Where Lawyers Get Their
 News: Getting on Target




            By Tamiko M. Lee
ON TARGET
            Where Do People Get Their News?
            Influence of New Technology on News Consumption
        ...
ON TARGET




            News Source: Print


            A traditional news source, print’s popularity has slowly decrea...
ON TARGET


            Print Overview: Key Findings
            •50% of Americans say they read news in a local newspaper...
Top 10 U.S. Newspapers by Circulation
From Newspapers.com:


  • Wall Street Journal                    •   New York Daily...
ON TARGET


            Informal Survey
            In an informal survey of the ABA Family Law listserv, the Division for...
ON TARGET




            News Source: Online


            Online news sources, including blogs, online newspapers (often...
ON TARGET

            Online Overview: Key Findings
            •Online news consumers typically appreciate coverage on l...
ON TARGET

            Online Overview: Key Findings (cont’d)
            •17.3% of lawyers reported using blogs as a dail...
ON TARGET

            Online Overview: Social Media and the News
            In the World Wide Web, social media
        ...
Top 20 News Websites in General
From eBizMBA.com, as reported by Alexa Global Traffic Rank:


   •   Yahoo! News          ...
Top News Sites for Lawyers
According to ABA Division for Bar Services information coordinator, Molly Kilmer Flood, an info...
Top Blogs for Lawyers
 According to ABA Division for Bar Services information coordinator, Molly Kilmer Flood, an informal...
ON TARGET




            News Source: Mobile


            The use of mobile sources is increasingly popular among busy
 ...
ON TARGET

            Mobile Overview: Key Findings
            •61.6% of lawyers surveyed in the 2009 ABA Legal Technolo...
ON TARGET




            News Source: Broadcast
ON TARGET

            Broadcast Overview: Key Findings
            •78% of Americans say they get their news from a local...
Top Broadcast Channels for Lawyers
According to ABA Division for Bar Services information coordinator Molly Kilmer Flood, ...
ON TARGET

            Findings Analysis
            •Lawyers are more likely than the general population to get their new...
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Where Lawyers Get Their News 6.16

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Public relations research project, analyzing "where lawyers get their news." This research was used to identify publications where we should target our media pitches.

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Where Lawyers Get Their News 6.16

  1. 1. Where Lawyers Get Their News: Getting on Target By Tamiko M. Lee
  2. 2. ON TARGET Where Do People Get Their News? Influence of New Technology on News Consumption •News is no longer one-size-fits-all; the Pew Internet and American Life Project indicates that 92% of Americans use multiple platforms to get their news each day, including television, the Internet, local newspapers, radio and national newspapers •46% of Americans get their news from more than six platforms per day •Just 7% get their news from a single source •According to Nielsen, 56% of Americans with smartphones have downloaded news-based applications in the past 30 days – as of June 1, 2010 •In general, 33% of cell phone owners (more than 90% of Americans) access news on their phones •The internet has surpassed newspapers and radio in popularity as a news platform on a typical day and now ranks just behind TV
  3. 3. ON TARGET News Source: Print A traditional news source, print’s popularity has slowly decreased with the advent of the Internet
  4. 4. ON TARGET Print Overview: Key Findings •50% of Americans say they read news in a local newspaper •17% say they read news in a national newspaper such as The New York Times or USA Today •Just 10% of print newspaper subscribers have a post-graduate degree •The largest percentage of print subscribers—26%—are 65 or older, indicating the role of age in news source preference •14% of subscribers are in “professional or related” occupations; 10% are in “management, business and finance-related” positions •Newspapers have lost 25.6% circulation since 2000 Source: Newspaper Association of America
  5. 5. Top 10 U.S. Newspapers by Circulation From Newspapers.com: • Wall Street Journal • New York Daily News – Ranks #2 in terms of reaching • Chicago Tribune nearly 60% of opinion leaders • New York Post • The New York Times – Ranks #1 in reach, delivering • Long Island Newsday content to more than 61% of • Houston Chronicle opinion leaders • Los Angeles Times • Washington Post • New York Daily News
  6. 6. ON TARGET Informal Survey In an informal survey of the ABA Family Law listserv, the Division for Bar Services information coordinator and ABA Journal staff, the following publications were mentioned frequently as news sources for lawyers: •The New York Times •Wall Street Journal •USA Today Local papers were also listed, although particular papers vary by region. One respondent noted local newspapers as “weak, but nonetheless local,” indicating the papers as a necessity, although not that useful.
  7. 7. ON TARGET News Source: Online Online news sources, including blogs, online newspapers (often extensions of print papers), and other web-based resources are increasing in popularity as we move toward a digital age
  8. 8. ON TARGET Online Overview: Key Findings •Online news consumers typically appreciate coverage on local/current events, local public affairs, live feeds, breaking news and more •Only half on online news consumers have ever visited their local paper’s website •The most popular online news subjects are as follows: – Weather (followed by 81% of online users) – National events (73%) – Health and medicine (66%) – Business and the economy (64%) – International events (62%) – Science and technology (60%) •44% of online news users get news—at least a few times a week—via emails, automatic updates or posts from social networking sites •In the 2009 ABA Legal Technology Survey Report, 96.9% of surveyed lawyers reported that they use the Internet to obtain news on current events. This percentage is well above the 73% of general online users who consume current events news
  9. 9. ON TARGET Online Overview: Key Findings (cont’d) •17.3% of lawyers reported using blogs as a daily news source •20.9% of lawyers reported using blogs as a news source one or more times per week •33.7% of lawyers reported relying on e-mail newsletters as a daily news source •37.3% of lawyers use state and local bar publications to obtain information specifically on legal technology •60.9% of lawyers rely on the ABA Journal to obtain information specifically on legal technology •63% of lawyers responded “yes” to the question: “How often, on average, do you use each of the following online resources for current awareness [on a daily basis]: Third party websites? (e.g., CNN.com, NewYorkTimes.com)?”
  10. 10. ON TARGET Online Overview: Social Media and the News In the World Wide Web, social media plays an important role in news News Topics Across Q1 Q2 Q3 Q4 consumption. Each social network Media Platforms takes on its own personality with news Blogs Twitter YouTube Print themes unique to each site, according to the Pew Research Center. Politics/Government 17% 6% 21% 15% Foreign Events 12 13 26 9 Economy 7 1 1 10 Technology 8 43 1 1 Health and Medicine 7 4 6 11 From 1/19/09 – 1/15/10
  11. 11. Top 20 News Websites in General From eBizMBA.com, as reported by Alexa Global Traffic Rank: • Yahoo! News • Reuters • CNN • ABC News • MSNBC • USA Today • Google News • BBC News • Digg • Drudge Report • The New York Times • CBS News • Huffington Post • The Guardian • Fix News • AOL News • Washington Post • Times Online • Los Angeles Times • Associated Press
  12. 12. Top News Sites for Lawyers According to ABA Division for Bar Services information coordinator, Molly Kilmer Flood, an informal survey and ABA Journal staffer Stephanie Ward: • Law.com • FindLaw • ABAJournal.com • CNN.com • NYTimes.com • MSNBC.com • HuffingtonPost.com • NPR.org • USAToday.com • Newsweek.com
  13. 13. Top Blogs for Lawyers According to ABA Division for Bar Services information coordinator, Molly Kilmer Flood, an informal survey and ABA Journal staffer Stephanie Ward: • Above the Law • SCOTUS • Wall Street Journal Law Blog • The Blog of Legal Times Additionally, the ABA Journal publishes an annual list of the top 100 legal blogs. A detailed list can be found here.
  14. 14. ON TARGET News Source: Mobile The use of mobile sources is increasingly popular among busy professionals like lawyers and similar audiences, particularly with smartphones and mobile Internet viewers (iPad, Sony Dash, etc)
  15. 15. ON TARGET Mobile Overview: Key Findings •61.6% of lawyers surveyed in the 2009 ABA Legal Technology Survey Report reported using their laptops as a means to conduct research/obtain news •19.1% of lawyers surveyed in the 2009 ABA Legal Technology Survey Report reported using their Blackberry or other smartphone as a means to conduct research/obtain news •In general, 63.2 million people are using their mobile devices to access the Internet •17.6% (39 million people) used their cell phones to access news-related websites •Other studies show that up to 33% use their cell phones to access news-related websites While there is no readily available information on the most popular mobile sites, research indicates that consumers want the same information that they are able to obtain on their regular browsers. “A lawyer with a smartphone is a walking law firm.” -Jordan Furlong
  16. 16. ON TARGET News Source: Broadcast
  17. 17. ON TARGET Broadcast Overview: Key Findings •78% of Americans say they get their news from a local TV station •73% say they get news from a national network, such as CBS or cable TV station such as CNN or FoxNews Despite general population surveys indicating that broadcast news is still the leading medium, informal and formal research on lawyers suggests that this on-the-go group is much more interested in mobile and online news.
  18. 18. Top Broadcast Channels for Lawyers According to ABA Division for Bar Services information coordinator Molly Kilmer Flood, an informal survey and ABA Journal staffer Stephanie Ward: • CNN • C-Span • Local news
  19. 19. ON TARGET Findings Analysis •Lawyers are more likely than the general population to get their news from wireless resources, including laptops, smartphones and other mobile devices •Lawyers are more likely to rely on national news sources, as opposed to local and broadcast sources, including The New York Times, USA Today, CNN, Wall Street Journal and others •Lawyers are forward-thinking and less likely to rely on traditional forms of media •Lawyers rely on a variety of online news sources, including blogs, although blog preference depends on practice area and is typically not limited to one source

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