A Case Study of Integrated Student Media
By Patrick Howe and Brady Teufel
Abstract
This study explores the quantifiable and cultural changes that occurred at one large college student media outlet during the five years after it combined several distinct media to form a fully “integrated” newsroom. The study draws on participant observation, in-depth interviews, examinations of web and social media analytics and written analysis performed by student leaders to identify key objectives and outcomes. It explores obstacles, both cultural and technological, that arose, and it identifies opportunities for other college media to serve audiences using a similar approach.
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