Saturday, October 24, 2009
Traditional Media is Still the Front Runner for News in America
Where do most Americans get their news? Not the Web like you might have though. I found this bit of information on the Schwartz Communicaions blog, Schwartz Crossroads. The post is "Will IT Spending Impact Tech PR Budgets in 2010" (http://www.schwartz-pr.com/crossroads/2009/10/will_it_spending_impact_tech_p.php). Towards the end, they mention that 72% of Americans still get their news primarily through traditional media, according to the First Amendment Center.
At first, I thought this was outrageous, but the more I thought about it, the more I think I understand why it's true. Let's think about who is actually reading the news. Generally, it's not the generations that use the Internet the most. So if they're not reading the news, then they are out of the picture in the first place on this matter. Though they may never pick up a newspaper, they are also not spending their time reading it online. Among those who do pay attention to newsworthy stories, many still prefer to get it from newspapers and television. Still, the news is all over the Web; and it's important to remember that it's not just the original story that's on there.
More than the just the actual story, there are reactions, criticisms, gossip, and all kinds of other talk ABOUT the news. If you want your story to reach as many audiences as possible, it's okay to still use traditional media, in fact, you absolutely should to ensure you are reaching those audiences that will never go to news sites. Just make sure you also use the Web to promote your story and monitor the conversations and feedback about it. That way, you know how your supporters, critics, and everyone else is reacting to the news. That's my PR thought for the day.
Image is taken from Google images