How Today’s Business Journalists Use New Technology and New Media

by Cheryl Carr on June 30, 2009

By Megan Webb

It’s no secret that advances in technology and the changing media landscape have greatly altered the way the public receives, seeks and shares information. And BtoB reporters are surely not immune to this new media phenomenon.

According to a recent study conducted by the Arketi Group, “Inside BtoB Media Usage of Web 2.0,” 68 percent of journalists consider the impact of social media on business-to-business (BtoB) reporting to be positive. Thirty percent of journalists say blogs make their job easier, 32 percent say instant messaging makes their job easier, while the majority – 85 percent — say they have a LinkedIn account, 55 percent are on Facebook and 24 percent tweet on Twitter.

Eighty-eight percent of the journalists surveyed say they spend 20 or more hours a week on the Internet — up from 60 percent in 2007. When asked specifically how they use the Internet:

  • 95 percent say search (Google, Yahoo!, etc.)
  • 92 percent say reading news
  • 92 percent say emailing
  • 89 percent say finding story ideas
  • 87 percent say finding news sources
  • 75 percent say reading blogs
  • 64 percent say watching webinars or webcasts
  • 61 percent say watching YouTube
  • 59 percent say social networks

To find story ideas, more than three out of four journalists say they find ideas on newswires, 72 percent from other media outlets, 70 percent from online search and 70 percent from Web sites. More than half — 55 percent — say blogs spark story ideas and 12 percent say they have used Twitter to find a source or story idea.

When asked about credible information sources, 92 percent list corporate Web sites, 87 percent report PR professionals, 53 percent say blogs, while 19 percent cite chat and message boards.

Further proof of the move to digital is the overwhelming majority of journalists — 93 percent — who say their online publications are allowed to “scoop” their print editions. Only three percent of the journalists surveyed write solely for a print publication and 24 percent indicate more than 75 percent of their news outlets’ Web site content does not appear in the print publication.

For more information or to download a free copy of the report, click here.

{ 1 comment… read it below or add one }

Mike Neumeier August 27, 2009 at 12:38 pm

Hope you found the survey info helpful!

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