Convergence Benchmarking

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Please read also some further in formation on http://pit-gottschalk.com

Please read also some further in formation on http://pit-gottschalk.com

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  • 1. Benchmarking newsroom convergence A framework to evaluate and plan convergence Publish Asia 2010 8.-9. August, Kuala Lumpur Dr. Dietmar Schantin Executive Director, WAN-IFRA
  • 2. Media integrated communication Audience | Target Groups AGC Updates Mobile Alert AGC Breaking News Flash Report Title Story Analysis Event Editorial The brand of the media house Cross Reference © 2010 WAN-IFRA NEWSPLEX AGC...Audience generated content
  • 3. Convergence at the front-end and at the back-end Audience flow FRONT END Print Digital BACK END Workflow © 2010 WAN-IFRA NEWSPLEX Source: Pit Gottschalk
  • 4. Newsroom 1.0: Multiple media newsroom Audience / target groups Packaging PJ PJ PJSelection and CE CE CE decision N...News B...Business S...Sport F...Features CE...Channel Editor PJ...Production journalist Content B S B S B S EC...Editor-in-Chief gathering N F N F N F © 2010 WAN-IFRA NEWSPLEX
  • 5. Newsroom 2.0: Cross media newsroom Audience / target groups Packaging PJ PJ PJ ECSelection and CE CE CE decision N...News B...Business S...Sport F...Features CE...Channel Editor PJ...Production journalist Content B S EC...Editor-in-Chief gathering N F © 2010 WAN-IFRA NEWSPLEX
  • 6. Newsroom 3.0: Media-integrated newsroom Audience / target groups Packaging PJ PJ PJ ECSelection and decision N...News B...Business S...Sport F...Features Content B S TGE...Target Group Editor EC...Editor-in-Chief gathering N F © 2010 WAN-IFRA NEWSPLEX
  • 7. Development path from newsroom 1.0 to 3.0 66% convergence: solid experience with 0% convergence: collaboration no collaboration 100% convergence: 33% convergence: fully integrated starting collaboration editorial operation parallel plattforms cross-media plattforms integrated plattforms (newsroom 1.0) (newsroom 2.0) (newsroom 3.0) © 2010 WAN-IFRA NEWSPLEX Based on: Pit Gottschalk
  • 8. Components of organisational allignment • Thought and behaviour pattern Culture • Shared values and beliefs • Informal organisation• Activities • Processes and structures• Roles Tasks Structure • leadership and• Responsibilities management • Knowledge People • Skills • Abilities © 2010 WAN-IFRA NEWSPLEX Based on: Pit Gottschalk
  • 9. Evaluation method• “Front end convergence” • Analysis of the printed and digital version of the the title concerning cross referencing (reference type, frequency, intensity)• “Back end convergence” • 10 questions for each organisational aspect: jounralistic practise, newsroom management, working organisation and convergence • Split into four categories: culture, tasks, people, structure • Answers are weighed and assigned to degrees of convergence (“CTSP degree”) © 2010 WAN-IFRA NEWSPLEX
  • 10. “Front-end convergence”• 24 categories of references• Three major groups • URL addresses in five different forms • teasers in five different forms • technically advanced web references to new media and services © 2010 WAN-IFRA NEWSPLEX
  • 11. “Back end convergence”: Examples of questions• Can print journalists influence or control the coverage of the online edition?• Working for a story, which is to be printed – is it regarded as the pinnacle of journalistic activity or as intermediate stop for coverage divided into print and online?• As to the Content Management System (CMS): Is there a CMS for all platforms or do various CMSs for each platform exist?• Does the company offer advanced training courses to enable a better understanding of the convergence method?• Does convergence take place at the level of the enterprise or at the level of the newsrooms in the editorial department or at both levels?• Is the technical support team trained to be in charge of all platforms or is the support confined to one platform? © 2010 WAN-IFRA NEWSPLEX
  • 12. Results from newsrooms in Germany (n=59) ()*+),-" !!" &!" %!" $!" #!" 3/0",476" 34565" !" .-/0*-" 89-,4:-" ;/<-5+",476" 1+,)2+),-" © 2010 WAN-IFRA NEWSPLEX
  • 13. Results from newsrooms in Germany 66% convergence: solid experience with 0% convergence: collaboration no collaboration 100% convergence: fully integrated 33% convergence: editorial operation starting collaboration 9% 65% 93% parallel plattforms cross-media plattforms integrated plattforms (newsroom 1.0) (newsroom 2.0) (newsroom 3.0) © 2010 WAN-IFRA NEWSPLEX Based on: Pit Gottschalk
  • 14. Example B: Tabloid newspaper in Germany ()*+),-" !!" &!" %!" $!" #!" 3/0",476" 34565" !" .-/0*-" 89-,4:-" ;-<5040-,"=" 1+,)2+),-" © 2010 WAN-IFRA NEWSPLEX Source: Pit Gottschalk
  • 15. Analysis of results - Example A Analysis of answers in areas with lower values --> Optimisation potential in newsroom management and journalistic practise • Decision for online publishing on a case-by-case basis • Separate editor-in-chief for online section • updating of online is done by specialist • at least 30% of the journalists are not working in a convergent way © 2010 WAN-IFRA NEWSPLEX
  • 16. Example B: Broadsheet newspaper in Germany ()*+),-" !!" &!" %!" $!" #!" 3/0",476" 34565" !" .-/0*-" 89-,4:-" ;-<5040-,"=" 1+,)2+),-" © 2010 WAN-IFRA NEWSPLEX Source: Pit Gottschalk
  • 17. Analysis of results - Example B No integration of print and online, but cross-media cooperation • No culture of participation at meetings • Responsibility for coordination between platfroms is split • Technical facilities (e.g. video) is not available for the entire staff • No incentives for online integration • Updating online not part of the job of a print journalist © 2010 WAN-IFRA NEWSPLEX
  • 18. Goals and merits of the measurement andbanchmarking process • “Measuring” of current state of convergence and obtaining a more objective picture • Easy identifcation of “point of action” to develop convergence and integration in terms of management, skills, workflows structure and technology • Increase of efficency and effectivety of the change and development process • Benchmarking of own operation with others and learning from them © 2010 WAN-IFRA NEWSPLEX
  • 19. Thank You! Dietmar Schantin emaildietmar.schantin@wan-ifra.org Facebook, LinkedIn, Twitter dschantin © 2010 WAN-IFRA NEWSPLEX