Crossmedia

Cross Media refers to communicating across multiple content, design and editorial linked channels, which leads to the most qualified users via different media and refers to a return channel.

Term

The term cross-media was first used in the field of desktop publishing and refers to the data handling in the preparation of texts, which enables cross-media use of the Content.

Today, cross-media means a combination of new developments in the field of Social and Visual Media, for buzzwords like Web 2.0, Virtual Reality, Branded Entertainment, Viral Media, Visual Music, scientific visualization, Micromovies and applications such as YouTube, Google Earth, Flickr and Facebook are. They include a variety of ways to produce content and distributieren. The use of cross-media strategies in the cultural and media sector increasingly requires an understanding of the social significance of visual and participatory media use. Cross Media also combines new developments in the participation and convergence culture, digital media literacy, media-convergent strategies, Transmedia Storytelling, Media Law and Cyberlaw and cross-media management. Finally Cross Media has significant implications for media theory.

In connection with the distribution policy is used in the sense of cross-media multi-channel marketing. Here is the parallel distribution of products or services through various distribution channels in order to achieve different end users can. In the context of marketing, the term cross-media refers to the communication mix of a campaign and referred to the parallel use of multiple networked instruments.

Marketing

The term "cross-media " is used in conjunction with coordinated measures that take place in the context of communications policy. The special feature of a cross-media communication is not only the transmission of a message on various communication channels (see integrated communication ). Rather, the advertising message is designed so that the customer, recipient or consumer at least three media are offered to receive or interactively to deal with the associated product, the advertising message and to identify (see also the theme of involvement ).

The technical connection of the different media is possible and is driven by developments in the technological convergence between the media. The chosen means of communication must therefore be integrated content, form and time within a cross-media campaign.

The content integration provides for the delivery of a consistent message across all media channels. This thematic coordination is achieved through the implementation of a consistent guiding principle, the relative support on products and services and thereby adapts to the specifics of the various channels of the strategic objectives of a company, as well as images continuously employed, and slogans.

The formal integration ensures better differentiability and an easier recognition of the campaign and the brand. These will be matched means that formal design principles, the uniform logos and signs, fonts, colors, and includes forms, achieved ( see Corporate Design).

The temporal integration includes the time commitment and the coordination of all means of communication to strengthen the advertising message. With the increasing use of directly measurable online channels in marketing communication methods obtain catchment, where companies such as by using dynamic linear models (DLM ) cross-media advertising effect models can scientifically sound calculated also including offline channels and temporal decay of individual advertising effect.

Mahrdt (2008) defined cross-media as follows: cross-media is

• The implementation of communication activities with a consistent guiding principle
• In various and appropriate for the target audience of media,
• Which are content, form and integrated over time.

The speech should

• Networked
• Interactively
• And - where possible and appropriate - multisensory
• Done with references to target media and
• Provide customers with a value in use.

Journalism

The term was first developed in online journalism. Today, the entire cross-media journalism techniques are used.

In Germany there is hardly a media outlet that is not represented on the WWW. Publishing houses mutate more and more diversified " media companies ". The financially strong, national print brands produce either circuit television formats or cooperate with television stations. Some run their own TV channel. The Financial Times Germany produced up to its setting in December 2012 posts for several private radio stations like ffn, Classic Radio or Energy Stuttgart, and the business newspaper also integrated to their final off in many ways the mobile into their overall media offer.

The types of media print, radio, TV, web and mobile approach technically, economically productive, contents and functions at each other. Technological convergence distinct media are increasingly formerly compatible. The same content can be distributed through various media. The media users move increasingly detached from individual media by the limitless spaces of converging media environments.

Levels

Three levels of networking is to:

Importance for journalists

Cross-media work and designing part of everyday life for more and more journalists Business: The online presence for the weekly magazine must be coordinated with the print edition, the website of the radio station must correspond to the current program. For pure online editors make collaborations and networking synergy effects possible. Changed the constant presence of technology and shapes the processes in the online editing, the workflow. From content sharing via intelligent database concepts to dynamic content rich possibilities of Content Management.

History

Much of the online publications supplemented medium, a parent from the press, radio or television or even from several media. Here have journalistic cross-media concepts rooted: Early noted journalists that it was not done with a simple takeover of the content on the Internet and the spread about it. They developed each media-specific online additions and extensions.

Technology

The technique allows to manage journalistic articles and their components regardless of the media. For example: texts can be output for the print version or the online presence or read aloud by voice output of a machine, radio broadcasts, both on-air and published online. Journalists working for several media or platforms ( multi-platform journalism ).

Requirements

The convergence of journalistic products today requires journalists who can competently produce not only for a medium, but for several. It asks for in particular the ability to think simultaneously in at least two media: not only for the printed edition of the magazine, but also for the online edition; not only to work for radio or television broadcasting or the respective stations, but also for the associated online presence.