Oh, Internet! You are the World!

Posted by Peter Ivanov on March 28, 2009 under Articles/Cases/Analytics/Advices | Be the First to Comment

In 2007 Harvard professor Thomas Patterson discovered that in USA the news at Internet resources become more popular than print press. In February 2008 at We Media Conference were presented updated results of media world survey. I am going to point out some interesting numbers:

• 48% of respondents claimed that Internet editions give them primary information; if we divide those respondents by 2 age groups, we will get: 55% of young people (age of 18 – 29) and 35% of seniors (age older than 65);
• 86% of Americans claimed that Internet editions are more important news source than others; just to compare: “For” the television claimed 77% of respondents, “For” the radio – 74%, “For” the print press – 70%;
• 32% of respondents claimed that Internet news are more trustful than from other sources; “For” the TV claimed 21%, “For” the radio – 15%, “For” the print press – 22%.

As far as know, there are more than 225 mln. (74% of the USA population) Internet users (the whole population is equal to 305 mln.). According to the “Gemius” company research in November 2008 total number of the Internet users in Ukraine exaggerated 7 mln. (15% of the Ukrainian population). The total population of Ukraine is more than 46 mln.

It’s a pity that I haven’t seen any public opinion surveys concerning the role of Internet editions in the lives of Ukrainian WWW users. Although, I suppose that on-line information plays important role for citizens. I can even guess at least one reason for that – price. Trivial remark, one would say? In Ukraine for Internet user is more favorable to get news from informational portals or on-line newspapers, than to buy paper versions. There are very few editions in Ukraine that “hide” their news and articles from non-subscribers. You will have to subscribe in order to read some serious analytical features with high added value on some magazines such as “Business”, “Companion” etc).

What does it mean for PR specialists?
What does it mean for Ukrainian PR specialists if the readers go on-line? I must say that nowadays most PR specialists use electronic editions only for the press releases distribution. It is quite common practice. Although, you don’t need to kill much time in order to write a press release and send it through the base of electronic editions and web-portals, or even to just post it on special release resources (Ukr Biz, “Correspondent”).
Step aside of the trivial press release distribution there is an opportunity to do the journalist’s job and write an article oneself. Some editions will take it if your writing style is perfect and you can “hide” advertising beyond the actual and socially useful information analysis. If you send an advertorial, the moderator or site editor will throw it away.
Specialists agree that in Ukraine the professional level of the on-line journalists is much lower that print ones. Moreover, print word still is more trustful than the text on the computer monitor. I think, this situation will be actual till the population on-line will exaggerate off-line audience. More Internet users – better quality!
There is one more important issue. I personally know that on-line journalists earn less money than print media staff. At the same time, lots of print media journalists write for electronic editions under the pseudonyms. As a result, often for PR specialists on-line media representatives are less authoritative than other journalists. Step aside the fact that audience of on-line and off-line media is incomparable. An article posted at Internet edition web-site is spreading all over the Net immediately.
Ukrainian PR managers are going to raise attention towards on-line media. Actual trend of “new PR” claims for messages diversity to different media types. Internet itself create wide field for specialized niche editions. There aren’t offices here and you don’t have to take on staff for printing the off-line paper or magazine. All you need is 1 system administrator, designer and writing editor. This small team can easily develop any idea and target it on narrow audience.
I would like to mention example that catch my eyes not long ago. This site named “Good News” (http://www.horoshienovosti.com.ua) positioning itself as a resource with “the news for those whose life is great”. The creators have discovered lack of positive news because of negative information flow concerning crisis. I personally was told about that negative background by journalists themselves! Recently, the “Good News” site creators launched press conferences series targeted to describe positive and perspective trends in economy step aside crisis and recession. Those press conferences will be dedicated to different economy branches. First one is going to be about banking system – one of the most painful topics in Ukraine nowadays.
The “Good News” is a very bright example of niche edition that was born from the crisis reality. And you know, I really don’t think we could see new print newspaper or magazine concerning this topic developed during such short period of time.