Many of the people involved are doing more than rich text editing. They're curating and packaging stories. They're promoting these packages within and outside

Many of the people involved are doing more than rich text editing. They're curating and packaging stories. They're promoting these packages within and outside of their site. They're enriching stories with images and meta data. Sometimes there are editing and approval workflows. It's not all as simple as it seems. When you've got a bunch of specialists, integrating the pieces is the challenge. Usually, you've got people responsible for broad swaths of the process: journos learning marketing; marketers learning copy editing; editors learning SEO. The CMS is where a lot of this gets created, integrated, and published.