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EMEA Media Study 2010

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The Burson-Marsteller EMEA Media Practice developed a brief questionnaire Interviews were carried out face-to-face. The sample included 115 journalist from top-tier media organizations in 27 countries …

The Burson-Marsteller EMEA Media Practice developed a brief questionnaire Interviews were carried out face-to-face. The sample included 115 journalist from top-tier media organizations in 27 countries who mostly occupy senior editorial positions like editors-in-chief, editors or senior journalists. Data was collected between September 2009 and February2010.

The questionnaire was split into 3 broad areas:

Impact of the economic crisis on the work of journalists

Role and effect of new media

How the changes in their industry affects journalists’ dealings with the PR industry

Published in: News & Politics

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  • 1. Burson-Marsteller EMEA Media Study
  • 2. Methodology • The Burson-Marsteller EMEA Media Practice developed a brief questionnaire Interviews were carried out face-to-face. • The sample included 115 journalist from top-tier media organizations in 27 countries who mostly occupy senior editorial positions like editors-in-chief, editors or senior journalists. • Data was collected between September 2009 and February2010. • The questionnaire was split into 3 broad areas: • Impact of the economic crisis on the work of journalists • Role and effect of new media • How the changes in their industry affects journalists’ dealings with the PR industry Burson-Marsteller Evidence-Based Communications 2
  • 3. Cost Cutting Epidemic Eight in 10 EMEA Journalists Report cost cutting occurring at their publication during the recent economic crisis Source: Burson-Marsteller EMEA Media Survey 2010 Burson-Marsteller Evidence-Based Communications 3
  • 4. Journalists report cuts in jobs and freelancers In which areas are costs being cut? 35% 30% 30% 25% 22% 20% 18% 18% 15% 10% 6% 6% 5% 0% Editorial Jobs Available editorial Use of Use of freelancers No Cuts Other (e.g. space/editorial wire/picture wages, travel ratios services costs, reduced salaries) Burson-Marsteller Evidence-Based Communications 4
  • 5. Features departments suffering most from cuts Which editorial departments are suffering most from cost cutting and/or layoffs? 30% 28% 25% 20% 20% 19% 17% 16% 15% 10% 5% 0% Opinion Business/Finance News Features Other (e.g. library, advertising, monthly magazine, distribution and print, investigation, abroad, none) Burson-Marsteller Evidence-Based Communications 5
  • 6. Journalists pessimistic on new hiring in newsrooms In the next 12 months, do you expect the number of editorial staff to... 40% 35% 35% 30% 28% 25% 20% 19% 18% 15% 10% 5% 0% Reduce Stay the same Increase n/a Burson-Marsteller Evidence-Based Communications 6
  • 7. Only 1% percent of journalist report having less work Has your workload increased since the economic crisis started? 50% 47% 45% 41% 40% 35% 30% 25% 20% 15% 11% 10% 5% 1% 0% Doing more stories Multitasking (e.g. writing, No Having less work taking pictures, blogging, etc.) Burson-Marsteller Evidence-Based Communications 7
  • 8. For most, costs cuts will have an impact on editorial work What direct impact will cost cuts have on your editorial work? * 30% 27% 25% 20% 20% 20% 20% 15% 15% 13% 10% 5% 0% Fewer external Other (e.g. total No impact Less space/time for Less time to research Less time to attend meetings/lunches workload increased, editorial content stories press withc contacts and less work for conferences/events sources freelancers, less editorial footage) *Respondents allowed to choose more than one answer Burson-Marsteller Evidence-Based Communications 8
  • 9. Biggest threats to high quality journalism today What is the biggest threat to high quality journalism today? 45% 40% 40% 35% 34% 30% 25% 20% 17% 15% 10% 7% 5% 2% 0% Digital Media Hiring less experienced, internal cost cutting No threat Other (e.g. decreasing lower salaried journalists quality, less times, changing media structure in general, etc.) Burson-Marsteller Evidence-Based Communications 9
  • 10. Journalists now have new functions in their jobs Are you expected to carry out more than one function in your job? If so which? 30% 27% 25% 25% 20% 15% 13% 10% 10% 10% 8% 7% 5% 0% Burson-Marsteller Evidence-Based Communications 10
  • 11. More than Half Report Some Increased Deadline Pressure How have your deadlines changed in response to the changing media environment? 60% 50% 48% 40% 36% 30% 20% 16% 10% 0% Tighter Deadlines More Deadlines No Changes Burson-Marsteller Evidence-Based Communications
  • 12. Journalists Find Search Technology Most Helpful Which new media tools have improved journalism? 45% 42% 40% 35% 30% 25% 19% 20% 15% 15% 11% 10% 7% 6% 5% 0% Burson-Marsteller Evidence-Based Communications
  • 13. Journalists Say Blogs Most Damaging to Journalism Which new media tools have damaged journalism? 27% 24% 14% 13% 10% 7% 5% Burson-Marsteller Evidence-Based Communications
  • 14. Plurality think media has good balance on privacy What do you think about the balance between people’s right to privacy and media’s desire for complete freedom of information? 50% 45% 45% 40% 35% 31% 30% 24% 25% 20% 15% 10% 5% 0% Too much protection Not enough protection About right of people’s privacy of people’s privacy Burson-Marsteller Evidence-Based Communications
  • 15. Vast Majority see positive role for PR How do you see the role of PR agencies? 30% 28% 28% 27% 25% 20% 17% 15% 10% 5% 0% A conduit of relevant A source of relevant A nuisance As a "lead" for sources information possible stories Burson-Marsteller Evidence-Based Communications
  • 16. Almost Half Dealing with PR more in recent years How has your relationship with PR agencies changed in the past few years, if at all? 50% 47% 45% 40% 35% 30% 25% 20% 18% 15% 13% 13% 9% 10% 5% 0% I deal with them I deal with them I trust them I trust them less No Change more less more Burson-Marsteller Evidence-Based Communications
  • 17. Contacts Burson-Marsteller EMEA 37 Square de Meeûs B-1000 Brussels +32 2 743 66 11 +32 2 733 66 11 CONTACT: Dennis Landsbert-Noon Chairman EMEA Media Practice dennis.landsbertnoon@bm.com +32 2 743 66 22 Burson-Marsteller Evidence-Based Communications 17