SIX WAYS Traditional Media Impacts Your Audience AUDIENCES STILL RELY ON TRADITIONAL MEDIA % Sixty-five percent of North Americans put 65 their trust in traditional media as a reliable 1 source of news.1 MOBILE AIDS TRADITIONAL MEDIA Fifty-seven percent of consumers continue to be more likely 57% to get news through mobile devices than through desktop Get News or laptop computers.2 on Mobile 2 Device TRADITIONAL NEWS DRIVES % ONLINE MEDIA 59 News apps are becoming more prominent: Fifty-nine percent of Americans get their local news from % 3 59 3 news websites or apps. TRADITIONAL MEDIA BRANDING TOPS SOCIAL MEDIA TV, RADIO & PRINT 4 ONLINE 4 Local Television News 30 Yahoo! News 20 Fox News 29 CNN.com 19 4 NBC/MSNBC News 25 Fox News Online 19 CNN 22 HuffPost 18 ABC News 20 New York Times Online 17 Regional/Local Newspaper 20 Washington Post Online 15 CBS News 20 BuzzFeed News 15 Local Radio News 17 NBC/MSNBC News Online 15 NPR News 13 Local Television News Sites Online 14 BBC News 11 BBC News Online 11 PBS News 10 MSN News 11 City Paper (eg Boston Globe) 9 Regional or Local Newspaper Website 10 New York Times 9 NPR News Online 10 USA Today 8 Website of City Paper (eg Boston Globe) 9 Washington Post 6 USA Today Online 9 Free City Paper 6 ABC News Online 9 Weekly Use More than 3 days per week Weekly Use More than 3 days per week ONLINE USERS PREFER DIRECT SOURCES FOR TRADITIONAL NEWS CONTENT While most consumers choose to go directly to a news source, they are using a combination of news access methods on a regular basis.4 5 27% 20% 25% 7% 7% 9% Direct Search Social Mobile Aggregator Email Media Alerts PAID JOURNALISTS HAVE A RESPONSIBILITY TO VET INFORMATION Social media is still working to strike a balance between privacy and sharing of content. of US adults who prefer getting news through social media 6 56% said they had shared news they later found out was made up.5 SOURCES: 1. Edelman Trust Barometer, 2019 • 2. Survey conducted July 8-21, 2019. The Pew Research Center. • 3. Survey conducted Oct 15-Nov 8, 2019. The Pew Research Center. 4. Reuters Institute, Digital News Report 2019 • 5. Survey conducted Feb 19-March 4, 2019. The Pew Research Center 30 B Vreeland Road I PO Box 674 I Florham Park, New Jersey 07932 I www.burrelles.com ©2020 Burrelles .