Missing the postman – convergence is driving audiences online

In Ulaanbaatar, door-step delivery of newspapers is non-existent and the poor quality of local reporting and paucity of English news sources drives most urban news readers and resident foreigners to the internet.

Personally, my web-dependency for news has evolved my browsing habits. I no longer visit  specific websites but  have tailored my social media feeds to provide me the news I like to follow. Twitter, Google News and Facebook provide my daily news stream.

And recent findings have shown I’m not alone. This March, the Guardian discovered Facebook referrals drove 30 percent of its 70 million unique monthly browsers to their website, a case point for news organizations turning to social media to boost traffic. Online sharing is also shaping and indentifying niche audiences, as an interesting study by social researchers at the New England Complex Systems Institute have shown  by mapping news-sharing communities on Twitter to identify social structures and shared networks. The study focused only on New York Times readers but identified several common interest clusters within this seemingly uniform demographic.

In short, with growing web-dependency for news, convergence allows for tighter niche following and for the frequent traveler with no-fixed address, the web is the complete media aggregator.

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