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June 30, 2015

The Reuters Institute for the Study of Journalism released its annual Digital News Report recently, and its findings are interesting. These are some things to keep in mind if you are thinking about venturing into marketing via digital media.

  1. Everyone hates ads: Studies show 41% of people install ad-blocking software on laptops, 11% use it on their phones, and 7% use it on their tablets. Although the majority don’t use any kind of ad-blocking software, the high numbers of those who do show that they are more cynical about online advertisement.
  2. Everyone dislikes sponsored content: readers of online magazines and newspapers are disappointed by sponsored ads in news columns or current events articles. However, ads in fashion/travel/lifestyle columns are fine.
  3. No one uses news apps: A majority of readers either use one news app or none at all. Either they go back to the same news source every time, or they get their news from different websites. Most news referrals come from social media sites like Facebook, Twitter, and Youtube.
  4. Some digital properties are growing while others are shrinking: Some digital properties have taken advantage of social media links, while some others have not. For example, Yahoo, Buzzed and Huffington Post are more commonly accessed by consumers than NPR or the Wall Street Journal because they have a large presence on social media.
  5. Local news is declining: Local tv and digital news have lost audience in recent years.
  6. No one wants to pay for news: 66.7% of responders stated they would never pay for digital news, and among those who were willing to pay, the average yearly fee they agreed upon was $8.39.  Digital properties aren’t going to expand via paid subscriptions. Those who might pay are ones who already subscribe.
  7. People love to comment: Well over 25% of readers comment on either news stories or the social media posts that share them. Comment sections could be a possible area to market research, but it may be hard to sift through all the junk to find something gold.

Read more at Adweek.