Home > Uncategorized > Tips For A Changing Media Landscape (Part I)

Tips For A Changing Media Landscape (Part I)

October 9, 2009

The press and traditional media landscape has and is changing rapidly.

I read a nice blog titled 10 Tips to Go from Nobody to Front Page News.

It was a great little read and provided an overview or a review of the basics.  I question, are these the right tips for a changing media landscape?  What is your opinion?

The blog did not cover the realities of the changing news landscape, nor how we need to be aware of the lay of the land. We need to be very targeted in our outreach and know how to access a variety of media channels for greater Internet penetration and not just a single media placement in hardcopy newspapers.

1) Being aware of the annual Pew State of the Media Report from 2009. It is a valuable read for anyone planning or needing to plan for strategic media outreach.

The average age/readership of newspaper consumption is way down. (I quote in part below from PEW) see directly below.

“Among readers of all ages, readership declined between 2007 and 2008. Young people in the age groups of 18 to 24, and 25 to 34 continue to have the lowest readership levels of daily newspapers.”

“Among readers 18 to 24 years of age, 31% say they read a newspaper yesterday, according to data from Scarborough Research. This represents a drop of two percentage points from the prior year. Those in the 25-to-34 age group do not demonstrate much better numbers. Readership of daily newspapers was down to 32%, also down two percentage points from 2007.”

“Those aged 35 to 44 and 45 to 54 also showed declines in readership in 2008. Readership of daily newspapers was down to 41% and 51%, respectively, among the age groups.”

“And, even the most faithful readers of newspapers, older people, or those ages 55 – to 64 and 65 and above have shown sharp drops in readership since 2000. In 2008, readership was down to 57% among 55-to-64-year-olds, a drop of nine percentage points since 2000. Those 65 and older showed an even greater drop.”

“Although 64% say they picked up a newspaper yesterday, this number has declined from 72% in 2000, an eight percentage point difference.”

The study, released in August, found that those who said they had read a newspaper yesterday 34%, compared to 40% two years earlier. Wow. Are we not even reading print anymore?

At best, only 34% are reading a newspaper?! Really? That low? And, predominantly 50 and older?

So, that tells me you need to know where the people are, how and what they are reading/viewing and target to very specific niches by doing your research in advance to create your media strategy.

2) Knowing how and where to reach traditional journalists, J-bloggers, hard print news distribution sources, e-news and commenting on virtualized news aggregate sites are all important tactics to the whole strategic element of nurturing a communications strategy.

Over all, the total number of daily newspapers continued to significantly decline. In 2007, the most recent year for which data are available, daily newspapers were down to 1,422 in that year from 1,437 in 2006. Of the total number of daily newspapers, evening papers continued to decline, while those in the morning continued a trend of growth. In 2007, the number of evening papers declined by 49. This compares with a drop of 31 evening papers from 2005 to 2006.

Although those newspaper numbers are changing with declining there is still value in getting earned or paid “Ink.”

Some of the players of the paid media distribution arena are PRNewswire, Businesswire, Cision, AP News, UPI, XpressPress, Reuters, VocusPR and each has their strengths in the distribution arena. There are others. And, there are sources you can use that are free.

There is more to the press release and pitch today than meets the eye. There are public relations software tools and resources including media research, media lists, press clipping services, media monitoring services and evaluation of media coverage.

But, more importantly, most companies, organizations, agencies and people are not building evolved news pages, evolved press releases or evolved media sites to accomodate and integrate the new media landscape across multiple channels.

Ask yourself, are you still writing and posting press releases the way they were developed in the early 1900’s, which were originally formatted for the telegraph wire for transmission? And, if your answer is “because that’s the way it’s always been done?”  Then, I believe this single issue is ripe for greater discussion to evolve the press release format.

I suggest, learn how social media has challenged and changed traditional communication structures and prepare for that part of your entire integrated communication and news strategy.

Sound, informed media intelligence and media insight helps improve your communication performance, build your reputation and maximize the results of your integrated communication and marketing efforts.

I welcome questions and any additional comments.

When was the last time you read a newspaper cover to cover? Is it important to you? Why or Why not?

Please stay tuned, as my next blog on this topic will cover an overview of the communication landscape, according to the available channel choices, and how to link across multiple channels for continuous communications.

Most Sincerely,

Alice M. Fisher

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  1. anggaddd
    November 21, 2011 at 4:20 am

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  2. anggaddd
    November 21, 2011 at 4:21 am
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