1. The Newsroom of the Future It’s not what you think Martha L Stone, Director of Training Ifra Newplex April 16, 2004

2. The newsroom of the future is NOT about: Technology Multi-million dollar buildings Convergence

3. The Newsroom of the Future IS about: The relationship between good old- fashioned journalism, and audience Relevant, compelling content Anytime Anyplace

4. Reasons for shift from media centric to audience centric newsroom: Decline in audience Media fragmentation Audience use of media, across channels and the time continuum

5. Decline in audience: Broadcast Online on the upswing

6. Decline in audience: Newspapers Source: Newspaper Association of America Newspaper readership among adults %

7. Media fragmentation Digitalization catapults media industry choices from finite array of TV, radio and newspapers to a proliferating array of choices, e.g. wireless, kiosks, subway and hotel elevator screens, digital tickers – ”surround sound news” Variety of choices spark sweeping changes in media consumption behavior

8. Audience use of multiple media Annual Media Consumption for 12 and over –1,580 hours of TV –967 hours of radio –290 hours of recorded music –154 hours of newspapers –99 hours of Internet –91 hours of books –81 hours of magazines –61 hours of video games –55 hours of home video – 13 hours of theaters –3,391 total hours of media, 1999

9. Audience use of multiple media Anecdotally, multimedia content use growing: Examples Media multitasking growing: –59.8% of males and 67.2% of females watch TV when they go online –About half of males and females read magazines when they have radio on –More than half watch TV and read newspaper simultaneously

10. Journalism for the future requires: A deep understanding of the audience, across channels the media company owns, and across the space of a day Media economy is audience driven, not media driven Media companies responding to new trends in consumer behavior by addressing their cross-media habits

11. Yelvington’s manifesto for future Let's stop trying to train customers to deal with us on our terms -- and learn to deal with them on theirs Let's look for ways to create new products that people will pay for, rather than gluing pricetags onto old products they won't pay for. Let's focus on building and managing valuable audiences whose attention is worth money, because that's why advertisers pay us to help solve their business problems.

12. Yelvington’s manifesto for future Let's engage users by turning our sites into interactive, customizable venues where users can contribute their own content. Let's understand that community is about shared experience, and learn to help people share their experiences on our sites. Let's learn to be guides and not gatekeepers

13. Training and reorganizing for the audience-centric approach Convergence guides that meet audience demands Lessons learned from five years of convergence consulting and reorganizations from Europe, North America, Asia and South America Twenty of nearly 60 “Convergence Guides”

14. Co-located newsrooms 1.

15. Co-located newsrooms 1.

16. Convergence Co-located newsrooms 1.

17. 2. Cross-training journalists

18. Convergence Cross-promotion among media Use newspaper and TV 39 percent from crossover from TV to newspaper 30 percent from newspaper to TV Use newspaper and website 34 percent from paper to website 25 percent from website to paper Use TV and website 37 percent from TV to website 32 percent from website to TV Mid-size newspaper and market-leader local TV station. *Use paper and TV in past 7 days; use website in past 30 days. Belden, 2000 3.

19. Convergence New Roles 4.

20. Convergence Top-down management 5.

21. Convergence Grass-roots evangelism 6.

22. Cross-media journalism 7.

23. Convergence Teamwork 8.

24. Backpack journalism 9.

25. Cross-Media Advertising: Lessons Learned Best targets for cross-media advertising packages are “visionaries” Research is needed to prove cross-media success Media multiplier effect is powerful value added element to cross-media advertising strategy Sell an idea, not advertising space/time Incentives should go beyond individual media bonuses Don’t undervalue Internet or other media in the multimedia campaign lineup 10. Cross-department convergence strategies

26. Cross-Media Advertising: Lessons Learned Best targets for cross-media advertising packages are “visionaries” Research is needed to prove cross-media success Media multiplier effect is powerful value added element to cross-media advertising strategy Sell an idea, not advertising space/time Incentives should go beyond individual media bonuses Don’t undervalue Internet or other media in the multimedia campaign lineup 11. Newsgear 2004

27. Software for multimedia journalism 12.

28. Cross-Media Advertising: Lessons Learned Best targets for cross-media advertising packages are “visionaries” Research is needed to prove cross-media success Media multiplier effect is powerful value added element to cross-media advertising strategy Sell an idea, not advertising space/time Incentives should go beyond individual media bonuses Don’t undervalue Internet or other media in the multimedia campaign lineup 13. Assignment and Content management software for converging newsrooms

29. Cross-Media Advertising: Lessons Learned Best targets for cross-media advertising packages are “visionaries” Research is needed to prove cross-media success Media multiplier effect is powerful value added element to cross-media advertising strategy Sell an idea, not advertising space/time Incentives should go beyond individual media bonuses Don’t undervalue Internet or other media in the multimedia campaign lineup 14. Incentives/ Motivations

30. Convergence New organisational structure 15.

31. Focus on audience 16.

32. 17. Visual thinking

33. Constant communication 18.

34. Convergence Investment, not cost-cutting, approach 19.

35. Anytime, anyplace content 20.

36. Convergence Project management 21.

37. Integrated databases 23.

38. Convergence Efficiencies 24.

39. Convergence 25. Culture clash management

40. Convergence One editorial philosophy, one news agenda, one ethics philosophy 26.

41. MSNBC. Convergence Multimedia use is growing 27. MonthVideo Requests August 2001 7 million September 200173 million* October 200124 million November 200111.5 million *Majority of video requests occurred with two days of Sept. 11 attacks. Source: MSNBC.com estimates

42. Convergence Unions, laws start to soften to multimedia integration 28.

43. Convergence Each media optimised; more voices in tandem encourage democracy 29.

44. Expanding futures for journalists, audience and media companies 30.

45. Martha L Stone Training Director, Ifra Newsplex stone@ifra.com