Integrating New Media and Old Media: Seven Observations Of

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The Study Integrating New Media and Old Media: This study examines convergence as Seven Observations of Convergence as a both a concept and a process. I exam- Strategy for Best Practices in Media ine the current state of convergence, Organizations various definitions of convergence, convergence practices, and I identify Seven Observations of Convergence to be used as a strategy for best practices in organizations to integrate new and old me- by Gracie Lawson-Borders, Southern Methodist University, Dallas, U.S.A. dia. Everett Rogers’ (1995) diffusion of innovations and the five stages of the innovation process in organizations, coupled with innovation management Introduction land 2001, par. 11). Gentry states by research (Day & Schoemaker 2000; 2001 there were some 50 media part- Murtha, Lenway & Hart 2001; Saksena Convergence is the window of oppor- nerships or affiliations across the U.S. & Hollifield 2002; Wheelwright & Clark tunity for traditional media to align it- practicing convergence, and the lure 1992) are theoretical foundations used self with technologies of the 21st cen- for the media companies ‘is increased to examine the infusion of technologi- tury. The digitization of media and advertising revenue brought about by higher cal change into business practices in information technology and the ensu- ratings, more subscribers, or more website the media industry. The study is based ing transformation of communication traffic’ (Wendland 2001, par. 10). There on research conducted during the sum- media are major contributors to con- is an economic and philosophical du- mer of 2002, and includes excerpts vergence (Gershon 2000; Fidler 1997). ality to the convergence goal for media from more than 36 hours of taped, in- Digital technology compresses infor- organizations that seek to capture depth interviews, participation-obser- mation and allows text, graphics, pho- users and audiences for their online vation field study, and archival docu- tos, and audio to be transmitted effec- and offline business units. ments from three leading corporate tively and rapidly across media platforms. The phenomenal growth of the Internet from the introduction of Abstract the Mosaic graphical browser to PDF files, audio and streaming video has This study examines convergence as both a concept and a process. It examines the resulted in a rapid expansion of online current state of convergence, various definitions of convergence, convergence prac- content. Changing demographics and tices, and it identifies Seven Observations of Convergence to be used as a strategy for competing messages have made the best practices for organizations to integrate new and old media. Everett Rogers (1995) Internet particularly attractive to tra- diffusion of innovations and the five stages of the innovation process in organiza- ditional print and broadcast media tions, coupled with innovation management research are theoretical foundations used who have sought to protect brand to examine the infusion of technological changes into business practices in the media name and their historical specialty of industry. The study is based on research conducted during the summer of 2002 that gathering and disseminating news, in- included in-depth interviews, participation-observation, and archival documents from formation, and entertainment. three leading corporate media groups and convergence pioneers-Tribune Company, Media-General, and Belo Corp at their integrated business units in Chicago, Dallas, The integration of content across me- and Tampa, Florida. The three organizations were selected for field study because dia platforms to connect users is part they are convergence pioneers that fell under the grandfather clause of the U.S. Fed- of the goal of convergence in media or- eral Communications Commission 1975 cross-ownership rule and were allowed to ganizations. ‘This is all in its infancy and g maintain ownership of their television broadcast and newspaper business units in it’s happening because newspapers are see- the same market. nal.or ing subscriptions declining and TV stations are watching viewers decline and they fig- Gracie Lawson-Borders, Ph.D., ure that if they can cross promote each other ([email protected]) .mediajour and share resources, they can attract new au-

www diences and save money,’ according to is an Assistant Professor at Southern Methodist University, Dallas, Texas, U.S.A. Her James Gentry, dean of the University of research focuses on media convergence, media management and ethics. Kansas School of Journalism (Wend-

© 2003 – JMM – The International Journal on Media Management – Vol. 5 – No. II : (91 – 99) 91 media organizations. Tribune Com- system that has pushed beyond dots as magazines, newspapers, television, pany, Media General, and Belo Corp. are and dashes through wires to millions cable, and radio) with new media (com- pioneers in convergence at their inte- of 0s and 1s, the digitization of content puters and the Internet) to deliver con- grated business units in Chicago, (Negroponte 1995). Compaine (1981) ar- tent. Convergence is an elusive term Dallas, and Tampa, Florida. The conve- gues that the information marketplace that is used in multiple contexts, and is nience sample set of the three organi- presents different challenges because of often ambiguous in its definition. zations was also selected for field study shifting boundaries as technology in- Jenkins (2001) argues convergence is because they are convergence pioneers creased the variety of delivery channels. not a simplistic statement of electroni- that fell under the grandfather clause ‘The content of messages is not changing so cally retrieving information but occurs of the U.S. Federal Communications much as it is the range of alternative conduits on multiple levels through five pro- Commission (FCC) 1975 cross-owner- by which they can be processed and transmit- cesses: technological, economic, social, ship rule and were allowed to maintain ted and the variety of formats in which they global, and cultural convergence. Seib ownership of their print and broadcast can be displayed,’ according to Compaine (2001) states, ‘convergence involves marry- units in the same market (Gomery (1981, p. 135). Media organizations in ing the slick format of television to the almost 2002). (Author’s Note: the FCC aban- today’s environment must cope with infinite information-providing capacity of the doned the cross-ownership rule on June technological changes that move expo- Internet’ (p. 7). Andrew Nachison of the 2, 2003.) When the three companies in- nentially to the next competing content American Press Institute’s Media Center clude their online business units, they delivery device. defines convergence as ‘the strategic, op- have three platforms to deliver content erational, product and cultural union of in one market. In Dallas, Belo also owns The wedding of technology and content print, audio, video and interactive digital in- The Dallas Morning News, WFAA the delivery by computer has opened the formation services and organizations’ ABC affiliate, and the statewide cable, doors to new opportunities in the me- (Nachison, A. 2002, pers. comm., 9 Aug.). TXCN. In Chicago, Tribune owns The dia industry under a term called con- The list of convergence definitions are Chicago Tribune, WGN radio and WGN- vergence. Chris Kelley, editor of Belo consistent in the discussion of blending TV, and a local cable franchise, CLTV. Interactive’s Dallas Web Operations, technological capabilities to deliver Media General in Florida owns The states that we are in a ‘digital revolution’ content on multiple platforms through Tampa Tribune, and WFLA the NBC af- that is powered by the convergence of computer driven distribution systems. filiate. Tribune, Media-General, and different content delivery technologies Belo are touted in the popular press, (Kelley, C. 2002, pers. comm. 3 June). I characterize convergence as the realm trade press and scholarly works as ex- Where convergence will lead is still un- of possibilities when cooperation oc- amples of organizational commitment known, but the media industry is curs between print and broadcast for to convergence practices. stretching to meet the challenge in an the delivery of multimedia content The research questions that guide this evolving multimedia environment. through the use of computers and the study are: Internet. This is based on a model illus- 1. What are the daily processes used by Defining Convergence trated in Figure 1 that privileges elec- media organizations to operational- tronic delivery of content by using com- ize convergence in their newsrooms? Convergence definitions vary, but in puters and the Internet as the core at 2. What best practices or business most incantations it is the blending of which the intersection of data can ar- models have been identified as ap- old media, (e.g., traditional media such rive from numerous platforms. plicable for convergence? 3. What are the cultural changes (for Figure 1: Convergence Definition Model employees and the organization) that occur when media outlets adopt convergence as a way of doing business? Medium Convergence Medium Source

The media industry is challenged by Wireless Radio www emerging digital technologies that have hoisted innovations in technological Computer .mediajour tools into business units with incred- Print & Televison Internet ible speed. The transformation to elec- nal.or tronic delivery of content and the chan- Cable Satellite nels we select have accelerated. What g has facilitated so much of this change in data and content is the distribution

# 1 Agenda-Setting # 2 Matching # 3 Redefining/ # 4 Clairfying # 5 Routinizing Restructuring

General organizational Fitting a problem The innovation is The relationship The innovation problems that may from the organiza- modified and reinvent- between the orga- becomes and create a perceived need tion’s agenda ed to fit the organiza- nization and the ongoing in the for innovation. with an innovation. tion, and organizational innovation is defined organization’s structures are altered. more clearly. activities, and loses its identity. Data Source: Rogers, E. 1995, ‘Diffusion of Innovations,’ 4th Ed., p. 392

The current debate revolves around the stages of Rogers’ the innovation pro- Innovation Management issue of whether media organizations cess are illustrated to examine their are in the content business and what applicability to media organizations. Innovation management research fo- are the complimentary channels to cuses on issues organizations incur deliver that content. Convergence is Media and Innovation when new technologies enter their driven by the intersection of content environment. The research has often delivery through different platforms, Rogers (1995) theoretical arguments are addressed new products, competition, but what content gets there and how in applicable to the media at the agenda- and privileged the adoption of inno- that combination of text, audio, and setting stage when media companies vations from the individual or con- video is central to the decision. The recognized the increased use of the sumer perspective (Frambach 1993; interactivity provided with online con- Internet, growth of PC usage, and the Edler & Meyer-Krahmer 2001). Buggle tent delivered by the computer is entic- ensuing implications. In the early days (2001) suggests in order to stimulate ing. The old one-way model of mass in print and broadcast newsrooms, ac- and manager growth four phases of communication from one source to cess to the Internet at workstations was innovation: many, must adjust in the converged not widespread; today in the world of 1) strategy development, world to a two-way communication computer-assisted reporting it is the 2) ideation, from many individuals in an interactive norm. At the matching stage, for media 3) evaluation, and new media environment. organizations it was the development 4) implementation must be incorpo of online divisions with staff and re- rated in business processes. Theoretical Focus sources within the organization or as separate business units. At the redefin- Some research suggests the emphasis Rogers (1995) seminal work “Diffusion ing/restructuring stage, the dot.com should be placed on creating a system- of Innovations“ has been used in nu- bust of 2001 translated in media orga- atic process for generating and testing merous industries as a theoretical nizations cutting staff in their online using the knowledge brokering cycle foundation to examine how new inno- divisions (Moses 2001). The clarifying (Hargadon & Sutton 2000). Change can vations are adopted. Historically as new stage is the surge in the focus on con- also be managed utilizing theoretical media devices are developed, users vergence in the media industry. For approaches such as Theory E, based on adapt in various ways according to a example, training journalists across economic value; or Theory O, which fo- need that may be met or satisfied. business units, or newspaper photogra- cuses on organizational capability (Beer From an audience perspective, media phers and broadcast camera operators & Nohria 2000). organizations must assess how to meet become videographers. A business strat- the needs of its end users in an elec- egy at many media outlets in 2002 was The old adage that innovation is often g tronic environment. From an organiza- a push for online registration of web the mother of necessity is key in a

nal.or tional perspective, Rogers (1995) argu- sites, in some instances a paid/fee hy- competitive environment in which ments on the innovation process in brid is in place for certain premium organizations adopt changes to remain organizations, particularly the five content (Sullivan 2003). The fifth stage, viable. Therefore, to understand inno-

.mediajour stages of the innovation process: routinizing is still unfolding for media vation management from the perspec-

www agenda-setting, matching, redefining/ organizations as they deliberate over tive of organizations is salient to under- restructuring, clarifying, and routiniz- strategies and best practices to propel standing their adoption of technology ing are noteworthy. In Table 1, the five the organizations into the future. (Saksena & Hollifield 2002; Frambach

© 2003 – JMM – The International Journal on Media Management – Vol. 5 – No. II 93 1993). The successful acclimation of vergence is not advisable. The blending 5) culture, new technologies into an organization of media forms should be the strategy 6) competition, and entails embracing change through stra- when the content and the delivery pro- 7) customer. tegic management (Day & Schoemaker grams necessitate the arrangement, ac- 2000). The two scholars suggest four so- cording to Forrest Carr, news director They are not mutually exclusive and lutions to handling change, which in- of WFLA-TV Channel 8 in Tampa, their dynamics are such that they don’t clude widening the peripheral vision of Florida. Carr’s television station is a require a specific order, but rather they the organization for better reception of subsidiary of Virginia-based Media overlap at different points to serve as a early signals, developing a learning cul- General. ‘One of the basic truths about con- guideline for best practices to expound ture with mechanisms to foster collec- vergence is that not every story or tip that on convergence as both a concept and tive learning, maintaining organiza- excites one platform is suitable for another. process. tional flexibility strategically to adjust Sometimes a good newspaper story is just to environmental changes, and provid- that-a good newspaper story, not suitable for First, communication is imperative being organizational autonomy for ex- TV,’ according to Carr (2002, par. 4). cause every individual from corporate panding new technologies while main- Media managers must be judicious in leaders to editors, and other media taining established practices (Day & the choice of content for use across workers involved in the gathering and Schoemaker 2000). platforms. distribution of content must be involved in the ongoing conversation The transformation that computer- Discussion of the various approaches, about convergence. If an organization driven delivery of content brought to definitions, and characterizations of is to successfully capture convergence, media organizations is understandable convergence helps to contextualize con- the planning and execution of pro- when consideration is given to the fact vergence as more than a concept, but a cesses must center on communication. that organizations in competitive envi- process in which organizations must ronments are more likely to adopt an manage in order to integrate content An example of integrating the commu- innovation to remain viable even if it is across platforms. The technological ca- nication of convergence into the fiber considered a disruptive technology pabilities are key to enabling the daily of the organization occurs daily at The (Silverthorne 2002; Tidd 2001; Edler & process of convergence to occur as well Tampa Tribune. There are rules of en- Meyer-Krahmer 2001). as and understanding of users, and gagement that state how business units what their content delivery needs will cooperate and share content. In Convergence Processes might be. This leads to my identifica- Tampa, ‘The News Center Pledge, and WFLA- tion of Seven Observations of Conver- TV Channel 8’s ‘Statement of Philosophy’ are Media historians and scholars have gence to guide the process within internal documents that articulate the noted that each medium builds and media organizations to enhance the philosophical approach to convergence adapts to the one that precedes it. Ra- integration of new and old media. at the business units. At The News dio was considered a threat to newspa- Center, managers and editors conduct pers, television to its predecessors, cable Seven Observations two budget meetings daily to discuss was to unseat television, and now satel- of Convergence the content across business units. A lite and the Internet hover as techno- scorecard is marked as the discussion logical unrest for their predecessors. All From my analysis and research of con- focuses on daily coverage to identify of these mediums coexist in an intricate vergence in the media industry, I iden- where convergence occurred across communication delivery system that tify Seven Observations of Convergence platforms, diversity in content, and has expanded choices for the public. as a form of best practices to be used as placement of stories. At the Chicago Western readers are linear creatures a strategy for media organizations in Tribune a similar process occurs at its accustomed to reading from left to their efforts to operationalize conver- daily budget meetings for content with right. The interactivity and hypermedia gence across business units. Identifica- interactive editors on hand to discuss use of electronically produced text cre- tion of an issue or problem within an how the newspaper, online, radio, cable www ates a dynamic experience for users organization leads to practices that in- and television content can be shared, (Fredin & David 1998). corporate acceptance, development and promoted and integrated. The Chicago .mediajour growth. The seven observed elements of Tribune’s ‘Multimedia Journalism’ and the Convergence is not static, but rather a convergence are: Tribune’s ‘Content Sharing’ policy state- nal.or continuum in which organizations 1) communication, ments elucidate their rules of engage- must select the appropriate medium or 2) commitment, ment for convergence. At The Dallas g combination thereof to reach their 3) cooperation, Morning News the afternoon page one goals. Convergence for the sake of con- 4) compensation, meeting, editors watch as a member of

94 © 2003 – JMM – The International Journal on Media Management – Vol. 5 – No. II the interactive staff, projects pages of president and managing editor of The Fourth, compensation is a growing con- the dallasnews.com site on the confer- Dallas Morning News, states that the cern for journalists, particularly in ence room wall. The editors are engaged meeting was not without wariness on print, as expectations of the skills and in exchanging comments and ideas the part of executives from each busi- knowledge of individuals are raised in about convergence applications as they ness unit who were accustomed to be- the organization. Media managers watch various section fronts and page ing competitive and building their must consider how to acknowledge and screens from the website projected on outlet’s brand (Wilk, S. 2002, pers. compensate for the additional skills the wall. This type of communication comm., 26 Aug.). and expertise expected of the changing and activity must resonate at media or- roles of staffers. In a digital environ- ganizations if convergence is truly to Third, cooperation is a necessity for ment, journalists and other workers serve as a concept and process that is editors, mangers, reporters, and pho- may have a specialty in one area, but operationalized only on a daily basis tographers to work together daily in a having an understanding of the multi- within organizations. cooperative manner to share stories and media environment is at a premium. ideas. Members of news organizations Though some media organizations are Second, commitment is an organiza- must be open to sharing ideas and mak- including multimedia initiatives by tion’s incorporation of convergence as a ing decisions on how convergence is staff as part of performance reviews, part of its mission and philosophy. This best operationalized. The advance- managers have not taken a step to re- is the way the organization conducts ments of new media are not seen as sup- ward these skills monetarily. business. This argument is more than a planting traditional media, but rather top down initiative, but a commitment offering an alternative for content de- In the winter 2000 edition of the externally and internally from corporate livery. For example, Forrest Carr, news Nieman Reports, journalists Jackie leaders to front line workers, economics, director of WFLA-Channel 8 in Tampa, Barron (2000) described multimedia re- and technology. The economic commit- suggests that breaking news, enter- porting in the era of media convergence ment must be coupled with support of prise, weather, and public service are as a continuous news cycle. Barron pro- research and development as well as areas where convergence works well, vided an account of covering a month- skills development and training (Smythe but not every print story translates to long murder trial in which she was re- 1999; Griffith, Zammuto & Aiman-Smith broadcast or the Internet or vice versa sponsible for providing daily footage for 1999) Such a commitment is evidenced (Carr 2002). Some stories are better her Florida television station, writing a by Media General’s $40 million temple served on one platform. piece for the daily newspaper, and to convergence in Tampa-The News Cen- providing content for a daily online ter-which houses the television station, Cooperation also entails staff from dif- journal. Convergence transforms a newspaper and online business units ferent departments and business units journalist’s experience in the field. under one roof. At Tribune headquar- collaboratively working together to de- According to Barron: ‘Trained as a broad- ters in Chicago, The Chicago Tribune, velop and execute ideas for content. In cast journalist, the greatest challenge for me WGN, and Tribune Interactive sites are convergence operations, print and was writing for print. ...The juggling act that housed in Tribune Tower in downtown broadcast journalists or exchanging came with meeting three deadlines during Chicago. The CLTV Chicagoland cable is hats with print journalists conducting the same 24-hour period meant that I had to housed in one of the newspaper bu- broadcast stand-ups or being inter- establish a pecking order early and stick to it’ reaus in DuPage County west of the city. viewed on air. Broadcasts journalists (2000, p. 52). Barron explored the terri- are refining their skills to write for tory called convergence, but she did not At Belo’s Dallas-based headquarters lo- print and online units. At The Dallas receive additional compensation. Media cal business units include The Dallas Morning News, the multimedia liaison managers will have to reconcile with Morning News, WFAA-TV (the ABC af- regularly attends meetings at the news- the fact that additional training will be filiate), TXCN statewide cable, and paper, online, and television units necessary for many journalists to oper- dallasnews.com. All of the properties maintaining and office at each loca- ate across platforms (Rich 2002). Argu- are located on one campus in down- tion. The Chicago Tribune set aside ably, some debate in the industry cen- g town Dallas. The online operations are space in its fourth floor newsroom for ters on union contracts in several U.S.

nal.or housed on one floor inside The Dallas a camera and desk operation for live markets that prohibit job-sharing if Morning News. In 1997 Belo executives newscasts and interviews for WGN-TV journalists do not receive additional brought senior managers together and its CLTV cable. These are examples compensation (Steinberg & Sorkin

.mediajour across business units to discuss sharing of strategic initiatives used by different 2003). The additional training and new

www resources, which was the forbearer to media to integrate convergence into responsibilities that are expected of the convergence operation that exists the philosophy and practices of the or- journalists must result in pushing past today (Murphy 2002). Stuart Wilk, vice ganization. merit pay into issues of enhanced com-

© 2003 – JMM – The International Journal on Media Management – Vol. 5 – No. II 95 pensation. Employees that are trained, information, brand name, and credi- Traditional media theories such as allowed to grow, paid well for their ser- bility, there are companies such as Ya- gatekeeping have privileged journalists vices, and yes, happy with their work, hoo that seek a paradigmatic shift to such as editors, reporters, and news pro- will perform better in a converged envi- new content providers. Media compa- ducers as the determinants of the flow ronment. nies that are practicing convergence of information. The Internet has cre- through different business subsidiaries ated producers as well as consumers of Fifth, cultural changes are necessary must handle local competition in the media. In the convergence arena, that and continue to contribute to the accep- core market as well as outside those lim- has been transformed and customers tance and the advancement of conver- its. Organizations that do not own decide when and what they select to gence by working journalists. There are other media outlets in their markets access. A computer, modem, time, and different cultures for journalists work- are seeking partnerships to maximize creativity can turn anyone into a pro- ing in print, broadcast and electronic the convergence potential. ducer of content economically acces- delivery environments. There is a differ- sible to millions. The segmentation of ence in the language used and methods Another competitor is ‘time,’ according audiences dictates that people have di- of production. Donna Reed, managing to Stuart Wilk, of The Dallas Morning verse interests and utilize media in dif- editor for The Tampa Tribune, states the News (Wilk, S. 2002, pers. comm., 26 ferent ways. Media companies practic- three business units in Tampa met for Aug.). There is a massive attempt to cap- ing convergence are challenged with two years before moving into The News ture people’s attention at a time when how to meet those needs and when. Center. During that time they sought to most have little time for all of their share and learn the language and needs needs from commuting, to jobs, family, Convergence Models of each unit (Reed, D. 2002, pers. activities, media, government, etc. The comm., 18 July). For example, the use of Internet only intensifies the 24-hour The Seven Observations of Convergence the term ‘budget’ has different mean- news cycle because of its immediacy. I posit here are salient because whether ings for print and broadcast journalists. Any media organization with an online individually or as an aggregate they One group understands budget as a presence must be committed to im- form a foundation for best practices to newspaper’s slate of stories and photos, mediacy through constant updates become embedded in an organization’s while the other pictures financials for throughout the day. Though many culture. These elements are central to the business unit. Print journalists have media outlets state their online traffic research on media companies and con- argued that they bring depth to the volume increases from 9 to 5 daily as vergence as media organizations seek to printed word, and suggest that sound users arrive at offices where connec- strategically position themselves to face bites and electronic clicks are not tions are faster through T1 lines and competitors through the formulation enough to satiate the needs of readers. broadband, a dated online site sounds of operating practices they consider es- Broadcasters recognized the visual na- the death knell for reliable, fast and up- sential in a converged environment. ture of society and their ability to cap- to-date information. Business models may vary among busi- ture people’s attention. Among the ness units under one corporate owner many strengths of the Internet, is that Seventh, the customer in the new me- such as those discussed earlier in this it is interactive and has infinite space. dia environment is central to conver- study, or the goal may be to develop The blending of the cultural dynamics gence. Traditional newspaper readers new partnerships and alliances in dif- that are specific to a medium is key to were distinguished from television ferent markets to deliver content the success of convergence. viewing audiences by their desire to (Colman 1999). have the printed, portable document in Sixth, competition is approached in dif- hand for perusal. In the era of conver- The Chicago Tribune has been fine-tun- ferent ways in the new media environ- gence, when assessing online editions ing its model for quite some time, since ment. No longer is the competitor just of newspapers, are the users readers or the 1920s when WGN radio was used to the local print or broadcast franchise, viewers of content? Does the broadcast promote the newspaper. The techno- but online activities create national and and cable viewing audience remain as logical vision of the company is evi- www global competition in local markets. such, or become users or customers of denced by an old Tribune photograph The New York Times and New York multimedia by accessing through con- of the Clarence Darrow Scopes monkey .mediajour Times Digital must compete with Ya- vergence processes, electronic content trial. In that photo the radio call letters hoo, the Drudge Report, Microsoft, AOL, of all the mediums owned by an organi- on the microphone for WGN translate nal.or and others to be the voice of authority zation? The customer-reader, audience, to ‘World’s Greatest Newspaper,’ accord- on news and entertainment. Though viewer, or user-in a sea of changing ing to Vice President and Managing Edi- g media organizations have relied on terms have more control over which tor Ann Marie Lapinski (2000). In addi- their history as gatherers of news and medium they choose for information. tion to the convergence operations in

96 © 2003 – JMM – The International Journal on Media Management – Vol. 5 – No. II Chicago, Tribune Company has grown ers have raised the bar for content pro- time as the industry adjusts the tradi- to a presence in the top three media viders on what is expected from an tional model of content delivery markets of Chicago, New York, and Los online experience. Media executives through established mediums to Angeles that include 23 television sta- want to determine what will resonate newer models inclusive of the transfor- tions, 15 daily newspapers, 3 cable out- across platforms with electronic infor- mative nature of emerging technolo- lets, 1 radio station, 1 magazine, and 15 mation users. In Dallas, the focus of gies and new delivery channels. How- online publications, and the Chicago Belo’s convergence operations is to ever, the study contributes to mass Cubs, a Major League Baseball fran- make its journalistic and business prac- communication scholarship by serving chise. In addition to its Dallas proper- tices meet its customer needs across as a snapshot of convergence at this ties, Media General’s holdings include platforms. The same is true in Chicago moment in the industry as it is 76 daily and weekly newspapers, 26 tele- and Tampa, as those convergence opera- operationalized in the working labora- vision stations, and several other ven- tions are enhanced and expanded. Al- tories of the three media companies ture partnerships. For the Belo Corp. its though there are similarities, the busi- analyzed in the study. business units include 21 television sta- ness strategies are distinctive to the tions, 6 cable outlets, 10 newspapers, three media organizations and their I suggest future research should expand and part ownership in the Dallas Mav- markets. The Tribune Company, Belo, into the ‘how’ of convergence and its ericks NBA franchise. and Media General are among the lead- implications as the evolution of emerging convergence pioneers and serve as ing digital technologies continues to Magretta (2002) argues good business working laboratories for other media unfold. Future research on media con- models are essential for organizations companies to observe. vergence would benefit in being more and ‘a successful business model represents a longitudinal in its focus and include better way than the existing alternatives’ (p. What are we to make of the changing both qualitative and quantitative meth- 88). The Wall Street Journal Interactive public in all of these markets? Individu- ods of collecting data. Even in the age model continues to serve as a barometer als no longer access and utilize the me- of convergence, the nature of opera- of the possibilities of a paid-subscrip- dia in the way they did just 10 years ago. tions at media organizations are insu- tion model that has capitalized on Newspaper readership penetration is lar to those outside of the industry, brand, specialized content, and a tar- down, and younger audiences particu- therefore, understanding its business geted market (Steinbock 2000; Budde larly 18-30 year olds are reportedly not processes and organizational culture 1998). The partnerships and alliances reading newspapers (Newspaper Asso- are key to extrapolating strategies uti- that have proliferated in the media in- ciation of America 2003; Compaine lized by companies. dustry in recent years have contributed 2000; Dizard 2000). The Internet has to convergence efforts in numerous become a channel for media companies I argue that convergence as a concept markets. The relaxation of the FCC to reach a younger audience while try- and process is in a stage of evolution, cross-ownership rule in 2003 may accel- ing to maintain existing audiences. and it is unclear how the final chapter erate the number of mergers and acqui- Broadcast news has evolved with view- will unfold in the media industry. What sitions, partnerships, and alliances in ers interchanging between cable and is clear is that media organizations the U.S. media industry. Global media network television outlets. There is in- must continue in their quest for the conglomerates such as AOL Time- tense competition for the public’s time best practices to integrate new media Warner, Viacom, Disney, and News and attention. The Seven Observations and old media in a converged world. Corp., which incorporate print, broad- of Convergence provide media organi- This is a salient area of research for cast, film, entertainment, music and zations a strategic set of business prac- media scholars because of the visceral video games, may seek to accelerate tices in which to assess convergence nature of the media industry and the cross-ownership of media properties processes and help to formulate or re- uncertainties that lie ahead with ad- and promotion of convergence opera- fine business models. vancements in technology and its appli- tions on an international scale (Dreazen cability to convergence. & Flint 2003; Hickey 2003). Limitations g

nal.or Conclusion The limitations of this study derive from the study’s time frame and se- In today’s technologically advanced so- lection of only three media conver-

.mediajour ciety, there is a greater expectation of gence pioneers with a case study ap-

www original content, interactivity, and a proach to the data collection. The study dynamic presence in an electronic en- focuses more on the ‘what’ and ‘why’ of vironment. Internet and computer us- media convergence at this point and

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