WWe urge our teams to think more like internet marketers, marvel at the e-commerce ease of our favorite retail sites and race to check out the newest digital devices.

Rob Grimshaw, publisher and managing director of FT.com, was quoted as saying, “This isn't publishing as much as Internet retail.”

Across the publishing industry, successful organizations are re-tooling and building their businesses at the intersection of content and technology. In this case, though, technology needs to encompass more than content platforms and devices. We need to create a tent of technology that also includes sophisticated e-commerce capabilities, analytics engines and powerful digital marketing channels.

Assuming we all agree that the question of charging for quality digital content is a “how and when” rather than “should we,” there is an industry-wide race to building out our retail capabilities online.

The INMA Transformation of News Summit on December 2-3 in Cambridge, Massachusetts, will be an opportunity for newsmedia marketers to discuss the status of paid digital content and e-commerce within our industry. If you'd like for your views to be included in the Summit dialogue, click on the link below to complete a survey — results from which will be shared in aggregate at the conference.