The document provides an overview of the state of various media industries in 2010 and expectations for 2011 based on analysis from the Vocus Media Research Group. In 2010, the mass closures and layoffs in the media began to slow down as the industries stabilized, though traditional media continued shifting to new digital models. Newspapers saw about half as many closures as 2009, while magazines saw slightly more launches than closures. Both industries continued experimenting with new digital platforms and paywalls. The success of new initiatives like the Daily and digital transformations will influence the future of these industries in 2011 and beyond.
Canada's most powerful editors discuss print's future position relative to on-line news sources
Keywords: 2008 economic crisis, 2008 financial crisis, advertising revenues, Canadian Journalism Foundation, Canadian newspapers, Charlotte Empey, CJF, community newspapers, custom content, daily newspapers, digital media, future of newspapers, Google, Gutenberg's Last Stand: Reinventing the Modern Newspaper, Internet news, John Stackhouse, journalism, Lou Clancy, Metro English Canada, Metro News, Michael Cooke, National Post, news audiences, news consumption statistics, newspaper advertising, newspaper delivery, newspaper editors, newspaper readers, newspaper reader demographics, newspaper reader statistics, Newsweek, pay-walls, paywalls, printed newspapers, Postmedia News, radio newscasts, Scott White, search engine optimization, SEO, television newscasts, The Canadian Press, The Globe and Mail, The New York Times, Toronto Star, Twitter, Victoria Gaitskell
This document discusses the challenges facing the newspaper industry as readers increasingly get their news online rather than from print publications. It notes that newspaper circulation and advertising revenue have sharply declined as people get news digitally. While newspapers have tried strategies like consolidation, spinoffs of print divisions, and paywalls online, these have not reversed the downward trends. The document suggests that further consolidation may be needed to help newspapers gain scale and resources to successfully transition to digital-first business models.
The document discusses the decline of newspapers due to falling readership and circulation numbers as readers increasingly get their news from online sources. It provides statistics showing drops in newspaper penetration rates and circulation over time as the population has grown. While some smaller community newspapers are doing better relatively, most newspapers are struggling financially and have implemented layoffs and pay cuts as advertising revenues decline sharply. The future of the newspaper industry is unclear as it works to adapt to the digital age.
Warren Buffet on newspapers - 2012 report excerptScott Anderson
Warren Buffet's discussion about why he's investing in newspapers. From his just-releaser letter to Berkshire Hathaway investors about 2012 performance.
Media and entertainment companies must embrace egalitarian consumption habits driven by social media and mobility to fulfill desires for a unified experience across all devices and channels.
The triumph of technology final power point 050310Mo Krochmal
This document discusses trends in technology and media that will impact journalism and education over the next 5 years. It predicts that:
1. Students graduating high school in 2015 will be accustomed to sharing content on social networks and using mobile devices for all activities.
2. Mobile video usage will increase dramatically and live mobile video will become more common and impact many industries.
3. Traditional notions of education will change as learning becomes more portable and on-demand through new media like podcasts and translated multimedia content.
4. The definition of "retirement" will change as people work longer due to longer lifespans and the aging baby boomer population's control over wealth and consumption.
The document discusses the future of newspapers in an increasingly online world. It notes several challenges newspapers face, such as rising print costs, loss of classified advertising revenue to online sites, and declining readership especially among younger demographics who are less interested in traditional top-down models of content selection. Statistics show large declines in newspaper circulation and readers over the past decade. However, people still value trusted brands and respected sources for news. The document suggests newspapers will evolve into more specialized elite products focusing on in-depth reporting and investigations, while journalists and media brands converge online adopting practices from both traditional and new media like blogging.
Part 3 of 3_Fastest Growing Duolingo CoursesLisa M. Beck
This document summarizes and discusses several topics related to globalization and technology, including access to the internet and smartphone usage around the world. It notes that while internet penetration is still growing, it may not reach the saturation levels of mobile phones. There is also a discussion around how technology is automating jobs formerly done by humans and how this could lead to fewer jobs being available, as was seen previously with mechanization. The document also examines how the internet has made it easier to outsource work and find cheaper alternatives, potentially driving down costs but also wages over time.
Canada's most powerful editors discuss print's future position relative to on-line news sources
Keywords: 2008 economic crisis, 2008 financial crisis, advertising revenues, Canadian Journalism Foundation, Canadian newspapers, Charlotte Empey, CJF, community newspapers, custom content, daily newspapers, digital media, future of newspapers, Google, Gutenberg's Last Stand: Reinventing the Modern Newspaper, Internet news, John Stackhouse, journalism, Lou Clancy, Metro English Canada, Metro News, Michael Cooke, National Post, news audiences, news consumption statistics, newspaper advertising, newspaper delivery, newspaper editors, newspaper readers, newspaper reader demographics, newspaper reader statistics, Newsweek, pay-walls, paywalls, printed newspapers, Postmedia News, radio newscasts, Scott White, search engine optimization, SEO, television newscasts, The Canadian Press, The Globe and Mail, The New York Times, Toronto Star, Twitter, Victoria Gaitskell
This document discusses the challenges facing the newspaper industry as readers increasingly get their news online rather than from print publications. It notes that newspaper circulation and advertising revenue have sharply declined as people get news digitally. While newspapers have tried strategies like consolidation, spinoffs of print divisions, and paywalls online, these have not reversed the downward trends. The document suggests that further consolidation may be needed to help newspapers gain scale and resources to successfully transition to digital-first business models.
The document discusses the decline of newspapers due to falling readership and circulation numbers as readers increasingly get their news from online sources. It provides statistics showing drops in newspaper penetration rates and circulation over time as the population has grown. While some smaller community newspapers are doing better relatively, most newspapers are struggling financially and have implemented layoffs and pay cuts as advertising revenues decline sharply. The future of the newspaper industry is unclear as it works to adapt to the digital age.
Warren Buffet on newspapers - 2012 report excerptScott Anderson
Warren Buffet's discussion about why he's investing in newspapers. From his just-releaser letter to Berkshire Hathaway investors about 2012 performance.
Media and entertainment companies must embrace egalitarian consumption habits driven by social media and mobility to fulfill desires for a unified experience across all devices and channels.
The triumph of technology final power point 050310Mo Krochmal
This document discusses trends in technology and media that will impact journalism and education over the next 5 years. It predicts that:
1. Students graduating high school in 2015 will be accustomed to sharing content on social networks and using mobile devices for all activities.
2. Mobile video usage will increase dramatically and live mobile video will become more common and impact many industries.
3. Traditional notions of education will change as learning becomes more portable and on-demand through new media like podcasts and translated multimedia content.
4. The definition of "retirement" will change as people work longer due to longer lifespans and the aging baby boomer population's control over wealth and consumption.
The document discusses the future of newspapers in an increasingly online world. It notes several challenges newspapers face, such as rising print costs, loss of classified advertising revenue to online sites, and declining readership especially among younger demographics who are less interested in traditional top-down models of content selection. Statistics show large declines in newspaper circulation and readers over the past decade. However, people still value trusted brands and respected sources for news. The document suggests newspapers will evolve into more specialized elite products focusing on in-depth reporting and investigations, while journalists and media brands converge online adopting practices from both traditional and new media like blogging.
Part 3 of 3_Fastest Growing Duolingo CoursesLisa M. Beck
This document summarizes and discusses several topics related to globalization and technology, including access to the internet and smartphone usage around the world. It notes that while internet penetration is still growing, it may not reach the saturation levels of mobile phones. There is also a discussion around how technology is automating jobs formerly done by humans and how this could lead to fewer jobs being available, as was seen previously with mechanization. The document also examines how the internet has made it easier to outsource work and find cheaper alternatives, potentially driving down costs but also wages over time.
The document discusses 11 key points about changes in the media landscape: 1) Newspaper readership has been declining for decades; 2) Newspaper readership skews older while online readership skews younger; 3) New online media like Google and Yahoo have seen much faster revenue growth than traditional media companies. The document examines how these trends are impacting newspapers and the future of journalism.
The newspaper industry is shifting from traditional print models to digital as the internet changes how news is consumed and distributed. Newspapers now face declining print circulation and advertising revenue. As a result, newspapers are moving online and implementing paywalls to charge for digital content access. The New York Times has found success with its soft paywall, gaining over 640,000 paying digital subscribers. However, paywalls still have loopholes that limit their effectiveness as a long-term business solution for newspapers in the digital age. The future of the newspaper industry remains uncertain as it continues navigating this digital transition.
Journalism, media and technology predictions 2014HenryCTaylor
Mobile and social trends will continue to drive innovation in journalism, media, and technology in 2014. Key predictions include the dominance of mobile and multi-screen experiences, the rise of Android and mobile apps over iOS, disruption of traditional television by companies like Netflix and Amazon, and continued experimentation with new visual and data-driven forms of storytelling. Privacy and the debate over government surveillance are also expected to remain important issues.
The document summarizes trends in public relations and how the field is being impacted by changes in the media landscape. Key points include:
1. Online reputation management will continue to be important as issues can spread virally on social media. Proactive monitoring of platforms is important.
2. Media releases are declining in use as practitioners need to embrace new ways of communicating via social media, video, and building relationships with influencers and journalists.
3. Storytelling and developing an overall narrative about an organization will be an important way for organizations to differentiate themselves and further connect with audiences across media.
4. The rise of influencers means they will become a permanent fixture in communication strategies, allowing organizations to reach
Journalism, media and technology predictions 2013 final high qualityJasping
Mobile, social media, and visual content will continue disrupting media and journalism. The coming year will mark the transition to mobile computing overtaking desktop use, especially for news. Improving video and data graphics will engage audiences on better screens and faster connections. Live content will be a major focus as formats evolve for bite-sized news. Mid-sized "phablet" screens may hit the sweet spot for consumers. Social media will continue deepening across platforms amid debate over implications. Wearable computing may begin to emerge.
This document summarizes a study that ranks 87 magazine brands based on their digital competence, which is referred to as their "Digital IQ Score". The study finds a correlation between a magazine's Digital IQ Score and its advertising revenue per page. Specifically, magazines that scored higher on measures of digital functionality, content, and brand translation onto digital platforms tended to have higher advertising revenue per page. The rankings are based on evaluating magazines' websites across several categories that measure elements like technology, navigation, social media integration, shareable content, and customer service. The study aims to help magazine brands diagnose their digital strengths and weaknesses in order to improve their Digital IQ Scores and increase returns on digital investments.
Rethink Mobile: Mobile Strategy for Product DesignersJonathan Stark
This document provides an overview of a talk on mobile strategy for product designers. The talk discusses how mobile is the most widely adopted technology ever, disrupting industries like entertainment, commerce, education and more through dematerialization. Mobile and the combination of connectivity, cloud computing and smartphones has transformed how people access information and services. Entire industries like newspapers have been disrupted by smaller mobile-focused companies targeting different parts of their business. The speaker argues that mobile disruption could also impact other industries like restaurants that have yet to fully embrace a mobile-first strategy.
The document provides a history of the New York Times' online presence from 1996 to 2013. It summarizes the Times' early adoption of digital publishing in 1996 and continuous expansion of its online offerings over time, including the introduction of paid subscriptions, mobile apps, live video, and social media integration. Key events include the launch of TimesSelect in 2005, ending paid content in 2007, and introducing metered paywalls in 2011.
The document discusses strategies newspapers use to build readership in both print and digital formats. It describes how newspapers segment their content into sections tailored for specific audiences. It also explains how newspapers distribute content through both physical delivery and digital platforms exhibited on various devices. Additionally, the document outlines challenges newspapers face in achieving total market coverage and maintaining profitability from advertising in the face of increasing competition.
5 Crucial Internet Trends for the Next Year [report]Natalia Hatalska
This report analyses the five most striking trends which I believe we’ll have to face this year, such as Internet of things, wearable computer, big data and privacy issues, humanisation of machines and hybrid world.
Trends are commented on by many well-known experts from all over the world, including Genevieve Bell, Intel Fellow, Director, Interaction and Experience Research, Intel, Lidia Geringer de Oedenberg, Treasurer in the European Parliament; Zuzanna Skalska, Head of Trends at VanBerlo; Chris Cobb and John McHale, Creative Directors at Sapient Nitro, New York-based artist Adam Harvey; Jan Rezab, CEO at Socialbakers; Miles Lewis, Vice-President at Shazam and Borys Musielak, creator of Filmaster.TV.
The document summarizes the key findings of the Cairncross Review, which examined the sustainability of high-quality journalism in the UK. It found that the news publishing business is undergoing major declines in revenue from both print subscriptions and advertising due to the shift to online news. This threatens the future of public-interest journalism. While online news is free and accessible, it is often presented in an "unbundled" way and people may see less accountability reporting. The review recommends interventions to create a fairer balance between online platforms and publishers and ensure the ongoing supply of public-interest news.
The document discusses various local and national newspapers in London and Enfield, including their names, owners, costs, online availability, and circulation figures from 2007-2010. It also discusses factors that influence what makes a story newsworthy and how newspapers are struggling with declining circulation numbers due to increased online news and competition from other media.
TrendBook 2014: 5 Crucial Consumer Technology Trends You Need to KnowNatalia Hatalska
TrendBook 2014 presents an analysis of the 5 top consumer technology trends which we will be dealing with next year. In this year’s TrendBook, you will find the following chapters: internet of places, connected cars, robots, sustainable development & economies of unscale. The commentators are the most important, most influential and most well-known experts in their respective categories, among the others: Chris Anderson, Nancy Lee Gioia, Chris Dancy, Matt Webb, Elliot Garbus, Prof. Russ Tedrake, Scott Sedlik, Thomas Kolster.
The document discusses several trends impacting the future of newspapers:
1) Audience fragmentation as more channels provide content, thinning newspaper audiences.
2) A shift to digital media which allows better measurement and is becoming a larger revenue source for newspapers.
3) Younger audiences having new media behaviors, using the internet as their primary news platform.
The magazine industry has seen a 10% decline in the number of print titles since 2011 due to the rise of digital media like tablets. However, magazines can remain profitable by adapting to digital formats and providing content viewers want across multiple platforms. For example, Empire magazine offers subscriptions that allow both digital and print access. Magazines must also exploit revenue streams like mobile apps, paywalls, and subscriptions. Paywalls have proven effective for some newspapers by generating significant online revenue and boosting other sales. To thrive financially, magazines need an omnichannel approach that links print and digital content while understanding readers' habits across various devices.
The document discusses how the internet has impacted newspaper distribution and consumption. It questions whether online newspapers are reducing print sales and how well publishers are utilizing their online potential. Readers' habits are changing as people demand news on their own terms across different devices and platforms like smartphones, tablets and apps. While some fear citizen journalism may undermine professional reporting, greater transparency online may establish new forms of credibility. The future of newspapers will depend on how successfully they can build integrated and interactive digital presences.
Newspaper revision guide 2015 revision copyKeith Day
The document discusses newspapers and the challenges they face in the UK media landscape. It provides statistics showing newspapers have lost over half their circulation in the last 12 years. Experts predict that at the current rate of decline, no households will buy newspapers by 2025 unless publications stop or change their business model. The document examines different newspaper models like digital-only versions and paywalls. It suggests the future may involve charging for online content or finding new ways to engage audiences through interactivity and user-generated content.
This document provides an executive summary of the 2010 State of the News Media report. It outlines the major challenges facing the news media industry due to declining advertising revenue across most sectors since 2008. This has resulted in large job losses and cuts to reporting resources. While new digital media are growing, their resources and capacity are still small compared to what has been lost from traditional media. The future of journalism will likely involve different combinations of professional and citizen-based reporting models, but a sustainable revenue model to support quality journalism online has yet to be found at scale.
The document discusses 11 key points about changes in the media landscape: 1) Newspaper readership has been declining for decades; 2) Newspaper readership skews older while online readership skews younger; 3) New online media like Google and Yahoo have seen much faster revenue growth than traditional media companies. The document examines how these trends are impacting newspapers and the future of journalism.
The newspaper industry is shifting from traditional print models to digital as the internet changes how news is consumed and distributed. Newspapers now face declining print circulation and advertising revenue. As a result, newspapers are moving online and implementing paywalls to charge for digital content access. The New York Times has found success with its soft paywall, gaining over 640,000 paying digital subscribers. However, paywalls still have loopholes that limit their effectiveness as a long-term business solution for newspapers in the digital age. The future of the newspaper industry remains uncertain as it continues navigating this digital transition.
Journalism, media and technology predictions 2014HenryCTaylor
Mobile and social trends will continue to drive innovation in journalism, media, and technology in 2014. Key predictions include the dominance of mobile and multi-screen experiences, the rise of Android and mobile apps over iOS, disruption of traditional television by companies like Netflix and Amazon, and continued experimentation with new visual and data-driven forms of storytelling. Privacy and the debate over government surveillance are also expected to remain important issues.
The document summarizes trends in public relations and how the field is being impacted by changes in the media landscape. Key points include:
1. Online reputation management will continue to be important as issues can spread virally on social media. Proactive monitoring of platforms is important.
2. Media releases are declining in use as practitioners need to embrace new ways of communicating via social media, video, and building relationships with influencers and journalists.
3. Storytelling and developing an overall narrative about an organization will be an important way for organizations to differentiate themselves and further connect with audiences across media.
4. The rise of influencers means they will become a permanent fixture in communication strategies, allowing organizations to reach
Journalism, media and technology predictions 2013 final high qualityJasping
Mobile, social media, and visual content will continue disrupting media and journalism. The coming year will mark the transition to mobile computing overtaking desktop use, especially for news. Improving video and data graphics will engage audiences on better screens and faster connections. Live content will be a major focus as formats evolve for bite-sized news. Mid-sized "phablet" screens may hit the sweet spot for consumers. Social media will continue deepening across platforms amid debate over implications. Wearable computing may begin to emerge.
This document summarizes a study that ranks 87 magazine brands based on their digital competence, which is referred to as their "Digital IQ Score". The study finds a correlation between a magazine's Digital IQ Score and its advertising revenue per page. Specifically, magazines that scored higher on measures of digital functionality, content, and brand translation onto digital platforms tended to have higher advertising revenue per page. The rankings are based on evaluating magazines' websites across several categories that measure elements like technology, navigation, social media integration, shareable content, and customer service. The study aims to help magazine brands diagnose their digital strengths and weaknesses in order to improve their Digital IQ Scores and increase returns on digital investments.
Rethink Mobile: Mobile Strategy for Product DesignersJonathan Stark
This document provides an overview of a talk on mobile strategy for product designers. The talk discusses how mobile is the most widely adopted technology ever, disrupting industries like entertainment, commerce, education and more through dematerialization. Mobile and the combination of connectivity, cloud computing and smartphones has transformed how people access information and services. Entire industries like newspapers have been disrupted by smaller mobile-focused companies targeting different parts of their business. The speaker argues that mobile disruption could also impact other industries like restaurants that have yet to fully embrace a mobile-first strategy.
The document provides a history of the New York Times' online presence from 1996 to 2013. It summarizes the Times' early adoption of digital publishing in 1996 and continuous expansion of its online offerings over time, including the introduction of paid subscriptions, mobile apps, live video, and social media integration. Key events include the launch of TimesSelect in 2005, ending paid content in 2007, and introducing metered paywalls in 2011.
The document discusses strategies newspapers use to build readership in both print and digital formats. It describes how newspapers segment their content into sections tailored for specific audiences. It also explains how newspapers distribute content through both physical delivery and digital platforms exhibited on various devices. Additionally, the document outlines challenges newspapers face in achieving total market coverage and maintaining profitability from advertising in the face of increasing competition.
5 Crucial Internet Trends for the Next Year [report]Natalia Hatalska
This report analyses the five most striking trends which I believe we’ll have to face this year, such as Internet of things, wearable computer, big data and privacy issues, humanisation of machines and hybrid world.
Trends are commented on by many well-known experts from all over the world, including Genevieve Bell, Intel Fellow, Director, Interaction and Experience Research, Intel, Lidia Geringer de Oedenberg, Treasurer in the European Parliament; Zuzanna Skalska, Head of Trends at VanBerlo; Chris Cobb and John McHale, Creative Directors at Sapient Nitro, New York-based artist Adam Harvey; Jan Rezab, CEO at Socialbakers; Miles Lewis, Vice-President at Shazam and Borys Musielak, creator of Filmaster.TV.
The document summarizes the key findings of the Cairncross Review, which examined the sustainability of high-quality journalism in the UK. It found that the news publishing business is undergoing major declines in revenue from both print subscriptions and advertising due to the shift to online news. This threatens the future of public-interest journalism. While online news is free and accessible, it is often presented in an "unbundled" way and people may see less accountability reporting. The review recommends interventions to create a fairer balance between online platforms and publishers and ensure the ongoing supply of public-interest news.
The document discusses various local and national newspapers in London and Enfield, including their names, owners, costs, online availability, and circulation figures from 2007-2010. It also discusses factors that influence what makes a story newsworthy and how newspapers are struggling with declining circulation numbers due to increased online news and competition from other media.
TrendBook 2014: 5 Crucial Consumer Technology Trends You Need to KnowNatalia Hatalska
TrendBook 2014 presents an analysis of the 5 top consumer technology trends which we will be dealing with next year. In this year’s TrendBook, you will find the following chapters: internet of places, connected cars, robots, sustainable development & economies of unscale. The commentators are the most important, most influential and most well-known experts in their respective categories, among the others: Chris Anderson, Nancy Lee Gioia, Chris Dancy, Matt Webb, Elliot Garbus, Prof. Russ Tedrake, Scott Sedlik, Thomas Kolster.
The document discusses several trends impacting the future of newspapers:
1) Audience fragmentation as more channels provide content, thinning newspaper audiences.
2) A shift to digital media which allows better measurement and is becoming a larger revenue source for newspapers.
3) Younger audiences having new media behaviors, using the internet as their primary news platform.
The magazine industry has seen a 10% decline in the number of print titles since 2011 due to the rise of digital media like tablets. However, magazines can remain profitable by adapting to digital formats and providing content viewers want across multiple platforms. For example, Empire magazine offers subscriptions that allow both digital and print access. Magazines must also exploit revenue streams like mobile apps, paywalls, and subscriptions. Paywalls have proven effective for some newspapers by generating significant online revenue and boosting other sales. To thrive financially, magazines need an omnichannel approach that links print and digital content while understanding readers' habits across various devices.
The document discusses how the internet has impacted newspaper distribution and consumption. It questions whether online newspapers are reducing print sales and how well publishers are utilizing their online potential. Readers' habits are changing as people demand news on their own terms across different devices and platforms like smartphones, tablets and apps. While some fear citizen journalism may undermine professional reporting, greater transparency online may establish new forms of credibility. The future of newspapers will depend on how successfully they can build integrated and interactive digital presences.
Newspaper revision guide 2015 revision copyKeith Day
The document discusses newspapers and the challenges they face in the UK media landscape. It provides statistics showing newspapers have lost over half their circulation in the last 12 years. Experts predict that at the current rate of decline, no households will buy newspapers by 2025 unless publications stop or change their business model. The document examines different newspaper models like digital-only versions and paywalls. It suggests the future may involve charging for online content or finding new ways to engage audiences through interactivity and user-generated content.
This document provides an executive summary of the 2010 State of the News Media report. It outlines the major challenges facing the news media industry due to declining advertising revenue across most sectors since 2008. This has resulted in large job losses and cuts to reporting resources. While new digital media are growing, their resources and capacity are still small compared to what has been lost from traditional media. The future of journalism will likely involve different combinations of professional and citizen-based reporting models, but a sustainable revenue model to support quality journalism online has yet to be found at scale.
The document provides an instructor's manual for a chapter on online content and media. It outlines the chapter's teaching objectives, key terms, and brief chapter outline. The chapter will explain trends in online content consumption, revenue models, and the impact on industries like publishing and entertainment. It will also discuss how convergence of technology, content and industries is affecting profitability of online content. The instructor's manual provides teaching suggestions, key points from the chapter, and end of chapter questions to help students understand the challenges of monetizing online content.
The document provides information about newspapers and the newspaper industry in the UK, including:
1) Newspaper circulation has declined 38% since 2004 and is falling at around half a million copies per day. If the rate of decline continues, newspapers may become unviable as a business in the future.
2) Newspapers are attempting to establish new digital business models to monetize their online content as audiences increasingly consume news on the internet. However, charging for online content has met with limited success so far.
3) Technological changes such as smartphones, tablets, and the ability to access up-to-the-minute online news have transformed how audiences consume media and made newspapers less competitive. Newspapers must adapt
Discuss the issues raised by media ownership in the production and exchange o...Keith Day
The document discusses issues related to media ownership in the newspaper industry. It notes that falling newspaper sales are forcing companies to reconsider their business models as audiences increasingly access news online. While large media conglomerates own multiple platforms, this concentration of power and influence raises concerns. The traditional newspaper model is flawed as audiences now demand instant, online news access. For newspapers to survive, they must adapt to new media and provide customized content and services audiences want.
The digital world has so disrupted the business models of newspapers, radio, television, music and even Hollywood that the yin and yang of mass media and mass marketing are flying apart. We are in the midst of total collapse of the media infrastructure we have taken for granted for 400 years.
Digital Concepts to Serve the Newspaper IndustryRManning
Digital Concepts to Serve the Newspaper Industry discusses strategies for newspapers to embrace new digital technologies. It recommends that newspapers leverage social media to engage readers, provide content optimized for mobile devices and location, and focus on hyper-local content relevant to individual communities. The document also discusses challenges newspapers face from giving away content online and losing revenue from print subscriptions and advertising. It provides principles for newspapers to develop personalized and customizable digital content, leverage both long and short form journalism, and engage readers across online and mobile platforms.
This document provides an analysis of the changing media landscape in 2010 according to research from the Vocus Media Research Group. It finds that newspapers, magazines, radio and television all faced significant challenges in 2009, with hundreds of layoffs and closures across all sectors. Looking to 2010, the document predicts that newspapers will continue to struggle and may form more partnerships to cut costs. Magazines will also see more closures of duplicate titles and declines in print frequency. Overall, the media industry remains in turmoil but online and digital media are growing as people demand more free content.
2010 state of the media vocus whitepaperDavid Ricker
This document provides an analysis of the changing media landscape from 2010 conducted by the Vocus Media Research Team. It summarizes the state of newspapers, magazines, television, and radio in 2009. For newspapers, nearly 300 folded that year, with weekly newspapers making up the majority. Advertising revenue declined significantly for magazines as well, resulting in over 1,100 closures. Both newspapers and magazines increased their move to online platforms and non-profit models. The radio and television industries also faced job losses and station closures as the economic recession took its toll across all traditional media sectors. The report examines trends that will likely continue into 2010 and beyond.
The Publisher’s Guide to eCommerce: Case StudiesDamian Radcliffe
The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams.
Facing an "extinction event," as the current crisis has been called, may encourage publishers
to look again at eCommerce and its potential.
In doing this, it makes strategic sense for publishers to identify propositions which build on their existing relationship with audiences; and which play to their strengths. Audience data and insights, coupled with trust and name recognition, are valuable commodities which can be harnessed to support eCommerce activities.
Historically, as BuzzFeed CEO Jonah Peretti noted at the start of 2020, media companies have not done a good job of this. “….A longstanding problem in the media industry where content creators provide the inspiration to buy a new product, go on a vacation, or watch a new show–but don’t capture much of the economic value created," he argued. "This is sometimes referred to as the “attribution problem,” where Google and other middlemen end up capturing value they didn’t create. We see a real opportunity for us to reclaim some of that profit.”
Peretti, as this new report shows, is not alone in this optimism. If publishers can further understand, and anticipate, the user journey - including the role of content as a driver for purchase decisions - then this remains a firm foundation on which eCommerce products and properties can be built.
The internet has profoundly affected how we collect and consume information; there is no debate about that. How can media companies adapt, survive and thrive in the digital age by returning to the fundamentals of the narrative?
The document discusses how The Guardian newspaper has adapted to challenges in the digital age. It notes that while The Guardian has a successful website with over 120 million monthly readers, its print revenues are declining significantly. The Guardian is relying on investments to remain operational as its print editions are no longer profitable. The document examines some of the strategies The Guardian has used to generate online revenue, such as subscriptions, donations, and sponsorships for events, while still maintaining its content as freely accessible without a paywall.
The document summarizes an Economist report on the future of news media. It discusses six key trends: (1) Newspapers are declining in the West but growing in places like India; (2) News organizations are experimenting with new revenue models beyond advertising; (3) Social media has transformed news production and consumption; (4) Some question whether transparency organizations practice journalism or activism; (5) Transparency is replacing objectivity as the new standard for quality reporting; (6) News media is returning to a more conversational model as in pre-industrial times with the rise of social media. Successful organizations will embrace this new reality by prioritizing readers over advertisers and collaboration over barriers between producers and consumers.
Mock Boston Globe press release for Crisis Comm. Management Course Adam P. Coulter
This is a Boston Globe press release I crafted for my Crisis Communications Management grad. course. For assignment, we were acting as the paper's management (NYT & Globe), and were tasked with responding to the fall 2009 crisis of a massive loss of revenue and the possible sale of the venerable Boston institution. Besides an analytical paper offering suggestions and implemented strategies for the Globe and a press conference w/ talking points, I wrote this release.
The document discusses the challenges facing newspapers in transitioning to online media, strategies for increasing online readership and revenue, and emerging trends in online and mobile publishing. It notes a need for newspapers to better engage online readers and monetize their websites through approaches like cooperating with search engines on advertising and embracing new formats like tablets. Emerging areas like social and mobile media and user-generated content are also discussed as important to newspapers' online presence and viability.
Deliberately Disruptive: Lessons from Atlantic Media Company's Digital DirectionMalcolm Netburn
When the Atlantic Media Company began to reconstruct itself for the digital age, the commitment was made to become "disruptive, open-minded and bold." This fundamental shift in values and strategy later resulted in the creation of Quartz, its all-digital news venture. In this Forward Report, I describe 10 vital developments pointed out by Justin B. Smith, president of the Atlantic Media Company, and why these industry shifts must be leveraged for success.
Digital innovation is needed to address challenges facing newspaper publishers. New York Times and others are losing print subscribers and ad revenues to online competitors. Two new initiatives are proposed: 1) Print-on-demand newspaper kiosks that allow customized local ads and coupon printing. 2) "Coffee table" digital displays of newspapers using technology like Microsoft Surface, allowing an interactive reading experience similar to print. These aim to provide value to remaining subscriber groups while generating local ad revenue.
The document proposes researching how glossy magazines can adapt to the digital age. It first examines the current state of magazines, noting that while internet usage is rising, many still read print magazines. The future sections discuss new technologies like the Mag+ digital magazine reader and e-paper that could allow magazines to be read digitally like print. The proposal recommends conducting market research and developing a financial plan to extend the magazine's content across digital platforms while maintaining the print edition.
2. 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
3. State of the Media Report 2011
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.”
2
4. State of the Media Report 2011
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.”
3
5. State of the Media Report 2011
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
6. State of the Media Report 2011
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
7. State of the Media Report 2011
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
8. State of the Media Report 2011
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.
7
9. State of the Media Report 2011
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
8
10. State of the Media Report 2011
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.
9
11. State of the Media Report 2011
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
12. State of the Media Report 2011
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