New media is fast and loose, with 24/7 reporting and outlets racing to get stories online before the competition. This can lead to mistakes, editing errors, and worse. According to a post in theatlantic.com, readers were once willing to accept these errors in exchange for speed. That time is over, according to the post, and new media publishers are beginning to embrace the traditional values of getting it right.

It takes longer to fashion a story on the web that rivals a magazine article. You need graphic images – charts, pictures, infographics, etc to break up the monotony of text. Citing references and fact checking takes time as well. But it seems that publishers are beginning to realize that taking the time to craft a great story that will be shared is worth the investment.

One example cited is the “Snowfall” piece from the New York Times last year. The article included panoramic photos, slideshows and sidebars, plus some things you just can’t do in print. Including interactive satellite maps and embedded videos provided a more compelling storyline and took a digital story into new dimensions. This success bred a number of variations and has been copied over many different media properties.

Integrating the best of both worlds into a consolidated media enterprise is paying big dividends. Adding the velocity of digital to print helps create an urgency and focus in traditional media, while adopting higher standards in the digital world can provide a stronger user experience. As the post mentions, there is more synergy between the two now as the segregation between the two worlds diminishes.

This creates even more opportunities for marketing executives and PR professionals, as pitches can now be more universal and not relegated to an either-or strategy for digital and traditional media. The next time you are forming a media strategy, you may want to consider a more universal pitch.