State of the Media Report 2011Twelve months ago, the media appeared to be in freefall. Mass layoffs, bankruptcies and a ge...
State of the Media Report 2011The Media’s Past, Present & Future:A look into what happened in 2010 & what’s to come in 201...
State of the Media Report 2011As we move into 2011, newspaper organizations will continueworking to merge print and online...
State of the Media Report 2011Magazines                       A year ago, magazines were dropping            If you start ...
State of the Media Report 2011Television                      The television industry saw major job          Hispanic digi...
State of the Media Report 2011Radio                      Is terrestrial radio dying? In a changing         Although there ...
State of the Media Report 2011How Business Models                                                    Housekeeping debuted ...
State of the Media Report 2011CNN’s Soledad O’Brien might tweet about her recent knee                 okay with a social m...
State of the Media Report 2011ConclusionA year ago it seemed as if the media were on the brink of destruction. Now, phoeni...
State of the Media Report 2011Julie HolleyManaging Editor, TV/Online/Blog/IRO ContentJulie Holley brings a wealth of journ...
State of the Media Report 2011Additional ContributorsA special thanks to the following members of the Vocus Media Research...
Stateofthe Media 2011
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Stateofthe Media 2011

  1. 1. State of the Media Report 2011Twelve months ago, the media appeared to be in freefall. Mass layoffs, bankruptcies and a general sense ofdemise blighted the media landscape. Much of our industry was on its knees.Then, something changed.In 2010, the layoffs and closures began to slow down. The industry began to stabilize. However, at the same time,change became integral to this new stability. New models were experimented with, while each medium began totruly embrace a digital world. News organizations sloughed off the barriers of tradition and went mobile as wellas digital-first.This time last year, hundreds of newspapers and thousands of magazines had folded. The number of folds werefewer this year, but traditional media continues to move in a new media direction. Approximately 102 magazineslaunched as digital-only or went exclusively online, while hyperlocal newspaper-type sites grew rapidly, especiallyAOL’s and the Internet continued to converge with new platforms like Apple TV. Meanwhile, it began to looklike the future of Internet radio may be in cars. The social media revolution invaded newsrooms everywhere,demanding that the media truly engage their audience on a new, personal level.The media appears to be evolving. Online staffs are growing and social media editors are becoming a mainstayin newsrooms. Although there are still losses within the industry, successful organizations are adapting tomove forward.Welcome to the Vocus State of the Media Report 2011. Based on the analysis, insight and on-the-ground evidencecompiled by the former editors, reporters and producers who make up the Vocus Research Team, this is yoursnapshot of where the media has been for the last 12 months, where it is now, what’s around the corner—andwhat it all means for you. 1
  2. 2. State of the Media Report 2011The Media’s Past, Present & Future:A look into what happened in 2010 & what’s to come in 2011Newspapers 2009 saw a newspaper industry massacre Sentinel, and the Bay Citizen. The print newspapers launched with more than 300 newspapers folding, included L.A.’s Blogdowntown Weekly, the Washington Post’s including the Rocky Mountain News and the Capital Business, and the Clarendon Citizen in Manning, S.C. print editions of several major dailies. Over Approximately 11 papers went online-only. the course of 2010, the industry seems to have stabilized, according to David Coates, It was a Darwinian environment and only the strong remain. managing editor of newspaper content at Newspapers that adapted survived; those that didn’t died.Vocus Media Research Group. “This is not to say this is yourfather’s newspaper business,” he points out. “It doesn’t look likeit once did, but things seem to be a little less in a state of flux”.Approximately 151 newspapers closed down in 2010: that’sabout half the number of 2009’s folds.“Something had to change as the newspaper business washemorrhaging jobs and money,” says Coates. “It was aDarwinian environment and only the strong remain. Thosenewspapers that adapted to the changing media and distributionof news survived, and those that didn’t died.”Many of the survivors were community newspapers thatunderstood how to successfully connect with their readers onlineand in print.Out of the 724 launches this year, all but 36 were In 2010, newspapers continued to experiment with paywalls,sites. “The addition of Patch has made the hyperlocal news with several using a metered model that has shown mild success.websites an extremely competitive business, especially in the However, paywalls at Rupert Murdoch’s Times of London andBoston area. Patch, Wicked Local (part of Gatehouse Media) The Sunday Times had mixed results, Coates points out. In 2011,and Your Town (part of the Boston Globe’s, have all the New York Times is slated to finally launch their long-awaitedset up shop in the Boston area and are competing aggressively metered paywall. “Expect the Times to come up with somethingfor local news,” Coates says. unique for its longtime readers,” Coates says.“The question arises: is there enough news in that area to sustain Speaking of Murdoch, the long-anticipated iPad-only newspaper,multiple hyperlocal news sites? That remains to be seen, but it The Daily, is expected to launch in January. Although severalseems like good news for public relations professionals who are newspapers, including the Washington Post, New York Timestrying to pitch stories. Because there is so much competition for and Wall Street Journal, have iPad applications, there is yet tonews, these sites will be looking for more content to fill their be a newspaper made exclusively for Apple’s iPad. How will itpages.” pan out?Since Patch has saturated markets with more than one website, “The success or failure—and with Murdoch, failure is not anit wouldn’t be surprising if it consolidated some sites in 2011, option—of The Daily will set the bar for the newspaper computerCoates notes. tablet business,” says Coates. “It wouldn’t be a big surprise if several other traditional newspapers stopped printing on paperMeanwhile, 18 of the non-Patch launches were online-only altogether in the near future and moved to the computer tablet,publications, including the Connecticut Mirror, Tucson or at least online-only.” 2
  3. 3. State of the Media Report 2011As we move into 2011, newspaper organizations will continueworking to merge print and online products in a cohesive wayto produce news.“The newspaper’s days of ink-stained hands has given wayto digital,” says Coates. “It is not about the printed version ofthe product anymore; it is about the brand.” For example, justbecause the Washington Post’s print circulation has dropped, itdoesn’t mean the product itself has lost its prestige. The paper’sreporters are still considered experts in their field. The websitewith its video, podcasts, blogs and tweets are all a part ofthe brand.“In the future,” Coates says, “the success of newspaperswill not be measured by printed circulation but in terms ofimpact through whatever brand reaches the public. However,success is measured by the bottom line and the future is still alittle murky as to how these brands will turn a profit in termsof online advertising, paywalls and computer tablet apps.Stay tuned.” 3
  4. 4. State of the Media Report 2011Magazines A year ago, magazines were dropping If you start reading a story on your BlackBerry and want to finish like flies. However, over 2010, the it on your laptop, you’ll be able to do that. The technology industry stabilized enough for more comes first and then the content fills its form like syrup. magazines to launch than to fold – with a total number of 169 launches and However, the industry hasn’t completely recovered, notes 167 folds. Bredholt. Advertising revenue was barely up from 2009. And consumer magazines saw more substantial gains than other“I think publishers have figured out how people want to consume magazine titles, she said, noting that the Publishers Informationwhich types of content,” says Rebecca Bredholt, managing editor Bureau reported that 136 magazines increased ad pages in Q3of magazine content at Vocus Media Research Group. 2010, compared to 25 magazines in Q3 2009.“The Atlantic, for the first time in a decade, is not losing money. In 2011, Bredholt believes, print magazines will provide lessIt attributes much of that success to taking down its paywall unique and paid-for content in print.and putting younger writers on a Web-first deadline, as wellas merging the print and digital sales teams. For larger-tier “Forbes picked up the mantra that several other business andmagazines like the ones at Time Inc., you’re going to need trade magazines have: get ‘experts’ to write articles so we havea bigger boat: one that makes bigger moves resulting in less content to pay for,” she says. “Then, take whatever contentbigger waves.” you can get your hands on and spin it into as many platforms electronically as makes sense.”2009’s trend for mass closures was centered on consumermagazines, while 2010’s closures were more concentrated in In 2011, notes Bredholt, we should expect digital content,trade/industry titles, notes Bredholt. applications and mobile devices to grow in popularity even further. The iPad is one such mobile device that rocked the“If you take a closer look at the smaller category of news and magazine industry in 2010. Currently, around 50 magazinesbusiness, which houses titles like Newsweek, you won’t find as have applications for the iPad, and that number is alwaysmany closures—only U.S. News & World Report shuttered—but will find a great reduction in editorial staff positions,”says Bredholt. “If anything, the iPad has helped publishers by getting them to be more interactive,” says Bredholt. “That has started the wheelsThe trend in magazine launches was toward local and regional: turning at other magazines, even if they don’t have an iPada perfect example of how popular the hyperlocal concept has edition. They’re working to present their material more creatively.”become among all media. Many of the launches were in thehealth and food niches, including Dash, Athlon Sports, Yum Food What’s next? Seamless integration, Bredholt says. “If you start& Fun, Made Possible, and Where Women Cook. Meanwhile, reading a story on your BlackBerry and want to finish it on your49 digital and online magazines launched this year, while 53 laptop, you’ll be able to do that. The technology usually comesprint products went online-only. first and then the content fills its form like syrup.” 4
  5. 5. State of the Media Report 2011Television The television industry saw major job Hispanic digital subchannels are expected to continue to increase losses in 2009, but in 2010, job turnover as the Spanish-speaking population grows. According to Nielsen stabilized. According to the Vocus TV Media Research, Hispanic TV homes will increase by about three data team, ABC was the only major news percent to 13.4 million by the end of this broadcast season. organization to make big cuts this year, letting almost 300 staff members go. “Digital subchannels remain the cheaper solution for companies trying to reach out to growing audiences, as compared toOne of 2010’s hottest trends was the 4:30 a.m. newscast. the costs of operating an entire station,” says Holley. “This isMore than 60 stations added the 4:30 newscast, including especially true in cities with a need for Spanish-languageWGN (CW), WFLD (FOX) and WLS (ABC) in Chicago; programming but where Hispanics represent only a small portionKMBC (ABC) and KSHB (NBC) in Kansas City; KCTV (CBS) in of the overall population; examples include KPTM-TV in Omaha,Fairway, Kan.; and WQAD (ABC) in Moline, Ill. In Boston, four Neb., and KGW-TV in Portland, Ore., both of which addedof the five major news channels now broadcast at 4:30 a.m., Spanish subchannels in 2010.”including New England Cable News, WCVB (ABC), WBZ (CBS)and WFXT (FOX). The convergence of television, computers and mobile devices will continue into 2011. The Vocus TV data group has found that“Stations are realizing that viewers, especially in larger many stations across the country already offer news alerts bymetropolitan areas where rush-hour traffic is an issue, are waking text message and are moving toward live streaming video andup earlier to go to work,” says Julie Holley, managing editor of mobile applications for smartphones. Using Facebook and Twittertelevision content at Vocus Media Research Group. “They are to promote news stories also gained popularity in the broadcastadding earlier newscasts to reach out to that audience.” realm this year. Fox affiliate WTTG-TV used social media to get news out, while simultaneously streaming live newscasts for the2010 also saw experiments involving advertorial programming, iPhone and Android phones.with stations adding paid-for programming to their mid-morningschedules. Stations in Las Vegas and Boston experimented with Mobile newscasts are slated to grow this year, due in part tothese talk shows, where sponsors bought time to promote a an agreement between Mobile Content Venture, and NBC andproduct. These programs were short-lived, however, because Fox stations, to broadcast two channels of programming in 20viewers tuned out. Earlier this year, the idea of 3D television markets on an ad-supported mobile platform by the end of 2011.became popular, and it wasn’t long before some broadcast The programming is expected to be free, although it’s not yetcompanies bought into the idea, including DirectTV, ESPN clear what it will consist of.and Discovery. “It remains to be seen whether stations will create original content“However, the top four broadcast networks – NBC, CBS, ABC for mobile distribution or just re-hash the news and re-use theand Fox – would have to convert to 3D technology before day’s video,” says Holley. “We saw that earlier in the decadelocal stations would follow suit,” says Holley. “Even if local when stations began offering podcasts to viewers in the form ofbroadcasters do catch on in the years to come, it is unlikely short snippets of the day’s top stories; stations would create themit would affect local news anytime soon because of the costs immediately after a live newscast using the same scripts andassociated with purchasing cameras that shoot in 3D. And the video. Either option would be beneficial to a PR professional.question remains: does anyone really want to watch the news If it’s new content, it’s yet another place to get your story 3D? Sure, snowflakes would look really cool. But a car wreck If it’s a re-hash and your story made it in the first time, it mightmight look a lot worse with that extra dimension.” make it on again in this medium.”3D television sales are predicted to grow in 2011, saysHolley, citing a report by Futuresource Consulting that predictssales to double to 5 million sets per year. However, she notes,this would cover only a small fraction of the country’s 100million households.Even if local broadcasters do catch onto 3D, it is unlikely toaffect local news anytime soon because of the costs associatedwith purchasing cameras… 5
  6. 6. State of the Media Report 2011Radio Is terrestrial radio dying? In a changing Although there aren’t many HD radio users yet, nearly 2,000 media world, the future of radio is uncertain, stations now broadcast in HD, and there are more than 1,000 but the answer to whether it’s disappearing new local FM HD2/HD3 stations, Johnson says. “Rather than or not depends on who you ask, says Kyle trying to get people to buy the radios, the push is now to get Johnson, managing editor of radio content at the car manufacturers to offer them as standard or optional in Vocus Media Research Group. 2011 models.”“The assumption is that with all the new technology available— So what does all this mean for the future of radio?Internet radio, satellite radio and iPods—giving consumers moreand more listening options, traditional radio will soon go the way “It means radio will continue to be a vital medium if it makesof newspapers,” says Johnson. “A cursory look indicates that this the most of the advantages it already has in this digital age,”might be the case.” says Johnson. “It can become mobile through apps and FM transmitters in cell phones. Radio can interact with listeners,A survey by Forrester Research, Johnson notes, reports that through Facebook and Twitter for example, in ways it neverterrestrial radio use is down 15 percent over the last five could before. If radio chooses to embrace new technology andyears—and while online media is growing, only one in four extend its reach beyond the AM/FM bands, it has the potentialpeople surveyed said they listened to streaming audio. Arbitron, to do what it has done so well over the years: provide nichehowever, reports that radio in the top ten markets achieved more programming to targeted audiences. Providing local contentlistening time in 2010 than in 2009. and tying that content to high-profile events and issues in the community is important.”Either way, radio is moving into a mobile age. At the NationalAssociation of Broadcasters/Radio Advertisers Bureau Show Radio will continue to be a vital medium if it makes the most ofin Washington, D.C., earlier this year, Arbitron and Jacobs the advantages it already has in this digital age.Media unveiled a project entitled Goin’ Mobile. A sampling of18 smartphone users aged 18-49 found that many rely on theirdevices for listening to music as well as news. “Radio has abuilt-in audience that it can direct to its mobile applications,”Johnson says. “What is clear is that radio must create a mobilestrategy for 2011.”Meanwhile, more online resources are popping up all the time.Customizable music services like Pandora, Last FM, Yahoo! Musicand MySpace Music are becoming more popular, Johnson notes.“Pandora now has more than 60 million registered users, morethan double the number it had last year,” says Johnson “But at thesame time, more and more stations are streaming their contentonline and networks like ESPN are doing the same,” he says,noting that several university stations are in danger of losing theirFM signals and going online-only, such as Houston-based RiceUniversity’s KTRU-FM.Sirius XM Radio, with its 20 million subscribers, is doing fairlywell, notes Johnson, who credits some of that success to the newcar market and the vehicles that come with free trials of Sirius.However, there may be challenges in the future as in-vehicleInternet connectivity grows more popular and allows listeners totune into customized content without the subscription fees. Thenthere is HD radio, which allows multiple radio streams on asingle channel. The industry expected it to be a hit; however,people proved reluctant to purchase an HD radio despite theabsence of subscription fees. 6
  7. 7. State of the Media Report 2011How Business Models Housekeeping debuted an actual musical called “Shine On” at the New York City Center in April.Changed in 2010 In all media, mobile apps and an increasing focus on the digital and social aspects of media have changed traditional mediaAs the media industry attempted to survive in an increasingly models. As media hybrids emerge, it is becoming clear that theredigital world, experimentation was a big part of 2010. In is no longer a “right” or “wrong” business model; rather, just anewspaper land, paywalls were raised and brought down by variety of ways to get the news out.some news organizations like the Texas-based Valley MorningStar. Others, like the Lancaster New Era and IntelligencerJournal, experimented on a smaller scale; the newspaper optedto close just its obituaries off to out-of-town readers, rather than The Growing & Changing Usethe whole site. In 2011, the media industry will most likelycontinue to experiment with the metered paywall, with even of Social Mediacollege newspapers getting into the game. Oklahoma College’sDaily O’Collegian recently announced it will charge non-local Social media took on an even bigger role within the media industryreaders who visit the site more than three times per month. in 2010 as more outlets and journalists adopted social media guidelines, created social media editor positions, and set up fanWhile most news organizations focused on the digital aspect of pages. Twitter has now become a way for news organizationspublishing, the Blogdowntown Weekly, which was once a blog- to break news, while different social media platforms allow fortype online news source in Los Angeles, decided to go print. The deeper engagement within their respective communities.Printed Blog, a newspaper featuring blogs from across the Web,returned as a magazine-type publication with a heavy emphasis Some journalists that stand out as social media gurus includeon vivid, edgy photos. Indeed, blogs made up a big part of Arianna Huffington of the Huffington Post, as well as the Newsome business models during 2010, including, short York Times’ Brian Stelter, Chicago Sun Times’ Roger Ebert,for “to be determined.” This Allbritton-owned website launched and Howard Kurtz of the Daily Beast. “All of these journaliststo much fanfare, touting a heavy emphasis on social media and cover the media to some extent so it comes as no surprise thatcontent supported by community bloggers. Not only does the they rely on social media to reach out to their followers,” sayssite provide original and aggregated content, it uses D.C.-area David Coates.bloggers, creating a vast variety of content as well as a chancefor bloggers to get more page hits. But TBD is not only on the InStyle magazine has demonstrated its social media knowhowWeb; its TV component is News Channel 8, or TBD TV. by posting links to new stories and announcing clothing sales and coupons on social media platforms, notes Rebecca Bredholt.“Jim Brady, the former general manager of, told the “I would also say that a lot of magazine editors are now onGuardian of London that the model he sought was to build a local LinkedIn and are willing to connect with PR people there—morenews site that’s of the Web, not just on it,” says David Coates. so than Facebook or even Twitter,” she says. And social media“It appears that has accomplished that. Ironically, it will continue to grow: in 2011, the Association of Magazineremains ‘to be determined’ if this model can be replicated in Media will even host a conference on social media.another market, or if this was the perfect storm of two forms ofmedia converging.” In the coming year, social media will continue to be a source for quick information during breaking news situations, notesThe iPad also had an impact on the industry as iPad-only Julie Holley.publications started to appear in addition to Murdoch’s The Daily,including Project magazine, Flipboard, and Maverick, which is “Unlike what we’ve seen with radio, only some TV stations arealso available on the iPhone and Android. choosing to make station fan pages,” she says. “Most Facebook use is seen among the staff of media organizations, i.e. producersIn 2010, some magazine publishers innovated with brand and on-air talent. Stations and networks, however, are on Twitterextensions to bring in other forms of revenue. This included in higher numbers and many use the platform like a news alertEsquire, which launched a luxury furniture line called Esquire system, broadcasting short snippets of breaking news to thoseHome Collections. who subscribe to their feed.”“It forces them to think more holistically about the brand they Anchors and reporters are also using Facebook and Twitter torepresent,” says Rebecca Bredholt. “They’re selling a lifestyle, connect with viewers, promoting a story or giving behind-the-not just a magazine.” In addition, Condé Nast’s Teen Vogue scenes information. ABC News reporter Terry Moran’s Twitterprovided salon services at its Teen Vogue’s Haute Spot pop-up page, for example, might provide information on his latest story,retail stores, located in malls across the country, while Good or note what goes on before a White House news conference. 7
  8. 8. State of the Media Report 2011CNN’s Soledad O’Brien might tweet about her recent knee okay with a social media pitch beforehand is also a good way tosurgery or discuss a recent story. ensure relations remain pleasant and mutually beneficial.“TV stations also continue to encourage user-generated content In interviews with journalists, the Vocus Media Research Groupin the form of pictures and video”, says Holley. “That’s not has found e-mail still remains the favorite way for journalists tosomething that’s going to go away anytime soon. News receive communications from PR professionals. However, if it’s aorganizations simply do not have the resources to cover every truly good story, the means doesn’t matter as much—as long asstory that is happening around them. They have always relied the content is relevant. Meanwhile, if a PR campaign generateson tips from the public for story ideas; now they are relying on enough social media activity, a story may follow.viewers for visual material. Since so many people carry pictureor video-enabled phones, viewers are able to capture an event For PR pros, keeping up with magazine staff changes in 2010and e-mail it quickly. Because it’s a visual medium, if presented was probably like climbing a Stairmaster, notes Bredholt. Editorswith great video, TV stations will use it, even if there are only a changed roles, added responsibilities such as providing morefew facts to work with.” digital content, and switched outlets. PR professionals who continue to maintain relationships with journalists on the moveHowever, just because journalists are embracing social media, will find it easier to keep up with all the doesn’t mean they want to get pitched this way, Holley notes.“The best way around this is to become a part of the conversation As new outlets launch, including the increasing number of onlineahead of time.” hyperlocal ventures, the opportunities for PR professionals also increase. But no matter what the circumstances, tailoring pitchesLike other media, many radio stations have increased their to each outlet and journalist remains a must, especially in anpresence on Facebook and Twitter. Kyle Johnson cites a study age when information is so readily accessible. TV stations, forby NPR’s Weekend Edition and research firm Chadwick Martin example, target specific audiences and focus on select topics.Bailey, which found that social media has allowed listeners to PR professionals should continue to pay close attention thealert the media to stories, and engage with the program like kinds of stories stations are covering. This doesn’t just hold truenever before. in television, but for every medium. Journalists are increasingly fettered with cluttered inboxes, so pitches should be short, concise“What radio needs to do is expand on the social media and on-target. Trust between the PR pro and the journalist is nowplatform, combine it with its built-in advantages and continue more important than ever—and that starts with content that isto make listening experiences more personalized,” he said. appropriate to a reporter’s coverage.“Online music listening services such as Pandora and Slackerhave become popular–they make the music experience much Keep in mind that although radio is changing rapidly, it stillmore personalized than terrestrial radio. Radio can use what it reaches more than 90 percent of U.S. consumers each week,already has, along with emerging technologies and social media with news/talk radio still the number one radio format. Althoughto personalize content for listeners to some extent, or at the very messages aren’t limited to the scope of a station’s broadcastleast allow two-way interaction.” signal (since more stations stream audio online) linking a message to local issues can get you far in an industry with an increased focus on local news.The Evolving Media Industry As a direct result of changing media platforms, PR pros are nowand Its Impact on PR Pros a part of the media in a way they never have been before. They now blog, tweet, and even interview famous journalists, as digitalThe pace of the news cycle has picked up not only for journalists, analyst and FutureWorks principle Brian Solis did with Katiebut also for PR professionals who have to pay attention to more Couric. Some even receive pitches. In this way, PR professionalsplatforms than ever before: websites, chatrooms, Facebook and can now promote themselves like never before through all theTwitter as well as print, TV and radio. Add mobile platforms to media platforms now available to them.that list, and the array of pitching possibilities continues to grow. The basics of good PR never go away, but the means toSocial media has created a brand-new way for PR people to execute them continues to evolve. As we head into 2011, PRconnect with journalists; however, blindly pitching through these professionals must make sure to use all the new and wonderfulplatforms can create a negative response. To be successful, PR tools available while continuing to execute PR campaigns withpeople should engage with journalists they’re interested in pitching, relevance, attention to detail and social media mindedness.comment on past stories and demonstrate an understanding ofwhat that journalist is interested in covering. In addition, tweetinglinks and sharing them with others shows reporters that you areactively engaged with their content. Making sure a journalist is 8
  9. 9. State of the Media Report 2011ConclusionA year ago it seemed as if the media were on the brink of destruction. Now, phoenix-like, the industry has risen up to begin atransformation that will leave behind the constraints of traditional media. In 2011, new models will continue to appear as old modelsadapt, while the boundaries of newspapers, magazines, television and radio become less defined. Relationships between media willcontinue to evolve, as will the media’s engagement with Twitter, Facebook and all things social media.Major change is upon us and will continue into 2011 and beyond. However, despite the changes the media will undergo this year,the industry will continue to survive—and thrive—as a conveyer of news and information, regardless of platform.About the ContributorsDavid CoatesManaging Editor, Newspaper ContentDavid Coates had 15 years of newspaper reporting and editing experience before joining Vocus in November 2004. He came toVocus from the Washington Times, where he was the assistant sports editor and oversaw a staff of more than 20 writers and editors.He assigned stories, attended editorial meetings, edited copy and coordinated the daily production of the newspaper’s sports section.Prior to joining the Washington Times in 1999, he spent 10 years at the (Newark) Star-Ledger in New Jersey as a sports reporter.He covered national golf – including the Masters, U.S. Open, British Open, PGA Championship and Ryder Cup – and local golf aswell as New Jersey high school sports. Between his jobs at the Star-Ledger and the Washington Times, Mr. Coates worked part-timein media relations at Sports America, a sports marketing firm in Rockville, Md.Mr. Coates earned a bachelor’s degree in journalism from the University of Maryland in 1988. He lives in Columbia, Md., with hiswife Tara. He is an avid golfer and his hobbies include fishing and poker.Rebecca BredholtManaging Editor, Magazine ContentSince her first copy of Teen magazine, Rebecca Bredholt has loved the magazine industry she now watches like a hawk with herteam of skilled researchers. She has worked for more than half a dozen trade magazines, edited two national magazines, and inone quarter launched 18 localized versions of one magazine. Ms. Bredholt has worked in every magazine department, from artdirecting cover shoots, to managing editorial, to supervising printing – and even in marketing/public relations. She has covered avariety of industries, including financial, film, religion, travel, digital photography and advertising. She was also a beauty columnistfor a national trade magazine.Ms. Bredholt covered the AIDS awareness campaigns from Namibia as an international correspondent and photojournalist. Prior tojoining Vocus, Ms. Bredholt was editor of, an online magazine in Los Angeles covering high tech. With more than100 articles published, she continues to freelance as a featured travel writer for Yahoo!. She credits her very diverse experienceswith her ability to track, understand and explain the evolutions within the North American magazine industry. While Vocus officesare based just outside of D.C., Rebecca often participates in industry conferences from New York to California.In addition to being the Managing Editor of the research department’s website, she is also the liaison for promoting HARO tojournalists. In 2004, Ms. Bredholt completed a master’s degree in liberal studies. Her undergraduate degree is in journalism. She hasalso taught writing seminars in Florida and Ukraine. 9
  10. 10. State of the Media Report 2011Julie HolleyManaging Editor, TV/Online/Blog/IRO ContentJulie Holley brings a wealth of journalism, editorial and technical skills to her position at Vocus. She joined Vocus from WUSA-TV, theCBS television affiliate in Washington, D.C., where she was a newscast producer. Prior to that, she served as a newscast producerfor the 24-hour cable station and ABC affiliate Newschannel 8, also in the Washington, D.C. market.In addition to the skills that she brings to the company as a former producer, such as writing and project management, she alsobrings an understanding of television as a whole. Before becoming a producer, Ms. Holley worked in a number of positions in thenewsroom including assignment editor, field producer and guest booker. She also has experience in a number of technical positionsin television including audio operator, feed room operator (tuning in satellite and microwave signals for live shots from the field),photographer (in studio and out in the field) and video editor.Ms. Holley holds a bachelor’s degree in communications from Washington Adventist University in Takoma Park, Md. In her sparetime, Ms. Holley volunteers as a public affairs officer for the U.S. Air Force Auxiliary. She has received three state level awards, threenational level awards and two Civil Air Patrol Achievement Medals for her work with the nonprofit organization. Additionally, shehas served as a judge for local television Emmy awards and for the U.S. Army’s annual Soldiers Radio & Television Awards.Kyle JohnsonManaging Editor, Radio ContentKyle Johnson brings both broadcast and public relations experience to Vocus. He spent 18 years at WTOP Radio, the all-news CBSaffiliate in Washington, D.C. During his tenure at the station, he performed nearly every conceivable function, including stints asassistant editor, drive-time editor, traffic reporter, weekend anchor, and general assignment reporter. His last seven years at the stationwere spent as the station’s primary reporter for the state of Maryland, including state legislature in Annapolis. He covered many highprofile stories for the station, including the terrorist attacks on Sept. 11, 2001, and the Million Man March. His knowledge of thelocal issues led to his appearance on local television shows to discuss transportation and politics.In addition to his radio experience, Mr. Johnson worked as an assignment editor at WUSA-TV, the CBS affiliate in Washington, D.C.His duties at the station included fielding pitches from those trying to publicize their stories and products, and dispatching news crewsto breaking events. Mr. Johnson participated in daily meetings to determine news coverage and to plan logistics of future stories.Mr. Johnson has also worked as a freelance PR professional. He served as a writer and researcher for the Media Network, abroadcast and social marketing company in Silver Spring, Md. His duties there included writing press releases for federal governmentagencies and securing interviews with hundreds of broadcast outlets across the country.Mr. Johnson is a graduate of American University with a bachelor’s degree in broadcast journalism. He lives in Germantown, Md.,with his wife and two children.Katrina M. MendoleraEditor in Chief, inVocusKatrina Mendolera took the helm of inVocus as editor in chief in 2009, but wrote stories and lent editorial support since its creationin late 2008. Before joining the Vocus research team as a senior media researcher in 2007, Ms. Mendolera worked in daily andweekly newspapers in Rochester, N.Y., with Messenger Post Newspapers. As a reporter, she specialized in covering education andreligion, as well as general assignment stories. Also during her tenure, she was responsible for the creation of a weekly feature thatprofiled a different church or religion in the surrounding areas. Prior to that, she covered Indigenous cultures across the globe for ananthropological-based magazine in Cambridge, Mass.She is a graduate of the S.I. Newhouse School of Public Communications at Syracuse University with a master’s degree in journalism.In her spare time, she employs her services as a freelancer. She also enjoys reading, camping and hiking with her husband andworking on writing her book. 10
  11. 11. State of the Media Report 2011Additional ContributorsA special thanks to the following members of the Vocus Media Research Group for their contributions: Chanelle Sirmons, EricaThompson Briggs, Katrina Wolfe, Kim Ropars, Lauren Cohen, Mary Seidel, Nicholas Testa, Richard Sanchez, Tayne Kim andZoë Lintzeris 11