RE-INVENTION AND SURVIVAL: NEWSPAPERS IN THE ERA OF DIGITAL MULTIPLATFORM DELIVERY

Drawing on empirical research into the strategies of leading UK newspaper groups, this article examines the means by which such firms, through processes of attrition in old and investment in new resources, have gradually re-invented themselves as digital multiplatform entities. It analyses how the adoption of a multiplatform distribution strategy is affecting organization of production activities, content and business models in the newspaper industry. While strategies for renewal based on adoption of a multiplatform approach can vary considerably from one firm to the next, the experience of leading players in the UK national newspaper sector indicates some communalities of experience that offer potentially valuable lessons for media and publishing businesses more widely. Findings highlight the crucial importance to the success of a digital multiplatform strategy of effective integration between IT, commercial and editorial functions and a willingness to experiment and innovate in relation to harnessing the benefits of two-way connectivity.