Newspapers’ Future Unsure
January 7, 2009 by ShannonCherry
Filed under Marketing
A recent survey from Pew Research Center has found that the Internet has now become the main news source, other than TV, for most national and international news. The survey has found that 40% of respondents use online sources to get their daily dose of news.
So this can only mean that newspapers are going to die and publicity seekers will have to focus their PR efforts elsewhere, right?
No way.
What it does mean is that as there are more sources for news, you’re going to see newspapers (and other media) doing more niche-focused news. And that’s when a savvy publicity seeker can grab the spotlight for him or herself or client.
To do it right, start creating good relationships with the reporters there, and learn how to create stories with localized angles. It will get a journalist’s attention every time.
Image credit: Bobbinita, on Flickr
I would argue that traditional media will focus more efforts on their online efforts and create a more valuable offering on the web. Locally, the Austin American Statesman has an Internet Director (@statesman on Twitter) that has become the boilerplate for papers across the nation as to how to marry old media with new media and it just started with one person. Papers won’t die, but whether or not they’re physically printed might.
I agree newspapers remain important, primarily to establishing the news agenda in our major metro market. TV and radio largely pull from the day’s print headlines; online media either magnify the coverage through new angles and discussion, or unearth a story that’s picked up in print and only then hits the broader media (and public) radar. But rarely do online media or broadcast break a story that I’ve been able to leverage into broader interest the way it’s possible with newspapers. In my book, print reporters remain primary to media strategy and outreach, at least in our market. And those prior points are right on the money: Localize, and let’s hope newspapers find that effective marriage of traditional and new media delivery.