The document summarizes media industry trends in 2012, including the adaptation of print and broadcast outlets to the digital age. It notes that newspapers are struggling with declining revenues but expanding online, while magazines are seeing more new titles launched than closed. Television is facing increased competition for viewers' attention across multiple platforms. Radio is growing its online presence through streaming and partnering with other media. Social media has become increasingly important for all media in engaging audiences.

2. Welcome!
Welcome!
As we enter 2012, the media industry is
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beginning an evolutionary revival.
The outlets that survived the layoffs and
the closures are adapting quickly to the
digital age.
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2012 is going to be an exciting period
and a transformative time.
#vocus

3. Julie Holley
Julie Holley
• Managing Editor, TV/Blog/IRO Content, Vocus, Inc.
• Julie Holley brings a wealth of journalism, editorial and technical skills to
her position having worked as a newscast producer for CBS and ABC
affiliates in Washington D.C.
• She also served in variety of other TV roles including field producer and
assignment editor giving her an understanding of television as a whole
• Outside of work, she volunteers for the non‐profit,
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Civil Air Patrol as a public affairs officer
@julieholley
#vocus

4. Rebecca Bredholt
• Managing Editor, Magazine Content, Vocus, Inc.
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• More than ten years of magazine industry experience
• Currently a Featured Travel Writer for Yahoo!
• Active member of Magazine Professionals Forum on LinkedIn
• Ms. Bredholt has worked in every magazine department
possible, from art directing cover shoots, to managing
possible from art directing cover shoots to managing
editorial, to supervising printing – and even marketing/public
relations
#vocus

5. Kyle Johnson
Kyle Johnson
• Managing Editor, Radio Content, Vocus, Inc.
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• Kyle Johnson brings both broadcast and public relations
experience to Vocus
• Spent 18 years at WTOP Radio, the all‐news CBS affiliate in
Washington, DC
• Held positions as assistant editor drive‐time editor traffic
Held positions as assistant editor, drive time editor, traffic
reporter, weekend anchor, and general assignment reporter
• Last seven years at the station were spent as the station’s
primary reporter for the state of Maryland
#vocus

6. David Coates
David Coates
• Managing Editor, Newspaper Content, Vocus, Inc.
• David Coates had 15 years of newspaper reporting and editing experience
before joining Vocus in 2004
• Came to Vocus from the Washington Times where he was the assistant
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sports editor and oversaw a staff of more than 20 writers and editors
• Assigned stories, attended editorial meetings, edited copy and
coordinated the daily production of the Washington Times sports section
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• Spent 10 years at the (Newark) Star‐Ledger in New Jersey as a sports
reporter
#vocus

7. Newspapers Facts and Figures
Newspapers – Facts and Figures
• Nearly same number of newspapers closed as in 2010
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• Bureaus at major dailies shut down
• Gannett cut 700 jobs in 2011
• Patch.com adding, but also contracting at same time
#vocus

8. Newspaper Trends/Analysis
Newspaper Trends/Analysis
• More competition for hyperlocal news
More competition for hyperlocal news
– Main Street Connect and Sun Spots establish roots
– Aol’s Patch.com adjusting its model
• Smaller newsrooms
– Leaner and meaner
– More responsibilities, less time to do things
– Ink‐stained wretch vs. digital savvy geek
#vocus

9. Newspaper Trends/Analysis II
Newspaper Trends/Analysis II
• Paywalls
– New York Times successful this time
– Other major dailies (Baltimore Sun, Dallas Morning News,
Commercial Appeal)
– Boston Globe incorporates no el concept
Boston Globe incorporates novel concept
• John Paton’s influence
–NNewsroom cafes f
– Emphasis on digital
• S i l M di
Social Media
– Not your father’s New York Times
– Embraced by small newspapers
#vocus

10. Newspapers – What does it mean to
PR?
• Social media is important, but not for pitching
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• Best way to be heard is to listen more
• Know your audience
#vocus

11. Television Trends / Analysis
Television Trends / Analysis
• Additions of Spanish‐language stations have slowed as they
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have penetrated the major markets
• Networks still taking a huge interest in the Spanish‐language
market
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• Slight increase in resource sharing among stations
• Investigative reporting is making a come back
Investigative reporting is making a come back
#vocus

12. Television Trends / Analysis
Television Trends / Analysis
• Fierce competition for the attention of viewers
• TV extends its brand beyond the screen to websites, social media
and other platforms as part of their overall strategy
• Social media has become a way of life at TV stations
Social media has become a way of life at TV stations
– Sources for stories and interviews
– A way to keep the news flowing between newscasts and extend
their brand
#vocus

13. What does this mean for PR?
What does this mean for PR?
• More ways to reach the media
o e ays o eac e ed a
• More competition for the attention of journalists
• Reporters have even less time to turn their stories than
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they did a year ago
• So, what do you do?
– Offer them compelling stories; not obvious promotions for your
company or product
– They want to interview “real people”
They want to interview real people
– Engage them through social media before pitching them when
possible
#vocus

14. What does this mean for PR?
What does this mean for PR?
• So, what do you do? Continued…
So, what do you do? Continued…
– Make it easy for them
– Be ready when they call
– Try your best to accommodate their timeline
– Offer to help coordinate the logistics
#vocus

15. Magazine Highlights
Magazine Highlights
• More magazines started than stopped for the second year in a
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row
• America sure loves to eat, and then read about how to lose
weight.
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• Magazines now = websites, blogs, apps, Facebook pages, etc.
#vocus

16. What s New? What s Hot?
What’s New? What’s Hot?
• Regional Magazine are still the bulk of titles launching, but a few national
titles bucked the trend:
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‐‐Hispanic Retail 360
‐‐HGTV Magazine
‐‐Social Media Monthly
‐‐Lucky Peach
• Some regional magazines that launched include YUE magazine, meant for
luxury shoppers of Chinese descent living in NYC; and Crane’s Michigan
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Business, which comes out monthly to about 5,000 readers
• We saw 50 online‐only magazines launch in 2012 & 2011
#vocus

17. Social Media Usage
Social Media Usage
• About 50 percent of magazine brands now have an active
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Twitter handle and/or Facebook page
• People following magazine brands & editors on Twitter don’t
seem to be subscribing to print
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• We still need something to Tweet about. Content has to come
from somewhere, and it’s coming from traditional magazine
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titles
#vocus

18. Trends to Watch
Trends to Watch
• Newsweek (print) married Daily Beast (online) and is now
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giving birth to NBC’s online videos (TV)
• Laura Lang, Time Inc.’s CEO, has no publishing experience
• Nomad Magazines are made for tablets only. People are
paying for products/packages like magazines on iPads
#vocus

19. What is Radio?
What is Radio?
• Definition is Changing
Definition is Changing
• Streaming Music Services
• What Women Want
What Women Want
• Emergence of Digital
#vocus

20. Is Anybody Listening?
Is Anybody Listening?
• Listenership Up
Listenership Up
• Where do you get your News?
• Formats
• Demographics
#vocus

21. Where does radio go from here?
Where does radio go from here?
• Partnerships
• Technology – Satellite, HD and Internet Radio
• College Radio
College Radio
#vocus

22. What does this mean for PR?
What does this mean for PR?
• More than Sound
More than Sound
• Interactivity
• Content is King
Content is King
#vocus

23. About Vocus
About Vocus
Vocus is a leading provider of cloud-based marketing and PR software
that helps organizations reach and influence buyers across social
networks, online and through the media. Vocus provides a suite of
software for online marketing, social media and PR that makes it easy
for organizations to generate online visibility, build their social
networks and attract new customers in today’s new customer-led
buy g cycle.
buying cyc e
Vocus
Twitter: @Vocus
Blog: www.vocus.com/blog
Facebook: www.facebook.com/Vocus
Website: www.vocus.com
inVocus
Twitter: @invocus
Blog: www.vocus.com/invocus
Bl /i #vocus
#
Email: invocus@vocus.com