Convergence Benchmarking
-
Upload
pit-gottschalk -
Category
Business
-
view
691 -
download
3
description
Transcript of Convergence Benchmarking
Dr. Dietmar Schantin
Executive Director, WAN-IFRA
Benchmarking newsroom convergenceA framework to evaluate and plan convergence
Publish Asia 2010
8.-9. August, Kuala Lumpur
© 2010 WAN-IFRA NEWSPLEX
Editorial
Audience | Target Groups
Media integrated communication
The brand of the media house Cross Reference
AGC...Audience generated content
Mobile Alert
Event
AGCAGC
BreakingUpdates
News Flash Report Title Story Analysis
© 2010 WAN-IFRA NEWSPLEX
Convergence at the front-end and at the back-end
Print Digital
Audience flow
Workflow
FRONT END
BACK END
Source: Pit Gottschalk
© 2010 WAN-IFRA NEWSPLEX
B
N F
S
CE
PJ
Content gathering
Packaging
Selection and decision
B
N F
S
CE
PJ
B
N F
S
CE
PJ
Audience / target groups
Newsroom 1.0: Multiple media newsroom
N...NewsB...BusinessS...SportF...FeaturesCE...Channel EditorPJ...Production journalistEC...Editor-in-Chief
© 2010 WAN-IFRA NEWSPLEX
CE
PJ
B
N F
S
CE
PJ
CE
PJ
Audience / target groups
EC
Newsroom 2.0: Cross media newsroom
Content gathering
Packaging
Selection and decision N...News
B...BusinessS...SportF...FeaturesCE...Channel EditorPJ...Production journalistEC...Editor-in-Chief
© 2010 WAN-IFRA NEWSPLEX
B
N F
S
PJ PJ PJ
Audience / target groups
EC
Newsroom 3.0: Media-integrated newsroom
Content gathering
Packaging
Selection and decision
N...NewsB...BusinessS...SportF...FeaturesTGE...Target Group EditorEC...Editor-in-Chief
© 2010 WAN-IFRA NEWSPLEX
Development path from newsroom 1.0 to 3.0
parallel plattforms(newsroom 1.0)
cross-media plattforms(newsroom 2.0)
integrated plattforms(newsroom 3.0)
Based on: Pit Gottschalk
0% convergence:no collaboration
33% convergence:starting collaboration
66% convergence:solid experience with
collaboration
100% convergence:fully integrated
editorial operation
© 2010 WAN-IFRA NEWSPLEX
Components of organisational allignment
Culture
Tasks
People
Structure
• Knowledge• Skills• Abilities
• Thought and behaviour pattern• Shared values and beliefs• Informal organisation
• Processes and structures• leadership and
management
• Activities• Roles• Responsibilities
Based on: Pit Gottschalk
© 2010 WAN-IFRA NEWSPLEX
Evaluation method• “Front end convergence”
• Analysis of the printed and digital version of the the title concerning cross referencing (reference type, frequency, intensity)
• “Back end convergence”
• 10 questions for each organisational aspect: jounralistic practise, newsroom management, working organisation and convergence
• Split into four categories: culture, tasks, people, structure
• Answers are weighed and assigned to degrees of convergence (“CTSP degree”)
© 2010 WAN-IFRA NEWSPLEX
“Front-end convergence”
• 24 categories of references
• Three major groups
• URL addresses in five different forms
• teasers in five different forms
• technically advanced web references to new media and services
© 2010 WAN-IFRA NEWSPLEX
“Back end convergence”: Examples of questions• Can print journalists influence or control the coverage of the online edition?
• Working for a story, which is to be printed – is it regarded as the pinnacle of journalistic activity or as intermediate stop for coverage divided into print and online?
• As to the Content Management System (CMS): Is there a CMS for all platforms or do various CMSs for each platform exist?
• Does the company offer advanced training courses to enable a better understanding of the convergence method?
• Does convergence take place at the level of the enterprise or at the level of the newsrooms in the editorial department or at both levels?
• Is the technical support team trained to be in charge of all platforms or is the support confined to one platform?
© 2010 WAN-IFRA NEWSPLEX
Results from newsrooms in Germany (n=59)
!"
#!"
$!"
%!"
&!"
'!!"()*+),-"
.-/0*-"
1+,)2+),-"
34565"
3/0",476"
89-,4:-"
;/<-5+",476"
© 2010 WAN-IFRA NEWSPLEX
Results from newsrooms in Germany
parallel plattforms(newsroom 1.0)
cross-media plattforms(newsroom 2.0)
integrated plattforms(newsroom 3.0)
Based on: Pit Gottschalk
0% convergence:no collaboration
33% convergence:starting collaboration
66% convergence:solid experience with
collaboration
100% convergence:fully integrated
editorial operation
9% 65% 93%
© 2010 WAN-IFRA NEWSPLEX
Example B: Tabloid newspaper in Germany
!"
#!"
$!"
%!"
&!"
'!!"()*+),-"
.-/0*-"
1+,)2+),-"
34565"
3/0",476"
89-,4:-"
;-<5040-,"="
Source: Pit Gottschalk
© 2010 WAN-IFRA NEWSPLEX
Analysis of results - Example A
Analysis of answers in areas with lower values --> Optimisation potential in newsroom management and journalistic practise
• Decision for online publishing on a case-by-case basis
• Separate editor-in-chief for online section
• updating of online is done by specialist
• at least 30% of the journalists are not working in a convergent way
© 2010 WAN-IFRA NEWSPLEX
Example B: Broadsheet newspaper in Germany
!"
#!"
$!"
%!"
&!"
'!!"()*+),-"
.-/0*-"
1+,)2+),-"
34565"
3/0",476"
89-,4:-"
;-<5040-,"="
Source: Pit Gottschalk
© 2010 WAN-IFRA NEWSPLEX
Analysis of results - Example B
No integration of print and online, but cross-media cooperation
• No culture of participation at meetings
• Responsibility for coordination between platfroms is split
• Technical facilities (e.g. video) is not available for the entire staff
• No incentives for online integration
• Updating online not part of the job of a print journalist
© 2010 WAN-IFRA NEWSPLEX
Goals and merits of the measurement and banchmarking process• “Measuring” of current state of convergence and obtaining a more
objective picture
• Easy identifcation of “point of action” to develop convergence and integration in terms of management, skills, workflows structure and technology
• Increase of efficency and effectivety of the change and development process
• Benchmarking of own operation with others and learning from them
© 2010 WAN-IFRA NEWSPLEX
Thank You!
Dietmar Schantin
Facebook, LinkedIn, Twitterdschantin