There is a large body of research on a recentmovement in the news media referred to as convergence. This practice of sharing resourcesbetween media organizations takes many forms and is found in major markets. Research has,so far, given little attention to convergence models being put in place in smallermarkets. This qualitative analysis uses interviews to examine various models for implementingand operating convergence between newspaper and broadcast newsrooms at threeorganizations in the Midwest. Interviews and site visits with managers at convergedsites uncovered training challenges and the problems of overcoming cultural differencesbetween newsrooms. An analysis using diffusion theory helps show how smaller marketsprove to be a fertile testing ground for newsroom convergence because of theirsize, versatility, and need to economize resources. This study recommends increasedsmall market convergence efforts and ways large markets can emulate smallmarket management conditions by centralizing management of a converged newsroom inorder to create a flexible and successful convergence model.
