Understanding Your Stakeholders and Traditional Media















July 2012

Traditional media has changed in scope (with a marked decline in outlets occurring in 2009). However, it remains the same in respect to relevancy and in how consumers satiate their growing appetite for information.

To gain the clearest understanding of how your messages are influencing all of your audiences, you need to see all of your content from all media types. Otherwise, you won’t have an accurate representation and risk skewing your data and results.

6 Ways Traditional Media Impacts Your Audience

1. Audiences still flock to print. A survey by the Donald W. Reynolds Journalism Institute at the University of Missouri found that “Nearly, equal percentages of mobile media device users and non-users said they subscribe to at least one newspaper or news magazine. This suggests that users of mobile media devices are not abandoning print media at a faster rate than non-users.” The instagram illustrates 39.8 percent of mobile device users, 40.2 percent of non-mobile device users, and 39.9 percent of all respondents subscribe to print.

2. Mobile aids traditional media. The Pew Research Center, in its State of the News Media 2012, suggests that our mobile news consumption augments, not diminishes, the importance of traditional media. One major trend uncovered in the study: “Twenty-seven percent of the population now gets news on mobile devices. And these mobile news consumers are even more likely to turn to news organizations directly, through apps and homepages, rather than search or recommendations – strengthening the bond with traditional brands.”

3. Traditional news drives online media. Forty-eight percent of respondents to the 2012 Oriella Digital Journalism Study , which follows the global shift from print to online publishing, indicated that offline audiences made up their largest audience base and that the majority of new content appeared offline, too. “The proportion of respondents each year saying less than 20 percent of their online content is new has remained broadly the same – between 20 percent and 25 percent.”

4. Traditional media branding trumps social media. Despite the growth of social media, the brand reputation of traditional media (which also has a social ecosystem) remains influential. “The data also found that the reputation or brand of a news organization, a very traditional idea, is the most important fact in determining where consumers go for news, that is even truer for mobile devices than on laptops or desktops,” confirm Amy Mitchell and Tom Rosenstiel of the Project for Excellence in Journalism, and Leah Christian of the Pew Research Center in State of the Media 2012 Mobile Devices and News Consumption Some Good Signs for Journalism.

5. Social media users share traditional media content. An article highlighting social media as a 21st century news source notes that just 36 percent of Twitter users receive links to news via family and friends, compared to 27 percent who receive links from traditional news and journalists. Eighteen percent get their news links from non-news sources and another 19 percent don’t know the source of their links.

6. Paid journalists have a responsibility to vet information. The Society of Professional Journalists is just one of numerous organizations outlining journalist code of ethics, unlike social media which is still working to strike a balance between privacy and sharing of content. (Think Facebook location-tracking and the decision to pull the feature just days after release). Mashable.com reports that “some 50 percent of news consumers have received ‘breaking news’ via social media, only to find out later it was erroneously reported.”

BottomLine: Despite the shift in where audiences consume media, credibility is still a crucial part of journalism. Readers rely on traditional media for their business news and to check the accuracy of the news that matters most to them. That’s why BurrellesLuce provides the most comprehensive print and online monitoring available. We monitor all of the basic sources as well as proprietary, copyright-compliant outlets not provided by other services, including verified and/or unverified media coverage from national and local print, broadcast, video, online and social media sources. 

About BurrellesLuce

BurrellesLuce is the U.S. leader in media monitoring. Professionals in a wide range of industries rely on our comprehensive curated content from local and national print, online, broadcast, and social media sources. BurrellesLuce has a turnkey copyright compliance program that allows us to provide copyright-compliant, behind-the-paywall content not available to other services. BurrellesLuce combines grade-A content with easy-to-use software, allowing users to evaluate and analyze their media coverage and PR efforts. It's all integrated into our user-friendly interface, BurrellesLuce WorkFlow™.

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