce a new project at the gathering:

Breakfast With Roger Black

In a pointed and exclusive Q&A, presentation, and discussion with an audience of leading media executives, heralded designer and media strategist Roger Black talks about what is and isn’t working for mainstream media companies in their digital strategies, why they’re getting beat by startups, and how to get people to really read on the Web. He will also, for the first time, reveal the launch of a new magazine project that moves beyond typical Web technologies.

Find out more and buy tickets here, at the Web site of NY:MIEG Gold, our partners in the event. It’s at Gallagher’s Steakhouse in mid-Manhattan, and costs $60 for NY:MIEG members, $75 for non-members.
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Our lead event sponsor, Attributor, this week released a study of use of celebrity images across the Web, lifted from publications FHM, Maxim and People. They found that the most-copied celebs were Megan Fox and Matt Damon.

We’re jointly hosting an event with friend Bill Sobel, helping him launch the new NY:MIEG GOLD series (that’s New York Media Information Exchange Group) with one of the world’s most acclaimed designers, thinkers and Web media strategists, Roger Black. (The event is sponsored by Attributor. See below for their message.)

On Jan. 29, in Midtown Manhattan, Roger will discuss creating content across media platforms, and avoiding the cost and hassles of designing and redesigning for print, Web, mobile and ever other applications. Any senior-level media person who deals with digital as well as any other medium — print, mobile, broadcast, cable, etc. — should attend. Seating will be limited so act now! For information contact Ellen Cohen at eccmedia@gmail.com.

Acclaimed Designer and Strategist Roger Black
Tuesday, January 29th
7:30am - 10am
Location: Gallagher’s Steakhouse, 228 W. 52nd St, NY.
NY:MIEG Members $60/Non-Members and Guests $75

Buy tickets HERE.
Roger Black is a New York-based, internationally renown designer and strategist. He has designed some of the world’s leading magazines and Web sites, including MSNBC.com, Esquire, Newsweek and Rolling Stone. His recent work and thoughts can be seen at RogerBlack.com. The NY:MIEG GOLD series brings together a demanding audience of high-level senior media business executives. More than a networking event, these new breakfast events will provide specific measurable takeaway information the executives can act on.

We’re also grateful to our lead event sponsor, Attributor. Here’s a message from Attributor:

You publish great content and it’s copied all over the place. Is that a problem or an opportunity?

Build value with your content no matter where it ends up on the Web with Attributor’s web-wide content monitoring and analysis service.
Get a free report to see how and where your content is being copied.

Check out our new white paper, “Choosing the Right Content Management System for Your Web Site(s), Plus: When and How to Build Your Own”.

It’s a great instructional manual for the business or editorial manager at a digital property looking for checklists, straight talk and a list of 14 of the most popular CMS systems and more than 50 of their attributes. It’s a must-have tool if you’re trying to decide what CMS to buy, or lead a team that will be doing it together. Lead writer Amy Webb has a wealth of information about content management systems; she’s forgotten more about them than most of us will ever know.

You can get a rather full excerpt here and buy the paper by clicking on the “buy now” button at left.

New technologies include unique problems in user measurement, and today Dorian will be moderating a panel discussion of these challenges among executives working with various media platforms at the IAB Audience Measurement Leadership Forum.

Analytical tools enable businesses to better understand traffic and use of digital media, thereby more effectively serving customers and increasing revenue. Today, we’re presenting Web analytical techniques in a guest lecture at the Zicklin School of Business, Baruch College, City University of New York.