We were a few hours away from closing the weekly magazine and shipping the pages to the printer when AT&T CEO Robert Allen announced that the company was splitting itself up, more than a decade after the government forced the breakup of the original Ma Bell into seven independent Baby Bell local telephone companies, leaving AT&T as a long-distance company and network equipment maker. We had to scramble. Our designers created a new cover featuring the AT&T logo broken into three pieces, representing the three new companies: AT&T for long-distance, Lucent for network infrastructure and NCR for computers (since the Ma Bell divestiture in 1984, AT&T had acquired NCR and moved into that business). Reporter Mary Thyfault raced to get details and reaction, crafting a story that analyzed the business and customer impact. It wouldn't be the last AT&T breakup: In October 2000, the company split into AT&T Wireless, AT&T Broadband (cable TV) and AT&T (still long-distance). But, thank goodness, not on deadline.
The Business of Going DigitalDigital business isn't about changing code; it's about changing what legacy sales, distribution, customer service, and product groups do in the new digital age. It's about bringing big data analytics, mobile, social, marketing automation, cloud computing, and the app economy together to launch new products and services. We're seeing new titles in this digital revolution, new responsibilities, new business models, and major shifts in technology spending.