*The Integrated Newsroom - Age Online Findings*

4.1.3 Management Policy

Since its inception, there has been a push for original content on The Age Online. Fairfax's focus has been on maximising quality content and repackaging news, information and classified content from its various publications through specifically targeted web sites. Unlike, other prominent newspapers Fairfax placed its classified advertisements on the WWW very early on despite initial fears by publishers that this move could undermine their print revenue. It is difficult to determine whether this move was a wise one as online advertising revenue does not clearly indicate profitability and the medium is still in its infancy. Morison (pers comm, 31 August 1999) feels that though the online paper may undermine print circulation by up to 10 per cent, it continues to be an important medium.

The WWW as a complete extension and combination of radio, television, print, is fully interactive and is likely to become a fourth medium. It has the ability to deliver information when readers want it. An online presence is important, if not more important and is a reinforcement of the print product. Alliances need to be formed to ensure better services and though there will be initial resistance to its acceptance, natural pressure will win the day.

Morison added that the website could well become a content guide of what readers can expect in the print edition or vice versa. McDonald (pers comm, 12 November 1999) expands this vision further when he said:

Ultimately, the online news product will evolve through the day. In the morning, it begins by looking very much like the print edition. Through the day, it changes and evolves with new content and latest news. Towards the end of the day, it looks very different and the cycle begins again. I believe this is what will soon happen on The Age Online (and others as well).

One way print readers can be referred to the online version and vice-versa is by creating an awareness of both mediums. At the moment, pointers are placed in the print edition to alert readers of any interesting features on the website.

I often write a pointer such as 'for more information on the Budget, have a look at www.theage.com.au' and the paper publishes it among its news stories. I am more likely to ask for a pointer when we have something the paper doesn't, for example an audio of an interview or when we are inviting reader feedback on a particular issue.

(McDonald pers comm, 12 November 1999)

Recently there has been a strategy of developing vertical portals. Vertical portals include individual 'supersites' with a depth of content targeted towards a niche market. Drive.com.au, mycareer.com.au, itjobs.com.au and sold.com.au are examples of this recent move. Production Editor, Dan Fahy (pers comm, 20 August 1999) said:

We have been introducing vertical content portals such as Drive.com, Sold.com and Itjobs.com. They are e-commerce related sites which provide specific information as added value to our readers. One way, we generate revenue is by billing vendors a click-thru rate and in turn our readers benefit by getting a discount on any purchases made.

McDonald (pers comm, 12 November 1999) adds that "advertising does not drive content, although feedback from readership could well do so."

In the digital domain, branding has become a crucial issue. Riekert (pers comm, 7 September 1999) explains that a newspaper's masthead is very important.

Brand names are important. Fairfax is very concerned about diluting their brand identity. The Age is distinctly Melbourne and our mastheads have very, very strong identities, a Fairfax news site would mean nothing to people so it is important to leverage on our brands.

Conclusion

Within a news organisation various factors play a role in the implementation and success of an online newspaper. Fairfax has a clear interest in new media and has invested heavily in new technology and set up a separate entity, F2 to concentrate on this. The online newsroom is undergoing a number of changes including the implementation of new technology and software which promises to free the journalist to concentrate on producing quality content. The roles of various players in the process, from the news organisation to the journalist, editor right down to the consumer have changed and been redefined with the convergence of new media.