Survey PR Newswire - Brazilian journalists: prepared for the future?

Brazilian journalists: prepared for the future?

A PR Newswire Survey

Scenario

The media universe faces an emblematic transition moment: the popularization of digital media and the role of printed newspapers and magazines in this scenario.

Scenario

Latin America seems to be in the opposite direction of this phenomenon. Here, printed media circulation has been growing (50% only in Peru, according data from

KPMG).

And in Brazil, newspapers increased 2.3% in the first six months of 2012.

With so many points on the agenda, the controversy continues: is printed media in its final days?

PR Newswire has wanted to know what this target audience, as one of the main players involved, thinks about this panorama and issues.

So...

The survey

The survey, which had 15 multiple-choice questions, was held between September 25th and October 17th 2012, via online questionnaire, and included the participation of 316 active journalists.

This is the company’s second initiative in Brazil. The first study named "Brazilian journalists and social networks” was conducted in mid 2011.

Participant’s profile

Out of the total number of respondents (316), 30.4% work in newspapers. Right after we have professionals working in Portals / Sites / Digital Outlets representing 26.3%, followed by magazines (19.9%), TV (7.9%), news

agencies (7.3%) and radio (2.2%).

Within this universe, the majority - 62.7% - is dedicated to one type of media only.

Tablet? No, not yet. Smartphone? Yes please

Tablet has not yet become popular among journalists in

Brazil. The group of respondents shows the following results: 66.1%

still don’t have tablet.

Smartphones have already won the hearts of this professional category: 71.8% have mobile

phones with features.

The power of printed media

In despite of going for smartphones or reading content through other kinds of digital devices, journalists still prefer printed versions (57.6%).

And about the future of printed editions, most areemphatic: 68% do not believe at the end of them, and21.8% are unsure.

When it comes to "rumors" and the need of somehow checking

information, journalists turn first to the Internet: 55.1% go for it as their first movement.

TV and radio were hardly

mentioned in the survey. Next day newspaper was the last

option, with only 0.3%.

Real time information? Internet is my place

Brazilian journalists believe on a digital future. Proof of this is that 79.1% believe

that these formats will become even more popular and have a guaranteed space.

Now, when it comes to charging for access to digital content, the group is divided:

55.1% disagree while 44.9% are favorable to the practice.

The future of digital and the digital in the future

About the use of multimedia features in their professional routine, including receiving multimedia news releases,

journalists showed themselves well adapted: 55.1% reported using these resources very often.

Brazilian journalists are also used to write different stories for online and printed versions of the media

company they work for (67.7%).

Merging printed and online versions of a story is a significant trend in their point of view (57.9%).

The future of digital and the digital in the future

Even believing in the popularization and consolidation of digital formats, 66.5% of participants have never attended any kind of class or workshop focused on this segment.

And there is more: while believing in a bright future for digital formats, journalists continue putting faith in printed versions: 53.2% believe in the power and survival of paper publications.

However…

The survey could highlight two topics that well describe the situation of Brazilian journalists: they

believe in the popularization of digital media. More: they already live this reality, having to

develop specific content for websites and digital versions of the media outlets they work for.

However, in despite of agreeing with these aspects journalists do not think printed media will

disappear.

Considerations

Active professionals continue betting their cards on the power and influence paper versions do have in

different audiences in Brazil and Latin America. And even seeing the rising of digital formats, they haven’t so far demonstrated much concern or willingness to

study or to get some specialization on the digital media field.

Considerations

Janaina WeigelDirector of Media Relations, Latin America

Camila ConteManager of Media Relations

E-mail: [email protected] Phone: +55 11 2504 5100Site: www.prnewswire.com Blog: www.blogprnewswire.com Twitter: www.twitter.com/prnewswirebr Flickr: www.flickr.com/prnewswirebr Slideshare: www.slideshare.net/prnewswirelatam

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