Cision Releases  The State of the Media 2015 Report  on Changing Newsrooms and Shifting Media Priorities

Cision s Media Research Team finds that traditional media is adopting digital newsrooms and native advertising at rapid speeds, as well as embracing mobile compatibility and digital video

CHICAGO (March 11, 2015)   Cision, a leading provider of public relations and social software, today released its annual  The State of the Media 2015 Report.  Compiled by the Cision Media Research Team, the report examines traditional and social media in 2014, the rebranding and reinvention of big-name media companies, and the rise of mobile, video and new media entrepreneurs. The report also includes mobile and social insights based on a survey of 200 journalists, bloggers and influencers across broadcast, print and online outlets.

The report underscores the media industry s increased use of social media, mobile and video platforms, as well as reimagined content models designed to better reach viewers/readers and create new revenue models. Below are the related key journalist findings:

  • Thirty-six percent of journalists said mobile compatibility was the most important overall media trend in 2014. (Tweet this)
  • Ninety percent of journalists view mobile compatibility/responsive design as important to their media outlets  overall success. (Tweet this)
  • Sixty-four percent of journalists regularly utilize video- and image-based content. (Tweet this)
  • Journalists  top two usages for both Facebook and Twitter are relationship building and the marketing and promotion of their stories. (Tweet this)

The report goes on to reveal that despite beliefs that native advertising could destroy the journalism industry, 43 percent of journalists had a favorable stance on native advertising and 49 percent of respondents believed it would bring in more revenue than traditional advertising and paywalls/subscriptions in 2015.

 As expected, the study reveals that the media industry has acknowledged the power of social, digital and mobile platforms, and their effects can be seen through changing media priorities. Journalists recognize that their audience is on the go and that creating a great user experience on mobile is no longer an option   it is a necessity,  said Cision Chief Marketing Officer Mark Thabit.  PR and marketing professionals can leverage this report to gain insights on the current state of the media and PR industry, as well as get an inside look at journalist behaviors and learn how to best interact with them. 

The study also examined the evolving state of traditional media. Big-name media companies sought to reinvent themselves in 2014 in terms of operations, offerings, products and personnel, going beyond the scope of traditional news. Key analyses on the state of the media across newspapers, television and radio include:

  • Major news and media companies such as Tribune Media Company, Gannett Company and News Corporation separated their broadcast holdings from their print products in an effort to boost value and opportunities for their brands.
  • Restructuring and rebranding at media companies led to the reinvention of the newsroom and job losses, as the newspaper publishing industry found itself with reshuffled newsrooms and redefined job roles that emphasized digital media.
  • Radio also met digital in 2014, as broadcast radio took the necessary steps toward attracting broader, more digitally inclined audiences, including Clear Channel, the largest radio operator in the United States, renaming itself iHeartMedia.
  • 2014 solidified the importance of native advertising and sponsored content, as both print and online publishers embraced a matured native ad model.
  • 2014 was the year of a new breed of media entrepreneurs those investing their own capital to create new media entities, exemplified through the creation of Vox Media and Re/code.
  • Media outlets recognized the benefits of mobile and have invested in it significantly, seen through the launch of Yahoo Gemini and Nielsen s recognition of and emphasis on mobile ratings.

 In 2014, traditional media fully embraced the digital transformation. They re reinventing their newsrooms and adopting new content models, including native advertising and sponsored content. They continue to adapt to their audience s preferences, implementing and investing in digital and mobile platforms,  said Thabit.

The report serves as a resource for journalists, PR professionals and marketers, and can be accessed for free by clicking here. An accompanying infographic highlighting the main industry shifts and trends, as well as the biggest media events of the year, can be viewed here.

About Cision
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 or follow @Cision on Twitter.