LANHAM, MD: The media industry has started to stabilize as news organizations are experimenting with new models and mediums, according to the State of the Media 2011 report released by Vocus.
There were 151 newspapers that folded in 2010, which is almost half the number that folded in 2009. Out of those closures, six were daily publications, 109 were weekly, 12 were monthly, nine were online, and 15 were identified as other types of media.
Regional and locally-focused news organizations were an area of growth in 2010. There were 724 online newspapers that launched over the past year and all but 36 were Patch.com sites.
“It's not surpassing not to see any national and majorly expensive launches,” said Rebecca Bredholt, managing editor of magazine content for Vocus.
Another trend Bredholt identified was alliances between media outlets. She cited the Daily Beast and Newsweek merger as an example as well as alliances between local news organizations and local blogs.
For PR pros, the introduction of new models presents opportunities as well as a challenge to break through the overwhelming amount of volume.
“There is fierce competition for attention, but that's a good thing because it takes creativity to rise to the head of the pack and you have to be creative in media and PR,” Bredholt said.
Social media platforms have also created opportunities to bring journalists and PR professionals together, Bredholt added. She cited LinkedIn as an example of where journalists and PR professionals can connect through mutual contacts and both groups of professionals can offer advice as experts.
“Magazine editors are extremely active on LinkedIn. It can provide opportunities to connect and the editors also update their profiles when they leave or change jobs,” she said.
Overall, the report concluded that new media models will continue to appear in 2011 as the industry continues to change.