The Oriella PR Network has released its 5th Annual Oriella Digital Journalism Study, finding that digital continues to have a growing influence on the reporting and consumption of news. Nearly half (48 percent) of respondents said the majority of their readers are offline, slightly lower than 2011 (50 percent). That figure was much smaller in the U.S., where only 20 percent said their audience was offline.
Reporters are also relying upon social media and trusted blogs as regular sources for stories. More than half (54 percent) said updates on Facebook, Twitter, and other social sites have become a source; 44 percent say they turn to blogs.
The key word here is “trusted.” The study suggests that marketers must use all forms of digital technology to get their messages out, but good, solid information is a necessity. Credibility is currency.
The Network surveyed 613 journalists in 16 countries (about 38 in each country). The research took place in April and May of this year. For more info, click here. And click through for an infographic.
- No One Really Knows What 'Engagement' Means
- STUDY: Cause Marketing Creates Brand Loyalty Among Millennial Women
- STUDY: Is PR's Focus on Digital Media Detrimental to Brand Storytelling?
- Brand Marketing Increasingly Includes LGBT Families & Couples, And Consumers Approve