Ogilvy announced the findings of the second half of the 2018 Global Media Influence survey. The survey found that nearly 60% of Journalists worldwide believe that local media must adapt to the changing environment or face extinction. Similar to global media outlets, local journalism has been significantly disrupted by the advent of new digital technologies and behaviors.
“They have an opportunity to survive and thrive because local news stories make them unique,” said Jennifer Risi, Ogilvy’s worldwide CCO. “But you have more syndication than ever before … and they can find themselves in trouble,” she said, adding that creating content that can’t be found elsewhere is considered key to local media’s long-term survival.
Risi, who heads Ogilvy’s media influence team, said the finding is a first in the five-year history of the survey, which, this year, is based on a 10-question poll of 363 journalists across North America and the Asia-Pacific and EMEA regions.
Whether journalists believe there is value in saving local media, however, depends on whom you ask.
42% of North American journalists believe local media is more important than ever, and an equal number believe it needs to change its operating model. In the EMEA region, however, just 15% of journalists see local media as more important than ever, compared with roughly 21% of Asia-Pacific journalists, although 63% believe it needs to adapt as compared with 70% of those interviewed in the Asia-Pacific region.”
Other key findings include around 31% of surveyed reporters from all three regions believing that the most successful traditional media platform to adapt in an increasingly digital world is television.
Yet, the report also found that, between consolidation and digitalization of media, defining different mediums is increasingly difficult. Nearly 43% of respondents believe streaming services will be the top channels within five years, followed by news feeds and podcasts.
Risi said the findings show that big-name news outlets — the New York Times and CNNs of the world — are capturing larger audience share, meaning they also have more influence than ever, which is a key takeaway for communicators wanting to reach a range of target stakeholders.
“Communicators need to know the shift has happened. And if you can successfully navigate the media landscape today you will be in the driver’s seat to drive your own narrative and gain right mindshare with key stakeholders.”
Key findings of the report:
- Globally, 55% of journalists agree media mergers and consolidation will be positive for the industry. However, there is a clear divide between journalists in EMEA and Asia Pacific compared to their North American counterparts who, for the majority, believe that media mergers and consolidation will be bad for the industry overall.
- North America – 24% of surveyed media agree; 76% of surveyed media disagree
- EMEA – 67% of surveyed media agree; 33% of surveyed media disagree
- Asia Pacific – 74% of surveyed media agree; 26% of surveyed media disagree
- 58.3% of global media believe local media needs to change the model.
- North America – local media is more important than ever [42.0%], needs to change the model [42.0%], is dying [8.7%], or other [5.8%].
- EMEA – local media needs to change the model [63.0%], is dying [16.0%], is more important than ever [15.1%], or other [5.9%].
- Asia Pacific – local media needs to change the model [70.0%], is more important than ever [21.7%], is dying [4.4%], or other [3.9%].
- Globally, 31.4% of surveyed reporters from all three regions [North America, EMEA and Asia Pacific] agree that television has been the most successful traditional media platform to adapt in an increasingly digital world.
- Looking ahead, streaming services [42.5%], or revived television emerged as the new “old” media that will be king in 5 years followed by the feed, (i.e. headlines, newsbytes/newsletters) and podcasts.