Thursday, June 3rd, 2010...7:48 pm
News readers are driven by need for information, not loyalty to a brand
The Pew Research Center released an interesting study last week that offers some sobering — although not surprising — insights for the news business.
Researchers examined top news stories in the mainstream press as well as what news got traction on blogs, Twitter and YouTube. A main finding was that what’s hot on social media differs — a lot — from what leads in the mainstream press. But what’s even more interesting, I think, is that what’s popular on one form of social media differs significantly from what’s trendy on another.
For example, Twitter’s domain is technology, not surprisingly. Blogs and the mainstream press focus more on politics and government. Also not a shocker. As my kids might say: “No duh.”
But I think what isn’t so obvious is what this might mean. I’ve written before about how I believe the real reason many people don’t subscribe to news online — or in print — is about commitment, not money. This study crystallizes my thoughts. I suggest these findings illustrate the radically different way today’s consumers think of news, compared with the past. It’s not brand based. It’s not even platform based.
Read the rest of the post at Harvard University’s Nieman Journalism Lab.
I'm Gina Masullo Chen, a 20-year veteran newspaper journalist who is a Ph.D. candidate in mass communications. I want to see journalism survive. I believe news organizations need to embrace new media, change their thinking, improve their content and innovate. Read more about me 
12 Comments
June 8th, 2010 at 12:53 pm
Gina,
Interesting stuff (I just now read your commitment post at E&P), and you raise some interesting points.
I still think cost plays a big role. Take my house – if newspapers weren’t free online, we’d have to at least consider subscribing to the local Binghamton paper (we probably wouldn’t, for varying reasons of two somewhat bitter ex-employees, but we’d consider it). Since it is free and available online, we don’t even consider it. We don’t need to.
I think we both agree that as the business moves forward, those running and working for newspapers are going to have to stop thinking of print and online as separate (which, according to a study I did last semester for Carol, they do). Platform agnosticism is the name of the game.
July 13th, 2010 at 11:39 am
It’s quite interesesting
Does this mean that content is more important than branding?
maybe it’s a chance for smaller players
August 1st, 2010 at 12:16 am
@ Giochi
What will be the importance of branding to you if you won’t actually share something relevant to your followers? In short, why would they waste their time with nonsense talks if they can get a reliable resource that can educate them.
August 13th, 2010 at 7:22 am
Ya you are right news keeps more importance for branding in market and…………..
August 18th, 2010 at 6:13 am
I agree with all. Readers are usually after of the knowledge that they will get from what they are reading. They will rather spend their time with stuffs that can educate and help them in the long run.
August 19th, 2010 at 4:40 am
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August 25th, 2010 at 11:55 am
A part of branding is to build up your customer relationship. You need to win the trust of your potential customers in order to gain a positive result from them.
August 30th, 2010 at 5:32 pm
Readers are more wiser now. They don’t care anymore about how popular one site or a writer is. Obviously, they are after of the benefit that they can get from their reading materials.
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March 2nd, 2011 at 10:29 pm
I totally agreed on this that people are much after to the information they get rather than the brand. The more resourceful the information is the more people get in touch in to even if that brand or site or writer is popular still they ignore it although its in other way.
March 3rd, 2011 at 10:25 pm
Information is what is important and that is why whatever brand it may be or label its not the big deal. Readers are after to those informative ideas and more resourceful content. Brand and labels will be secondary to make popularity.
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