Blogs Suffer in Poll On Preferred News Sources

  |  October 3, 2006   |  Comments

Traditional media rank higher than the Internet and blogs as sources of urgent breaking news, while people go to emerging media for entertainment news.

A LexisNexis survey comparing traditional media to the Web and citizen journalism places user-generated content toward the bottom of the pecking order -- at least when it comes to major news events that could affect people's lives. For more laid back content, such as entertainment news, the Web does better.

The study finds half of consumers turn to network television for breaking urgent news, 42 percent rely on radio, about a third look to local newspapers or cable news outlets, and a quarter use the Internet sites of print and broadcast media. Blogs, Internet user groups and chat rooms are a source of immediate news for only 6 percent of consumers.

As might be expected, the Web ranks higher for entertainment news. Internet sources, and in particular blogs, user groups and chat rooms, exceed radio and magazines as preferred places to go for such content. "Traditional lifestyle media" were named as the most trusted sources of entertainment content.

Asked which sources of news they expect to rely on in the future, 52 percent said they will "primarily" or "mostly" trust traditional news sources over emerging sources, and 35 percent said they expect to confer "equal trust" on both types of news outlets. Thirteen percent said they expect to place greater trust in emerging sources.

"It speaks to the point that consumers don't view the channels the way marketers and media partners use channels," said Jim Nail, chief strategy and marketing officer at Cymfony, which provides traditional and consumer generated media measurement services. "I thought it was fascinating that blogs and online sources were number two for entertainment. That says a good and reliable source for entertainment news is people like me, and I think if you'd gone back a few years they'd say the traditional media guy."

LexisNexis surveyed over 1,500 people aged 25 to 64 for the purposes of the study. Respondents, who were divided into "business professional" and "consumer" groups, were asked which news sources they trust to provide information about news that matters most to them.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...