The influence of digital technologies is transforming journalism: social media, mobile apps, interactive info graphics provide newspapers and magazines with more and more good quality information. The authors of ‘Oriella PR Network Global Digital Journalism Study 2013’ claim that global media has changed dramatically and present the 5 main results they have discovered on their research.
How the popularity of digital technologies in general and social media in particular influences the development of traditional paper media? Discover, 5 trends of modern and old school media friendship.
1. “Digital first” publishing.
Many reputable news agencies claim they prefer to publish breaking news online as soon as possible. Some of them publish several updates of the story as it develops. Just some unique content that can generate audience loyalty can be held for paper edition. So, if you participate any important event on behalf of your company, try to not to waste time producing the content for journalists.
2. Mobile apps as a monetisation model.
The dominating model of media monetisation through advertising shows a slow decrease, while the new model of paid premium mobile apps shows an increase instead. It is still too early to say that advertising fades away, as it decreased only by 3% during the last year, but it’s definitely the time to start thinking of mobiles seriously.
3. Social media as a source of information.
Journalists say they use blogs and microblogs as sources of information, but only in cases where the initial origin is known. Half of interviewed journalists even tell us they could write the whole articles based on tweets, while press releases slowly lose popularity. So, it’s better to build personal contacts with journalists even though Twitter is becoming one of the sources they can trust.
4. Journalists do use social media.
While not looking for any information for their articles, journalists still use the social media, and remarkably they do not prefer blogs or microblogs, but Google Plus. Famous and criticised Google Plus isn’t the favourite social media for many Internet users, but it’s the place, where PR-specialists, journalists, marketers and brand-managers meet.
5. Traditional values remain.
Despite all the modern trends, journalists still have their old habits and perception of good-quality sources of information. They still prefer to believe academics’ and technical experts’ opinions rather than executives, marketers or political figures, so never forget to provide your press release with external reputable opinion, if possible.