Newsrooms are smaller, their aspirations have narrowed and their journalists are stretched thinner. But their leaders also say they are more adaptive, younger and more engaged in multimedia presentation, aggregation, blogging and user content. In some ways, new media and old, slowly and sometimes grudgingly, are coming to resemble each other.
Newsrooms are smaller, their aspirations have narrowed and their journalists are stretched thinner. But their leaders also say they are more adaptive, younger and more engaged in multimedia presentation, aggregation, blogging and user content. In some ways, new media and old, slowly and sometimes grudgingly, are coming to resemble each other.
Yahoo! added several dozen reporters across news, sports and finance. AOL had 900 journalists, 500 of them at its local Patch news operation. By the end of 2011, Bloomberg expects to have 150 journalists and analysts for its new Washington operation, Bloomberg Government. News Corp. has hired from 100 to 150, depending on the press reports, for its new tablet newspaper, The Daily, though not all may be journalists. Together these hires come close to matching the jobs that we estimate were lost in newspapers in 2010, the first time we have seen this kind of substitution. A report in this year's study also finds that new community media sites are beginning to put as much energy into securing new revenue streams -- and refining audiences to do so -- as creating content.
These sites sometimes do a better job at covering community news and drawing targeted audiences than newspapers, local tv and radio.
Many journalists in traditional newsrooms have left their jobs in recent years to work for online news startups and help shape the future of journalism. The sacrifices they’ve made, though, haven’t always worked out as planned. In 2009, NBC 17’s MyNC.com staffers learned what happens when the future you envisioned quickly becomes the past.
Don’t presume you simply “deserve” the coverage. Build a good media strategy, goals and do the research before you begin any media generation campaign.
Who cares? What do you hope to achieve? Communication Goals? Why now? Why is this newsworthy? Can you localize a national story?
Nowadays everyone seems to be a self proclaimed “expert,” the best, the most deserving…Then, what makes you so special? If you do the research on local, national stories that are making headlines and the reporters, media outlets than are covering them then you should have no trouble targeting your message to each of them. Reporters don’t have time to weed through typos and vague information, be concise and ACCURATE. Don’t make it obvious that the reporter, blogger you are targeting is just another name in a database a pitch is not a newsletter, it’s a NEWS STORY. What do you want the public to do with this information. No Call to Action is not news. Attachments get sent to spam filters, clog emails, etc. More and more bloggers are also stringers for big news outlets, don’t forget to pitch to them. Tailor the pitch for that online media source and it’s audience. Be specific.
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