The media landscape are changing! What about your PR?

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“ The News business is broken, and no one knows how to fix it.” Phil Bronstein, the editor-in-chief, SF Chronicle, in a recent "emergency meeting"

Amateurs upload 10.000 of photos every minute at flickr Boxing day 2004

184 million have started a blog 346 million read blogs … bloggers disclosed the love affair between Lars Danielsson and Helen Eduards The same time… Source: Universal McCann (March 2008)

184 million have started a blog

346 million read blogs

350.000 have their own blogs in Sweden

1,9 million reading them!

I’m one of them. Bertil Torekull, ex editor in chief at SVD ” Bildt's dual role as minister and talkative bloggers are reminiscent of mouthy Venezuelan President Hugo Chávez.”

Here comes the communites!

500.000 social networks created on Ning. Increases by 86.000 per month or another one every 30 sec.

70% are members of a community

70% do choose prof. networks

And guess what? Which companies had the biggest influence on us humans? Källa: www.brandchannel.com 2006

Internet users are exploding Today they’re 80%! From 33% to 64% users in a few years

Soon they might be100%!

And they are using Internet every day

Källa: Sillicon Alley Insider Google is growing faster than the 13 largest conventional media companies together.

And look who’s coming…

“ Most worrisome is the loss of young readers, who have drifted away steadily since the early 1970s, when more than 70% of 18- to 34-year-old Americans read a daily newspaper. Last year that figure stood at 35%.” Steven Rattner, Washington Post

Källa: Joakim Jardenberg, Mindpark Newspaper HD's range has fallen from 76% to 56% in 15 years.

But with new channels the range is increasing

"In the long term we do not believe it is possible for the traditional local newspaper to succeed" Erik Orring, CEO at VK , just after he bought Apberget

Webb 2.0

50 million Americans read their news on Internet Google News and Yahoo News are two of the ten largest news service. Källa: Hitwise and the Pew Internet & American Life Project Nielsen//NetRatings, 2006

50 million Americans read their news on Internet

Google News and Yahoo News are two of the ten largest news service.

“ Media companies don't control the conversation anymore , at least not to the extent that we once did. We must learn how younger generations of consumers prefer to receive their news and entertainment, and we must meet those expectations.” Rupert Murdoch in Forbes.com.

98% of journalists are on the Internet 92% start their research on the Internet 81% are searching daily on the Internet 76% to find new sources and experts 73% to find press releases 70% of journalists check out his blog lists regularly 20% of them spend over an hour each day to read blogs 60% read blogs two to three times a week 75% of journalists think the blog gives them ideas for new stories

98% of journalists are on the Internet

92% start their research on the Internet

81% are searching daily on the Internet

76% to find new sources and experts

73% to find press releases

70% of journalists check out his blog lists regularly

20% of them spend over an hour each day to read blogs

60% read blogs two to three times a week

75% of journalists think the blog gives them ideas for new stories

“ Never underestimate the power of a million amateurs with keys to the factory.”

Second generation Web services that made it possible for everyone to very simple and effective exchange information, goods and services with each other. Web 2.0

The Long tail Mainstream Nisch Numbers of media titles Numbers of media consumers 1. Easier to create information 2. Easier to distribuate information 3. Easier to get information

“ Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it” “ Marketers must shift their thinking from mainstream marketing to masses to a strategy of reaching a vas number of underserved audiences via the web” “ The Internet has made public relations public again, after years of almost exclusive focus on media” “ People want authenticity, not spin. People want participation, not propaganda.” 1 2 3 4

Newsdesk made it easy for companies to do their information available all over where journalists, editors, and all the other influential people are and searching.

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Kristofer Björkman Founder of Newsdesk Web: www.newsdesk.se Blog: pr20.wordpress.com MSN: [email_address] Jaiku: newsdesk.jaiku.com E-post: [email_address] Thanks!