If you are performing tradition news distribution and out reach are you missing the mark on current media trends and reaching your target audiences for more effective results. Are you reaching your public facing audiences?
Is sending out a traditional press release your only distribtution strategy? Read more on some of current trends I copied below. Is there anything that is eye opening? Or an Ahh, haaa moment for your organization or agency?
The newspaper industry has lost 25.6% in daily circulation since 2000. Those declines, however, pale by comparison to the loss in revenues, and this is a huge problem. Media industry continues to morph and adapt. Are government agencies doing the same for their outreach to hit the mark, or better yet thier target audiences.
Old media are trying to imagine the new smaller newsroom of the future in the relic of their old ones. New media are imagining the new newsroom from a blank slate.
Among the critical questions all this poses: Is there some collaborative model that would allow citizens and journalists to have the best of both worlds and add more capacity here? What ethical values about news will settle in at these sites? Will legacy and new media continue to cooperate more, sharing stories and pooling resources, and if they do, how can one operation vouch for the fairness and accuracy of something they did not produce?
The year ahead will not settle any of these. But the urgency of these questions will become more pronounced.
And ultimately the players may be quite different. Are you a new media player or traditional media wonk?
“I think the answer may come from places staffed by young people who understand the new technology and its potential and who have a passion for journalism,” said Larry Jinks, the highly regarded former editor and publisher who transformed the San Jose Mercury News a generation ago and who still sits on the board of the McClatchy Company.
If you are short on time, then I would suggest reading some of the following from Pew’s 2010 State of the Media report:
These could provide the top line insights your agency or organization needs to create better results and
new strategies for 2011 and beyond.
For the third consecutive year, only digital and cable news saw audiences grow among the key sectors that deliver news. In cable in 2009, those gains were largely captured by one network, Fox, though during the day, a breaking-news time, CNN also gained viewers.
What’s more, the data continue to suggest a clear pattern in how Americans gravitate for news: people are increasingly “on demand” consumers, seeking platforms where they can get the news they want when they want it from a variety of sources rather than have to come at appointed times and to one news organization.
(the following information will make my colleaque Rita happy) <insert grin>
Audio audiences are more stable. Fully 236 million Americans listened to at least some radio in an average week in the fall of 2009, a number that has been basically static for the past five years, and news/talk/information remains among the most popular formats. NPR’s audience in 2009 rose slightly, up 0.1%, from 2008. But new technology is encroaching on the amount of traditional radio use. More than 4 –in 10 Americans now say they listen to less terrestrial radio due to iPod/MP3 use, and nearly 1in 3 now say they listen to online radio.
What are your thoughts on the media industry’s changing trends?
How have the changes and economy impacted your media relations, crisis communications, journalism career?
How have you adapted with the changes within your organization?