Newspapers and trade publications have gone through a sea-change in the last decade. This has ramifications for businesses that rely on public relations to help tell their story.
Circulation at daily newspapers has plummeted and continues to fall, causing some newspapers to shutter operations or to reduce their frequency. Paid newspaper circulation has fallen to about 35 percent of households from nearly 60 percent in 1995.
Trade magazines have not fared much better, with well-established brands closing down or moving entirely online.
The stress these trends place on journalists is incredible. There are fewer writers being asked to churn out more articles to fill space in print publications, online publications, daily e-newsletters and social media.
Bad news for journalists may be good news for marketing and PR managers. Here are some trends we’re seeing:
- With a lot of content to produce and limited resources to produce it, reporters are assigning more byline articles than at any other time. Bylines are great vehicles for companies to showcase their thought leadership.
- Strapped for time, we see journalists doing “interviews by email.” This can be positive for companies that need to closely control their message. It also cuts down on reporter errors.
- Journalists are receptive to good story ideas from trusted sources. Companies that have worked hard to demonstrate they are reliable and understand the importance of deadlines, will get coverage.
- With blog content to fill, reporters are open to suggestions for expert bloggers.
Despite the decline in print circulation, there are great opportunities to get your company exposure through public relations. Only now, you may be the one writing the article.