Susanne Bødker

Since the mid-1990s, newspaper companies have faced dramatic challenges due to stagnation or decline in the consumption of traditional media (12), new types of production technology, and new types of products. At present, media companies worldwide struggle with a new challenge called cross-media production: the integrated production of news stories to multiple media platforms (paper, TV, radio, etc.) (13). Digital materials make it possible to produce content for several different media platforms, and the different strengths of the media further support new forms of news coverage that cross these platforms. The very recent explosion of blogs and video podcasting are new examples adding to the family of products and ideally, the reporters become storytellers who choose the most suitable media for their story. The reality, however, is far more complicated: The Danish media company Nordjyske Medier was a local newspaper that has now diversified and produces daily news for radio, TV, web, a daily newspaper, and several additional products. All production is gathered in one location, where reporters produce news stories to be distributed in the various media. The editorial staff of all media is placed literally in the middle of this location. We carried out an empirical study of cooperation and planning at the media company (1; 5). The company used a production planning system in place, called the Napkin. The Napkin was not used very much, it was heavily criticized by reporters and it was at the point of being replaced by a different planning system, which was better integrated with the production system (11). This system, too, was later abandoned. This has motivated us to understand better the processes of planning and articulating the cross-media production and how information technology supported such cross-media production.