For the world of PR, the figures released Wednesday by the Alliance for Audited Media means that our industry can still try to pitch news outlets with more of a focus on digital editions, but probably with the same limited success.
A couple of points about the ongoing digital shift and what it means to PR:
• Put the term “newspaper clipping services” into the time capsule, along with fax machines and press conferences;
• More news sites will set up pay walls instead of giving away news for free, making it harder to track news subjects and specific reporters;
• Competing sites will figure out how to offer news products free, without the overhead of newsroom, and that will open up more outlets for PR;
• USA Today, long seen as the gold standard for the future of journalism, might need to reinvent how to sell its product;
• PR will continue struggle to show results, primarily quality versus quantity in terms of media results based on number of eyeballs.
Read more at Ragan’s PRDaily.