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Not the Same Old News: Where the Media is Headed

Not the Same Old News: Where the Media is Headed. Barbara Pierce, Chief Public Relations Officer, Hughes April 23, 2009. How News Travels Today. 10,039,661 views UKAdvertChannel 35,565,543 views BritainsSoTalented. The Facts. Newspaper revenues down 23% in last two years

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Not the Same Old News: Where the Media is Headed

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  1. Not the Same Old News: Where the Media is Headed Barbara Pierce, Chief Public Relations Officer, HughesApril 23, 2009

  2. How News Travels Today 10,039,661 views UKAdvertChannel 35,565,543 views BritainsSoTalented

  3. The Facts • Newspaper revenues down 23% in last two years • Local television crews slashed; Revenues down 7% - despite being an election year • Cable news remained steady through election, then fell off Project for Excellence in Journalism State of the News Media www.journalism.org

  4. Trends • Audience migration to the Internet is accelerating, creating an “on demand” news culture • The number of Americans who regularly go online for news jumped 19% in the last two years • In 2008 alone, traffic to the top 50 news sites rose 27%, • But online ad revenue has not followed

  5. The Perfect Storm for Traditional Media • Hastening migration to Web has forced media to accelerate online, but it’s too little, too late • Recession doubled revenue losses to newspapers in 2008 • Classified revenue is disappearing and will be totally gone in five years

  6. “Imagine someone about to begin physical therapy following a stroke, suddenly contracting a debilitating secondary illness.” -  State of the News Media Executive Summary

  7. Americans Consume News in New Ways Audiences: • Hunt and gather • Comb the Internet for news • Receive much of their information via mobile modes of communication

  8. Audiences Turn to Cable and Web Percentage Change in Audience, 2007 to 2008, Across Media Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media Research1

  9. The Move to the Web • The top four news sites: • Saw unique visitors grow 22% to 23.6 million visitors a month • Twice the rate of increase of 2007 • More than five times the rate in 2006

  10. The Move to Cable • For 2008, the average monthly audience of the three major news channels throughout the day and evening grew by 38%. But after the election, the audience began to drift away.

  11. A Snapshot View of 2008 • The decline in the three commercial evening newscasts to just 1% —or 300,000 viewers (compared with roughly a million lost annually over the last two decades). • A combined 22.8 million people still watch the three programs each night, and 13.1 million watch the networks’ morning news.

  12. The Grim Reality for Newspapers • Circulation fell 4.6 % daily and 4.8% Sunday for the latest period compared with a year earlier • Since 2001, circulation down 13.5% daily and 17.3% Sunday • Traffic to newspaper websites is growing - Unduplicated Web audiences are now estimated to add 8.4% to the average newspaper’s readership • Ad revenues have not followed

  13. Outlook is Bleakest for News Magazines • Less than 1/4 of American adults say they read a magazine the day before – down from 1/3 in 1994  • Of the 8 publications that PEJ tracks as news magazines, circulation dropped 4.8% • U.S. News & World Report – announced it would no longer be a print news weekly, converting instead to a monthly focused on its popular rankings of colleges and other consumer topics

  14. Social Media is the New Means of Communication

  15. Twitter Use Explodes Source: www.pcworld.com

  16. Twitter • Up 700% over last year • Drew 10 million worldwide visitors in February 2009 • Attracted 4 million US visitors in Feb. 2009 – a 1000% increase

  17. Surprising Demographics • Average age for Tweeters was between 25 and 54 • The 45-54 sub-set stole the bulk of the user pie • ComScore says people aged 45-54 are 36% more likely to use Twitter than the rest of us, while those aged 25-34 are 30% more likely. • Generation Xers aged 35-44 come in third and are only 9% more likely to use Twitter than everyone else.

  18. Businesses Are Turning to Twitter • Public Relations • Brand Management • Customer Service

  19. YouTube* Is Exploding • More than 200,000 videos uploaded every day • 78.3 million uploaded by March 2008 Source: Digital Ethnography site, Kansas State University

  20. Insights • Traditional Media is now participating in/following Twitter • News coverage is being generated via Twitter • Many businesses are starting to manage their brands via Twitter • Twitter is easy, fast and has a low-barrier entry

  21. Trends cited by Peter Shankman – New Media Guru • 4 major changes coming in Social Media • Transparency, relevance, brevity, top of mind presence • Life stream ticker / one network / relevant to you • Press release will be dead in 2 years • Failing newspapers missed the mark by telling us what to think

  22. Audience Survey • How many of you are Tweeting? • How many of you are on Facebook? • Do we have any bloggers in the audience? • Who is LinkedIn?

  23. Key Business Trends • Budgets shifting from traditional to social media • B2B leading B2C in adoption of social media tactics • Social media leveling the playing field • #1 barrier is lack of knowledgeable staff • Agencies specializing in social media are most effective in getting results • Most effective tactics also least measurable Source: Marketing Sherpa 2009 Benchmark Research

  24. Why Social Media? • SM most effective at reaching branding goals • SM strategy needed to cultivate interactions with customers, prospects, journalists, other influencers • Consumers/influencers hold the power • Your brand is what “they” say it is, not what you say it is • SM sites lead information source for consumers (3rd party credibility) • High pass along rate from SM Web sites

  25. Consumer Participation • Technographics: 2008 vs. 2007 • Creators up 3% • Critics up 8% • Collectors up 7% • Joiners up 10% • Spectators up 21% • Inactives down 19% Source: Base: US online consumers. Source: Forrester Research

  26. What does all this mean for you? Your City/Municipality Needs To Join The Conversation

  27. Benefits • Build your city’s brand w/your stakeholders • Enhance service to constituencies through a two-way conversation • Maintain/strengthen relationships with media • Develop relationship with key influencers • Be seen and be heard • Increase your city’s reach / opportunities • Build additional online brand awareness • Your news/events/activities will move virally over the Web

  28. Steps To Take Now For Your Organization • Get Tweeting, Get LinkedIn, Post Video to YouTube, Establish Facebook Page • Establish Twitter Feed • Set up Digital Newsroom

  29. SHOW BP Twitter Page?

  30. Why Set Up a Digital Newsroom? • If done correctly, will be your #1 SEO tool • Your info is out there – you should be the #1 source • Your home page is Google Search (Google golden triangle) • Creates another “basket for your eggs” • 24/7 1-stop-shopping • News Room vs. Press Room (for all, not just media) • Platform to tell your story vs. posting items • Blog without the conversation

  31. Why Digital Newsrooms?

  32. Why Digital Newsrooms?

  33. Digital Newsroom Components • SEO positioning - url: http://news.codellamarketing.com • Strategy for incorporating keywords - Google keywords • Company media contact info. (including SM contacts) • Announcements • Search functionality • Links to stories in the news • Press kits • Industry news • RSS feeds, e-mail subscriptions

  34. Digital Newsroom Components • Share This / Tweet This • Links to supplemental info. • Multimedia galleries (tell more of the story) • Calendar of events

  35. Use SM Tools Effectively • Analyze people and objectives before deciding strategy • To maintain budget, measure what matters most • Where to start? • Facebook, Twitter, LinkedIn, YouTube • Observe • Join and watch, listen

  36. Use SM Tools Effectively

  37. Use SM Tools Effectively • Follow the influencers, be an influencer • Follow • Engage • Interest • Market

  38. History Can Tell Us Much • In 1895, when William Randolph Hearst purchased New York’s Morning Journal, it was a feeble money-losing daily in a city of great newspapers and great newspaper men • Within months, Hearst engaged Joseph Pulitzer in the most spectacular newspaper war of all time.

  39. History Can Tell Us Much • They, too, were in a 24/7 news environment, with 20+ newspapers in several languages publishing 4+ special editions a day. • It was a “noisy, restless population, hungry for news” (not unlike today) • We have exactly the same dynamic today – just a new means of delivering the news

  40. History Can Tell Us Much • Today we are experiencing the media battle of all time and we’ll see how it turns out!

  41. Pierce Predictions: Where the Media is Headed in the 21st Century • Many traditional news outlets will die a slow and painful death • Those who figure out a workable revenue model will survive • Niche and highly localized publications will succeed • Viewpoint/Opinion pieces will come primarily from 501c (3) new newspapers

  42. Pierce Predictions: Where the Media is Headed in the 21st Century • SM will continue to dominate the landscape • We will each have our own “life stream” new media and will be the main way we communicate with each other and our constituencies

  43. Q & A

  44. Let’s Connect! • E-mail: bpierce@hughes-stl.com • Twitter: @PRPierce • Facebook: Barbara White Pierce • LinkedIn: Barb Pierce • Phone: 314.571.6296 • Cell: 314.580.8593

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