importance of digital convergence in the newspaper industry

• While print newspaper sales are falling
• Digital access to news is growing
• Digital platforms


  • Importance to the production and distribution of news product
• The Times has used digital convergence to establish a brand identity across all platforms
• The Times app is available to download onto tablets, smartphones and Amazon kindle
• Digital formats of the newspaper

  • Offer a range of experiences not available from the print version
  • Have changed the industry through the way in which news is produced and distributed
• The Times has adopted a digital production and distribution model, moving from rolling news to an edition-based digital format
• The edition-based digital format is better suited to the newspaper's target audience
• Digital convergence in the newspaper industry

  • Closely linked to economic contexts
  • As more traditional print versions of the product are struggling to survive
• The need to broaden the appeal of what is a more traditional, quality broadsheet newspaper is important for the Times
• Whilst not distancing more loyal readers is important for the Times