Integrating new media and old media: Seven observations of convergence as a strategy for best practices in media organizations

Abstract

This study examines convergence as both a concept and a process. It examines the current state of convergence, various definitions of convergence, convergence practices, and it identifies Seven Observations of Convergence to be used as a strategy for best practices for organizations to integrate new and old media. Everett Rogers (1995) diffusion of innovations and the five stages of the innovation process in organizations, coupled with innovation management research are theoretical foundations used to examine the infusion of technological changes into business practices in the media industry. The study is based on research conducted during the summer of 2002 that included in‐depth interviews, participation‐observation, and archival documents from three leading corporate media groups and convergence pioneers‐Tribune Company, Media‐General, and Belo Corp at their integrated business units in Chicago, Dallas, and Tampa, Florida. The three organizations were selected for field study because they are convergence pioneers that fell under the grandfather clause of the U.S. Federal Communications Commission 1975 cross‐ownership rule and were allowed to maintain ownership of their television broadcast and newspaper business units in the same market.