Why media companies integrate operations, the problems of integration, whether audiences want integration and possible alternatives.

1. Cross media religion or business model? Piet Bakker Hogeschool Utrecht University of Amsterdam

4. Digital platforms, integrated newsrooms by multi-skilled professionals

5. Integrated newsroom Full integration: transferring the off line business model to integrated business model

6. Convergence Cross media

9. Off line revenue Online usage time Cut costs Raise prices Unbundle Raising CPM Non-ad revenues Online payment models Registration Subscription (eReaders) €

11. Staff qualifications User-generated content Comments Blogs RSS Twitter Video Slideshows Maps Communities

12. Organization Business model Journalism 24/7 deadlines Co ordination Hi erarchy Technical issues Sales & marketing Deadlines ‘ ownership’ Quality Competition UGC Ethics Qualifications Low rates Free access Moderation Visitors

13. 3. The audience Off line Online Both Multi-media users?

14. Online / off line ( April 2008 - March 2009) 2.400.000 2.200.000 El Pa ì s 2.700.000 2.700.000 Marca 810.000 2.700.000 20 Minutos Online ( monthly ) visitors Off line ( daily ) readers

15. Different online/off line experience

17. Divergence

19. Moltes gr à cies www.newspaperinnovation.com Monthly FDN newsletter mail: piet.bakker@uva.nl