Describe the significant changes that media convergence has had upon the news business

What will be an ideal response?

The emergence of digital, online media has had a significant effect on the way that news is produced, distributed and consumed. The translation of conventional news product to the Internet has eroded the borders traditionally separating the creation of print, broadcast and online content, thus fostering media convergence.

Modern technology has altered the way journalists collect and report information, plus digitization of content has added ways such content is delivered to consumers. One example of convergence is the growing Web presence of traditional media outlets. Research demonstrates that many journalists' responsibilities now include contributing content to their employers' online publications.

Media convergence has noticeably increased journalists' workload by expanding the number of avenues a media outlet can reach its audience. MPR and other marketing practitioners also are feeling the burden of this new, complex communication landscape. Marketers must be sure they have identified the appropriate outlet to reach the right audience. This also means connecting with the journalists who will cover their stories, finding the media with the most suitable formats to showcase their products and crafting messages that will resonate with connectors and the ultimate audiences.