media disruption print vs online paper

MEDIA DISRUPTION Isentia analysis of print and online media activity

DISRUPTION IS EVERYWHERE

47% OF ALL ONLINE TIME IS SPENT ON SOCIAL MEDIA THAT’S 28 IN EVERY 60 MINUTES**THAT’S IN AUSTRALIA TOO!

It will come as no surprise that there have been dramatic changes in the media landscape in the past few years. But media is just one of the many industries that are experiencing this kind of disruption – Uber, Air BNB and Amazon to name a few have changed the way consumers feel about ordering a taxi, booking a hotel room and retail. With Amazon leading the charge in disrupting the way we think about any number

of activities from reading a book to online shopping to recommending future purchases, it’s hard to escape change in any industry.

Within media, we are generally doing the same things we have always done, reading the news, sharing stories and looking for information. So the disruption in this industry presents itself in the scale and pace of how media is shared.

Source: Globalwebindex Q4 2014

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MEDIA PERCEPTIONS VS REALITY

HOW IS THIS AFFECTING JOURNALISM?

The number of working journalists has dropped by nearly 40% in US in the last 15 years and in the last 2 years alone Australian publishers have reported more than 700 job losses.

Most organisations from Isentia’s perspective are still working on how social media fits into the communications planning and strategy ongoing.

But as an Isentia study with journalists found, more than 60% of journalists say that they have tweeted a story to get it out as a first point of communication and nearly 90% use it for researching a story.

#1 more mobile friendly content

#3 more original video

#4 smaller newsroom staff

#5 social media growing in influence.

#2 faster turnaround times

JOURNALISTS SEE 5 KEY TRENDS IMPACTING THEIR PROFESSION THIS YEAR

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Isentia recently conducted some deep dive analysis into the news media and with access to the widest range of media across TV, radio, print, online and social we have been able to determine that there are still differences in the medium used to tell your story as a communicator that you need to consider as part of your communications planning.

A new era of news media is appearing, so while some things are changing we also remain creatures of habit. Channels for distribution are definitely evolving but there are still some standards that need to be taken into consideration.

392 1,279 6,336370 5,800

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BROADCAST RADIO AND TV COVERAGE

PRESSPRINT COVERAGE

ONLINECHANNELS

Closest Competitor Closest Competitor Closest Competitor

‘…MOST OF US HAVE GIVEN MOREINFORMATION TO FACEBOOK THAN WEWOULD EVER HAVE GIVEN TO THE KGBUNDER EXTREME TORTURE.”

ANDREAS WEIGENDFORMER CHIEF SCIENTIST, AMAZON.COM, AFR, 5 MAY 2015

ISENTIA MEDIA LEVERAGES ACCROSS ANZ


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If you are looking at online only you are missing 37% of the content that might be relevant to your business.

If you are only looking at online activity you could be missing a huge number of shorter

form articles. These articles could be new takes on a story or developing angles on a story – which could completely change the readers view on the item.

IN FUTURE DATA STUDIES WE WILL BE LOOKING INTO HOW THECONTENT CHANGES ACROSS THEDIFFERENT TYPES OF ARTICLES AND FROM PRINT TO DIGITAL

WHERE ARE THE DIFFERENCES IN ONLINE AND PRINT?

of content that appears in the newspaper does not

appear online at all.

37%of articles under 500 words are not published

online.

75%

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38% OF ALL PRESS COVERAGE WAS FAVOURABLE

COMPARED TO 24% ON RADIO AND TELEVISION

This indicates that a very small percentage of articles in print are long (and that therefore there are a much greater number of shorter articles in print), but that the longer form articles are published online.

This may seem counterintuitive, we would have expected that with smaller screens and shorter attention spans that shorter articles would be of greater interest online. But favourability in print is considerably higher than in broadcast.

The reason for monitoring all media is clearly important to ensure that you get the whole picture of a story to ensure that you aren’t picking up a bias from one media over another.

That is why Isentia monitors the widest range of sources across all media in Australia and New Zealand.

OUR NEXT STUDY WILL LOOK ATPOSITIVE AND NEGATIVE STORIES, THESOCIAL AMPLIFICATION OF THOSE ANDHOW THIS CHANGES WITH DIFFERENTMEDIA OVER TIME

IT IS IMPORTANT TO UNDERSTAND THE WHOLE MEDIA PICTURE

of these articles are published

online.

66%

Only 5% of newspaper

content is over 1,000 words in

length

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As consumers, we integrate Twitter heavily with our news gathering process.

But our studies show that around 90% of Twitter activity often points back to a traditional news outlet. It seems that while

we are happy to use this channel as a source of instant information – we still view a news organisation to be the ultimate source of truth with 64% of Twitter users following a professional news account.

With open access to this channel we are all capable of breaking news or at least spreading and adding to the news when it breaks.

This speed to market is the most important

influencing factor of social media. Information can be disseminated quickly and it is this that has had the greatest impact on the traditional news cycle.

OF TWITTER USERS FOLLOWING A PROFESSIONAL NEWS ACCOUNT. 64%

Social almost always breaks news

Twitter has really helped the Guardian – we’re at the heart of us breaking news. Twitter is the fastest way to break news now. So core to what we do and core to what we do on a daily basis.Andrew Miller, Guardian News & Media CEO

Media: Perceptions versus Realities @isentia @spence7zero

#theWholePicture

HOW IS THE NEWS CYCLE AFFECTED BY SOCIAL, AND TWITTER IN PARTICULAR?

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Our research shows that stories are picked up and changed over the course of 6 hours well, before the next print or broadcast cycle.

So when monitoring the stories you care about in the media it isn’t possible to simply

rely on a daily wrap. By the time you have that, your story could have escalated out of all recognition. And who know what types of stories will generate this kind of social media interest?

6.5hrs on Twitter

9hrs on Facebook

Average Article reaches half total social referrals in

SOCIAL DISTRIBUTION HAPPENS QUICKLY

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AND THE DISRUPTION DOESN’T STOP HERE

Shift to mobile is escalating and the next development that media needs to be aware of and this is especially true for news. The development of instant articles in Facebook means that news organisations can post and host content exclusively in the Facebook platform. Consumers of that news will therefore never have to visit the publishers site at all.

Include in that a revenue sharing agreement with the publisher and it could change the way that publishers look at their current business model and remove the need for their own original publication in its current form.

Publishers may choose to concentrate on what they do best – creating content and not the distribution – and leave that to someone like

Facebook who DOES do it well. With Facebook generating more than 3.6B in the quarter in advertising revenue this doesn’t seem impossible.

And how does mobile feature for us in our future as communicators?

78% of traffic to news sites comes from mobile devices so we have to change the way we communicate to suit that device.

Individual consumers move so much quicker than organisations – so we all have to figure out a better way to communicate on mobile if there is any hope of directing our own future as communicators of information.

OF THE LARGEST 50 DIGITAL NEWS WEBSITES HAVE MORE TRAFFIC TO THEIR SITES FROM MOBILE DEVICES THAN FROM DESKTOP COMPUTERS

78%

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IN ORDER TO SEE THE WHOLE PICTUREWHEN IT COMES TO BOTH YOUR COVERAGEAND THE STORIES YOU ARE INTERESTED IN,AND TO TRULY UNDERSTAND HOW YOURCOMMUNICATIONS ARE BEING RECEIVEDBY YOUR AUDIENCES NO MATTER WHEN ORWHERE THEY ENGAGE WITH IT – THEN YOUHAVE TO BE ACROSS THE WHOLE PICTURE OF MEDIA.

ISENTIA.COM [email protected] TWITTER.COM/ISENTIA

AUSTRALIA: 1300 136 806 NEW ZEALAND: 0800 60 7000

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media disruption print vs online paper

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