Cross-MediaGetting Media’s House in Orderby Steve Smith, popeyesmith@comcast.net It is so refreshing to hear a made member of the media actually say that they, not the ad industry, need to get more coherent about cross-platform ad sales. “Part of the difference has been that agencies and clients weren’t going to get behind it if they saw that the people selling it to them weren’t in agreement on it,” says Charles Tillinghast, MSNBC.com’s director of sales and marketing. When the combined sales forces of TV, print, and online came into the room together with …