I haven’t seen the actual press release (couldn’t find it on tbo.com, MediaGeneral.com, or tampatrib.com), so I’m not sure of the context. But I found this over on Editor & Publisher published at 11am Wednesday:
‘Tampa Tribune,’ Sister Properties Launch Multimedia Newsroom:
After a round of deep cuts, The Tampa Tribune has launched its multimedia news approach drawing on the staffs of the newspaper, TBO.com, and its sister station WFLA-TV.
The three news operations have come together in one organization, the Tribune announced today.
“It’s a progressive, audience-driven approach,” Janet Coats, vice president of news, said in a statement. “The focus puts the audience at the center of our decision-making.”
The newly launched multimedia newsroom approach goes beyond the continuous news desk that was created in 2007, the company said. All journalists from each organization sit together in order to facilitate an instant newsgathering focus — a Web-first strategy. However, each platform still produces in its traditional method.
We know all about the “round of deep cuts,” and you may have heard that Media General plans a new high end print publication (more on this soon). But what is this latest news?
Combining the efforts of three news operations into one? I thought they already did that. . . NINE YEARS AGO. They called it “convergence” (pdf, scroll to page six).
Before 2000, the three organizations maintained separate offices, and different working professionals separated a mile apart. But in March 2000, all that changed. The three hitherto independent entities, relocated to a glittering five–story edifice overlooking the Hillsborough River in downtown Tampa, dubbed “The News Center.” From here, journalists from the three organizations began to hold joint editorial meetings, jointly gather news stories…
And what does Mrs. Coats mean by the “audience-driven” approach? Are they attempting to cater to the existing audience, attract a new audience, or get their old audience back? How is the “audience at the center” of the decision-making? I’m part of the audience. Are they gonna ask me what I want them to cover? (if so, contact me, Janet!)
If anyone knows what exactly they are doing there, please clue us in – we would really like to know.
John
1 year ago
Uh, I don’t know about Coats but in the past, they’ve used the audience approach as an excuse for cuts.
“In order to serve you better…”
The type of cohesion she speaks of (TBO/Tampa Tribune/WFLA staff working together) was something that I thought was already in place at the Media Center? I thought that’s what Medium General was bragging about a few years ago?
summer
1 year ago
as a media buyer, i know that one approach for their remaining sales people is that accounts will be serviced by a “team.” rep from TBO + rep from WFLA + rep from TT = (they hope) more money from you to their 3 media outlets. BUT — i totally agree — this is the same thing they tried when they first pitched convergence (not that they give you any price breaks for buying all 3 outlets). it didn’t work then either.
Anonymous
1 year ago
The three entities shared a building and content, but didn’t technically integrate staffs. The TV station did what it did, the paper did its own thing and the Web site did its own thing. They swapped stories and the like, but still existed independently of each other.
Now, after the reorganization, FLA people are in charge of teams that include TBO and Trib people. Trib people are in charge of teams that include FLA and TBO people. And so on. There are no more walls, staffwise, between the three divisions. Former Trib photo people now handle satellite feeds for FLA. Former Trib copy editors copy edit for TBO.
Full convergence.
The Carl
1 year ago
More movement of deck chairs on the Tribtanic.
junebee
1 year ago
In this econonmy another “high-end” magazine? There was already a useless one included in occasional Sunday papers. All it did was add weight to the recycling bin. If the Trib is trying harder and harder to become less relevant, it’s doing a great job.
Ed
1 year ago
They already have a high end magazine called Flair that is inserted into the papers quarterly.
And what is up with the color themed names, Orange was their old low end rag and Blu is to be their new high end. Maybe they will develop a Purple magazine for the working man?
Anonymous
1 year ago
“If anyone knows what exactly they are doing there, please clue us in – we would really like to know.”
It’s obvious no one there has a clue, either.
dcdave
1 year ago
Really interesting stuff. They have the resources to make this work, but the shift in culture is monumental and all but one media company has a Z-score indicating a likelihood of bankruptcy.