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:
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:
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.
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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