Middleberg/SNCR Survey of Journalists Reveals Generational Gap
November 18, 2008
While journalists across all age groups and beat assignments are rapidly adopting social media tools into their everyday work, the greatest usage is shown by young “Millennial Generation” journalists. The disparity in usage between younger versus older journalists is striking and holds important implications for journalists and communicators. These and other important preliminary findings were shared at the 3rd Annual Society for New Communications Research Symposium, which was held Friday, November 14th, at the Hotel Marlowe in Cambridge, MA, (http://sncr.org/symposium08/).
This new study is being conducted by SNCR and Middleberg Communications and is the successor to the highly regarded journalist survey conducted from 1994 – 2004 by Don Middleberg and Steven Ross, formerly Associate Professor of the Columbia Graduate School of Journalism.
“The most dramatic and significant finding of this new survey,” stated Middleberg, “is the rapid adoption of new media and online communication among all journalists. The disparity in usage and perceived value of these new tools and technologies to the future of journalism is particularly striking among the youngest demographic versus the oldest.”
Key findings among youngest versus older journalists:
* 100% of Millennial respondents (i.e., 18-29 year-olds) believe new media and communications tools are enhancing journalism, versus 40% in the 50-64 demographic
* 87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds
* 87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds
Key findings among all journalists:
* 48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
* 68% of all respondents use blogs to keep up on issues or topics of interest
* 86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organization
“The exciting news,” said Middleberg, “is that we have new ways to reach and communicate with a whole new generation of journalists. The communications professionals who embrace these changes will be far more effective and successful.”
What is striking about this survey is that it is very clear that the ‘Millennials’ – the younger journalists entering the workforce – are adopting new media and social tools more readily and seeing their value, especially in terms of collaborating with their peers and strengthening their relationships with their audiences and the people in the areas they cover. While it’s not entirely surprising that this younger generation of journalists are users of these new communications tools, it’s interesting that they understand how to use them effectively in their work, and are pushing the journalism profession as a whole to create a more collaborative, reciprocal, interactive, and fluid form of journalism.
The survey questionnaire was developed by SNCR’s Research Fellows in conjunction with TWI Surveys and informed by discussions with those Fellows who are journalists and communications professors. It was launched in September 2008 and is still in progress. All data was tested for significant differences. Respondents to date include 160 editors and reporters from print, broadcast, and online news organizations.
All journalists are invited to participate in the survey at: http://www.surveytracker.net/scripts/survey.dll?AHID=03100D
Download the preliminary findings here. Final results will be published in the SNCR’s Journal of New Communications Research and presented at the New Communications Forum in Spring 2009. The full study will include in-depth case studies with journalists.
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Jennifer McClure is the executive director of the Society for New Communications Research, a global, nonprofit 501(c)(3) think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business and society. Her 20-year career includes work in all facets of professional communications, including market and media research, journalism and
publishing, PR and marketing consultation. She is also the co-founder and producer of New Communications Forum.
Ms. McClure was co-founder and CEO of Albrycht McClure & Partners, a strategic communications firm, PR manager for ZD Events, worked for Ketchum Public Relations, and did a brief stint with Young & Rubicam. Prior to relocating to California, she managed her own PR/marketing consulting firm in New York. She was also a newspaper reporter and a co-producer/co-host of a weekly community affairs radio program in the Hudson Valley region of New York. She was the vice president of research and publishing for New Electronic Media Science (NEMS), a media/marketing research and consulting firm, and was managing editor of the firms newsletter The Marketing Pulse. She has been honored with the Eclat Award for Marketing Excellence; is a graduate of Sarah Lawrence College, holds a certificate in nonprofit management, and is currently pursuing a masters degree at Stanford University. Jen McClure serves on the strategic advisory board of HDI, the worlds largest membership association for the IT service and support industry. She is based in the Silicon Valley, where she lives with husband and son. Jennifer McClure may be contacted at jmcclure@sncr.org.
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RIGHT ON! Good job Jennifer!
The real issue is that the 50-64 year old aka "Old Farts or OFs" are the ones with PHDs and there teaching students that interactive media is a phase. The problem starts with the OFs who cant accurately define what interactive truly means and how it works.
Great article. Thank you!
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