- The economy: With the “r” word making the rounds and almost daily news about the mortgage crisis, newsrooms are constantly looking for fresh video and story angles. Personal finance tips and mortgage advice are particularly in demand by local affiliates and newspaper Web sites, while the nationals are more interested in predictions and macro-economic views by industry experts, academics, and CEOs.
- Green: Green isn't going away anytime soon. Anything to do with climate change and energy continues to be popular and we are seeing companies and organizations becoming much more active in terms of promoting their “green” initiatives not only locally, but globally.
-Election 2008: The U.S. election is, no doubt, one of the major news events of the year – not only domestically, but globally. We are seeing that journalists are increasingly looking for issue-specific video around healthcare, the economy, and education, a great opportunity for companies and special-interest groups who want to tell their side of the story. The NewsMarket recently launched a specific channel, www.thenewsmarket.com/campaign08, to aggregate all election content in one, central location. Last week for example, the US Department of State utilized The NewsMarket to deliver video regarding the unauthorized access of the candidates' passport files; Reading is Fundamental used the channel to comment on the President's budget cuts.
- Olympics/China: With less than five months to go until the Olympic Games, anything to do with China, the Games, and related events is of huge interest. The Olympic torch lightning was one of our top video requests in March but we are also seeing demand for content relating to what Olympic sponsors and non-sponsors are planning to do during the Games. And obviously, any story about US or European companies and their activities in China is of huge interest.
- Emerging/New markets: Given the state of the world economy, emerging markets are being covered more and more, especially India and China, but also the United Arab Emirates and Russia. As I write this, Tata Motors, a client of The NewsMarket, has just announced its acquisition of Jaguar and Land Rover, two of the world's most prestigious car brands. US companies who produce or sell their products and services in these markets have a great story to tell and a captive audience around the world.
In summary, 2008 will be a busy news year with many opportunities for PR professionals who can deliver timely, creative, and tailored content around key topics that the media will be focusing on.