Lynn Yoffee, news director for BioWorld, made a good point in submitting their 2020 first place, SIPAward-winning entry this year for Best New or Relaunched Website.   “Interestingly, though the SIPA category for this entry is under the banner of marketing,” she wrote. “Please note that the entire project was driven by the editorial team with support from technology and business teams.”   Too often in the past editorial teams were siloed from important functions of an organization that didn’t involve publications. Not anymore. Many editorial teams now drive events—in-person and virtual—lead podcasts, host webinars, suggest topics, work with marketing and speak at conferences.   When it comes to the websites, the pairing makes sense. With data and analytics what they are now, editorial teams can see what content is holding their audience’s attention and for how long—and isn’t that w ...