Today the Oriella PR Network published our third annual study looking at the impact of digital
media on journalism internationally. It’s our biggest study yet – with almost 775 respondents in 20+ countries across Europe, the US and Latin America taking part. We found that digital media have hit the mainstream in newsrooms – barely one eighth of the journalists we spoke to said their publications have no digital formats whatsoever.
The increasing prominence of digital channels in newsrooms mean journalists are under more pressure than ever to produce more content in a range of different forms, and continued uncertainty in advertising markets adds to the challenges reporters and editors face. But, job satisfaction remains high – and here’s what’s really important, almost half of the journalists we spoke to found digital media improve the quality of their output.
Here are some stats from the survey, which can also be downloaded from our microsite.
- 46 percent of respondents are expected to produce more content than before and 30 percent work longer hours
- 47 percent say their publication includes journalist-authored blogs, and 40 percent use Twitter
- Only 17 percent say they are unhappy with their jobs
- 53 per cent say they believe their ‘offline’ (i.e. print, radio or TV) format may be taken off the market at some point in the future – up from 32 percent in 2009
For the first time this year, we asked journalists about their publications’ approaches to paid online content. We are seeing evidence of real interest in paywalls, apps and e-reader formats as proprietors determine whether paid-content could prop-up falling ad spends. Around two-thirds of the journalists we spoke to said their publications were researching one model or another. This means their editors will be pushing them hard to produce material of a high-enough quality to attract the revenues bosses expect.
As PR people, our call to action is to ensure that communications is coordinated across all channels – both digital and offline – and continues to address the basic requirements of news-gathering: strong news, compelling comment, and inspiring visuals. That sounds like PR101 basics, but it's heightened in the age of digital media and page view metrics. Tom Foremski makes this point in his recap of the Oriella study today on Silicon Valley Watcher.
We welcome your views on our findings. Have digital media reached a plateau? Is the e-reader phenomenon a flash in the pan? Are journalists spending too much time online, at the expense of more traditional, time-consuming research? Please check out the report, share you thoughts with us or follow the discussion on Twitter at #odjs.