Cision Social Media Team Tracks Newspaper Industry s Online Transition
Metropolitan Dailies Battle Economic Downturn with Thriving Blog Networks that Engage Readers, Broaden Subscriber Base
CHICAGO, IL, January 23, 2009 As the embattled newspaper industry raced to expand its online presence in 2008, its success at engaging readers and involving them in the news by establishing thriving blog networks provides some hope for 2009 and beyond, according to social media experts at Cision who have been tracking the phenomenon through the Cision Social Media Dashboard.
“Cision s media database lists more than 10,000 influential blogs, and about 1,000 of those are hosted on newspaper Web sites,” Jay Krall, Cision’s Manager of Internet Media Research, writes on CisionBlog, adding that newspaper blog networks “have breathed new life into their coverage, and could represent the future of news.”
The Cision Internet Media Research Team reviewed more than 500 newspapers’ blog networks in 2008, ranking them by how many mentions and links each site received on the millions of blogs and social networks tracked by the Cision Social Media Dashboard. “The Cision Social Media Dashboard enables us to measure the ongoing ‘chatter’ that a newspaper’s blog network creates on other sites across the web providing a good indicator not only of how actively read the newspaper’s blogs may be, but how influential they are based on their content being passed around and commented upon,” Krall said.
Krall listed 10 of the regional daily metropolitan newspapers with highly active blog networks including Baltimore, Miami, Houston, Portland, Oregon, St. Petersburg, Florida, Birmingham, Phoenix, Minneapolis, Austin and Milwaukee. He added that blog networks were even more heavily trafficked at the nation’s two national newspapers, USA Today and the Wall Street Journal, as well as metropolitan papers in the major media hubs in New York, Chicago, Los Angeles and Washington, D.C. The newspapers in technology centers San Francisco, Silicon Valley and Boston also had extremely heavy blog traffic because they started blogs early to cater to their tech-heavy subscriber lists, Krall said. For the complete list of the top newspaper blog networks, see Krall s blog post entitled Top Ten Newspaper Blog Networks .
Newspapers see reader engagement and loyalty increase when they strive to be the first place subscribers turn to on the web by hosting blogs written by reporters and columnists, encouraging readers to comment, and providing links to special interest blogs and other useful web-based information resources, Krall said. “Cision’s social media team will continue to monitor the newspaper industry’s digital transition and assess its success in holding on to their readers as well as expanding the reach of their content across the web.”
Cision, the leading provider of media research, distribution, monitoring and analysis services to the public relations industry and other communicators, manages a media research database providing detailed information on more than 700,000 publications, reporters and editors, with more than 20,000 updates to the database every day. Cision recently launched its Social Media Dashboard through an agreement to integrate technology from Radian6 Technologies, the leading supplier of social media monitoring services for marketing, communications and customer support professionals.
The Cision Social Media Dashboard is a self-service, online portal that delivers real-time access to social media coverage, plus analysis and reporting tools that allow communications professionals to understand the impact of social media activity and to take action based on those insights. Cision also offers Social Media Daily Reports detailed, twice-daily email reports that monitor all relevant social media coverage, with direct links to the online posts.
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.