. For the time being, that’s social media and mobile devices, so that’s where BuzzFeed lives. “Online sites are growing as legacy print publications are cutting staff and reducing coverage. Readers go to social media sites to figure out what they want to read. Social media and mobile media are ‘new media’ now, but even that may be old. They should know we don't have a lot of use for filtered comments or news sources who can't or won't talk about half the stuff we cover. We are interested in great, market-moving ideas on important matters. Digital media allows journalists more direct contact with readers than traditional media, and the ability to see, often in real time, what readers care about most. Our stories lie at the intersection of interesting and important and take whatever form is best to tell a particular story.
There’s always been, and there will always be, a “New Media.” With the pace of technological change, news gathering and distribution evolves exponentially faster.
The most revolutionary New Media burst onto the scene more than a decade ago with the Internet, appearing as online news. At the time, it was an inferior product. There were fewer resources compared to print, radio and TV, the writers and editors were less experienced, the photography was shoddier, and the content was treated like an off-price generic alternative. Not today. In late 2017, the “New” New Media represents digital platforms that are equal to magazines, newspapers, radio and television. They are consumed on cell phones, laptops, desktops and tablets, and they often contain the same information as the traditional media, although it may be delivered in a different style.
Understanding how these news outlets find, gather and distribute information is critical to consumers of media and the PR industry. If you work in PR, your job is to present information representing yourself or client in the best and most powerful manner. One cannot be successful without a strong comprehension of New Media. To be fair, most traditional publications, ranging from (shameless plug) Forbes, with a plethora of news, features, commentary and business school rankings online, to the New York Times, Washington Post and others, feature sophisticated news utilizing professional content presented digitally.
But to truly understand the post-print online-only universe, I concentrated on “New” New Media that began and exist online only. (Political publications were avoided, that’s a different column.) Here’s how leading experts, editors and journalists explain how to successfully navigate this digital world.
- Jason Wells, Deputy News Director, BuzzFeed
“Where and how people consume their news and entertainment continues to evolve, so what’s ‘new’ now could very well be ‘old’ in a year, or until some tech company develops a new delivery system that meshes even deeper into our lives. For the time being, that’s social media and mobile devices, so that’s where BuzzFeed lives. More than 70% of BuzzFeed traffic overall is from views on mobile devices and tablets; and 40% is driven by social media platforms like Instagram, Twitter, and Facebook … So as much as journalists yearn for the days of everyone watching the nightly news together, or reading the same print edition of the Los Angeles Times (where I’m from), that’s just not how people consume media anymore. And any “New Media” will have be nimble enough to keep pace with however the consumption model changes in the future.”
What do PR people need to know about BuzzFeed?
“BuzzFeed has a massive millennial audience — higher even than CNN and other established media organizations that have been around for decades. They should also know that BuzzFeed is what most future media companies are going to look like: a combination of news, entertainment, commerce (candles, fidget spinners, etc), and food recipes. There’s such a wide variety of interests and media diets out there, to survive a company can’t just specialize in one thing.”
- Ann Brenoff, Senior Writer and Editor, Huffington Post
“Online sites are growing as legacy print publications…