Survey PR Newswire - Brazilian journalists: prepared for the future?Presentation Transcript
Brazilian journalists: prepared for the future? A PR Newswire Survey
ScenarioThe media universe facesan emblematic transitionmoment: thepopularization of digitalmedia and the role ofprinted newspapers andmagazines in this scenario.
Scenario Latin America seems to be in the opposite direction of this phenomenon. Here, printed media circulation has been growing (50% only in Peru, according data from KPMG). And in Brazil, newspapers increased 2.3% in the first six months of 2012.
So...With so many points on theagenda, the controversy continues:is printed media in its final days?PR Newswire has wanted to knowwhat this target audience, as oneof the main players involved, thinksabout this panorama and issues.
The survey The survey, which had 15 multiple-choice questions, was held between September 25th and October 17th 2012, via online questionnaire, and included the participation of 316 active journalists. This is the company’s second initiative in Brazil. The first study named "Brazilian journalists and social networks” was conducted in mid 2011.
Participant’s profile Out of the total number of respondents (316), 30.4% work in newspapers. Right after we have professionals working in Portals / Sites / Digital Outlets representing 26.3%, followed by magazines (19.9%), TV (7.9%), news agencies (7.3%) and radio (2.2%). Within this universe, the majority - 62.7% - is dedicated to one type of media only.
Tablet? No, not yet. Smartphone? Yesplease Tablet has not yet become popular among journalists in Brazil. The group of respondents shows the following results: 66.1% still don’t have tablet. Smartphones have already won the hearts of this professional category: 71.8% have mobile phones with features.
The power of printedmediaIn despite of going for smartphones or reading content through other kinds of digital devices, journalists still prefer printed versions (57.6%).And about the future of printed editions, most areemphatic: 68% do not believe at the end of them, and21.8% are unsure.
Real time information? Internet is my place When it comes to "rumors" and the need of somehow checking information, journalists turn first to the Internet: 55.1% go for it as their first movement. TV and radio were hardly mentioned in the survey. Next day newspaper was the last option, with only 0.3%.
The future of digital and the digital in the futureBrazilian journalists believe on a digital future. Proof of this is that 79.1% believethat these formats will become even more popular and have a guaranteed space.Now, when it comes to charging for access to digital content, the group is divided:55.1% disagree while 44.9% are favorable to the practice.
The future of digital and the digital in the future About the use of multimedia features in their professional routine, including receiving multimedia news releases, journalists showed themselves well adapted: 55.1% reported using these resources very often. Brazilian journalists are also used to write different stories for online and printed versions of the media company they work for (67.7%). Merging printed and online versions of a story is a significant trend in their point of view (57.9%).
However…Even believing in the popularization and consolidation ofdigital formats, 66.5% of participants have never attendedany kind of class or workshop focused on this segment.And there is more: while believing in a bright future fordigital formats, journalists continue putting faith inprinted versions: 53.2% believe in the power and survivalof paper publications.
Considerations The survey could highlight two topics that well describe the situation of Brazilian journalists: they believe in the popularization of digital media. More: they already live this reality, having to develop specific content for websites and digital versions of the media outlets they work for. However, in despite of agreeing with these aspects journalists do not think printed media will disappear.
Considerations Active professionals continue betting their cards on the power and influence paper versions do have in different audiences in Brazil and Latin America. And even seeing the rising of digital formats, they haven’t so far demonstrated much concern or willingness to study or to get some specialization on the digital media field.
Contacts: Janaina Weigel Director of Media Relations, Latin America Camila Conte Manager of Media RelationsE-mail: firstname.lastname@example.orgPhone: +55 11 2504 5100Site: www.prnewswire.comBlog: www.blogprnewswire.comTwitter: www.twitter.com/prnewswirebrFlickr: www.flickr.com/prnewswirebrSlideshare: www.slideshare.net/prnewswirelatam