Setting the StageState of Convergence

Elizabeth A. OsderVisiting Professor USC Annenberg

Deputy Editor, Online Journalism Reviewosder@usc.edu

Introductions

• Janice Castro, Medill School of Journalism– Time Magazine– Time.com– Britannica Online

• Elizabeth Osder, USC Annenberg– Deputy Editor Online Journalism Review– Editor NYTimes.com– Executive Producer Advance.net

My Charge• Examine convergence• Look to the future and envision the copy desk• Imagine the opportunity

– Preserve critical role in preserving quality (credibility)– Present multiple media

• Explore opportunities, advantages and ask:– What will new copy desks need to be successful?– What is the opportunity in the inevitability of this

change?

The Future 2003

2013

2048

It’s happening

Convergence relationshipsTotal number: 60

News: 60 Advertising: 40

Outreach: 37

API Tracker

You’ve heard the hype“When futurists ponder the outlook for news

media in the 21st century, they don't need a crystal ball. They need only to look at Tampa, where the newsrooms of The Tampa Tribune, WFLA-TV and TBO.com have joined together in The News Center.

Media General's Tampa News Center represents a giant step toward convergence, where the depth of newspapers, the drama of television and the power of the Internet come together.”

Media General Annual Report

Convergence defined

• API Tracker – Relationships

• News• Advertising• Outreach

• Gordon– Ownership– Tactics

• Info tips, spot news, photography, promos, public service, events

– Structure– Info. gathering (reporting)– Presentation (storytelling)

A multitude of definitions that examine content, T\technology, business and organizations

Newsplex• Newsroom of the future, training facility

located at University of South Carolina• Multiple Scenarios

– E-papers– Pervasive internet– Media backlash

• Smart newsrooms– Knowledge management

• Great stories– Multiple media display and distribution– Cell phone to broad sheet, what works best for

each

Focus: Convergent content

Media Production

(any)

Media Storage

Media Display

Media Distribution

Write Once, Publish Everywhere

New Technologies FrameworkEnterprise-wide approach

to content production, storage, display, and distribution

Reporting Database Editing Multiplemedia

Content Entry, Workflow,

Design

Content / Format Databases

Web SiteSyndicated

Publications (print, web, etc.)

WirelessDistribution

EmailDistribution

PrintDistribution

ApplicationServer(s)

LegacySystem

User / transaction Databases

CMS

Display Tools Publishing tools:– Quark, CMS, CCI,

In Design, Dreamweaver

All “creators” use same system (print, web, etc.)

XMLXML

XMLXML

XMLXML

Production Display

Storage

Distribution

For Newsrooms• Convergence is the story and

How it is presented across multiple media.

• Today’s convergence newsrooms focus on assigning and reporting.

• Tomorrows convergent newsrooms will place greater emphasis on presentation and for multiple distribution (print, broadcast newsletter, radio, online, cell phone, etc.)

CQ.com

• 50 year old publication covering capitol hill– 100 reports, more than any other news

organization.– Transformed its newsroom from a print centric

media organization to a “media independent” organization.

– Reporters have beats and file for all media (print, newsletter, online and database.

BBC News

• Focused on technology, creating a database content publishing systems (cps) that allows journalists to publish to multiple platforms.– Today a three stage production process writers to

input for a ticker, four-line brief and full length story.

– Vision: Automations allowing journalists to turn out text for multiple platforms by enterung text just once.

The Future 2000

2010

2045

Inevitabilities

• Things will continue to change– Organizational structure and roles– Resources will be challenged– New competitors – New Media and mediums will emerge

Tomorrow's copy desk

• Can be at the center of that newsroom– The critical place of quality control– Deadline independent– The master’s of multiple media presentations

• If– Build smart newsrooms (data driven)– We abandon the linear production process of newspaper

and print. It’s no longer an assembly line.– Adopt a Producer driven collaboration between

functions (Remember the Maestro concept and WED).

Opportunities

• Putting the copy desk at the center of the converged newsroom?– How do we do it? Where is editorial control?– What are the new news cycles?– What are the opportunities?– What are the needs? Staff? Training? Equipment?– How do we deal with new media and mediums?– How do you preserve quality ?

Recent articles

• Meanings and Implications of Convergence

• Moving Online Into the Newsroom

• Media Critics Rave (and Kvetch) About the Internet's Impact

www.ojr.org

What will newspapers do when their multimedia world

changes from words with buttons for video to video with

buttons for words?

Thank You

Elizabeth OsderOsder@usc.edu

6 C’s, Product Focus

Reader

Content

Community

Commerce

Customization

Care

ChannelSynchronization