Fases del proceso de visualización

Although some of the literature describes digital services, there is not a clear analysis as to how these services establish the link between the readers and advertisers from the respective of strategy. How do news organisations monetise that massive online audience? That is the question to consider next.

“If publishers do not get readers to pay for content online, advertising will not be

5 Source: comScore Newspaper Association of America cited in Jackson, Jasper. (2013). Newspaper Decline and Transaction. [Presentation] London: the Times 14^th November.

enough to offset future loss in print advertising.” Axel Wiele (IFRA, 2010), director of BILD Gruppe Germany, said at the 2010 International Newsroom Summit. BILD realized that ‘its advertising performs much better than conventional TV advertising due to its position as part in moving to a multi-channel company’ (IFRA, 2010).

Therefore, he believes iPads and other e-reading platforms offer the first real opportunity to publishers (IFRA, 2010). Media convergence provides each media organization an opportunity to create some new ideas in order to profit. For Wiele tablets offer ‘four distinct opportunities to combine advertising of analogue and digital content presentation, cumulate circulation, cumulate reach and cumulate monetization’ (IFRA, 2010).

Many media organizations try to find new ways to increase money. For this reason, the development of network platforms has become a profitable strategy. The New York Times' plan was to move to a metered model across its internet sites, which began in early 2011. People were able to charge free by accessing a set number of articles each monthly before they reach a certain amount, at ‘which point they will be asked to pay the content if they want to read further’ (Johnston, 2011). Media organizations have developed a series of business strategies to improve the market.

Some through the partnership with mobile terminal equipment manufacturers, some through cross expansion investment.

Multimedia formation even changes the selection of advertising and the profit model for newspapers from those of traditional print. Advertising can be generated by packaging on different devices. Being able to reach large numbers of users by spreading content through various media also gives newspapers the huge advantage of developing value-added business for their advertisement clients. Content can be made pay-per-view via an app on mobile devices. At the same time, advertising clients have more options to promote through different platforms.

Online advertising has become the primary source of new revenue for news

organizations to balance costs as well as to make more profit and is generally considered as more important than digital subscriptions. Media convergence has brought with it increased multi-platform reach, diverse audiences and the opportunity to target valuable customers.

News organizations have therefore, begun to use cross promotion as an advertising strategy in order to attract more advertisers. As Witschge and Nygren (2009) stated,

‘newsroom editors nowadays talk about eyeballs, target groups, and the portfolio the company offers the advertisers. New investment seems to follow profits, free newspapers proliferate and everything is done to defend the position in the advertising market’ (p48).

Some newspaper organisations have begun to reconceptualise the news industry through convergence. Sulzberger, the chairman and publisher of The New York Times, said that ‘the key to achieving profitability is establishing a link between the audience and advertisers through the provision of media services online and offline’

(IFRA, 2010). At the 2010 International Newsroom Summit Sulzberger said, "We are not in the news business; we are in the making-content-relevant business” (IFRA, 2010). Sulzberger noted that story-telling should be interactive and developed according to the needs of creating an essential human connection. The New York Times is looking for ways to ‘create bonds with readers that will encourage real engagement and which will be valued by both readers and advertisers through increased customer commitment’ (IFRA, 2010).

According to this strategy, in order to attract more advertisers, media organizations should provide diverse services including online and offline as well as partnerships with other companies and other formats. Ultimately, the goal is to reach their audience as much as possible. By 2001, ‘there were some 50 media partnerships or affiliations across the U.S. practicing convergence, and the lure for the media companies is increased advertising revenue brought about by higher ratings, more

subscribers, or more website traffic’ (Lawson, 2003, p90). ‘There is an economic and philosophical duality to the convergence goal for media organizations that seek to capture users and audiences for their online and offline business units’ (Lawson, 2003, p91).

The culture of the newsroom and work routine developed along with the logic of copy flow in newspaper as well. ‘The first clear indication of different editorial structures in the newsrooms of different countries came from Donsbach and Patterson’ (Esser, 1998, p377). Based on survey results conducted at newspapers and with broadcast journalists in five different countries (Great Britain, Germany, the USA, Sweden and Italy), the author concluded that different countries have the different ways to organized their newsrooms. However, other studies have emphasised the similarities in the organisation of different newsrooms.

Summary

This chapter has been a review of the literature of newsroom convergence. First this chapter has shown that the literature is fragmented and lacks a unity. In particular there are many case studies of convergence but there is not an overall conceptual framework or model to compare or analyse these case studies. Also, secondly, there is a division between academic and industry research. And in academic research there is division between business studies and journalism studies. This thesis is about comparing newsroom convergence in the UK and China, so there can’t just be case studies. To analyse the changes needs an overall conceptual framework which can show how the business reasons for convergence are connected with the journalism changes and how the way the newspapers develop their convergence effects the way that the journalists make news.

Also, this chapter has shown a diagram which starts to say how the business factors and the journalism decisions in convergence can be connected. Starting with the

market changes and then going onto the convergence strategy we can see how newspapers are adapting to changes in reading habits and changes in the market by developing their own convergence strategy. But this is not just a business decision. It is also a journalism decision. It is changing the type of newspaper they are and also the news they make for digital devices and online. The next chapter shows how we can describe the journalism decisions. The next chapter talks about the news format, the newsroom and the copy flow. These concepts are the way the model tries to show how the convergence affects the newsroom and the way of making news.

Chapter 2 Traditional Newspaper Formats and Copy Flow in the