The Interaction of Production and Consumption in the News Media Social Space

Newspapers are operating in increasingly competitive and fragmented markets for audiences and advertising revenues, government media policy and changing audience requirements for news and the ways in which it is presented and delivered. A growing army of bloggers and amateur citizen journalists now delivers - but rarely edits - content for all media platforms, while new media technologies, combined with the changing structure of global news industries, are radically changing the ways in which newspapers and media business functions and struggles for profitability. Our research sought to answer the question of how the internet is impacting on producer/consumer value activities in the news media supply chain. To answer this question initial descriptive statistical analysis was performed on 51 newspapers. This was followed by a focus group undertaken with London-based news media organizations and bloggers. The findings showed that in spite of initial fear and rejection, the internet is now firmly embedded in news media supply chain operations. Firms are now using the internet as an operant resource and working proactively with consumers to develop various forms of relationship value. We highlight the role of consumers in the creation of news (editorial) content and consumer-driven moves toward a merged media platform of distribution (including television, online, mobile and printed forms). Regional news media organizations will probably continue to survive if they are able to supply a highly specialized and ‘hyper local’ community service. This will be in the form of ‘hybrid’ content: analysis, interpretation and investigative reporting in a print product that appears less than daily combined with constant updating and reader interaction on the web.