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Integrating New Media and Old Media: Seven Observations Of 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, con- vergence practices, and I identify Seven Observations of Convergence to be used as a strategy for best practices in orga- nizations 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 con- vergence 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.
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