7/21 Chapters 7 and 8
Yaniv Aronson
11

Media convergence is the merging of the various forms of mass communication (print, television, radio, Internet, etc.). As we have entered the digital age, media convergence has become so involved that it often difficult to characterize and separate these media from one another. However, I do not believe that we have reached total media convergence because there are no companies that truly have a presence in all forms of communication and media. The best examples of media convergence are news sources, such as Metro News, which have managed to survive by branching out into other media outside of print. Eric Klinenberg details some of the journey of Metro News, which started out devoted to “local news and politics,” making its way “a local radio station in the 1920s, and an affiliated television station in 1948.” Metro News was able to increase its presence across various media. Present-day news stations do the same thing, often having an online presence, a television presence, and a print presence. But those are not the only forms of mass communications — there are also movies and books and video games, and I have yet to come across an organization able to utilize all of these forms of media. This convergence is largely the result in a decline in interest in print media and a preference for new sources of information, such as television. The rise of the digital age has often done very little in terms of bettering more traditional print media. The digital age has brought with it television and the Internet, which “allow for immediate circulation of content and distribute information in easily editable formats.” Digital communication outlets allows for immediate access and alterations, keeping readers and viewers up to date in real time, as opposed to the less-timely newspaper which is published on a schedule. Those involved in print media, however, recognize the benefits that digital communication forms offer, such as easily access to large audiences, but they also feel the pressures of the clock.

In an effort to appeal to wider audiences, print news companies implement the strategies of “Target Marketing and Media Segmentation.” They “locate and target affluent audiences” and use digital technologies to “target coverage to the suburban areas that contain the most affluent readers whom advertisers want to reach.” Because people are often drawn to things more familiar to them, news companies such as Metro News will print “not only a special section for each of the zoned region in the metropolitan area but occasionally different front pages, with special headlines, photos, and stories, as well.” This personalization of print news has been facilitated by the rise and improvements of digital technology. Print media has found ways to successfully and beneficially utilize the new digital age to increase the appeal and distribution of print news.

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