Stateofthe Media 2011

State of the Media Report 2011

Twelve months ago, the media appeared to be in freefall. Mass layoffs, bankruptcies and a general sense of
demise 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 to
truly embrace a digital world. News organizations sloughed off the barriers of tradition and went mobile as well
as digital-first.

This time last year, hundreds of newspapers and thousands of magazines had folded. The number of folds were
fewer this year, but traditional media continues to move in a new media direction. Approximately 102 magazines
launched as digital-only or went exclusively online, while hyperlocal newspaper-type sites grew rapidly, especially
AOL’s Patch.com.

Television and the Internet continued to converge with new platforms like Apple TV. Meanwhile, it began to look
like 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 mainstay
in newsrooms. Although there are still losses within the industry, successful organizations are adapting to
move forward.

Welcome to the Vocus State of the Media Report 2011. Based on the analysis, insight and on-the-ground evidence
compiled by the former editors, reporters and producers who make up the Vocus Research Team, this is your
snapshot of where the media has been for the last 12 months, where it is now, what’s around the corner—and
what it all means for you.

1


The Media’s Past, Present & Future:
A look into what happened in 2010 & what’s to come in 2011

Newspapers
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 your
father’s newspaper business,” he points out. “It doesn’t look like
it once did, but things seem to be a little less in a state of flux”.

Approximately 151 newspapers closed down in 2010: that’s
about half the number of 2009’s folds.

“Something had to change as the newspaper business was
hemorrhaging jobs and money,” says Coates. “It was a
Darwinian environment and only the strong remain. Those
newspapers that adapted to the changing media and distribution
of news survived, and those that didn’t died.”

Many of the survivors were community newspapers that
understood how to successfully connect with their readers online
and in print.

Out of the 724 launches this year, all but 36 were Patch.com 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 and
Boston 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 Boston.com), have all the New York Times is slated to finally launch their long-awaited
set up shop in the Boston area and are competing aggressively metered paywall. “Expect the Times to come up with something
for 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 several
seems like good news for public relations professionals who are newspapers, including the Washington Post, New York Times
trying to pitch stories. Because there is so much competition for and Wall Street Journal, have iPad applications, there is yet to
news, these sites will be looking for more content to fill their be a newspaper made exclusively for Apple’s iPad. How will it
pages.” pan out?

Since Patch has saturated markets with more than one website, “The success or failure—and with Murdoch, failure is not an
it wouldn’t be surprising if it consolidated some sites in 2011, option—of The Daily will set the bar for the newspaper computer
Coates notes. tablet business,” says Coates. “It wouldn’t be a big surprise if
several other traditional newspapers stopped printing on paper
Meanwhile, 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.”

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As we move into 2011, newspaper organizations will continue
working to merge print and online products in a cohesive way
to produce news.

“The newspaper’s days of ink-stained hands has given way
to digital,” says Coates. “It is not about the printed version of
the product anymore; it is about the brand.” For example, just
because the Washington Post’s print circulation has dropped, it
doesn’t mean the product itself has lost its prestige. The paper’s
reporters are still considered experts in their field. The website
with its video, podcasts, blogs and tweets are all a part of
the brand.

“In the future,” Coates says, “the success of newspapers
will not be measured by printed circulation but in terms of
impact through whatever brand reaches the public. However,
success is measured by the bottom line and the future is still a
little murky as to how these brands will turn a profit in terms
of online advertising, paywalls and computer tablet apps.
Stay tuned.”

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Magazines
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 Information
which types of content,” says Rebecca Bredholt, managing editor Bureau reported that 136 magazines increased ad pages in Q3
of 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 less
It 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 well
as merging the print and digital sales teams. For larger-tier “Forbes picked up the mantra that several other business and
magazines like the ones at Time Inc., you’re going to need trade magazines have: get ‘experts’ to write articles so we have
a bigger boat: one that makes bigger moves resulting in less content to pay for,” she says. “Then, take whatever content
bigger 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 consumer
magazines, 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 magazines
business, which houses titles like Newsweek, you won’t find as have applications for the iPad, and that number is always
many closures—only U.S. News & World Report shuttered—but growing.
you 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 wheels
The trend in magazine launches was toward local and regional: turning at other magazines, even if they don’t have an iPad
a 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 the
health 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 your
49 digital and online magazines launched this year, while 53 laptop, you’ll be able to do that. The technology usually comes
print products went online-only. first and then the content fills its form like syrup.”

4


Television
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 to
One of 2010’s hottest trends was the 4:30 a.m. newscast. the costs of operating an entire station,” says Holley. “This is
More than 60 stations added the 4:30 newscast, including especially true in cities with a need for Spanish-language
WGN (CW), WFLD (FOX) and WLS (ABC) in Chicago; programming but where Hispanics represent only a small portion
KMBC (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 added
of 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 by
metropolitan areas where rush-hour traffic is an issue, are waking text message and are moving toward live streaming video and
up earlier to go to work,” says Julie Holley, managing editor of mobile applications for smartphones. Using Facebook and Twitter
television content at Vocus Media Research Group. “They are to promote news stories also gained popularity in the broadcast
adding 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 the
2010 also saw experiments involving advertorial programming, iPhone and Android phones.
with stations adding paid-for programming to their mid-morning
schedules. Stations in Las Vegas and Boston experimented with Mobile newscasts are slated to grow this year, due in part to
these talk shows, where sponsors bought time to promote a an agreement between Mobile Content Venture, and NBC and
product. These programs were short-lived, however, because Fox stations, to broadcast two channels of programming in 20
viewers 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 yet
companies 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 the
and Fox – would have to convert to 3D technology before day’s video,” says Holley. “We saw that earlier in the decade
local stations would follow suit,” says Holley. “Even if local when stations began offering podcasts to viewers in the form of
broadcasters do catch on in the years to come, it is unlikely short snippets of the day’s top stories; stations would create them
it would affect local news anytime soon because of the costs immediately after a live newscast using the same scripts and
associated 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 aired.
in 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 might
might look a lot worse with that extra dimension.” make it on again in this medium.”

3D television sales are predicted to grow in 2011, says
Holley, citing a report by Futuresource Consulting that predicts
sales to double to 5 million sets per year. However, she notes,
this would cover only a small fraction of the country’s 100
million households.

Even if local broadcasters do catch onto 3D, it is unlikely to
affect local news anytime soon because of the costs associated
with purchasing cameras…

5


Radio
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 more
and more listening options, traditional radio will soon go the way “It means radio will continue to be a vital medium if it makes
of 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 never
terrestrial radio use is down 15 percent over the last five could before. If radio chooses to embrace new technology and
years—and while online media is growing, only one in four extend its reach beyond the AM/FM bands, it has the potential
people surveyed said they listened to streaming audio. Arbitron, to do what it has done so well over the years: provide niche
however, reports that radio in the top ten markets achieved more programming to targeted audiences. Providing local content
listening 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 National
Association of Broadcasters/Radio Advertisers Bureau Show Radio will continue to be a vital medium if it makes the most of
in 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 of
18 smartphone users aged 18-49 found that many rely on their
devices for listening to music as well as news. “Radio has a
built-in audience that it can direct to its mobile applications,”
Johnson says. “What is clear is that radio must create a mobile
strategy for 2011.”

Meanwhile, more online resources are popping up all the time.
Customizable music services like Pandora, Last FM, Yahoo! Music
and MySpace Music are becoming more popular, Johnson notes.

“Pandora now has more than 60 million registered users, more
than double the number it had last year,” says Johnson “But at the
same time, more and more stations are streaming their content
online and networks like ESPN are doing the same,” he says,
noting that several university stations are in danger of losing their
FM signals and going online-only, such as Houston-based Rice
University’s KTRU-FM.

Sirius XM Radio, with its 20 million subscribers, is doing fairly
well, notes Johnson, who credits some of that success to the new
car market and the vehicles that come with free trials of Sirius.
However, there may be challenges in the future as in-vehicle
Internet connectivity grows more popular and allows listeners to
tune into customized content without the subscription fees. Then
there is HD radio, which allows multiple radio streams on a
single channel. The industry expected it to be a hit; however,
people proved reluctant to purchase an HD radio despite the
absence of subscription fees.

6


How 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 media
As the media industry attempted to survive in an increasingly models. As media hybrids emerge, it is becoming clear that there
digital world, experimentation was a big part of 2010. In is no longer a “right” or “wrong” business model; rather, just a
newspaper land, paywalls were raised and brought down by variety of ways to get the news out.
some news organizations like the Texas-based Valley Morning
Star. Others, like the Lancaster New Era and Intelligencer
Journal, experimented on a smaller scale; the newspaper opted
to close just its obituaries off to out-of-town readers, rather than The Growing & Changing Use
the whole site. In 2011, the media industry will most likely
continue to experiment with the metered paywall, with even of Social Media
college newspapers getting into the game. Oklahoma College’s
Daily O’Collegian recently announced it will charge non-local Social media took on an even bigger role within the media industry
readers 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 fan
While most news organizations focused on the digital aspect of pages. Twitter has now become a way for news organizations
publishing, the Blogdowntown Weekly, which was once a blog- to break news, while different social media platforms allow for
type 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 include
on vivid, edgy photos. Indeed, blogs made up a big part of Arianna Huffington of the Huffington Post, as well as the New
some business models during 2010, including TBD.com, 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 journalists
to much fanfare, touting a heavy emphasis on social media and cover the media to some extent so it comes as no surprise that
content supported by community bloggers. Not only does the they rely on social media to reach out to their followers,” says
site provide original and aggregated content, it uses D.C.-area David Coates.
bloggers, creating a vast variety of content as well as a chance
for bloggers to get more page hits. But TBD is not only on the InStyle magazine has demonstrated its social media knowhow
Web; 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 TBD.com, told the “I would also say that a lot of magazine editors are now on
Guardian of London that the model he sought was to build a local LinkedIn and are willing to connect with PR people there—more
news 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 TBD.com has accomplished that. Ironically, it will continue to grow: in 2011, the Association of Magazine
remains ‘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 of
media converging.” In the coming year, social media will continue to be a source
for quick information during breaking news situations, notes
The 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 are
also 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. producers
In 2010, some magazine publishers innovated with brand and on-air talent. Stations and networks, however, are on Twitter
extensions to bring in other forms of revenue. This included in higher numbers and many use the platform like a news alert
Esquire, which launched a luxury furniture line called Esquire system, broadcasting short snippets of breaking news to those
Home 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 to
represent,” 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 Twitter
provided 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.

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CNN’s Soledad O’Brien might tweet about her recent knee okay with a social media pitch beforehand is also a good way to
surgery 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 Group
in the form of pictures and video”, says Holley. “That’s not has found e-mail still remains the favorite way for journalists to
something that’s going to go away anytime soon. News receive communications from PR professionals. However, if it’s a
organizations simply do not have the resources to cover every truly good story, the means doesn’t matter as much—as long as
story that is happening around them. They have always relied the content is relevant. Meanwhile, if a PR campaign generates
on 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 picture
or video-enabled phones, viewers are able to capture an event For PR pros, keeping up with magazine staff changes in 2010
and e-mail it quickly. Because it’s a visual medium, if presented was probably like climbing a Stairmaster, notes Bredholt. Editors
with great video, TV stations will use it, even if there are only a changed roles, added responsibilities such as providing more
few facts to work with.” digital content, and switched outlets. PR professionals who
continue to maintain relationships with journalists on the move
However, just because journalists are embracing social media, will find it easier to keep up with all the changes.
it 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 online
ahead of time.” hyperlocal ventures, the opportunities for PR professionals also
increase. But no matter what the circumstances, tailoring pitches
Like other media, many radio stations have increased their to each outlet and journalist remains a must, especially in an
presence on Facebook and Twitter. Kyle Johnson cites a study age when information is so readily accessible. TV stations, for
by 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 the
alert the media to stories, and engage with the program like kinds of stories stations are covering. This doesn’t just hold true
never 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 now
platform, combine it with its built-in advantages and continue more important than ever—and that starts with content that is
to make listening experiences more personalized,” he said. appropriate to a reporter’s coverage.
“Online music listening services such as Pandora and Slacker
have become popular–they make the music experience much Keep in mind that although radio is changing rapidly, it still
more 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. Although
to personalize content for listeners to some extent, or at the very messages aren’t limited to the scope of a station’s broadcast
least 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 now
and 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 digital
The pace of the news cycle has picked up not only for journalists, analyst and FutureWorks principle Brian Solis did with Katie
but also for PR professionals who have to pay attention to more Couric. Some even receive pitches. In this way, PR professionals
platforms than ever before: websites, chatrooms, Facebook and can now promote themselves like never before through all the
Twitter 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 to
Social media has created a brand-new way for PR people to execute them continues to evolve. As we head into 2011, PR
connect with journalists; however, blindly pitching through these professionals must make sure to use all the new and wonderful
platforms can create a negative response. To be successful, PR tools available while continuing to execute PR campaigns with
people 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 of
what that journalist is interested in covering. In addition, tweeting
links and sharing them with others shows reporters that you are
actively engaged with their content. Making sure a journalist is

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Conclusion
A year ago it seemed as if the media were on the brink of destruction. Now, phoenix-like, the industry has risen up to begin a
transformation that will leave behind the constraints of traditional media. In 2011, new models will continue to appear as old models
adapt, while the boundaries of newspapers, magazines, television and radio become less defined. Relationships between media will
continue 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 Contributors
David Coates
Managing Editor, Newspaper Content

David Coates had 15 years of newspaper reporting and editing experience before joining Vocus in November 2004. He came to
Vocus 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 as
well as New Jersey high school sports. Between his jobs at the Star-Ledger and the Washington Times, Mr. Coates worked part-time
in 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 his
wife Tara. He is an avid golfer and his hobbies include fishing and poker.

Rebecca Bredholt
Managing Editor, Magazine Content

Since her first copy of Teen magazine, Rebecca Bredholt has loved the magazine industry she now watches like a hawk with her
team of skilled researchers. She has worked for more than half a dozen trade magazines, edited two national magazines, and in
one quarter launched 18 localized versions of one magazine. Ms. Bredholt has worked in every magazine department, from art
directing cover shoots, to managing editorial, to supervising printing – and even in marketing/public relations. She has covered a
variety of industries, including financial, film, religion, travel, digital photography and advertising. She was also a beauty columnist
for a national trade magazine.

Ms. Bredholt covered the AIDS awareness campaigns from Namibia as an international correspondent and photojournalist. Prior to
joining Vocus, Ms. Bredholt was editor of NewsFactor.com, an online magazine in Los Angeles covering high tech. With more than
100 articles published, she continues to freelance as a featured travel writer for Yahoo!. She credits her very diverse experiences
with her ability to track, understand and explain the evolutions within the North American magazine industry. While Vocus offices
are 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 to
journalists. In 2004, Ms. Bredholt completed a master’s degree in liberal studies. Her undergraduate degree is in journalism. She has
also taught writing seminars in Florida and Ukraine.

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Julie Holley
Managing Editor, TV/Online/Blog/IRO Content

Julie Holley brings a wealth of journalism, editorial and technical skills to her position at Vocus. She joined Vocus from WUSA-TV, the
CBS television affiliate in Washington, D.C., where she was a newscast producer. Prior to that, she served as a newscast producer
for 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 also
brings an understanding of television as a whole. Before becoming a producer, Ms. Holley worked in a number of positions in the
newsroom including assignment editor, field producer and guest booker. She also has experience in a number of technical positions
in 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 spare
time, Ms. Holley volunteers as a public affairs officer for the U.S. Air Force Auxiliary. She has received three state level awards, three
national level awards and two Civil Air Patrol Achievement Medals for her work with the nonprofit organization. Additionally, she
has served as a judge for local television Emmy awards and for the U.S. Army’s annual Soldiers Radio & Television Awards.

Kyle Johnson
Managing Editor, Radio Content

Kyle Johnson brings both broadcast and public relations experience to Vocus. He spent 18 years at WTOP Radio, the all-news CBS
affiliate in Washington, D.C. During his tenure at the station, he performed nearly every conceivable function, including stints as
assistant editor, drive-time editor, traffic reporter, weekend anchor, and general assignment reporter. His last seven years at the station
were spent as the station’s primary reporter for the state of Maryland, including state legislature in Annapolis. He covered many high
profile stories for the station, including the terrorist attacks on Sept. 11, 2001, and the Million Man March. His knowledge of the
local 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 crews
to 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, a
broadcast and social marketing company in Silver Spring, Md. His duties there included writing press releases for federal government
agencies 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. Mendolera
Editor in Chief, inVocus

Katrina Mendolera took the helm of inVocus as editor in chief in 2009, but wrote stories and lent editorial support since its creation
in late 2008. Before joining the Vocus research team as a senior media researcher in 2007, Ms. Mendolera worked in daily and
weekly newspapers in Rochester, N.Y., with Messenger Post Newspapers. As a reporter, she specialized in covering education and
religion, as well as general assignment stories. Also during her tenure, she was responsible for the creation of a weekly feature that
profiled a different church or religion in the surrounding areas. Prior to that, she covered Indigenous cultures across the globe for an
anthropological-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 and
working on writing her book.

10


Additional Contributors
A special thanks to the following members of the Vocus Media Research Group for their contributions: Chanelle Sirmons, Erica
Thompson Briggs, Katrina Wolfe, Kim Ropars, Lauren Cohen, Mary Seidel, Nicholas Testa, Richard Sanchez, Tayne Kim and
Zoë Lintzeris

11

Stateofthe Media 2011

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