With cuts happening in news rooms around the country, it comes as no surprise that print newspaper circulation is down. The fact that more and more Americans are getting their news online is old news. What may take some by surprise, however, is that even online newspaper consumption is down among certain age groups. According to PointerOnline, IBM's Media and Entertainment group will soon be releasing survey results that show those between 18 and 24 years of age are consuming online newspapers less, down to 58% in 2009 from 64% in 2008. PointerOnline also notes that "the study, not surprisingly, finds consumers moving to what IBM calls 'connected experiences,' using various Internet-enabled devices to consume, engage with and create media, whether news and information, personal messages or produced entertainment."
These findings highlight two important points. First, if you are conducting outreach to young adults, social media is a must. It's also imperative to consider the "new" leading sources for breaking news - The Huffington Post, TechCrunch, Daily Kos, The Daily Dish, even TMZ. When applicable, Web sites like those should be included in outreach plans.
Second, this study reinforces a well-established communications principle. To be most effective, public relations should be about creating relationships and dialogue, not only pushing out information. Whether online or off, this two-way model increases audience buy-in and investment. Providing this interaction online can be simple or complex, and if you let it, this idea of interaction can be overwhelming. As you evolve your online communications efforts, consider a phased approach, making small changes first and building dialogue over time. For a simple example of this type of interaction here in Washington, our local NBC affiliate allows visitors to judge and share how the story they're reading makes them feel, encouraging visitors to interact with the site and express their opinion with a single click of the mouse.
Tags: Newspaper Industry, online
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