emea media study 2010

Burson-Marsteller EMEA Media Study

Burson-Marsteller Evidence-Based Communications

Methodology

• The Burson-Marsteller EMEA Media Practice developed a brief questionnaire Interviews were carried out face-to-face.

• The sample included 115 journalist from top-tier media organizations in 27 countries who mostly occupy senior editorial positions like editors-in-chief, editors or senior journalists.

• Data was collected between September 2009 and February2010.

• The questionnaire was split into 3 broad areas:

• Impact of the economic crisis on the work of journalists

• Role and effect of new media

• How the changes in their industry affects journalists’ dealings with the PR industry

2


Cost Cutting Epidemic

3

Eight in 10 EMEAJournalists Report cost cutting occurring at their publication during the recent economic crisis

Source: Burson-Marsteller

EMEA Media Survey 2010


Journalists report cuts in jobs and freelancers

In which areas are costs being cut?

4

22%

18% 18%

30%

6% 6%

0%

5%

10%

15%

20%

25%

30%

35%

Editorial Jobs Available editorial space/editorial

ratios

Use of wire/picture

services

Use of freelancers No Cuts Other (e.g. wages, travel costs, reduced

salaries)


Features departments suffering most from cuts

5

19%

16%

20%

28%

17%

0%

5%

10%

15%

20%

25%

30%

Opinion Business/Finance News Features Other (e.g. library, advertising, monthly

magazine, distribution and print, investigation,

abroad, none)

Which editorial departments are suffering most from cost cutting and/or layoffs?


Journalists pessimistic on new hiring in newsrooms

In the next 12 months, do you expect the number of editorial staff to...

6

28%

35%

18%19%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Reduce Stay the same Increase n/a


Only 1% percent of journalist report having less work

Has your workload increased since the economic crisis started?

7

41%

47%

11%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Doing more stories Multitasking (e.g. writing, taking pictures, blogging,

etc.)

No Having less work


For most, costs cuts will have an impact on editorial work

8

20%

27%

15%

20% 20%

13%

0%

5%

10%

15%

20%

25%

30%

Fewer external meetings/lunches withc contacts and

sources

Other (e.g. total workload increased,

less work for freelancers, less editorial footage)

No impact Less space/time for editorial content

Less time to research stories

Less time to attend press

conferences/events

What direct impact will cost cuts have on your editorial work? *

*Respondents allowed to choose more than one answer


Biggest threats to high quality journalism today

What is the biggest threat to high quality journalism today?

9

17%

40%

34%

2%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Digital Media Hiring less experienced, lower salaried journalists

internal cost cutting No threat Other (e.g. decreasing quality, less times,

changing media structure in general, etc.)


Journalists now have new functions in their jobs

10

27%25%

10% 10%8%

13%

7%

0%

5%

10%

15%

20%

25%

30%

Are you expected to carry out more than one function in your job? If so which?


More than Half Report Some Increased Deadline Pressure

How have your deadlines changed in response to the changing media environment?

36%

16%

48%

0%

10%

20%

30%

40%

50%

60%

Tighter Deadlines More Deadlines No Changes


Journalists Find Search Technology Most Helpful

Which new media tools have improved journalism?

42%

19%

15%

11%

7% 6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Journalists Say Blogs Most Damaging to Journalism

Which new media tools have damaged journalism?

27%

24%

14%13%

10%

7%5%


Plurality think media has good balance on privacy

What do you think about the balance between people’s right to privacy and media’s desire for complete freedom of information?

24%

31%

45%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Too much protection

of people’s privacy

Not enough protection

of people’s privacy

About right


Vast Majority see positive role for PR

How do you see the role of PR agencies?

28% 28%

17%

27%

0%

5%

10%

15%

20%

25%

30%

A conduit of relevant

sources

A source of relevant

information

A nuisance As a "lead" for

possible stories


Almost Half Dealing with PR more in recent years

How has your relationship with PR agencies changed in the past few years, if at all?

47%

13%

18%

13%

9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

I deal with them more

I deal with them less

I trust them more

I trust them less No Change


Contacts

Burson-Marsteller EMEA

37 Square de Meeûs

B-1000 Brussels

+32 2 743 66 11

+32 2 733 66 11

17

CONTACT:

Dennis Landsbert-Noon

Chairman EMEA Media Practice

[email protected]

+32 2 743 66 22

emea media study 2010

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