I'll take this a step further and ask why we still insist of segregating the people in our organizations that have these ideas? Most organizations I work with still separate web and print in their in-house communications teams. Wouldn't it be more effective to have writers, marketers and strategists working together on messaging across the spectrum of all media? Seems like this would be more efficient and extend the reach of their work exponentially.

I can see a need for separation in terms of technical skills– you may need well trained designers for your publications and your interactive. But even they can learn much from one another.

“If the left hand doesn't know what the right hand is doing…” so true.