Continuing advances in technology allow convergence in media to elevate to higher dimensions than ever before.
As mentioned in the Converging with Other Emerging Media chapter, the new range of opportunities-once the decision is made about the most effective way to tell the story-can span from text only media to full motion video.
Whether the choice is made to start with the appropriate medium or start with the story, the range of choices and/or tools available to tell a story effectively means a lot of variables (audience, format, editorial, timing, means of distribution) must be taken into consideration.
Among all of these variables, the means of distribution seems to be the most important. Picking the right means of distribution can mean attracting a new audience or losing a loyal one.
For instance, billboards is one of the oldest forms of media around. If used properly, a well placed and worded headline on a billboard could attract a new audience. In 2007, The Associated Press saw the potential of the video game Wii, decided that this vehicle of communication might become a significant source for delivering news to this segment of the population-the gamer who may not necessarily sit still for a newscast-and seized the opportunity.
There are and always will be various means of attracting and retaining audiences if careful consideration is made as to the best method of communicating with a particular audience.
In summary, the most important determinate in delivering news via this era of convergence ultimately depends on the needs of the audience. Where they are, what they’re doing, what they want and what they need to know takes precedence. What you’re capable of delivering to them using the tools available in your converged newsroom can ultimately decide whether your organization will retain loyal audiences as well as attract new consumers that will become loyal as long as they get what they need, when and how they need it.