2014 bbs media survey report · this year’s bbs media survey examines how these changes have...

2014 BBS Media Survey Report

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www.bbscommunications.com.auBrisbane Gold Coast Gladstone

INTRODUCTION

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THE PAST 12 MONTHS have seen dramatic changes to the Australian media landscape. Online paywalls have been built, newsrooms have been restructured

and resized, and new digital channels have been explored.

This year’s BBS Media Survey examines how these changes have impacted on journalists’ daily activities and how they have shaped media interaction with organisations and consumers.

BBS has conducted an annual media survey of print, television, radio and online journalists since 2003 to gain the latest insights into Australian media.

This year’s survey involved more than 50 journalists from across the country. It asked them about the growing demand for instant online news, how and where news is breaking, the implementation of online paywalls, and what topics will make headlines in 2014.


Prepared by:BBS Communications Group

Jane EdwardsChairman and Chief Executive

L10, 144 Edward StreetGPO Box 2902Brisbane Qld 4001t 07 3221 6711 f 07 3229 [email protected]

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The Results1. For a great online news story, just add visuals

2. Journalists keep their eyes online

3. To paywall or not to paywall

4. Behind the paywall: Niche content, fewer readers?

5. Social media: a friend and foe to breaking news

6. A day in their shoes: more work but less resources

7. Prediction: 2014’s hottest issues

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Who we surveyed

62%were primarily print journalists 64%

were female

32%were aged between 26 and 35 years50%

classified their news organisation as “metro media”

24%classified their news organisation as “online media”

26%classified their news organisation as “industry media”

1. For a great online news story, just add visualsJournalists believe the fundamental characteristics of a great news story remain almost the same across all mediums. Stories must:

• be “newsworthy”, by being “timely, relevant and truthful”

• be “well written”, “compelling”, or “provide great analysis”

• “feature an excellent hook or headline”

However, the key difference between a great traditional news story and a great online story is visual and multimedia content.

More than 70% of journalists believe great visual content – pictures, video, infographics and multimedia – are essential for a successful online story.

In addition, about two-in-five (40%) journalists said they would prefer a greater variety of imagery to choose from when being pitched a story.

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72%believe a story needs great visual content

40%prefer a variety of images to choose from

THE RESULTS

The big tip: When pitching to a journalist, consider the needs and requirements of the medium they work in. Supply them with content, images or videos relevant to their audience.


Journalists were asked: What are the top three attributes a great online story needs to have compared to a great news story in traditional mediums?

2. Keeping their eyes onlineThe vast majority of journalists are highly engaged with social media to source story ideas and promote their own content. In fact, many spend a significant part of their day monitoring the online traction of their news sites and social media pages.

Almost three-quarters of journalists said their media organisations continually monitored their online traction. More than 90% believe this monitoring is either their “number one priority” or “somewhat important”.

Information about the “most viewed” or “most shared” online stories is used to shape the news agenda and the content for the traditional news

channels (newspapers, radio bulletins and television).

In many major newsrooms, a large screen lists the organisation’s most popular online stories in real time.

72%continually monitor their content’s online traction

48%said online traction was their number one priority

The big tip: Use social platforms to engage with journalists and offer insight and opinion on the trending news they are constantly monitoring. Be conscious of your organisation’s social media activity and mentions. Whether it’s an unsavoury comment from a customer or a rant from a staff member, if you can see it, so can a journalist.

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Journalists were asked: Which of the following social media accounts do YOU use as part of your job? (either to receive news and story ideas, or to promote your own outlet’s stories)

71.7%

67.4%

Facebook

Twitter

21.7%Google+

23.9%YouTube

32.6%LinkedIn

Blog

15.2%I don’t use any myself, but my organisation does

My organisation and myself don’t use social media in this ...

Other social media

2.2%

10.9%

6.5%


87%said they used both Facebook and Twitter

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Journalists were asked: Which of the following social media accounts does your ORGANISATION use? (either to receive news and story ideas, or to promote your own organisation’s stories)

86.7%

86.7%

Facebook

Twitter

28.9%Google+

44.4%YouTube

40.0%LinkedIn

28.9%Blog

15.6%Other social media

Journalists were asked: As far as you know, how regularly does your media organisation monitor its online traction? (e.g. page hits, email views, Facebook posts, retweets, YouTube video views etc.)

71.7%

13.0%

Continually

Once a day

At least once a week

At least once a fortnight

0.0%At least once a month

Infrequently

I don’t know

2.2%

2.2%

4.3%

6.5%


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3. To paywall or not to paywallDuring the past year, the paywall model for online news publishing ‒ whereby some or all of an organisation’s online content is restricted to paid subscribers ‒ was introduced by major mainstream newspapers for the first time.

2014 will be a critical year for many media outlets as they decide whether paywalls are a viable revenue model.

More than a quarter of journalists said their organisation was adopting, or considering adopting, a paywall model this year.

About half (51%) said they did not believe their organisation would be switching to a paywall model just yet.

Only 20% of journalists said their organisation was “still considering” whether or not to adopt a paywall.

70%currently do not have a paywall

The big tip: The best performing paywalls offer specific quality content for specific audiences. This means media with paywalls will be wanting exclusives, more indepth information and visuals. In pitching to media with paywalls it’s important to know the unique audience the outlet is cultivating.

Journalists were asked: Does your organisation currently have a paywall?

No

Yes30.4%

69.6%


20%were “still considering” whether to adopt a paywall

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Journalists were asked: Will your organisation switch to a paywall model in the next 12 months?

No

Yes

Still considering

I don’t know

51.6%

6.5%

19.4%

22.6%

Journalists were asked: Thinking about your organisation’s online content (if applicable), which of the following applies?

Currently, some or all of the content can only be viewed by paid subscribers

All our content can be freely viewed, but this may change in the next year

All our content can be freely viewed and this is unlikely to change

26.7%

42.2%

31.1%


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4. Behind the paywall: Niche content, fewer readers?Journalists are divided on how the paywall will affect news content in the future.

Almost three-in-five journalists (57%) believed a paywall would lead to “more niche content, tailored to subscribers”, however, others were divided on the other effects it might have.

Media organisations are faced with the conundrum of trying to attract new followers in a competitive landscape and funding their news gathering activities, but without alienating followers because of a paywall.

About a quarter of journalists believe a paywall will result in:

• More feature stories• Better content• Fewer journalism jobs• More competitiveness

38%believe a paywall will result in fewer readers

The big tip: Feature writers who write for organisations operating a paywall may have more time and greater resources to explore a topic in depth. Consider pitching features and complex commentary to these writers and organisations.

Journalists were asked: How, if at all, does having a paywall / online subscribers change the content of your stories?

“There are more links and longer stories behind the paywall.”

“I need to find a fresh angle for website; another angle for newspaper.”

“We don’t get as many sloppy/irrational comments on our stories compared to a year ago.”

“One would hope, if revenue increased, that better quality writing and more in-depth investigation would be the result.”


29%said paywalls would result in better content

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5. Social media: a friend and foe to breaking newsSocial media has transformed the way news organisations break news to their readers, listeners and viewers.

As rapid news gathering and distribution continues to evolve, journalists said that online news websites were the main sources of competition for breaking news stories, followed by social media outlets (Twitter and Facebook) and print newspapers.

In terms of social media, more than a quarter of journalists (27%) voted Twitter as the greatest competitor to their media outlet.

Although news organisations use social media to promote their own breaking news, it is a double-edged sword as they must constantly monitor rival outlets who may beat them to breaking a news story first.

62%see online as their main competitor

The big tip: Always coincide and cross-promote company news and announcements with your social media channels to increase your news’ audience reach and dissemination.

Journalists were asked: In terms of breaking news stories, who do you see as main competition? (you may choose more than one answer)

38.3%

25.5%Print

Television19.1%

Radio14.9%

Industry publications61.7%

Online news websites

Independent writers

Bloggers27.7%

Twitter12.8%

Facebook

6.4%

Other social media

Other

4.3%

2.1%

8.5%


38%see print publications as their main competition

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6. A day in their shoes: more work but less resources

A journalist’s day is a flood of story ideas as they scan media releases for localised content, attend internal meetings, monitor online traction, review competitor activity on and offline, and create content for many mediums to meet a 24-hour rolling news deadline.

Journalists are the busiest they have ever been, but have less resources with “streamlined” and “consolidated” newsrooms.

More than a third of journalists receive more than 20 story ideas per day, and almost half work on five or more stories per day.

As a result, journalists like to receive concise, accurate information, to quickly assess its relevance and make a decision on whether to use it.

The three most popular methods of sourcing stories are journalists’ “own investigations and observations”, “emails” and “media releases”

49%work on five or more stories per day

“Pitches are better when there is some understanding of my title and its audience. I don’t publish any stories online without a high resolution jpg image, yet many pitches don’t include these, despite the request being made repetitively for each.”

“Exclusivity. If it has been pitched to other media I’m not interested. Too many PR companies do mass mail outs. You need to target your audience and go for one publication at a time.”


Positive views

• “They allow greater collaboration across different specialties. Being in an office with several different publications is an eye-opener to what other journalists are doing ‒ they can be a great source of contacts and information.”

• “More copy and story ideas available.”

• “Traditional media left behind, a tweet tipoff can be good enough to chase primary sources and tailor to my own organisation’s needs.”

• “More resources, shared information and content providing better stories for readers/viewers.”

Negative views

• “Journalists and broadcasters work harder to fulfil both radio and online requirements.”

• “All this does is reduces competition among journalists for a story. News Ltd, for example, has all but created a single national newsroom which waters down the identities of each of its products.”

• “Fewer journalists, fewer angles, less emphasis on quality journalism as all is networked.”

• “There is not the time available to devote to in-depth reporting. It’s all about pace to get something for online first.”

• “Very time poor. If a story can be shared across multiple publications, or tweaked to be localised, then it is more valuable. Will spend more time on it.”

Journalists were asked: How do merged newsrooms for multiple mastheads / mediums affect the way in which you identify and report the news.

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Journalists were asked: On average, how many story ideas do you personally receive each day? (e.g. emails, phone calls and media releases)

6 to 10

Less than 5

11 to 15

16 to 20

More than 20

36.2%

21.3%

17.0%

17.0%8.5%

Journalists were asked: On average, how many stories do you work on each day?

31.9%

14.9%

19.1%

12.8%17.0%

Up to two stories

One story

Up to three stories

Up to four stories

Up to five stories

More than five stories

4.3%


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Journalists were asked: Where are you most likely to source your story ideas from:

87.2%

83.0%Emails

Media releases93.6%

Own investigations / observations55.3%

Phone calls63.8%

Face-to-face meetings / interviews / conversations34.0%

Facebook36.2%

Twitter

YouTube12.8%

LinkedIn12.8%

Other social media

Blogs

8.5%

8.5%

31.9%Wire services

40.4%Other news articles

Other8.5%


Journalists were asked: Thinking about your news team resources during the past 12 months, which of the following apply?

13.3%Increase in staff

Increase in other resources (e.g. equipment)46.7%

Decrease in staff17.8%

Decrease in other resources (e.g. equipment)31.1%

Remained unchanged

I don’t know4.4%

8.9%

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7. Prediction: 2014’s hottest issuesWe asked journalists to name the three hottest issues that will be grabbing headlines in 2014. Here are their top three, and some additional common issues.

1. Refugees and asylum seekers 22%2. Climate change 22%3. The economy 17%

Other popular issues for 2014 include:

• Politics• G20• Extreme weather/natural disasters• Marriage Equality• Housing Affordability• Sport• War on Bikies/crime• War

The big tip: Apart from promoting your own news, consider generating coverage for your organisation by leveraging topical issues and events. Providing commentary on topical issues is a great way to position your organisation as a thought leader.


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The Questions 1. What news medium do you primarily work for?2. What is your gender?3. What is your age category?4. How would you classify your news organisation?5. On average, how many story ideas do you personally receive each day? (e.g.

emails, phone calls and media releases)6. On average, how many stories do you work on each day?7. Select from the following list where you are most likely to source your story

ideas from.8. In terms of breaking news stories, who do you see as main competition?9. When being pitched a story by one of your contacts, what would you like to

see done differently?10. Which of the following social media accounts do YOU use as part of your

job? (either to receive news and story ideas, or to promote your own outlet’s stories)

11. Which of the following social media accounts does your ORGANISATION use? (either to receive news and story ideas, or to promote your own organisation’s stories)

12. In your opinion, what are the top three attributes a great online story needs to have compared to a great news story in traditional mediums?

13. How important to your organisation is online traction? (e.g. page hits, email views, Facebook posts, retweets, YouTube video views etc.)

14. As far as you know, how regularly does your media organisation monitor its online traction? (e.g. page hits, email views, Facebook posts, retweets, YouTube video views etc.)

15. Does your organisation currently have a paywall?16. Will your organisation switch to a paywall model in the next 12 months? 17. Thinking about your news team resources during the past 12 months, which

of the following apply?18. Thinking about your organisation’s online content (if applicable), which of

the following applies?

19. How, if at all, does having a paywall / online subscribers change the content of your stories?

20. In your opinion, how will the trend of online paywalls / subscription affect the media industry?

21. How do merged newsrooms for multiple mastheads / mediums affect the way in which you identify and report the news?

22. What do you predict will be the three hottest issues to make headlines in 2014?


2014 bbs media survey report · this year’s bbs media survey examines how these changes have...

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