Convergence
Newsletter
From
Newsplex at the University of South Carolina
Vol. IV
No. 3 (September 6, 2006)
Commenting
on Convergence
By Melissa
McGill, editor of The Convergence Newsletter
A primary
goal of The Convergence Newsletter is to spark discussion, even disagreement, on the nature
and purpose of convergence in academia and professionally. Judging by two
recent blog responses to David Hazinski’s critical perspective on convergence
published in last month's newsletter, sparks have been flying. Read them at http://www.convergenceculture.org/weblog/2006/08/convergence_and_transmedia_in.html and http://commonsensej.blogspot.com/2006/08/drop-idea-of-convergence.html.
This
issue focuses on the role convergence can play in revitalizing community
journalism. Sam Ford addresses the challenges faced by rural weeklies and how
convergence can contribute to the solution while Dan Pacheco, Doug Fisher and
Jordan Storm discuss specific examples of how community newspapers from the
East Coast to the West are successfully putting these ideas into practice.
In
addition to being a focal point for information on convergence, we would like
to begin offering a place to announce faculty openings at no cost. If you would
like to post a position announcement, send a brief description of the position,
as well as a link to the complete information to convergence-editor@mailbox.sc.edu.
View past
newsletters at http://www.jour.sc.edu/news/convergence/.
Melissa
McGill is working toward a Master of Mass Communications at the University of
South Carolina. Contact her at convergence-editor@mailbox.sc.edu.
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Feature
Articles
How
Weeklies Can Embrace Convergence
Bakomatic:
Letting the Audience Speak for Itself
Taking
the Plunge into 'Cit-J'
Convergence
of Content Providers I Think Not
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Conference
Information
Online
News Association
Convergence
and Society: Ethics, Religion and New Media
AEJMC
Midwinter Conference
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
---------------Feature
Articles
How
Weeklies Can Embrace Convergence
By Sam
Ford, media analyst, MIT Convergence Culture Consortium
A weekly
editor I know calls rural papers the cockroaches of the journalism industry,
surviving conglomerations and myriad other changes in the industry precisely
because of their small focus.
But rural
community journalism has faced two devastating attacks in recent years. One is
the Wal-Martization of America. While much has been said about how corporate
chains have put local businesses out of operation, few have acknowledged the
implications for weeklies. When stores like Wal-Mart lead to the eventual
closing of local businesses, the newspaper loses many of its traditional
advertisers, and the Wal-Mart has no need to advertise.
The other
major change in journalism is a growing lack of emphasis on local communities
by Americans themselves. When people can form virtual friendships through
MySpace and the majority of the population is becoming increasingly mobile,
there is less need for knowing or caring about one’s neighborhood in a
geographic sense.
Some
weeklies are thriving, especially in micropolitan areas or in those close
enough to major metropolitan areas where there may be some spillover advertising
from bigger cities. But, in smaller communities, there are plenty of papers
whose doors have closed or which are under major budgeting pressures based on
flagging subscription rates and a lack of local advertisers.
Considering
that these are often the only newspapers of record for an area and often the
only place voters can get any local government coverage, communities have a lot
to lose when these weekly newspapers are endangered.
But I
think that embracing various aspects of media convergence can be a benefit to
these weeklies. First, let me emphasize, though, that my use of the word
convergence is intended to connote a transmedia approach to journalism and not
forcing weekly newspaper reporters to suddenly become jacks-of-all-trades,
although budget constraints at most of these papers have caused that, anyway.
How can convergence
help invigorate these local newspapers? There are four ways:
1.) Take
Advantage of the Web – Many weeklies have a poor Web presence, but
expanding Web sites can give newspapers another source of revenue from existing
advertisers and can create a space for news coverage building on stories that
appeared in the previous edition while previewing upcoming editions.
2.) Focus
on Maintaining Local Connections – If weeklies can develop stronger Web
presences, they are positioned to help maintain local ties. Newspapers should
seek to reconnect with natives who have dispersed across the country but who
still care what is happening in their hometown. Make the Web a gathering place
for people from an area, and use that function to help draw in regional or even
national advertisers at low rates.
3.)
Remember the Function of the Paper of Record – Local historians and
school volunteers may be willing to work with weeklies to help restore and digitize
the newspaper’s archives. Providing a digital archive generates more interest
in the newspaper and could greatly expand the paper’s Web site.
4.) Build
Strategic Relationships – Weeklies may also have an advantage in seeking
relationships with local dailies and/or broadcasters. More regionally based
news entities are not competition for weeklies but could instead be sought out
for mutually beneficial cross-platform relationships for larger news entities,
which can provide better regional coverage, and the weeklies, which can benefit
from increased regional exposure.
Many of
these suggestions of how weekly newspapers can embrace the current convergence
culture are focused on advertising and not content, but these weeklies are
struggling to find enough profit to hire competent reporters and provide
comprehensive coverage. And, when there’s a struggle for survival, there’s
little time to think about the appropriate divide between the ad room and the
newsroom. These papers need to
find ways to stay profitable in order to provide the best coverage possible for
local issues.
For more
on Sam Ford’s take on the “plight of weekly newspapers,” see his July post on
the Convergence Culture Consortium blog at MIT: http://www.convergenceculture.org/weblog/2006/07/the_plight_of_weekly_newspaper.html
Sam
Ford is a graduate from the news/editorial journalism program at Western
Kentucky University and a current Master’s student in the Comparative Media
Studies program at the Massachusetts Institute of Technology. He works as a media analyst for MIT’s
Convergence Culture Consortium, which examines how media convergence affects
cultural producers and consumers throughout the media industry. He has written for weekly newspapers in
Kentucky for more than a decade.
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Bakomatic:
Letting the Audience Speak for Itself
By Dan
Pacheco, Senior Manager of Digital Products, The Bakersfield Californian
A belly
dancing instructor looking for new students. A single Latina mother looking for
ways to teach Mexican culture to her bilingual kids. A garage band trying to
promote its next gig. What, if anything, do such different people have in
common, and how can traditional media possibly engage them in meaningful ways
that attract advertising in the future?
Choosing
to ignore this problem means dying a slow death as others come in from the
sides with technology and approaches that uniquely fill the needs of an
increasingly diverse and frenetic population. But until recently, no
traditional media company has figured out how to do that effectively. At The Bakersfield Californian, an
independently-owned newspaper in a central Californian city of 330,000, we
think we’ve stumbled across a solution that holds lots of promise. We get out
of the way as much as possible and give users the power to publish their own
news and directly connect with each other.
Our
secret weapon is our homegrown social media software called “Bakomatic”
(pronounced bake-oh-matic). Initially created as a way to reach young people in
Bakersfield through Bakotopia.com,
Bakomatic now powers seven sites in Bakersfield – including Citizen Media
pioneer Northwestvoice.com.
In July, Bakomatic received a Knight Batten Award, which honors innovations in
journalism, and earlier this year it received an “Edgie” from the Newspaper Association
of America.
In our
case, necessity was definitely the mother of invention. In the past, reaching
new audiences gave a newspaper like the Californian two choices: make a new
section and hope that members of that audience eventually find it, or ignore it
because of space or staffing constraints. The latter was no longer an option,
so starting two years ago we decided to create multiple, separately-branded
products that were targeted to specific demographic and psychographic groups.
Some of those products would have print components, and others wouldn’t, but
all would have a robust and interactive Web site that lets the users submit
their own content and express their persona.
I was
charged with providing the Web technology for these products, a daunting task
to say the least. Aggregating audiences in a way that also acknowledges and
leverages a trend toward disaggregation sounds like a fantastic non sequitur.
But as often happens, the younger generation showed us the light. When we
researched the 18-35 audience behavior, it became increasingly clear that they
were more interested in social interaction tools like instant messaging and
updating profiles on sites like MySpace than they were in reading content in
print. In January 2005 we launched Bakotopia.com, which started as a
Craigslist-style listings service and evolved into a local social network where
local bands can share their music and promote their gigs. The site now
generates more than 400,000 pageviews a month, which is pretty good for a niche
product in a town of 330,000.
Less than
2 years after launching Bakotopia, Bakomatic is proving to be an
audience-growth machine. By October it will power 10 sites in Bakersfield,
which together have increased traffic to company-owned Web sites by 30 percent.
Because every site is on the same database, we can create new sites with very
little incremental cost -- and soon we will be able to let advertisers reach
people in ways that directly tie to their demographics and interests. Six of
those sites, which you can learn more about at our new licensing Web site
Participata.com, are targeted to specific demographic audiences such as youth
or Hispanics. The seventh is our own newspaper site, Bakersfield.com, which in
just a few short months has evolved from being not just a center for news, but
also its own local blogosphere for discussion and debate. On all of these
sites, users can publish their own blogs, articles and music, update user
profiles that show their photos and interests, invite friends to their
networks, and more.
All of
this is about as far away from a traditional media approach as you can get, but
that’s also what makes it work. We still have a large and active newsroom, but
they spend more and more time posting blog entries and commenting on users’
blogs. What started as a platform for non-core products is now at the very
center of how our newspaper’s reporters interact with the local community. Now
that’s what I call social media!
Dan
Pacheco has been involved in online media for over a decade and was on the team
that launched Washingtonpost.com.
Before joining the Californian, he was a principal product manager at America
Online, where he worked on community products such as Chat, home pages, Groups
and AOL Pictures. He frequently publishes updates about Bakomatic and thoughts
about the changing media landscape on his blog at http://www.futureforecast.com
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Taking
the plunge into 'cit-j'
By
Doug Fisher, instructor, University of South Carolina
Citizen
journalism. Participatory journalism. Hyperlocal journalism. Community
storytelling.
Whatever
you call it, the idea that news is a conversation and that it's time to
integrate readers into the news process is creeping, and sometimes rushing,
into newsrooms.
Independent
sites like WestportNow in Connecticut, H2otown outside Boston and Baristanet in
New Jersey often began as part-time ventures covering places largely ignored by
local media. The Bakersfield Californian pioneered with Northwest Voice from
which it also produced a printed neighborhood edition. Now, most sizable papers
have, or are considering, ways to get the public involved on the Web. Florida's
Fort Myers News-Press has assigned two "mobile journalists" –
mojos – to report and recruit others to do hyperlocal journalism.
A year
ago, the University of South Carolina journalism school and the Hartsville
Messenger, with Knight Foundation funding through J-lab, began creating
HartsvilleToday.com. The premise: Massive changes the Internet is wreaking in
large newsrooms eventually will creep into even the smallest. What can small
papers learn from HVTD, as we call it, to be prepared? Can small newspapers,
especially nondailies, connect better with their communities? And can such a
site help the nondaily stay more timely in an already 24/7 world?
We're
still learning, but the answer is a qualified yes to those last two. We are
doing a longer report for J-lab, but I want to share some of what we have
learned.
=> Sweat
the details: You put tremendous time into setting up your newspaper; do the
same with your online community site. Start with the name: What image do you
want to project?
=> What
do you want the site to do: Provide a way for people to file more traditional
stories, as we do at HVTD? Allow more personal commentary, like blogs? Promote
social networking or more feedback for your staff? Each requires a slightly
different approach.
=> Will
you link to other sites? We think it shows users we trust them, and if they can
get to the other sites from us they'll start with us.
=> How
will people report inappropriate content, and to whom in your newsroom?
Messenger Managing Editor Jim Faile says that five-person newsroom is still
grappling with these issues. How will you monitor things in case a contributor
comes up with a good story or photo, as has happened in Hartsville? (Most
software produces RSS or "news feeds" that can be monitored through
an online reader like Bloglines.com.)
=> Think
like a user, not a publisher: How would you find information and stories you
wanted? It's not likely to be the traditional 1-A, Metro, Sports, Lifestyle
mix. At HartsvilleToday, a homepage window shows you five or six of the latest
posts and another shows you a rotating selection of posted photos. We also have
"channels" such as Faith, Arts, Neighborhoods and Sports (high
school/college and recreational) for some structure. But we are adjusting that
as we see what users do with posts.
=> Make
sure you have an events calendar where people can post notices.
=> Everything
should be in natural language, not legalese or technical boilerplate. We've
avoided calling the site "journalism," preferring "community
storytelling," after we found several potential contributors scared about
the "j" word.
=> Don't
expect to flip a switch and it will run itself: Publisher Graham Osteen
estimates you'll spend $5,000 to $10,000 to get the site set up. There is free,
open-source software, but someone still has to install and tweak it. Hartsville
has access to Osteen Publishing's in-house experts; if you have to hire
someone, systems administrator Ed Schaal says make sure you have their full
attention for at least a month. After that, it may take a couple of hours a
week to tweak things.
=> If
you build it, they won't necessarily come: We talked with community groups,
churches, Scout groups, you name it. We had banners and cards printed; we
walked up and down Hartsville's main street passing out fliers. We made dozens
of phone calls. We bought digital cameras to lend, and we did training through
USC's Newsplex. We hired two stringers not only to find stories but also
recruit participants. It is an ongoing effort. As Osteen wrote in an editorial:
"One of the keys, as one person put it, is what's 'necessary for any
participatory project is a sense of ownership.' … A sense of ownership will
develop, I believe, through a concerted effort on all fronts."
=> Pictures
drive traffic: But you knew that from newspapering, didn't you? Make sure your
site has easy and widely promoted abilities to post pictures.
Our monthly
visits have gone from almost 3,300 in January to almost 7,000 in June. Page
views are up from 22,000 to close to 45,000. Even backing out "indexing
spiders," that's not bad for a town of about 10,000 people. And such sites
can produce some good stories (for instance, AP's first word of a major fire
came from HartsvilleToday).
But it's
also an ongoing struggle to turn people from viewers to posters. The Messenger
staff has filed things like Friday night football on cycle, but that has been
uneven, and the paper is still unsure how to sell the site and how to work it
into newsroom routine. Recruitment efforts also have shown the paper may have
more work to do in the town's minority community.
But
people keep saying they are visiting. They talk about the stories. And after
one Kiwanis meeting a man came up and said he had a small complaint. He'd made
HartsvilleToday his homepage, and it was loading a little slowly.
We knew
we'd made it.
If you
want a more detailed outline of the issues in setting up a site like HVTD,
e-mail me.
Doug
Fisher, a former AP news editor, teaches journalism at the University of South
Carolina and can be reached at dfisher@sc.edu or 803-777-3315. Past issues of his
blog, Common Sense Journalism, can be found at http://www.jour.sc.edu/news/csj/index.html.
WestportNow:
http://westportnow.com
H20Town:
http: http://h2otown.info
Baristanet:
http://www.baristanetnj.com
Northwest
Voice: http://www.northwestvoice.com
Fort
Myers News-Press: http://www.news-press.com
Your Hub:
http://yourhub.com
J-lab: http://www.j-newvoices.org/
HartsvilleToday:
http://www.hvtd.com
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Convergence
of Content Providers, I Think Not
By
Jordan Storm, doctoral student, S. I. Newhouse School of Public Communications,
Syracuse University, and former editor, The Convergence Newsletter
One year
ago, recognizing the concept of citizen journalism was a ripe opportunity for
study, I set out to study Bluffton Today, a free Total Market Coverage (TMC)
daily newspaper in Bluffton, S.C.
Called “a
vehicle for an innovative experiment in newspaper and Web publishing” by its
parent company, Morris Communications, Bluffton Today, or BT, was launched in
April 2005 as a community newspaper that welcomes citizen engagement and
content onto its Web site through registered users’ blog pages, photo galleries,
and forum discussion boards for the purposes of feeding the print paper.
In the April 2005 issue
of this newsletter, J-Lab's Jan Schaffer called this type of journalism,
identified by various monikers including citizen journalism, interactive
journalism and participatory journalism, evidence of a “convergence of content
creators – professional and amateur.” At the time, I would have stated
that BT as a citizen journalism initiative exemplified her concept of a “convergence
of content creators.”
However,
through an analysis of in-depth face-to-face interviews with BT’s newsroom
staff, two weeks of observation in BT’s newsroom and a content analysis of BT,
its competitor, The Island Packet and the Washington Post, I changed my mind,
concluding BT’s newsroom is not evidence of a “convergence of content creators”
but rather a “convergence of conversations.”
BT’s
audience or readers are able to post content to the paper’s Web site blufftontoday.com on their own blog
pages, post commentary or responses to other users’ blog pages and post
photographs on the site’s photo gallery. While this content influences BT’s
print paper, what it does not do is replace content written by professional
journalists. Rather than reversing the traditional model of gatekeeping,
editors and journalists are doing more gatekeeping than ever, as they have an
additional source with which to contend.
BT’s
reporters and editors engage with Web-generated audience or reader content
daily in several ways. By monitoring citizen participation and content on BT’s
Web site, newsroom staff members gain a better understanding of what the
community conversation is, or, as BT’s newsroom says, to learn what the
public’s passions are.
Staff
members are also able to generate story ideas, sources and occasionally select
examples of reader content for inclusion within their own work. Newsroom staff
members also choose small amounts of Web-generated reader content to go into
the print paper, usually in a section called “Best of the Web.”
Most
importantly, BT newsroom staff members are able to communicate with the public
through the paper’s Web site, much as they would on the phone, through e-mail
or just by hitting the pavement and talking to people face-to-face. Used as a
tool, BT’s Web site offers the newsroom an additional channel of communication
with the public.
Through
its Web site, BT is able to facilitate what it calls, "a community in
conversation with itself." For example, readers blog posts on BT’s site
back and forth, creating conversation threads. Sometimes newsroom members jump
in and participate in these threads, other times they do not. Readers also
regularly post questions to other readers and/or BT’s newsroom. Questions prod
responses and continue the conversation. For an example, check out alljoygal’s
August 21, 2006 blog post, titled Bluffton Parkway Question at http://www.blufftontoday.com/node/7884.
Newsroom
staffers also solicit content or story ideas from their readers. Check out one
newsroom staffer’s August 23, 2006 blog post requesting information at http://www.blufftontoday.com/node/7928.
These
examples highlight BT’s use of its Web site as a tool, as an outlet through
which the newspaper can connect with the public and the public with the
newsroom, where conversations can converge, collide, and collaborate.
The
impact of the paper’s Web site transcends the physical amount of
non-professional Web-generated non-professional reader content that makes its
way into the print paper (which is little); its importance rests in the
cooperation and conversation the Web site facilitates between the newsroom and
the public.
This
conversation enables BT’s newsroom to better report on the issues, topics and
passions that are important to residents of Bluffton, S.C. Rather than
reversing the gatekeeping model, Web-generated non-professional reader content
is used as a mediated additive to the print product by BT’s newsroom staff.
This
utilization of the paper’s Web site is not an example of citizen journalism in
practice, but rather just better journalism, or what one BT staffer referred to
as “old-timey community journalism.”
As such,
I argue audience contributions at BT are not examples of citizen journalism but
rather simply examples of reader-submitted content that are used by BT in its
print paper. BT is not an example of converging content providers in practice,
but rather just a convergence of conversations that makes for a better
journalism product.
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---------------Conferences
Online
News Association
October
5-7, 2006
Washington
D.C.
http://journalist.org/news/archives/000403.php
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
University
of South Carolina College of Mass Communication and Information Science and
Newsplex
Convergence
and Society: Ethics, Religion and New Media Conference
October
19-21, 2006
Columbia,
SC USA
http://newsplex.sc.edu/newsplex_con06.html
Since
September 11, ethics and religion have emerged as important topics in the study
of new media. At this conference, the moral implications of emerging media are
addressed at the levels of society, culture, and the media professions. It is a
forum for scholars, media professionals and theologians to discuss converging
media from the standpoint of competing values.
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AEJMC
Midwinter Conference
December
1-3, 2006
New
Orleans
http://www.aejmc.org/convention/
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---------------Publisher
and Editorial Staff
The
Convergence Newsletter is free and published by The College of Mass Communications and
Information Studies at the University of South Carolina.
Executive
Editor
Augie
Grant, Ph.D.
Editor
Melissa
McGill
convergence-news@mailbox.sc.edu
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
---------------Copyright
and Redistribution
The Convergence
Newsletter is
Copyright © 2006 by the University of South Carolina, College of Mass
Communications and Information Studies. All rights reserved.
This
newsletter may be redistributed in any form - print or electronic - without
edits or deletion of any content.
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