Vocus Media Research Team finds that traditional media is embracing social media and becoming more technologically dynamic
Vocus, Inc. (NASDAQ: VOCS), a leading provider of cloud-based marketing and public relations software, today released its annual State of the Media Report. Compiled by the Vocus Media Research Team, the report examines traditional and social media during 2013, how the two mediums are connecting to create and deliver content, and includes a survey of more than 250 journalists across broadcast, print and online outlets covering their perceptions of social media and its growing influence on their profession.
The report discovers that the media industry is evolving with the times by leveraging social media, mobile and digital platforms. The majority of respondents noted that it is undeniably changing the way conversations are being held, how topics are being looked at, and bringing to light stories that otherwise would have been hard to find or missed completely.
Although some believed social media would doom the journalism industry, the new medium is actually rejuvenating the old. From driving traffic to audience engagement, here are key findings covering how journalists are using social media:
While most journalists are finding ways to leverage social media, they have also found limits to its effectiveness:
Our findings show a definite representation of the industry moving forward, and media companies are gaining confidence in making major purchases, changes or investing in their future, said inVocus Editor-in-Chief Katrina Mendolera, the report s author. Although many newspapers have folded and magazines have decreased slightly this year, overall, the magazine industry has remained resilient. In 2013, the media, including newspapers, magazines, television and radio, have adapted to their audience by implementing digital platforms, native advertising or implemented mobile campaigns to retain followers.
The study also examined the state of traditional media and found that rumors of its demise were greatly exaggerated. Thanks to technological capabilities, most notably streaming content delivery systems and paywalls, traditional media is working to use technology to its advantage and solidify its footing. Key media findings in newspapers, magazines, television and radio include:
As a resource for reporters, PR professionals and marketers, the report is free to download by clicking here.
Public relations and marketing professionals can gain great insight into how reporters are viewing social media as an information aggregate and their opinions on social media pitching, said Vocus Chief Marketing Officer You Mon Tsang. The report also provides detail on what is happening in the industry, such as closures, mergers, new publications and innovative technology being used to retain and grow audiences. Industry professionals will better understand how to work with the media as well as what strategies their customers need in order to succeed with earned media.
The team will discuss the report in a free Vocus webinar on Feb. 27, 2014. Hosted by Gini Dietrich, founder and CEO of the Chicago-based integrated marketing communication firm Arment Dietrich, the event will offer analysis of 2013 s key trends followed by a Q&A session. To register for the webinar, please click here.
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Cision is a leading global media intelligence company, serving the complete workflow of today s communications, social media and content marketing professionals. Offering the industry s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers worldwide and maintains offices in Canada, U.K., France, Germany, Portugal, Sweden, Finland and China. For more information, visit www.cision.com or follow @Cision on Twitter.
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