Convergence’s Fundamental Question

Convergence’s Fundamental Question

1. Convergence

   • As business model
     • For editorial managers and publishers
       • Converged and multi-skilled journalists
         • could produce
           • More news for the same or little money
             • this means
               • Cut costs and more productivity
   • Journalist’s perspective
     • Good tool
       • to
         • Tell stories through a better medium
     • vs
   • It's possible thanks to
     • Digital technology
       • the issue
         • The tools cost money
         • Take
         • Needs organizational change
       • The Pfeiffer newspaper consultant
         • says
           • Multi-channel publishing system
             • Easy in the conceptual level
             • Making it work is harder
   • According to Andrew Nachison
     • The director of the Media Center at the American Press Institute
     • In the United States
       • The business approach is winning
       • The media managers
         • Make decissions based on economic
           • rather than
             • journalistic principles
           • Trouble trend

2. What is Convergence?

   • There are many definitions and have not agreed on one
     • In some parts of the world
       • Convergence implies
         • A reporter who knows a lot about an area and who reuses information to appear in various forms
     • Rich Gordon
       • Identify five forms of convergence
         • 1. Ownership convergence
           • Partnerships between large media companies that permits ‘‘synergy’’*/ cross-promotion and content sharing
             • Same Company
         • 3. Structural convergence
           • Companies re-organize the newsroom and introduce new positions
         • 4. Information-gathering convergence
           • requires
             • multi-skilled reporters
               • related to
                 • newsgathering
                   • Nickname
                     • ‘Inspector Gadget’’
                       • In reality
                         • there are not many
                           • because
                             • There is no technical expertise and it has not been a high priority
                             • It is not possible just for one person
                     • ‘‘Platypus’’
                       • They can be found more
                         • in so far as
                           • the technology becomes significantly simpler
         • 5. Storytelling convergence
           • Operates at the level of the working journalist
             • but
               • needs management support for equipment.
           • The new ways to tell stories
             • emerge for three platforms
               • 1. Desktop computers
               • 2. Portable devices
               • 3. Interactive television
         • 2. Tactical convergence
           • does not require common ownership
       • Northwestern University
     • In the United States
       • convergence involve a
         • Daily newspaper partnering with a local television channel
     • For Kerry Northrup
       • Assigning editors
         • were
           • The key people in convergence journalism
         • They need to know how to work together with other media
   • In convergence
     • Communication is a key factor
       • All budgets need to be linked
         • so that
           • Everyone know what the others are doing and covering
   • Not a cheap option
     • but
       • Will help produce quality content

3. Competing Models: the business ideal

   • Sees
     • Multiple-platform publishing
       • as a
         • Way to increase productivity
   • Cross-promotion
     • a way to
       • Market other members of the partnership
         • Cheaply
     • introduces
       • ‘‘Co-opertition’’
         • New way of business
           • they went from
             • Competitors to work together
     • Offers
       • major opportunities to
         • Sell multiple-media advertising campaigns
   • ‘‘Convergence is about survival’’ Horrocks

4. Competing Models: the journalistic ideal

   • Gil Thelen
     • pioneers of convergence
     • Multiple-platform
       • should help people to
         • Live their lives more easily
   • Quality staff
     • will be the difference between
       • Good news organizatgion of a bad
     • is necessary
       • Extensive training
   • Journalists need to
     • Re-interpret those old values for a new era
   • ‘‘Convergence is a growth strategy instead of a saving strategy.’’ Northrup
   • Convergence is about both survival and change

5. What is Driving Convergence?

   • Factors
     • Changing attitudes and lifestyles of news consumers
       • The main one
       • People’s information-seeking behavior is changing
         • Example
           • A research report by BIGresearch of Columbus
             • Results
               • The half of consumers used multiple media simultaneously
               • Women were more likely than men to consume multiple media channels
       • News information is all around
     • Market fragmentation
       • World Wide Web
         • has produced
           • More niche markets
           • Another competitor for advertising
       • is attractive
         • Cover as many potential members of the audience as possible
           • and could decide
             • if a news organization survives
           • Media companies are competing directly
             • For audiences
               • and indirectly
                 • For money

6. Barriers to Convergence

   • Factors
     • Legislation that forbids a company from owning a media
       • Limited the process
     • Union concerns for their members’ future
       • example
         • Newspaper Guild in Canada
           • Convergence ‘‘diluting’’ journalists’ work
         • In UK or France
           • Focus on their traditional strength
     • Lack of adequate business models
       • difficult
         • When no maps or guidelines were available
     • Suspicion of partner organizations based on conflicting values
   • James Gentry
     • ‘‘Easy’’ convergence
       • The same owner
       • Flexible culture,
       • Co-location of media outlets,
       • Relationships between potential partners and no unions
       • Focused leadership
     • ‘‘Difficult’’ convergence
       • Different owners
       • Other leadership priorities
       • Multiple managers
       • Inflexible or dissimilar cultures
       • Disparate locations and the presence of unions

7. Evolution of Convergence Around the World

   • In nearly every country
     • Mono-media companies were ‘‘transforming into multi-media companies
   • Convergence is more advanced outside the United States
     • Tampa Tribune, the Orlando Sentinel, the Sarasota Herald-Tribune, The Washington Post
   • SouthEast Asia
     • - Utusan in Kuala Lumpur or JoongAng Ilbo and the Maeil Business Group in South Korea
   • In Canada
     • The Globe and Mail
   • In Europe
     • The Bertelsmann group in Germany, Financial Times and the BBC in the UK
   • The Scandinavian nations
     • Aftonbladet and the Bonnier group are pioneers in Sweden

8. Key Factors Related to Convergence

   • Management buy-in
     • The future is not about paper or electronics. ‘‘It’s about information
   • Change of mindset
     • Good attitude of journalists = Sucessful multi-media environment
       • but the first step is
         • In the minds of editorial managers
   • Placing people with different skills in the same physical space
     • generate
       • Trust and sharing of ideas
   • Cultural factors
     • No single culture existed in a media organization
       • issue
         • The common language that separates print and broadcast journalists
   • Education
     • Managers
       • must realize
         • Technology is merely a tool for doing better journalism
     • Journalists
       • need training
         • For use these tools effectively
     • Companies
       • Needs to invest in training

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