Media Convergence Revisited : Lessons learned on newsroom integration in Austria, Germany and Spain

Newsrooms are in a makeover process, reflecting the complex changes taking place in the market, along with a shift towards the digital domain within the media value creation chains. Our comparative study monitors convergence and integration processes in newsrooms in Spain (El Mundo), Germany (Die Welt) and Austria (Der Standard). Five years ago, we established three typical newsroom models and a convergence matrix for analysis and comparison: Full Integration, Cross-Media and Coordination of Isolated Platforms. The models and matrix have now been confirmed—and enriched with new details and descriptors regarding newsroom organization, workflows and change management. At the same time, audience participation is becoming a key strategic question in all newsroom models, whereas the traditional logic and rhythms of daily newspaper production are losing ground