Survey: More People Using Internet as Main Source of News

According to a recent Harvard study, an increasing number of people are obtaining the majority of their news from online sources -- a trend that the study indicates is adversely impacting local newspapers throughout America.

Some highlights of the study:

- The study found that, in general, traffic on newspaper-based Web sites has leveled off. While the Web sites of major, nationally known papers are gaining larger audiences, the sites of most other newspapers are losing their audiences.

- According to the study, the Web sites of "brand name" news organizations (i.e. CNN or FOX News) have grown, as have the Web sites of local commercial television and radio stations (such as Raleigh's WRAL.com).

- The research showed that the biggest gains in audience occurred among non-traditional online news providers.

- The study also indicated that the Internet is a greater threat to local news organizations than those with national reputations because it reduces the influence of geography on the choices people make. Given that fact, the study seems to indicate that people go to well-known brand name sites that are familiar to them. In my view, this appears to be a function of credibility.

- While the study indicates that local newspaper sites are among those most threatened by this trend, it also indicates that local news organizations are "brand names" within their communities -- a fact that they can use to their advantage. If a local news organization can establish itself as a credible online provider of local news, that niche could be a profitable one.

This trend is one that should not be taken lightly by public relations professionals. As citizens change their news consumption habits, we must adjust the methods we employ to communicate our clients' newsworthy happenings.


Related articles:

Study: Internet Redistributing News Audience

Internet Hurting Local Newspapers

Internet use could kill off local newspapers, study finds