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There’s Good News on the News Front!

Good News! in large print on front page of newspaperA recent report from the Pew Research Center says the State of the News Media 2012 is strong. You can read it here.

It seems that even though lots of us are consuming news on tablets, smartphones and computers, this is actually strengthening traditional news brands.  People using mobile devices are spending more time reading the news, reading more often and are enjoying reading longer articles.

What I found most interesting is the fact that the reputation or brand of the news organization is the most important factor influencing where people go for news in spite of the growth of social media.

An average of 22.5 million watched one of the three network news programs on ABC, CBS or NBC. Sunday print editions did well last year, local TV news audiences grew, more people are listening to radio on their digital mobile devices and tablets may provide a bright future for magazines that adapt.

Digital subscriber programs have helped increase revenues for newspapers. The New York Times will begin charging readers in April for those choosing to read more than 10 articles per month instead of the previous limit of free access to 20 articles. 

In addition to an increasing number of newspapers installing paywalls for content read online, the news business is changing in many other ways.  Legacy print media like The New York Times and The Wall Street Journal now produce hours of Web videos featuring their journalists with content accessible on various platforms. 

Alan Murray, Deputy Managing Editor and Executive Editor Online for The Wall Street Journal, explains in the video below, that telling compelling stories is still at the core of the news business. However, the WSJ is reinventing itself by using video and adapting in other new ways to meet the needs of today’s news-hungry readers and viewers.  

There are still many challenges ahead for news organizations as they learn the best ways of embracing new digital environments.  I’m encouraged that news organizations are making the necessary changes which appear to be working to reinvent themselves for the current and future news landscape.

httpv://www.youtube.com/watch?v=sdkBc31MEYs

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Foster Connections for Positive Business Results

people connecting
“©iStockphoto.com/Jacob Wackerhausen

Helping people to connect is something I’ve always enjoyed and probably one reason I gravitated towards working in the communications field after college.

In today’s 24/7 world of instant communications it’s become a real challenge for companies and organizations to make a lasting impression on people so they feel “connected.”  People are bombarded with messages from marketers on all fronts. Sometimes it helps to get back to basics.

Ask, how can my brand or service stand out by making a difference within a local community?

Figure out what’s important to those you want to influence then help them make a connection to whatever that thing is. This will establish visibility and goodwill for your organization and motivate consumers to become loyal repeat buyers. Creating programs in support of green initiatives, arts and culture, social causes, education or health and wellness resonates with many today.

People are increasingly aware that in every community there are those who are less fortunate and want to help them beyond making a one-time donation. Americans are living longer lives but many cope with chronic medical conditions on a daily basis. By developing programs where individuals can easily have a positive impact in their local area is a win-win for everyone.

Whether you’d like to influence those in an urban, suburban or rural community, start by developing ways for people to participate in programs or events that support their personal ideals. There will be positive measureable results for your business on several levels.