Content and promotion. Content and promotion. That’s all we hear about when it comes to the tale of newspaper and television cooperation. Efforts to synchronize sales efforts between former local-media foes still hasn’t materialized, according to a new article from the Denver Business Journal.
The piece emphasizes the benefits of teaming for major, continuing news stories, such as the 2004 election. In Denver, the Rocky Mountain News and the CBS affiliate and public television station worked together to produce Webcasts and offer text-based election archives. The Denver Post and 9News KUSA-TV go halfsies on the salary of an employee who prowls for stories that would benefit from collaboration.
The Lawrence (Kan.) Journal-World is cited as the one example of a converged relationship that leads to more money for all parties. But those “parties” – the paper, Web site and local TV station – are all owned by The World Co. “We’re not just moving money from one pocket to another,” says COO Ralph Gage. “We’re convinced it yields additional money.”
Convergence Chasers are convinced about the content and promotional benefits. But we’re still searching for the dollars that will fund better and more unique storytelling collaborations.
P.S. – Here’s a correction to a line in the article – The Arizona Republic’s azcentral.com brand existed prior to Gannett’s acquisition of Central Newspapers Inc. in the year 2000.
