Following “News Grazers” With Internet Marketing

The latest edition of Public Relations Tactics unearthed some valuable survey results, ones that affect our marketing and maybe yours, too. Columnist Margo Mateas rehashed results from a Pew Research Center for the People & the Press survey of American news consumption. Aside from dwindling (and thereby disappointing) readership among young people, the survey revealed a novel method for news intake: half of America now “graze” the news periodically throughout the day, rather than devour the daily paper in the morning or evening. As the survey also concluded (to traditional media’s dismay), more than a third of the 15 percent of Americans who own smart phones (i.e. Blackberries) consume their news on these devices.

We hate to brag, but in times like these, clients of the PR school of thought can rest easy knowing no matter where media goes, quality company coverage and story placement are always a guarantee. News coverage’s unique knack for third party credibility translates across any medium. The same cannot be said for advertising, which isn’t always a seamless transition to Internet versions of print papers. For instance, those Blackberry enthusiasts tend to receive their news from e-blasts that allow them to breeze through unnecessary stories and ads. There’s a light at the end of the tunnel too, though—online advertising is a viable option for those following their consumers from print to Internet, especially for users reading the news at their home or work computer. And best of all, regardless of the medium, information (and accompanying advertising) will always be a part of our lives, and in an age where cell phones are like extra organs and Internet usage is secondary only to breathing, it’s closer to us now more than ever. To keep this growing body of changing media going, we, like the news, are adapting our online media plans in response.


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