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New Journalist Survey Highlights Changing Role of Media in Today’s Economy
60% of Respondents Now Contribute to Blogs, Websites or other New Media
CHICAGO (February 11, 2009) – Journalists are more frequently required to contribute to a blog, e-newsletter, website or other new media outlets than any previous year, according to a survey released this week by PWR New Media, a leading e-marketing firm based in Chicago, Illinois. 60% of journalists responded that they now contribute to a blog or other on-line site. 39% of these journalists said they acquired these responsibilities in the past year and 71% added on-line work to their duties in the past two years.
A potential contributor to this shift in job responsibilities is the recession; as jobs are cut at major media organizations, the remaining journalists are required to take on additional responsibilities, mainly in the new media area. Gone are the days when the print version and the website of a publication had different editorial staff. Today, a journalist is likely to contribute to all the different forms of communication that his publication uses. On top of that, new technology has changed the way news is consumed so the new forms of communication are of greater importance.
“I'm writing a LOT more for the web,” commented one journalist. Another stated that his responsibilities had “completely changed over from print to online. I only work on two printed publications now .... All other newsletters/news is provided via the Web.”
In addition to questions related to direct job responsibilities, PWR also asked how the media wanted to receive, and what they expected with, releases. 89% of surveyed journalists identified email as their preferred method of receiving releases. In the words of one respondent: “The best way to ensure that your story is covered is to send the release electronically. Sending a fax or mailed release puts the story outside of the computer desktop and outside of mind and harder to reuse your language as it would have to be transcribed.”
An almost equal number of journalists (85%) said
they wanted images with every release. “The absolute,
most important supplement to a press release is editorial-quality,
hi-resolution photographs to illustrate the story,” responded
one journalist. “Good art is always an incentive
to continuing with a story; if a good pitch comes along but there
isn’t any art available, nine times out of 10, we pass
on the story.”
215 journalists participated in the on-line survey and
spanned all media types: newspaper (57%), magazine (25%), Internet
(5%), television (4%), radio (2%) and news service (2%). For
the complete survey results, click here.
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