Editors Weblog reports on Telegraph editor Will Lewis’ strategy for ‘integrating’ the newspaper:

“Perhaps the hardest thing to do in the run up to the Daily Telegraph’s radical integration was to convince the paper’s staff. Lewis explained how in meetings his suggestions would constantly be voiced but most would be politely blown off. So he put all of his efforts into convincing his colleagues. He embarked on a worldwide tour, visiting the United States, Latin America, Japan, and Europe to learn about the best practices and initiatives in each place. He returned to London with some fantastic ideas.”Then he set out to convince the staff. He found the newsroom’s “angriest” employees, people that had realized the need for change in the past or had had other complaints ignored. When he got these people on his side, the rest of the staff paid closer attention and management eventually decided to heed Lewis’ advice.”

And in the same article Gannett’s Michael Maness talks about the processes of “media shifting” and “size shifting” “that are scaring traditional publishers.”:

“Media shifting is key with lean forward [engaged consumers] types; it means that they’re using various technologies to consume media the way they want, when they want. He used the example of Tivo, a digital video recorder which can be easily programmed to record any number of television shows that can then be watched at the convenience of the viewer. The major problem with Tivo is that it allows viewers to skip through the show’s advertisements.

““Size shifting” means that people are actually changing media to fit a smaller time frame. For instance, people will record a television program, take out the parts that most interest them, edit them together and then post them on YouTube. An hour long program can thus be summed up in 10 minutes if need be.”