Oriella Pr NetwOrk GlObal DiGital JOurNalism stuDy 2013
chaPTer oNe:Global meDia: aNiNDusTry iN flux
In the last few iterations of the Oriella Digital JournalismStudy, we have seen the machinations of the global
economy playing out in newsrooms and editorial ofces.
Last year, for example, the picture was far more upbeat in
the developing markets – Brazil, Russia and China – than
in either Europe or North America. More journalists inthose countries reported an increase in journalist numbersand higher revenues than the other regions we surveyed.
This year’s picture is more nuanced. In contrast the
country whose journalists are most bullish about revenuesis the USA, where 52 per cent of the media surveyed
believed their revenues would increase – with one in three
anticipating revenue growth of ten per cent or more. Thissits in stark comparison with the global average of 36 per cent.
The situation is different again when it comes to stafng
levels. This year, Germany was the only country wherethose predicting staff levels would increase was higher than those predicting a decline. In all other countries,including China, India, Brazil, the USA and Canada, thosepredicting a decline in staff numbers outnumbered thosewho disagreed by at least two to one.Indeed, the operating environment for media globally ischallenging. In developing markets, broadband internetadoption is accelerating: in Brazil, 46 per cent of thepopulation now has internet access, while adoptionin China stands at 42 per cent
. As a result, media
consumption is likely to shift online, away from print –
much as it has in Europe and North America.Data from the advertising industry supports this view.The WARC Consensus Ad Forecast for 2013 predictsinternet advertising will see the strongest growth this year,with predicted growth rate of 13 per cent
. By contrast,newspaper display advertising is expected to decline by2.7 per cent.The uncertain outlook for mainstream media is alsomade clear by a sharp increase in concern among thosesurveyed that their publication may be taken off the market.
This year, nearly one in ve agreed this was a concern,
compared with one in eight a year ago.
DiGiTal meDia aTTracT eyeballs aND aDverTisers buT lack PresTiGe
One of the goals of this study has been to track therelative fortunes of print and digital media formats. Wedo this by asking journalists where they believe they
have the largest audience. This year’s study is in linewith our ndings in 2011 and 2012: roughly half of
respondents globally agree their largest audiences areonline.
Journalists are however dubious as to the nancial
merits of digital publishing. Only 20 per cent of respondents worldwide agree that their publicationearns more money online than from print, and 44
per cent disagree. This is likely a reection of the
substantial investments by media groups in digitaldepressing their overall revenues. The New York TimesCompany and Axel Springer in Germany are examples
of companies which have announced reduced protsrecently – partly as a result of increased investment
in digital platforms. As we will see later in this report,digital metrics have become the chief means usedby publications to track the effectiveness of their
India and Sweden are the outliers when it comes to
print media consumption –69 per cent of respondents
in Sweden, and 61 per cent in India, think their largestaudiences consume their traditional print or broadcastformat. The UK comes a distant third, at 45 per cent,while journalists in France, China, the USA, Brazil andCanada now believe their largest audiences are nowonline.However, when asked about the prestige of print mediain their countries, a contrary trend emerges. Globally,over half of the journalists surveyed agreed that printmedia were more prestigious in their countries.It is interesting to note the countries where this viewwas not supported: the USA, 35 per cent, Canada,
29 per cent, and Russia, where not a single journalist
agreed print was more prestigious than online media.In all of these countries, online news sites and blogs are
well-established in the media mix – to an extent due to
their huge geographical expanse.
1www.internetworldstats.com; world bank 2warc 2013