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  • 1. Digital Journalism Study 2010 Blogs, Apps and Paywalls – How the Digital World is Changing the Way Journalists and Publishers Work www.oriellaprnetwork.com
  • 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 www.oriellaprnetwork.com
  • 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 www.oriellaprnetwork.com
  • 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 www.oriellaprnetwork.com
  • 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, www.oriellaprnetwork.com
  • 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. www.oriellaprnetwork.com
  • 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 www.oriellaprnetwork.com