Mdia5000 presentation

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Mdia5000 presentation

  1. 1. By Terry Flew, Christina Spurgeon, Anna Daniel and Adam Swift
  2. 2. • Huge growth in online news and information services. • The 5 most popular Australian news sites were: • News.com.au • Ninemsn • The Sydney Morning Herald • The Age • The ABC
  3. 3.  Shift away from mass communications and movement towards networked social media A crisis in professional journalism caused by: ◦ Declining newspaper circulation numbers and advertising revenues ◦ High levels of debt in commercial media business ◦ A shift in attention of media users ◦ A crisis of authority for professional journalism ◦ A growing public distrust of journalists
  4. 4.  Audiences are becoming increasingly fragmented According to John Hartley one way mass communication is being replaced by two way networked communication Younger media users refer to blogs and citizen journalists for their news Mainstream news is of little interest to younger media users
  5. 5.  Online media makes it easier to monitor and track patterns of usage Researchers partnered up with Fairfax to conduct an online survey to better understand younger audiences Three broad but distinctive types of users: ◦ Convenience users ◦ Loyal users ◦ Customisers
  6. 6.  Arrive at sites through forward linking options presented to them via social network sites or email Account for 60% of those surveyed Predominantly aged between 18-24 years Prefer news items that were short, concise and “glossy” Most found mainstream news irrelevant to them Preferred news that suited their current interests
  7. 7.  Account for 31% of those surveyed This group is the most intentional of news users Often remain loyal to a particular news brand Most likely to read physical newspapers Normally aged over 24 Value the quality and reputation of news organisations Often do not interact with news items Most likely to pay for certain types of news
  8. 8.  Account for 9% of those surveyed Normally professionals aged over 24 Highly active users of online news Not loyal to one news brand Value accuracy, reliability and timeliness Most critical of the news they perceive Actively blog, comment, link and re-publish news Only willing to pay for news in niche markets
  9. 9.  There is no single set of attitudes among young people towards online news, or news generally The strategies of newspapers organisations need to change to target each market Loyal users would be the best group for media companies to target for further information as they are the most likely to pay for online news The use of mobile devices for accessing news was low Reasons for this may be slow download speeds and costly mobile data plans
  10. 10.  Online news is the preferred method of access for young users. Reasons included: ◦ The speed of updating information ◦ Real-time live feed delivery ◦ Convenience ◦ Links to other news and information sites ◦ Ability to search across multiple sources ◦ Multimedia capabilities 37% of respondents between 18-24 years nominated Facebook as their favourite news and information website
  11. 11.  While the three groups presented are generalisations, they help us to better understand the segmentation of the online news and information market with regard to young users in Australia As online news grows, increased pressures will arise for new content to be tailored to particular demographics This is a distinct change from 20th century mass market/mass communication models
  12. 12.  Has online news brought an end to the mass market/mass communication model of the 20th century? How important are young news consumers in relation to media production and target audiences? Would you identify with or consider yourself a part of one of the three distinct user groups identified by the study? (Convenience users, loyal users or customisers). How much would you consider Facebook to be a news website?

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