Convergence

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Lecture for Kingston University Students, 23 November 2010

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Convergence

  1. 1. C O N V E R G E N C E
  2. 2. Integrating print and online ...
  3. 3. The convergence challenge: reorganise your newsroom ...
  4. 4. Traditional print publication newsroom
  5. 5. Converged newsroom
  6. 6. The Daily Telegraph’s newsroom <ul><li>Daily Telegraph </li></ul>
  7. 7. How does convergence affect the way stories are produced and consumed?
  8. 8. Print v online <ul><li>Print </li></ul><ul><li>Static </li></ul><ul><li>Black and white </li></ul><ul><li>Fixed deadlines </li></ul><ul><li>No/little reader input </li></ul><ul><li>Words </li></ul><ul><li>Traditional </li></ul><ul><li>Journalist led </li></ul><ul><li>Online </li></ul><ul><li>Changing 24/7 </li></ul><ul><li>Colour </li></ul><ul><li>Shifting deadlines </li></ul><ul><li>Interactive </li></ul><ul><li>Pictures, video, audio </li></ul><ul><li>Experimental </li></ul><ul><li>Reader input </li></ul>
  9. 9. Life cycle of a story from web to print
  10. 10. Staff training for online <ul><li>Julian Sambles, Digital Operations Director at The Daily Telegraph on the importance of training staff in search engine optimisation, and making the newsroom ‘web first’ </li></ul>
  11. 11. National newspaper websites
  12. 12. Cheryl Cole's war with Wagner escalates as the Brazilian tries to barge into the X Factor judge's dressing room Which national newspaper website carried this picture and headline yesterday on its homepage?
  13. 13. Which national newspaper website carried this picture and headline yesterday on its homepage? The Cannibal of Ajax video
  14. 17. Which national newspaper website carried this picture and headline yesterday on its homepage? Ed Miliband sets out 'profound' changes to Labour party
  15. 20. The most read newspaper website in the UK <ul><li>Daily Mail </li></ul><ul><li> </li></ul>
  16. 21. MailOnline – a success story <ul><li>17.8 million unique users a month (survey by www.comscore.com, 2010) </li></ul><ul><li>Second to the New York Times worldwide </li></ul><ul><li>35% of all UK newspaper online traffic </li></ul><ul><li>446% increase in audience growth 2007-2010 </li></ul><ul><li>Just under 25% of traffic is generated by showbiz content </li></ul>
  17. 22. Convergence: The big questions
  18. 23. Should the online product just replicate print?
  19. 24. How can readers be encouraged to read print AND web?
  20. 25. Should the web replace print?
  21. 26. How do we make money online?
  22. 27. How will convergence affect the future of ‘quality’ journalism? <ul><li>“ It’s important that we don’t dumb down too much, and maintain editorial standards – the stories that generate the most hits online are often trashy/sleazy ones...”(Reporter, quoted in Life in the Clickstream: The Future of Journalism , Media Alliance 2009) </li></ul>
  23. 28. Quality journalism still has a voice online... <ul><li>Longform.org </li></ul><ul><li>“ We post articles, past and present, that we </li></ul><ul><li>think are too long and too interesting to be read </li></ul><ul><li>on a web browser.” </li></ul><ul><li>Aaron Lammer and Max Linsky, longform.org </li></ul><ul><li>editors. </li></ul>
  24. 29. Convergence: Where next? <ul><li>“ Because this process is ongoing it is difficult to draw firm conclusions as to the likely impact on future working practices and ultimately the quality of news.” </li></ul><ul><li>(Saltzis and Dickinson, Inside the changing newsroom: journalists’ responses to media convergence , 2008) </li></ul>

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