This document discusses media disruption and how it is affecting journalism. Some key points made include: - 47% of online time is spent on social media, which has dramatically changed media consumption habits. - The number of journalists has declined significantly in recent years as the industry struggles to adapt to changes. - Journalists now rely heavily on social media both for distributing their own stories and researching new ones. - The speed of the news cycle has increased dramatically due to social media, where stories can spread within hours. - While online consumption is rising, print still provides important shorter articles and more favorable coverage not found elsewhere. - Mobile consumption is also rising rapidly and will continue to be a major disruptive

1. MEDIA
DISRUPTION
Isentia analysis of print and online media activity

2. DISRUPTION IS EVERYWHERE
47% OF ALL ONLINE TIME IS
SPENT ON SOCIAL MEDIA
THAT’S 28 IN EVERY 60 MINUTES*
*THAT’S IN AUSTRALIA TOO!
It will come as no surprise that there have been
dramatic changes in the media landscape in
the past few years. But media is just one of the
many industries that are experiencing this kind
of disruption– Uber, Air BNB and Amazon to
name a few have changed the way consumers
feel about ordering a taxi, booking a hotel room
and retail. With Amazon leading the charge in
disrupting the way we think about any number
of activities from reading a book to online
shopping to recommending future purchases,
it’s hard to escape change in any industry.
Within media, we are generally doing the same
things we have always done, reading the news,
sharing stories and looking for information. So
the disruption in this industry presents itself in
the scale and pace of how media is shared.
Source: Globalwebindex Q4 2014
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MEDIA PERCEPTIONS VS REALITY

3. HOW IS THIS AFFECTING JOURNALISM?
The number of working journalists has dropped
by nearly 40% in US in the last 15 years and
in the last 2 years alone Australian publishers
have reported more than 700 job losses.
Most organisations from Isentia’s perspective
are still working on how social media fits
into the communications planning and
strategy ongoing.
But as an Isentia study with journalists found,
more than 60% of journalists say that they
have tweeted a story to get it out as a first
point of communication and nearly 90% use
it for researching a story.
#1 more mobile friendly content
#3 more original video
#4 smaller newsroom staff
#5 social media growing in influence.
#2 faster turnaround times
JOURNALISTS SEE 5 KEY TRENDS IMPACTING THEIR
PROFESSION THIS YEAR
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MEDIA PERCEPTIONS VS REALITY

4. Isentia recently conducted some deep dive
analysis into the news media and with access
to the widest range of media across TV, radio,
print, online and social we have been able
to determine that there are still differences
in the medium used to tell your story as a
communicator that you need to consider as
part of your communications planning.
A new era of news media is appearing, so while
some things are changing we also remain
creatures of habit. Channels for distribution
are definitely evolving but there are still
some standards that need to be taken into
consideration.
392 1,279 6,336
370 5,800
41
BROADCAST RADIO
AND TV COVERAGE
PRESS
PRINT COVERAGE
ONLINE
CHANNELS
Closest Competitor Closest Competitor Closest Competitor
‘…MOST OF US HAVE GIVEN MORE
INFORMATION TO FACEBOOK THAN WE
WOULD EVER HAVE GIVEN TO THE KGB
UNDER EXTREME TORTURE.”
ANDREAS WEIGEND
FORMER CHIEF SCIENTIST, AMAZON.COM, AFR, 5 MAY 2015
ISENTIA MEDIA LEVERAGES ACCROSS ANZ
MEDIA PERCEPTIONS VS REALITY
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5. If you are looking at online only you are missing
37% of the content that might be relevant to
your business.
If you are only looking at online activity you
could be missing a huge number of shorter
form articles. These articles could be new takes
on a story or developing angles on a story–
which could completely change the readers
view on the item.
IN FUTURE DATA STUDIES WE
WILL BE LOOKING INTO HOW THE
CONTENT CHANGES ACROSS THE
DIFFERENT TYPES OF ARTICLES
AND FROM PRINT TO DIGITAL
WHERE ARE THE DIFFERENCES IN
ONLINE AND PRINT?
of content that appears in
the newspaper does not
appear online at all.
37% of articles under
500 words are
not published
online.
75%
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MEDIA PERCEPTIONS VS REALITY

6. 38% OF ALL PRESS COVERAGE
WAS FAVOURABLE
COMPARED TO 24% ON RADIO
AND TELEVISION
This indicates that a very small
percentage of articles in print
are long (and that therefore
there are a much greater
number of shorter articles in
print), but that the longer form
articles are published online.
This may seem
counterintuitive, we would
have expected that with
smaller screens and shorter
attention spans that
shorter articles would be
of greater interest online.
But favourability in print is
considerably higher than in
broadcast.
The reason for monitoring all media is clearly
important to ensure that you get the whole
picture of a story to ensure that you aren’t
picking up a bias from one media over another.
That is why Isentia monitors the widest range of
sources across all media in Australia and
New Zealand.
OUR NEXT STUDY WILL LOOK AT
POSITIVE AND NEGATIVE STORIES,THE
SOCIAL AMPLIFICATION OF THOSE AND
HOW THIS CHANGES WITH DIFFERENT
MEDIA OVER TIME
IT IS IMPORTANT TO UNDERSTAND THE WHOLE
MEDIA PICTURE
of these
articles are
published
online.
66%
Only 5% of
newspaper
content is over
1,000 words in
length
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MEDIA PERCEPTIONS VS REALITY

7. As consumers, we integrate Twitter heavily
with our news gathering process.
But our studies show that around 90% of
Twitter activity often points back to a
traditional news outlet. It seems that while
we are happy to use this channel as a source
of instant information– we still view a news
organisation to be the ultimate source of
truth with 64% of Twitter users following a
professional news account.
With open access to this channel we are all
capable of breaking news or at least spreading
and adding to the news when it breaks.
This speed to market is the most important
influencing factor of social media. Information
can be disseminated quickly and it is this that
has had the greatest impact on the traditional
news cycle.
OF TWITTER USERS FOLLOWING A PROFESSIONAL
NEWS ACCOUNT.64%
Social almost always breaks news
Twitter has really helped the Guardian– we’re at the
heart of us breaking news.Twitter is the fastest way
to break news now. So core to what we do and core to
what we do on a daily basis.
Andrew Miller, Guardian News & Media CEO
Media: Perceptions versus Realities @isentia @spence7zero
#theWholePicture
HOW IS THE NEWS CYCLE AFFECTED BY SOCIAL,
AND TWITTER IN PARTICULAR?
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MEDIA PERCEPTIONS VS REALITY

8. Our research shows that stories are picked
up and changed over the course of 6 hours
well, before the next print or broadcast cycle.
So when monitoring the stories you care
about in the media it isn’t possible to simply
rely on a daily wrap. By the time you have
that, your story could have escalated out of
all recognition. And who know what types
of stories will generate this kind of social
media interest?
6.5hrs on Twitter
9hrs on Facebook
Average Article reaches half
total social referrals in
SOCIAL DISTRIBUTION HAPPENS QUICKLY
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MEDIA PERCEPTIONS VS REALITY

9. AND THE DISRUPTION DOESN’T STOP HERE
Shift to mobile is escalating and the next
development that media needs to be aware
of and this is especially true for news. The
development of instant articles in Facebook
means that news organisations can post
and host content exclusively in the Facebook
platform. Consumers of that news will therefore
never have to visit the publishers site at all.
Include in that a revenue sharing agreement
with the publisher and it could change the way
that publishers look at their current business
model and remove the need for their own
original publication in its current form.
Publishers may choose to concentrate on what
they do best– creating content and not the
distribution– and leave that to someone like
Facebook who DOES do it well. With
Facebook generating more than 3.6B in
the quarter in advertising revenue this
doesn’t seem impossible.
And how does mobile feature for us in our
future as communicators?
78% of traffic to news sites comes from mobile
devices so we have to change the way we
communicate to suit that device.
Individual consumers move so much quicker
than organisations– so we all have to figure
out a better way to communicate on mobile if
there is any hope of directing our own future as
communicators of information.
OF THE LARGEST 50 DIGITAL NEWS
WEBSITES HAVE MORE TRAFFIC
TO THEIR SITES FROM MOBILE
DEVICES THAN FROM DESKTOP
COMPUTERS
78%
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MEDIA PERCEPTIONS VS REALITY

10. IN ORDER TO SEE THE WHOLE PICTURE
WHEN IT COMES TO BOTH YOUR COVERAGE
AND THE STORIES YOU ARE INTERESTED IN,
AND TO TRULY UNDERSTAND HOW YOUR
COMMUNICATIONS ARE BEING RECEIVED
BY YOUR AUDIENCES NO MATTER WHEN OR
WHERE THEY ENGAGE WITH IT – THEN YOU
HAVE TO BE ACROSS THE WHOLE PICTURE
OF MEDIA.
ISENTIA.COM
CONTACT@ISENTIA.COM
TWITTER.COM/ISENTIA
AUSTRALIA: 1300 136 806
NEW ZEALAND: 0800 60 7000
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