A Euro RSCG Magnet/Columbia University study finds more than half of journalists read blogs.
The trend toward PR agencies setting up blog-specific practices got a boost this week, as a new study found that more than half of journalists use blogs in the course of their work.
The research, conducted by Euro RSCG Magnet and Columbia University, would seem to support the importance of efforts like Ketchum's "Personalized Media" practice and CooperKatz' Micro Persuasion effort.
The Euro RSCG/Columbia study shows that more than 51 percent of journalists use blogs regularly, and 28 percent rely on them to help in their day-to-day reporting duties. By contrast, a recent Pew Internet and American Life Project survey showed that just 11 percent of the U.S. population as a whole reads blogs.
"The fact that the media are using blogs for reporting and research... demonstrates that blogs have an enormous potential to not only influence the general public, but to influence the influencers -- journalists and the media -- as well," said Aaron Kwittken, CEO of Euro RSCG Magnet, in a statement.
Journalists mostly used blogs for finding story ideas (53 percent), researching and referencing facts (43 percent) and finding sources (36 percent). And 33 percent said they used blogs to uncover breaking news or scandals. Still, despite their reliance on blogs for reporting, only 1 percent of journalists found blogs credible, the study found.
Weblogs seem poised to wield a greater influence over journalists -- and therefore over the stories they disseminate via the mainstream media -- in the coming year. Sixty-eight percent of respondents believe that blogs will become a more popular tool for corporations seeking to inform consumers.
The report was based in responses from 1,202 journalists working at newspapers, magazines, online publications, wire services and broadcast outlets across the U.S.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
January 29, 2015
1:00pm ET/10:00am PT