By now, we are all too familiar with the phrase “the media is dying” and with the fact that print readership is down. Client coverage in a national print publication — i.e. Good Nite Lite in Parenting magazine — will always be a home-run in the sense that the coverage reaches the targeted audience and boost the brand’s credibility. In addition, all clients still love to see their product or company featured in a magazine they can pick up at any newsstand across the country.
With many connected users utilizing nontraditional consumption methods such as engaging in social media, personalized news feeds, etc. to get their news on-the-go, we are tasked with educating our clients that this nontraditional media is, well, now traditional. If you haven’t embraced the power of PR outside of print, you are way behind the curve and missing out on significant opportunities to reach your audiences on the Web.
What are the simplest benefits of online news? Access and interaction. Just recently, the Internet surpassed newspapers as a primary way for Americans to get news, according to the Pew Internet and American Life Project. It seems many are continuing to ride the green wave by going paperless and others are simply utilizing their mobile access to help streamline their busy lives. Also, the fact that all you have to do is click on the “opinion” tab and it takes you directly to the desired page in a few seconds is much easier than filtering through pages A1 – D7, while trying to keep the paper intact.
“Pew also points out that consumers who don’t just rely on newspapers and TV are much more interactive with their news. A full third of those with cell phones said that they get their news while mobile, and 37 percent of those with Internet access reported having contributed to the creation of news themselves, commenting on it, or disseminating it via social networks,” said Jacquie Cheng, Associate Editor, ARS Technica, in her recent article entitled, “Internet Overtakes Print in News Consumption.”
The only time I even feel close to interacting with my newspaper is when I complete the Indianapolis Star‘s crossword puzzle or call on a classified ad, but I don’t think we can count that as interaction. Online print editions offer the chance for readers to get engaged in ways like allowing comments, social bookmarking, and the built-in “send to a friend” and “post to Facebook” links. Most online components will even allow you to print out the daily Crossword or Sudoku if that’s what floats your boat.
While national and local TV still dominate the news cycle for most Americans, the majority of news consumers say they use two to five Web sites per day to get their news fix, according to the Pew report. With the help of Experian Hitwise and MarketingCharts.com, below are the top ten print media Web sites, the top ten broadcast media Web sites and the top ten social networking Web sites and forums (Facebook, YouTube, Twitter). If you don’t know where to start and what general consumer news sites are receiving the most traffic, these charts can help.
Note: The Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US Internet users.
At BLASTmedia, we know that both the media and the ways people interact with media are constantly changing. We integrate technology public relations communication strategies by merging PR and Social Media to increase your brand’s offline and online visibility — ultimately helping you sell your products/services.
Interested in learning how you can increase your online presence? Contact
Carey Driscoll, Director or Business Development, at 317.806.1900 X121.
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