Everyday Me: Media Convergency Begins with Local Newspapers
Implementation of the modern informational technologies determines the need of new forms of interaction of all traditional mass media. Ones have the advantage over the others by keeping close contact with their audience and acknowledging the everyday expectations of their audience. Modern local newspaper goes with the following principle: the content of the issue is the everyday Me with compelling interests (everyday interests). Local newspaper converges with the other media in the ownership, content and communication with the audience