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a. News Values

The Daily Mail belongs to tabloids in terms of its compact size as well as being a British daily national newspaper, but the Daily Mail is known as a mid-market, middle class newspaper.

“Mail Online is basically ask for news, fast news, energy, drama, chasing numbers, and trying to get traffic, breaking stories, making noise” said Clayton (interview, 2013), head of sport of Mail Online and Daily Mail.

There was a trial in 2013, when the biggest story in sport of the year, was David Beckham retiring from playing football. He signed a 20million pound deal with SKY Television to work as an ambassador. This was an exclusive story of Mail Online, and Lee decided put this story online first and Daily Mail followed up the exclusive story next day. And this is a new trial; the sports team breaks the story by publishing first online and then sells analysis to people for 60 pence every day that follows.

What does the Daily Mail find out is that they discovered they can appear the story on Daily Mail and change the style and presentation in digital delivery, which is the way to conquer the long-term declining of the print media. “The result shows that one does not threat the other” (Clayton, interview, 2013).

b. News Source:

In a very short space of time, Clayton says, “we have to build our company, which was not an international company, into an international one” (interview, 2013). The Daily Mail has an office in New York, in London and in L.A. Very soon, they will spread their office to Australia and India. Recently, the Daily Mail also had conversations with China.

Now Lee is thinking about how to deal with the news sources which will make it work actively online together with the paper.

The existence of the integrated sports department is to be used as a beginning to prove whether or not this method works.

Therefore, both for the Daily Mail and Mail Online, this reorganization of the news, bringing together online and offline provides mutual benefits for both.

c. News Selection

Traditionally, in newspapers, the editor always decided what is on page one and what is the spread. With Mail Online, the editor still has the final decision but they also have a good tool to help the editor make that decision. The tool called The Real Time Analysis, which tells staff what readers are consuming, what they are enjoying and which kind of stories they like anywhere in the world (Clayton, interview, 2013).

Once the story published, the RTA will show how many people read it in last 30 minutes.

For example, there is a story has been changing position from number 2 to number 1, or how many people reading the article as well as watching the video; now the editor compares with how many people were reading this article last week; now editors compare how many people were reading it 6 weeks ago.

At Mail Online the staff can look at those pages for all their channels and can also see how many people were reading it this morning from India, and even from China.

Therefore, picking or selecting news for the readers is just about managing traffic.

“With this tool there is nothing hidden from us, we know what is a good time and what the bad time is for us” (Clayton, interview, 2013).

Clayton (interview, 2013) draws the conclusions on the management of the Sports as below⁵²:

1.We are no.1 in the UK, and making massive progress in the US.

2.Mail Online has become the Crown of this company.

3.Mail online has proved that the newspaper company can has a future in a multimedia era.

4.We have created a product which is not just dominating the home market, we are going to attract the audience anywhere people can understand English.

Product can truly have a global scale and become one of the biggest brand ever exist in global news.

d. News Beats

When the Daily Mail thought about integration, the department of Sports was taken as a trial inside the company. The Sports department was the first integration arrangement at the Daily Mail.

Paul Baker, the editor in chief of the Daily Mail newspaper decided the best way for a department to think about online was to take the head of the newspaper department make them the head of the online department. Therefore, for Lee Clayton, he has to learn new skills so does his staff.

In terms of structure in the current Sports department, quite like at the Times, it is partly integrated with journalists working for both formats.

The Mail Online which has become the successful ‘by going against industry

52 Lee Clayton, the editor of the Sports Department in Mail Online and Daily Mail, speech on the integration in Daily Mail, 12th Nov, 2013.

London: Daily Mail, Northcliffe House

orthodoxy and investing in its own dedicated team of 100-plus web-only journalists’

(Ponsford, 2012). There are 150 people in the department of Sports (40 reporters, 3 editors, 5 people in middle team of management, and the production team has 20 people work for online, 25-30 people for the paper, the rest are all reporters). The structure of the Sports department for both the paper and online is described by Lee Clayton, another editor on site and an editor for newspaper; “We work closely with each other to decide when to publish, online first or how to present on paper. So underneath the editors, we have production teams: production team for the website and production team for newspaper, however the journalists are shared by both”

(Clayton, interview, 2013).

In terms of journalists work, Clayton mentioned that journalists/reporters have seen the biggest change, because they have been trained to think differently (interview, 2013). So he has to remind to tell them everyday, journalists do not just work for newspaper. There is no extra pay, but he has to make them proud when they have a story online, as they would have been with the story in the newspaper. Resistance to these changes at the Daily Mail is minimal, interestingly, last year the best people for newspaper are the best people online this year.

Overall, Clayton concluded from the experience they have had since the Daily Mail launched the integrated Sports team, that the success of the website, Mail Online, in fact, prevented the further decline of the newspaper, secondly, the revenue earned through the website can be invested in paper, helping to launch the new technology and training their staff. Therefore, the good name of Mail Online helps to sell the products, as every year the revenue from Daily Mail is up to 80 million pounds.

To sum up, the table below shows the market changes, digital formats, digital copy flow and newsroom layout and at The Times and the Daily Mail:

Terms New Market (Anglo-American) T/DM News Market

News

Consumption Newspaper, website, social media, mobile and portal terminals

Format and profit margin have fallen (from 2005 to now) (Nel, 2013).

Only digital audiences and revenues (online source) saw positive increase. [see Sales growth strategy: casual print sell + digital subscription sell

 Investment and Content Innovation [see p16]

 Face to the multimedia market

 Provide diverse services include online and offline: The Times provides The print edition, the iPad edition, the smart phone edition, a PDF version online of the

Copy Flow Digital Logic of Copy Flow in T/DM

News Value /Story Ideas

House style (Journalists &

Editors Follow rules of

 Story ideas can be interacted with readers: Journalists &

Editors Follow Readers’ interest as well as advertisers’

interest:the Times is to target on valuable people that the

reporters & editors: lack the Smartphone more, use the website more and tabloids, and more readers give encourage, actually use the products, get involve the products, the more customers are likely to stay with the brand

News Source

According to news value (House style) to meet the requirements of a newspaper format: the company which is combining the online and paper together in order to get the mutual benefit

 The method of gathering information is multiple through social media

 Readers become content (text, pic, video, audio) provider as well as the potential target market

News Selection

Stories were selected and edited by gatekeepers (editor

& reporter) for filling the gaps

Stories were selected and edited by gatekeepers (audience &

advertisers, editor & reporter) for:The Real Time Analysis

 Fitting into different devices

 Adjusting in multimedia formation which changes the selection of ads & profit model for newspaper: Mail Online use Different homepages and videos are according to different places in the World, so that the company can sell the advertising to local advertisers.

News Beats

 Multi-skilling, Teamwork, user generated center: editors and journalists all work for multimedia platforms

 Centralized structure (Integrated layout, news hub, open working space) 'partly integrated’: The Times 360 newsroom, Daily Mail Sports Team

Working

Phases Traditional Copy Flow T/DM Digital Copy Flow

Planning

Fixed morning/evening

meeting around

newspaper deadline

Constant meetings (hourly ones) at editorial desks, the website and the iPad staff has sit along side to be on duty anytime

Commissioning

 Rolling working time 24/7 hrs: reporters are respected to work for the website of Times as well as working for the paper so that Times have the people all day long in different places 24hr a day to be providing copy to the website.

journalists

 Certain skills

 Multiple tasks: content provide for multiple platforms:

Stories are produced by journalists for the paper if it is not exclusive, they will put on the website during the day

 Advanced skills: interview, write & deliver quickly, more

delivering to different channels: Sports department for both the paper and Mail Online

 target de facto deadlines (to make sure fresh content is up for periods when traffic spikes): no deadlines for online Design

& Art Proof

One style for newspaper individual-centered production & dissemination: “Time Location Context” strategy: package the content that relevant to the right audience at the right time on the right platform

 interaction mode (personal news portal, social networks) Table 13 the Multimedia Model of the Times and Daily Mail

According to the above content, there are similarities and also differences between the Daily Mail and The Times. Basically, in the journey of media integration, they are both targeting a potential and valuable market, and by leading the profit or the development of the print on its digital. For The Times, the paywall did not crush the print sales, while at the Daily Mail, the digital first principle also did not harm the print sales. Therefore, the digital strategies in both groups, in fact, complement each other to a certain degree and the results show that even though this can not prevent the decline in print, it is still profitable overall. They both choose the digital team as the leader in the newsroom, and partly integrated their editorial on this basis, which does not mean that in the future they will hesitate to integrate the whole group, like the Telegraph does, however for both of them, the leading team was a best trail for now.