Here’s an interesting experiment in technology and personnel convergence: The Tribune Co. announced yesterday the broadcast and interactive operations at the Miami station WSFL-TV (a CW affiliate) and the Sun-Sentinel newspaper’s print and online operations together. WSFL will move into the Sun-Sentinel’s offices in Ft. Lauderdale. Print, broadcast, online, advertising – all under one physical roof.
The potential for these operations to become a real powerhouse in South Florida are tremendous.
Few places are truly converged like this across mediums. Lawrence, Kan., has a similar set up – television, newspaper, online and advertising operations all coming from one building. But, the relatively small size of that local market, to some extent, limits it. Imagine taking that kind of convergence, mixing it with the right attitude (see below) and making it a lot bigger.
There are a lot of benefits to this model. It goes far beyond a traditional corporate partnership, where separate television and print newsrooms are supposed to work together but don’t always do that. Here, the Sun-Sentinel will “serve as a new and innovative content engine for WSFL’s on-air and online programming.” Another benefit is that it has the potential to create a more efficient way for businesses and marketers to purchase mixed-media advertising along the Ft. Lauderdale-Miami corridor. (This, however, will depend largely on how the sales force is structured.)
The Right Attitude
Allyson Meyers, will return to Ft. Lauderdale as general manager at WSFL (she was the station’s general sales manager from 2004 to 2007 before moving to Jacksonville). “I’m excited about this,” she said in a press release. “Having the print and interactive resources of the Sun-Sentinel within arms reach will be a tremendous advantage. And we’ll be a good resource for the newspaper, too—it has to work both ways to maximize the opportunity.”
I’ve always said the right attitude can go a really long way; I hope there are more people like Allyson in South Florida.