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BizReport : Blogs & Content archives : November 25, 2008

Report: Journalists turn to social media

More consumers are turning to the Internet for their daily fix of information and more young journalists are turning to social media tools to attract new readers. This combination could help marketers reach more consumers in a shorter amount of time.

by Kristina Knight

According to a recent study conducted by Middleburg Communications and the Society for New Communications Research, millennial journalists are rapidly adopting social media tools to stay in touch with their readership. Researchers found that 100% of millennial journalists (aged 18 - 29) believe new media/communications tools are making journalism better and 87% reported that bloggers are important opinion shapers.

Comparitively, only 40% of journalists between ages 50 and 64 thought communications tools were important and only 60% felt that bloggers could shape opinions.

"The most dramatic and significant finding of this new survey is the rapid adoption of new media and online communication among all journalists. The disparity in usage and perceived value of these new tools and technologies to the future of journalism is particularly striking among the youngest demographic versus the oldest. . .we have new ways to reach and communicate with a whole new generation of journalists. The communications professionals who embrace these changes will be far more effective and successful," was written by Middleburg Communications.

For marketers, this is an important finding. Because more millenials are adopting social tools to stay in touch and because more consumers are turning to online publications to receive their news, there is a better chance for marketers to engage consumers through blogs or comment-enabled articles.

Tags: journalists, Millennials, online content, social media

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