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Traditional media still the primary choice for top news sources
Labels: Radio
Despite all the proliferating choices consumers have for news, more Americans still turn to local TV news as their top choice over all other media, according to a survey conducted for the Radio and Television News Directors Foundation, released Tuesday.
Where new media really holds tremendous power is when the Internet partners with old media content. As reported in Tuesday's RAIN newsletter, several researchers say the Web helps broadcasters reach a broader audience. The one-two "old media/new media" punch continues to strengthen as a very potent media strategy trend.
When asked for their top three news sources:
>> 66% named local TV news as the major source
>> 29% chose local newspaper
>> 29% said national network TV news
>> 15% selected local radio news
Meanwhile, the Internet was chosen by only 11%, countering last week's reports that places like The Drudge Report are a leading source for news. Lastly, a sparse 4% chose national newspapers as their top 3 options for news sources.
Commissioned by RTNDF, the study interviewed more than 1,000 people age 18 and older in the telephone-based survey between April and May of this year.
In a separate study (1,500 U.S. adults between the ages of 25 and 64) conducted by NexisLexis and reported by MediaPost, traditional media is seen as the most reliable source for urgent news, led by network TV (50%) and radio (42%). 25% said they would turn to Web sites of print publications and broadcast stations. But just 6% said they would turn to social media, including user groups, blogs and chat rooms.
It shows new media still has a long way to go to catch up to traditional media when it comes to being a news source.
A Jointblog observation: While new media/the Internet may represent a small portion of Top 3 sources for news overall, there is no doubt how influential new media has grown over the past few years to generate word-of-mouth buzz about controversy and gossip (especially in regards to politics and celebrities), often "breaking" stories ahead of traditional mainstream media options.
Additionally, TV, newspapers and radio all aggressively use the Internet as an important source for news, content ideas, audience social networking and general show/feature prep.
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posted by Unknown @ Wednesday, October 04, 2006,
