C O N V E R G E N C E

Integrating print and online...

The convergence challenge: reorganise your newsroom...

Traditional print publication newsroom

Converged newsroom

The Daily Telegraph’s newsroom

Daily Telegraph

How does convergence affect the way stories are produced and consumed?

Print v online

Print Static Black and white Fixed deadlines No/little reader

input Words Traditional Journalist led

Online Changing 24/7 Colour Shifting deadlines Interactive Pictures, video,

audio Experimental Reader input

Life cycle of a story from

web to print

Staff training for online 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’

National newspaper websites

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?

Which national newspaper website carried this picture and headline yesterday on its homepage?

The Cannibal of Ajax video

Which national newspaper website carried this picture and headline yesterday on its homepage?

Ed Miliband sets out 'profound' changes to Labour party

The most read newspaper website in the UK Daily Mail

MailOnline – a success story 17.8 million unique users a month

(survey by www.comscore.com, 2010) Second to the New York Times

worldwide 35% of all UK newspaper online traffic 446% increase in audience growth

2007-2010 Just under 25% of traffic is generated

by showbiz content

Convergence: The big questions

Should the online product just replicate print?

How can readers be encouraged to read print AND web?

Should the web replace print?

How do we make money online?

How will convergence affect the future of ‘quality’ journalism?

“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)

Quality journalism still has a voice online... Longform.org

“We post articles, past and present, that we

think are too long and too interesting to be read

on a web browser.” Aaron Lammer and Max Linsky,

longform.orgeditors.

Convergence: Where next?

“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.”

(Saltzis and Dickinson, Inside the changing newsroom: journalists’ responses to media convergence , 2008)