Newsletter No 24 04 April 2006
News from the Media Scene:
New Guide for Publishers Looking for Convergence

Martha Stone, special projects manager for WAN “Shaping the Future of the Newspaper” project, has published a new report on how newspaper companies can integrate print, online and television to reach consumers whenever and wherever they are.

“A Guide to practical Convergence: What Every Media Company Must Know About Their Future”, published by the International Newspapers Marketing Association (INMA), checks the strategies to enlarge newspapers reach by adding an integrated array of media.

The report focuses on four main areas: audience focus strategies; organization of the news desk and the marketing and advertising departments; workflow processes and management. It includes case-studies of newspapers the world over that have successfully integrated different media to fulfill their audience’s information needs anytime and anyplace.

It also analyses new services such as podcasting and community-generated content and their place in the emerging converged media landscape.

The report is available in both PDF and hard copy at for USD 75 for INMA members and USD 195 for non-members.