To improve cross-functional coordination, product managers were nominated, who also
reported to the GMs. “Products” were any of a variety of ways to package content, advertising, and
interactive functionality on the website. For example, a recently launched email product called
“DealBook” was motivated by a mergers-and-acquisitions journalist who wanted to increase his
following by reaching more potential readers through the Internet. Product managers coordinated all
tasks associated with their products, soliciting input from sales, marketing, and technology. They
would develop a business plan around new products and, if approved by the GM and senior staff,
manage it on an ongoing basis.