By: E&P Staff Australia's Fairfax Media has announced that the next phase in its business transformation will include creation of an integrated "newsroom of the future," which will require a significant upgrade of its editorial system. The goal is to streamline print and online content generation and incorporate additional elements, such as video.
For advertising, an upgrade is designed to automate tasks now handled manually, as well as provide support for cross-selling and new-media ad platforms, such as e-mail and SMS.
The Genera systems now in use were originally installed by Australian developer Cybergraphic, which Atex acquired in 2002. Covering thousands of seats, the upgrades will be carried out across the company over the next three to four years, for a $20 million total investment.