NEW YORK, Sept. 12, 2018 /PRNewswire/ -- Today, Ogilvy
announced the findings of the second half of the 2018 Global Media
Influence survey. The survey found that nearly 60% of
respondents worldwide believe that local media must adapt to the
changing environment or face extinction. Similar to global
media outlets, local journalism has been significantly disrupted by
the advent of new digital technologies and behaviors.
Consumers have more options than ever before, and whether news
is happening next door or across the continent, consumers can be
informed with the same ease of access. By leaning in on local news
and sharing unique, niche content that cannot be found anywhere
else, Ogilvy's survey found that local media can continue to play a
significant role in reporting the news agenda.
"Today, we are living in an earned first world where influence
trumps everything else," said Jennifer
Risi, Ogilvy's Worldwide Chief Communications Officer
and Managing Director, Ogilvy's Media Influence. "The lines between
global, national and local media are increasingly becoming obsolete
as consumers have access to an unprecedented wealth of content at
their fingertips. Brands that partner with communications experts
who know how to navigate today's media landscape will be in the
pole position to drive their own narrative, and thereby mindshare
with their key stakeholders."
Additional key findings:
- Globally, 55% of journalists agree media mergers and
consolidation will be positive for the industry. However, there is
a clear divide between journalists in EMEA and Asia Pacific compared to their North American
counterparts who, for the majority, believe that media mergers and
consolidation will be bad for the industry overall.
- North America – 24% of
surveyed media agree; 76% of surveyed media disagree
- EMEA – 67% of surveyed media agree; 33% of surveyed media
disagree
- Asia Pacific – 74% of surveyed
media agree; 26% of surveyed media disagree
- 58.3% of global media believe local media needs to change the
model.
- North America – local media is
more important than ever [42.0%], needs to change the model
[42.0%], is dying [8.7%], or other [5.8%].
- EMEA – local media needs to change the model [63.0%], is dying
[16.0%], is more important than ever [15.1%], or other [5.9%].
- Asia Pacific – local media
needs to change the model [70.0%], is more important than ever
[21.7%], is dying [4.4%], or other [3.9%].
- Globally, 31.4% of surveyed reporters from all three regions
[North America, EMEA and
Asia Pacific] agree that
television has been the most successful traditional media platform
to adapt in an increasingly digital world.
- Looking ahead, streaming services [42.5%], or revived
television emerged as the new "old" media that will be king in 5
years followed by the feed, (i.e. headlines, newsbytes/newsletters)
and podcasts.
Now in its fifth year, Ogilvy's annual global media survey has
become a go-to resource for industry insights from some of the
world's leading journalists on the changing media landscape. These
findings further illuminate insights from the first part of
Ogilvy's Media Influence survey, released in June 2017 at the Cannes Lions International
Festival of Creativity, which uncovered a significant decline of
trust in traditional media as a news source by 22% since
2016.
About the Survey
Ogilvy's Media Influence team fielded a 10-question survey of 363
news media professionals across the North
America, Asia Pacific and
EMEA regions. The survey assessed new strategies for an
increasingly digital world and focused on the sentiments of
reporters, editors and producers who cover a vast range of topics,
including national news, business and financial news, law and human
resources news, as well as consumer trends, technology,
entertainment, politics, healthcare, travel and multiethnic
communities. The survey was conducted in April 2018 via phone and email by Ogilvy's Media
Influence staff members based in 22 offices across the globe.
About Ogilvy
Ogilvy has been producing iconic, culture-changing marketing
campaigns since the day its founder David Ogilvy opened up
shop in 1948. Today, Ogilvy is an award-winning integrated
creative network that makes brands matter for Fortune Global
500 companies as well as local businesses across 132 offices
in 83 countries. The company creates experiences, design and
communications that shape every aspect of a brand's
needs through six core capabilities: Brand Strategy,
Advertising, Customer Engagement and Commerce, PR and Influence,
Digital Transformation, and Partnerships. Ogilvy is a
WPP company (NYSE: WPP). For more information,
visit http://www.ogilvy.com/, or follow Ogilvy on Twitter
at @Ogilvy and on Facebook.com/Ogilvy.
Media Contact:
Tara Mullins
Tara.Mullins@ogilvy.com
Tel: (212) 880-5243
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SOURCE Ogilvy