Tuesday, June 02, 2009
The Future Is Here
These numbers tell the story of the US newspaper industry. An ugly story indeed. Everyone talks about finding a new economic model but the time to do that is now. Unfortunately, the newspaper industry isn't ready and may never be.
PR practitioners cannot wait. We must go where news is conveyed to the public. There is little doubt that news holes, even in the largest newspapers, have shrunk. Even the New York Times is thin. It is not always easy to find a new outlet for client news, however. Sure, we approach blogs and ask permission to send material, but for the most part, we're turned down. Facebook and MySpace are not appropriate for the stories we offer. Traditional media like magazines have shrunk more than newspapers. TV is limited. Radio makes little sense. Overall, it is harder to practice media relations, and it will not get better for years to come. Whether we like it or not, we're still tied to traditional media, and we're searching like everyone else.
PR practitioners cannot wait. We must go where news is conveyed to the public. There is little doubt that news holes, even in the largest newspapers, have shrunk. Even the New York Times is thin. It is not always easy to find a new outlet for client news, however. Sure, we approach blogs and ask permission to send material, but for the most part, we're turned down. Facebook and MySpace are not appropriate for the stories we offer. Traditional media like magazines have shrunk more than newspapers. TV is limited. Radio makes little sense. Overall, it is harder to practice media relations, and it will not get better for years to come. Whether we like it or not, we're still tied to traditional media, and we're searching like everyone else.
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