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Highlights from the Vocus State of the Media Report 2014

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For our newest findings, check out the State of the Media 2016 Report!

The media industry continues to grow more dynamic as tools like social media give journalists platforms to promote content and get closer to their audience. In our 2014 Vocus State of the Media Report, we discuss the relationship between media professionals and social media, as well share the latest trends in the traditional media industry. Here’s a peek from our upcoming report:

Social Media Highlights

  • In a survey sampling of media professionals, Vocus Media Research Group found that 90.7 percent of respondents chose email as their preferred method of contact. And yet, a number of journalists do seem to be warming up to connecting with PR professionals through social media. When asked what social media platform they’d be preferred to be pitched on if given the choice, 37.1 percent of respondents said Facebook.
  • The top three social media platforms used by respondents to promote their own reporting were Twitter, Facebook and LinkedIn.
  • Journalists responded they mainly use social media for content promotion, although connecting with viewers and readers was also a significant way media professionals say they are using social media.

Traditional Media Highlights

  • Newspapers: Roughly 114 newspapers folded in 2013, with 59 of the closures being weeklies. Newspaper launches weren’t as plentiful as in the past. Patch.com sites had cushioned numbers favorably in previous years when AOL was building sites in communities across the country at an overwhelming rate. There were very few launches coming from Patch this past year, and a majority of the sites were gutted of staff in late 2013. Other Newspaper developments included The Washington Post’s decision to sell the paper to Amazon founder Jeff Bezos, thus leaving The New York Times as one of the only family-owned large metros left.
  • Magazines:  Debuting titles have slowly declined year-to-year with only 97 new brands launching in 2013. However, digital ad sales helped cushion numbers, leading to an overall growth in ad units across magazine platforms.
  • Television: Approximately 100 television shows launched last year, including local newscasts, national sports shows and talk shows on cable and broadcast networks. Meanwhile, there were a number of consolidations, with Gannett, the Tribune Company, Sinclair Broadcasting and Media General acquiring other broadcast companies.
  • Radio: Radio’s audience continues to rise with Arbitron finding that radio had added 700,000 listeners in the last year, reaching more than 241.8 million listeners. Although younger audiences are moving online, a 2013 study found the older demographic is keeping terrestrial radio alive with listeners 36 years of age and older still accounting for 41 percent of weekly listening.

To read more, look for our annual Vocus State of the Media Report to be released tentatively on Feb. 6.

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