As we explore the world of advertising and marketing, it is important to look to the future and see what is coming. Sometimes the future is occuring right next to us, we just haven't turned that corner personally.
Newspapers are suffering. Not because they don't do a good job of reporting, it's because of consumer behavior outside their business model, of printing the latest news once a day. And financially, they are depending on advertising to pay the reporters and everyone else. When you can't afford to operate, you suffer.
So where are people going to get the news?
While journalists across all age groups and beat assignments are rapidly adopting social media tools into their everyday work, the greatest usage is shown by young "Millennial Generation" journalists.
Preliminary findings about these Millenial Generation journalists, shared by the Society for New Communications Research Symposium, showed that 100% of Millennial respondents (i.e., 18-29 year-olds) believe new media and communications tools are enhancing journalism, versus 40% in the 50-64 demographic.
Don Middleberg, formerly Associate Professor of the Columbia Graduate School of Journalism, said that "The most... significant finding of this... survey is the rapid adoption of new media and online communication among all journalists. The disparity in usage and perceived value of these new tools and technologies to the future of journalism is particularly striking among the youngest demographic versus the oldest."
The study, conducted by SNCR and Middleberg Communications, includes the following key findings:
- 87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds
- 87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds
- 48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
- 68% of all respondents use blogs to keep up on issues or topics of interest
- 86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organization
Middleberg continued by saying "... we have new ways to reach and communicate with a whole new generation of journalists. The communications professionals who embrace these changes will be far more effective and successful."
While it's not entirely surprising, notes the report, that this younger generation of journalists are users of these new communications tools... they understand how to use them effectively in their work, and are pushing the journalism profession as a whole to create a more collaborative, reciprocal, interactive, and fluid form of journalism.
What is striking about this survey, says the report, is that it is very clear that the ‘Millennials' - the younger journalists entering the workforce - are adopting new media and social tools more readily and seeing their value, especially in terms of collaborating with their peers and strengthening their relationships with their audiences and the people in the areas they cover.
Final results of the study are scheduled for release in the Spring of 2009. For more information, please visit this site.
Sphere: Related Content
Posts
No comments:
Post a Comment