A must-read for communicators,the latest “PewProject For Excellence in Journalism” was recently released.  Theannual report on the current state of American news media, I always lookforward to reading the Pew study because it nicely delivers an unbiasedviewpoint of the challenges and opportunities facing our industry.

While this year’s report held nomajor surprises, it does include a number of interesting data points we in thePR biz should monitor closely in 2010:

  •      80 percent of linksfrom blogs and social media sites are to U.S. legacy media

While bloggers and social mediachannels will continue to play a significant awareness role, traditional newsmedia remains the most credible source of information.

  •  72 percent ofAmericans now feel most news sources are biased in coverage

More cosumers are skipping third party sources of information and going directly to the source for news andinformation that matters to them (i.e., established brands).

The chenge facing thesebrands is to deliver content/news much faster than ever before in order to leadthe conversation and ensure their audiences are hearing the right story.

  • Only 35 percent ofAmericans have a “favorite” news destination online – with only 19 percent of them willingto pay for that content

The days of mass newsconsumption are gone. With the prevalence of digital and/or mobilecommunications channels, Americans have fully embraced a news “on-demand” model– give me the news that’s important to me when and where I want it.

I imagine next year’s study will be equally as enlighteningas issues such as developing a sustainable revenue model and the integration ofnew and old media resources shake out in the coming year. Can’t wait!

Janet Tyler