What’s more important to a media company nowadays: A CMS (Content Management System) or a CRM (Customer Relationship Management) system?
Publishers will tell you that CMS is. But they will be wrong.
Legacy media companies (newspapers, magazines, and TV and radio stations) are looking for the best system to display their content to all online users.
However, what they really need is to know what each of their consumers specifically needs and to deliver that specific content to each consumer.