Update as of November 1, 2009 of the original version published in 'New Times: Making a Professional Newspaper in an Emerging Democracy' by Tatiana Repkova in 2001. Pdf of the 'New Times' book available at: mediamanagersclub.org/book

1. 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

2. 2
2
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

3. 3
3
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

4. 4
4
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

5. 5
5
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

6. 6
6
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