How are you acting on the changes in the media landscape now?
I’ve been thinking a lot about the changes in the ways people are getting their news. It is my contention that the web is becoming even more important to our society as a source of news. It appears that some recent thoughts from commentators and reports bear out these thoughts.
Mainstream media is no longer as relevant to all sections of society, especially younger people, describes Jeff Dvorkin, NRP’s Ombudsman, “The[Carnegie] survey confirms (again) what many people in the news business suspect: that younger people find the Internet a more useful place, and a more nimble way to get their news, compared to television, radio and (especially) newspapers. At the same time, fewer Americans of all ages, but especially young Americans, feel the need to keep up with the news at all.”
Online media is growing, but slowly, according to the Project for excellence in journalism’s analysis of the 2004 audit bureau statistics “Doing a close analysis of the latest data on news consumption, the shifts come into clearer relief. More than a third of Americans, some 36%, are regular consumers of four or more different kinds of news outlets - network news, local TV, newspapers, cable, radio, the Internet and magazines.”
A recent Carnegie report on the state of news with audiences is very interesting for anyone who wishes to reach their audience through the mass media or the Internet. One of the tenants of marketing is to determine the channels of communication your audience uses to gather information about your industry. Merrill Brown from the Carnegie Reporter wrote in his paper “Abandoning the News,” “Clearly, young people don't want to rely on the morning paper on their doorstep or the dinnertime newscast for up-to-date information; in fact, they—as well as others—want their news on demand, when it works for them. And, say many experts, in this new world of journalism, young people want a personal level of engagement and want those presenting the news to them to be transparent in their assumptions, biases and history.”
How are you acting on the changes in the media landscape now?
Mainstream media is no longer as relevant to all sections of society, especially younger people, describes Jeff Dvorkin, NRP’s Ombudsman, “The[Carnegie] survey confirms (again) what many people in the news business suspect: that younger people find the Internet a more useful place, and a more nimble way to get their news, compared to television, radio and (especially) newspapers. At the same time, fewer Americans of all ages, but especially young Americans, feel the need to keep up with the news at all.”
Online media is growing, but slowly, according to the Project for excellence in journalism’s analysis of the 2004 audit bureau statistics “Doing a close analysis of the latest data on news consumption, the shifts come into clearer relief. More than a third of Americans, some 36%, are regular consumers of four or more different kinds of news outlets - network news, local TV, newspapers, cable, radio, the Internet and magazines.”
A recent Carnegie report on the state of news with audiences is very interesting for anyone who wishes to reach their audience through the mass media or the Internet. One of the tenants of marketing is to determine the channels of communication your audience uses to gather information about your industry. Merrill Brown from the Carnegie Reporter wrote in his paper “Abandoning the News,” “Clearly, young people don't want to rely on the morning paper on their doorstep or the dinnertime newscast for up-to-date information; in fact, they—as well as others—want their news on demand, when it works for them. And, say many experts, in this new world of journalism, young people want a personal level of engagement and want those presenting the news to them to be transparent in their assumptions, biases and history.”
How are you acting on the changes in the media landscape now?
posted by Stephen Turcotte @ 5/04/2005
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