|
A recent
op-ed piece by New York-based media consultant Merrill
Brown (see
story) stated that news consumption is changing –
and that news outlets and media executives should pay
attention. In his article, he discussed the new media
trends and outlets and the effect that they are having
on traditional media companies. He argued that
adaptation is the key to survival. We agree, and a
recent newsletter
article discussed how one might go about approaching
these new media outlets.
Brown’s op-ed
piece was an offshoot of a larger story (see here) he
wrote for the Carnegie Reporter. It was based upon a
survey done for Carnegie of 18-to-34-year-old media
consumers. According to the survey, young news consumers
say that the Internet (by a 41-to-15 percent margin over
second ranked local TV), is “the most useful way to
learn.” And 49 percent say the Internet provides news
“only when I want it” (a critical factor to this age
group) versus 15 percent for local TV.
Additionally,
newspapers are the least preferred choice for local,
national and international news. Loss of newspaper
readership has been plaguing publishers for years, and
this report provides little in the way of positive
encouragement. Young people don't want to rely on the
morning paper on their doorstep or the dinnertime
newscast for up-to-date information. They want their
news on demand, when it works for them.
The impact of
these trends extends beyond the media, according to
Brown’s report: “Even the accepted, historic premise of
how a free press and the skills of journalism bind
together democratic institutions similarly merits a
certain reassessment and reality check. There is little
evidence that today's politicians accept the notion that
it's mandatory to connect to the population via a
‘national press corps,’ often choosing to go around the
press and communicate through their own Internet sites,
through friendly talk shows and blog forums.”
The same
can be said of businesses today. The third party
credibility that was assumed by placing a story in mass
media, while still an important element of successful
PR, is now losing its impact. Businesses and PR
practitioners will need to key into new opportunities
provided by an evolving media.
|
