1. Digital Journalism Study 2010
Blogs, Apps and Paywalls – How the
Digital World is Changing the Way
Journalists and Publishers Work
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2. Digital Journalism Survey 2010
For the past three years, the Oriella PR Network
In which way does the actual economical crisis and
has carried out a survey of over 350 journalists the structural chanages of the media landscape
across Europe to determine what impact the (shift to online) affect your media?
advent of the Internet and wide availability of
2009 2010
broadband had had on the world of journalism. Loss of
Last year, we found that the combination of the readers/viewers/listeners
(print/tv/radio) up to 10%
15.65% 26.33%
‘digitisation’ of the media and the recession
Loss of readers/viewers/
had resulted in fewer publications, longer hours listeners (print/tv/radio) more 14.63% 14.70%
than 10%
and increased demands for content. However,
the majority of those polled were either happy Loss of advertising 14.38% 22.03%
income up to 10%
or happier in their roles. In 2010, we wanted to
see if journalists have acclimatised further to Loss of advertising 39.59% 52.4.%
income more than 10%
these digital environments and how they have
managed their way through the challenges and source: Digital Journalism Study 2010 - Oriella PR Network
threats posed by the economic turbulence of
the past two years.
Meanwhile, concerns about the viability of
journalists’ “traditional” media channels (print,
In May and June 2010, the Oriella PR Network
radio or television) have intensified. When
carried out a survey of over 770 journalists
asked about the future of their respective
across 15 countries to find out how digital
publications, over half of those polled believe
media has changed the nature of
that these channels may well fold and be
news-gathering. The study found that
taken off the market (note: no timescales were
journalists are gradually acclimatising to the
specified in the responses). This is a sharp rise
pressures of juggling the demands of web and
from last year when only one in three journalists
print media and, for the first time, view new
surveyed believed this would happen. Nearly
media as an asset, not a hindrance, to news-
one in six confirm this has already happened to
gathering and presentation.
their publication.
For the first time, the survey includes responses
In Sweden, the situation is even graver: nearly
from outside Western Europe and includes
one in three admits this fate has already
journalists from Eastern Europe, the US
befallen their traditional publication formats.
and Brazil – making the report a genuinely
Now, almost one in six publications has made
international endeavour.
a complete switch from traditional to online, up
from one in ten last year.
Confidence creeping back?
Twelve months ago, we speculated that the
In last year’s study, the main impact on
robust health of the online advertising sector,
journalism was, unsurprisingly, the economic
at the expense of print and screen advertising,
crisis. Many feared for the survival of their
could well boost transition to online-only
respective publications and over half believed
models. This trend appears to be continuing,
that they expected a loss of advertising
but the question for the next twelve months
income of more than 10%. This year’s take on
is whether the recent uplift in traditional
advertising has brought a mixed result. 39%
advertising will mean the number of transitions
of respondents still expect a loss of more than
levels out.
10%, but this is considerably fewer than last
year. The return of optimism to the advertising In which way does the actual economical crisis and
sector is reflected in projections from media the structural changes of the media landscape (shift
giant WPP, and media consultancy Carat, both to online) affect your media?
of which have recently hiked their projections 2009 2010
for 2010 growth. Meanwhile, online advertising Print publication, radio or
TV channel might be taken
has still grown despite the recession. So, off the market
32.40% 52.58%
while there is still uncertainty about the state Print publication, radio or
of advertising, there is undoubtedly more hope TV channel has switched
100% to online
9.76% 14.23%
than this time twelve months ago. Print publication, radio or
TV channel was already 13.40% 17.77%
taken off the market
source: Digital Journalism Study 2010 - Oriella PR Network
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3. Digital Journalism Survey 2010
We asked journalists to predict what impact the Planet of the Apps
budgetary restrictions within editorial offices
are having. The main conclusion here is that One of the biggest phenomena to hit
confidence is starting to return but there is still journalism in 2009 was Twitter. Its ability to
a great deal of uncertainty. 44% agreed that the quench the thirst for instant news and views
number of printed media will shrink of business people and consumers alike
dramatically. While this may seem a high became a very attractive channel and by the
proportion, this figure is down from 60% in time we revealed this study last year, 35%
2009. There are both positive and negative of publications already offered Twitter feeds
conclusions to draw from journalists’ opinions as part of their online offering. This number
to this particular question. From a pessimistic has increased this year, but maybe not as
standpoint, 41% and 43% of respondents dramatically as one might have thought.
respectively believe online media are still far Our study shows a rise of just 6% to 41%.
from profitable and the quality of journalism Considering the widespread use of Twitter and
could erode due to lack of editorial resources. its attempts to monetise its API, it would have
However, both these figures are reductions from been reasonable to assume this number would
the previous year where over half believed this have been higher. It is true that over half of
to be the case. publications in the UK, US and Brazil do offer
this. The number of those polled who offer
The study also yields some more positive Twitter channels is highest in UK, US and
insights. Last year, only a quarter thought the Brazil.
number of media in total would shrink. This
figure has diminished further in 2010 with only The explosion of smartphones over the last
14% now adopting this view, highlighting the 18 months has brought the option of an entirely
avenue of survival the online world offers new business model to journalism. Twenty-two
today’s media. Additionally, 40% feel the per cent of those polled say that they are
number of emerging “new media”, such as providing or are looking into the provision of
blogs, will create a new media landscape. The paid content via smartphone apps.
optimism was greatest in the UK, Spain, the US,
Brazil and Eastern Europe where over half of According to Gartner, 316.7 million
those polled support this view. smartphones were sold globally in the first
quarter of 2010 alone. The sudden ubiquity
Because of the economic restrictions within of these devices has opened up a whole new
editorial offices and the shift to online, we presume area to journalism – the development of apps.
the following developments? Already, one in five publications has a mobile
2009 2010
app in place for its audience – and this is closer
The number of printed to one in three in Germany, Italy and the US.
media will shrink
dramatically
44.21% 58.88%
One could speculate that there is a correlation
Online media are still far
between the slowing in Twitter use and the
from profitable business
models
41.1
0% 52.66% increase in app development. Are publications
The number of media in
more focussed on developing content that they
total (online, print, ...) will
shrink
14.55% 25.74% can charge for via apps, rather than publishing
work via Twitter, where revenue generation
The editorial quality will
erode because of lack of 43.08% 54.44% is less of a certainty? Given the continuing
resources
financial pressures faced by the media, it would
The dependence on 33.90% 41.42% make sense for media to focus their energies
PR-content will increase
on producing content for channels that will bring
The emerging number of
“new media” like blogs will revenue.
lead to a new media 39.97% 46.45%
landscape
In a landscape of “opinion
driven new media”,
audiences will return to 28.95% 42.31%
“reliable media brands”
source: Digital Journalism Study 2010 - Oriella PR Network
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4. Digital Journalism Survey 2010
Does your publication offer content via a mobile Is your publishing group/media using or
app? considering new online business models or tools to
generate new sources of revenue?
Belgium 8.45%
Content flatrate: paid
Brazil 14.68% content offering via 24.74%
subscribtion
Pay per document: paid
Germany 30.26% content offering via 15.44%
micro-payment
Italy 30.77% Content especially for
mobile devices such as 21.93%
smartphone apps
Netherlands 17.20%
Free access to online 29.82%
content for print subscribers
Rest of Europe 7.61%
21.58%
Membership portals
Spain 29.17%
Paid content for 16.14%
ebook-reader such as iPad
Sweden 14.63%
source: Digital Journalism Study 2010 - Oriella PR Network
UK
26.61%
US
38.71% When one considers that 45% of publications
reveal that 60-100% of their online content
source: Digital Journalism Study 2010 - Oriella PR Network is new, not just repetition of existing offline
content, one can see why these paid models
The emergence of the App Economy has are increasing in popularity.
brought about a new revenue stream for the
media and, in the face of very low advertising Approximately how much of your online content is
rates, this has undoubtedly become an new (i.e not repetition of existing offline content)?
attractive option. The Financial Times and Wall
Street Journal have had a subscription model None 7.38%
for their online activity for some years now,
but others are starting to follow suit. News 0 - 20% 19.08%
International ruffled many feathers this year by
announcing that it is to charge £1/$1.50/€1.2 a 21 - 40% 13.23%
day for access to its online versions of The
Times and The Sunday Times. The reasoning 41 - 60% 9.75%
behind this strategy, according to Rupert
Murdoch, was to “to stop people like Google 61 - 80% 10.86%
or Microsoft or whoever from taking stories
81 - 100%
for nothing”. While this statement appears 15.32%
to completely contradict what a great deal
100% (We only publish
of people believe the Internet stands for, Mr online)
18.52%
Murdoch is by no means alone in his desire to
Don’t know
monetise his content. 5.85%
According to our study, a quarter (25%) are source: Digital Journalism Study 2010 - Oriella PR Network
using or considering implementing a business
model offers content via a paid subscription. The knock-on effect
30% are offering online access only if you
have a print subscription, and nearly a quarter While the desire to implement online editorial
(22%) are using or looking into paid content via content on mobile platforms and charge
smartphone apps. accordingly for it is in the ascendancy, there is
an evident detrimental effect on other areas of
media output. In 2008, one of the main trends
noted was the emergence of video content.
41% offered online TV clips then and this
rose to almost 50% in 2009. When asked this
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5. Digital Journalism Survey 2010
year however, the number has dipped to only journalists continue to rely on PR professionals
39%. There are a number of reasons why this to address the basics of news gathering in the
could be. Firstly, this year’s survey naturally content they produce. Communicators that
polls a much broader base – 774 journalists overlook this essential need do so at their peril.
compared to 361 – across a wider number of
countries. Alternatively, cutbacks on video may Assuming the content is high quality and well
have been made due to reduced budgets as targeted, which of the following do you find useful
to receive from public relations officers?
a consequence of advertising cuts and sheer
time pressures to produce news. Other formats 2009 2010
that have diminished in popularity in the last 12
Hard copy press releases 7.62% 9.47%
months include public authored blogs (down
from 22% to 18%) and community discussion Emailed press releases 74.79% 94.08%
boards (down from 38% to 33%).
Social media news 15.09% 15.65%
releases
Which of the following formats do you offer online?
Visual images such as 51.94% 69.23%
photographs
2009 2010
Online TV/ Video clips 39.58% 47.09% Video content - eg. links to 27.56% 35.21%
short films
Blogs (journalist authored) 45.64% 48.55% Audio content - eg. links to 14.96% 19.23%
recorded interviews etc
Blogs (public authored) 18.07% 22.38% Social Media Newsroom 9.17% 17.45%
Audio podcasts 19.26% 20.06% Twitter-Info-Channels 10.36% 16.07%
Video podcasts 17.41% 18.90% Link to a microsite with more
information about story 30.75% 43.20%
Community/discussion 33.64% 37.50%
boards source: Digital Journalism Study 2010 - Oriella PR Network
Twitter channels 34.59% 40.90%
The impact on the job
Widget 10.82%
The advent of new media is showing no signs of
None of the above 14.12% making the journalist’s job less intense. Nearly
half (46%) admit they are expected to produce
source: Digital Journalism Study 2010 - Oriella PR Network
more content and nearly one in three (30%)
feels they are working longer hours. A third
A slowing-down in publications’ adoption of feel exclusives have become more important
new online formats is also evidenced in the and 28% admit they have less time to research
content journalists expect to receive from stories in person.
communications professionals. In particular,
demand for multi-media content has levelled
off or begun to fall. Demand for social media How would you describe the impact these changes
have had on the quality of your organisation’s
news releases (SMNRs), chosen by 19% of
journalism over the last two years?
journalists in 2008’s survey, and 15% in 2009,
has levelled at 16% in 2010. Meanwhile,
video content has fallen to 27.5% from 35%, It has got much better 10.87%
and audio / podcasts have fallen to 15% from
It has got better 35.45%
19%. It is possible that these decline are
caused by the fact that publications now have It has stayed the same 32.11%
the capabilities to produce their own multi-
media content whereas previously they were It has got worse 18.23%
more reliant on content from 3rd parties. By
contrast, interest in traditional news content It has got a lot worse 3.34%
remains healthy: 75% like to receive emailed
press releases, and 52% want to receive source: Digital Journalism Study 2010 - Oriella PR Network
stills photography. While the communications
landscape has become increasingly complex,
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6. Digital Journalism Survey 2010
However, despite this added pressure, only Implications for PR professionals?
one in five (21%) feel the overall quality of
journalism has decreased and only one in six • This year’s study, our largest to date,
(16%) actually enjoy their job less as a result. shows the influence of ‘new media’ within
It demonstrates that consumers’ appetite for news organisations reaching, at least for
rapidly evolving technology is reflected just now, a plateau. In turn, demand for more
as much within the journalist community. The ‘traditional’ news content remains strong.
various new technologies that the media can Releases and photography continue to be
exploit that have emerged over the past year key content assets for journalists
are seen as an aid rather than another layer of
administration. The survey ran just before the • The additional information supplied via
availability of the iPad – it will be interesting UGC and in Social Media News Releases
to see what impact this product has when we needs to be as relevant as the main
return to the survey in 2011. release. PR Officers (PROs) need to
react by ensuring the content they send to
How would you describe the impact these changes
journalists is concise and easy to translate
have had on your job satisfaction over the last two into deliverable news
years?
• Time pressures remain – it is down to
the PR community to facilitate access to
I enjoy it much more 9.97%
relevant stories so they can turn it into a
I enjoy it more 24.09%
compelling story as efficiently as possible
I enjoy it just the same
• Paid content means the quality of
49.34%
journalism will have to improve further to
I enjoy it less 13.12%
justify charging. This requires a degree of
selectivity from PROs when considering
I enjoy it much less 3.49%
which stories to send to journalists
• See all these developments as an
opportunity – content is going to increase,
source: Digital Journalism Study 2010 - Oriella PR Network
thanks to the enduring presence of print,
the continued growth of online and the
emergence of smartphones
With special thanks to
Katja Rodenhäuser, Fink & Fuchs
Sam Kane, Brands2Life
About the Oriella PR Network
The Oriella PR Network is an alliance of 15 communications agencies in 20
countries around the world. Our partnership of independent agencies was built
upon a set of global best practices and close working relationships not offered by
others of its kind. The network was founded by Brands2Life and Horn Group with
the support of agencies around the world with whom they have worked success-
fully on client projects - in some cases for many years. Oriella partners exist in major and
secondary markets throughout The Americas, Europe, Middle-East and Africa and Asia/
Pacific.
The Digital Journalism Study was compiled in May and June 2010, using an online survey of
774 journalists from broadcast, national, regional and trade media across Belgium, Brazil,
Eastern Europe, Germany, Italy, Spain, Sweden, The Netherlands, The UK and The US. NB
This year sees the inclusion of journalists from Brazil, Eastern Europe and the US for the first
time.
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7. Digital Journalism Survey 2010
Contact details
UK Italy
Brands2Life Noesis
Giles Fraser Giovanna Pandini
+44 207 592 1200 +39 02 8310511
giles.fraser@brands2life.com giovanna.pandini@noesis.net
US Spain
Horn Group Canela PR
Shannon Latta Deborah Gray
+1 415 905 4030 +34 932 690 993
slatta@horngroup.com dgray@canelapr.com
Brazil Sweden
Vianews Westmark Information
Pedro Cadina Mikael Westmark
+55 (11) 3865 9990 +46 8 522 378 00
pedro.cadina@vianews.com.br mikael@westmark.se
Belgium / The Netherlands
LVT PR
Charly Lammers van Toorenburg
+31 (0) 30 656 5070
charly@lvtpr.nl
China
Rice Communications
Sonya Madeira Stamp
+65 6221 8729
sonya.madeira@ricecomms.com
France
Ballou PR
Colette Ballou
+33 (0)1 42 22 24 10
cballou@balloupr.com
Clipping TU
Jean-Louis Aubert
+33 (0)1 44 59 69 00
jean-louis@clipping-tu.com
Germany
Fink & Fuchs Public Relations AG
Katja Rodenhäuser
+49 (0) 611 741 3159
katja.rodenhauser@ffpr.de
PR-Com
Alain Blaes
+49 (0)895 999 7700
alain.blaes@pr-com.de
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