Journalism and Public Relations (PR)

Converged Media Workflow

Lecture, 2.00 ECTS


Course content

Development of journalistic business models under network conditions Relationship publisher vs. Platforms at European or international level Public Servce Media Practical examples daily newspaper; ORF

Learning outcomes

Market Strategic Analysis and New York Times: Innovation?

Recommended or required reading and other learning resources / tools

Anderson, C., Bell, E., Shirky, C.: Post Industrial Journalism: Adapting to the Present. Tow Center for Digital Journalism, 2012.
Im Internet:

Div.: New York Times Innovation Report. New York Times, March 2014.
Im Internet:

Div.: Journalism that stands apart. New York Times, January 2017.
Im Internet:

2 Beiträge zum Innovationsreport des Spiegel
Im Internert: htps:// und

Emily Bell: Facebook is eating the world, Columbia Journalism Review, 7.3.2016.
Im Internet:

Nic Newman u.a.: Digital News Report 2019. Reuters Institute for the Study of Journalism 2019.
Im Internet:

Mode of delivery

Lectures, analyzes, excursion

Prerequisites and co-requisites


Assessment methods and criteria

1. Market Strategy Analysis (50%): Describe the market strategy of a well-known medium in Austria or abroad. Here, the following questions should be answered: Are there in addition to the classic journalistic financing model through proceeds and ads also newer business models or other forms of advertising (webshop, native advertising, etc.)? How much is social media used to disseminate your own journalism and what role do social media platforms play for the medium? What strengths or weaknesses do you locate in the company's market strategy? 2. New York Times: Innovation? (50%): Using the NYT Innovation Report, do you describe the three key strengths and three main weaknesses that the well-known New York Times newspaper has in the changing media landscape? More information about both tasks in the LV Brodnig.