Archive for January 2009

Working with Ketchum on the very first UK version of its highly-respected Media Myths & Realities survey has been an eye-opener for me. We have started to roll out the report’s findings and I’ll be addressing them in this blog and others to follow.

For all who have been discussing the impact of social media and online news services, the MMR report has two very relevant findings for the UK. The first is that there is both high consumption of traditional media (print and broadcast) and high levels of credibility given to it. Information from social media sources (including blogs) has half or lower credibility than the big media brands. (MPs’ blogs have the lowest consumption of all).

The second outcome of the survey’s results is that media consumers (whether general population or ‘influencers’) do not appear to differentiate between print, online or broadcast versions of the traditional media’s output. They see it as a continuum, which leads to the interpretation that there is both great loyalty to a person’s existing media (print or broadcast) choice and great trust in it.

For example, someone who buys the Guardian in the morning on the way to work will most likely look at the paper’s online news site (something which that paper promotes om the print version). Similarly, those who listen to BBC Radio 4’s agenda setting Today programme will look at its website and the main site. It’s a continuous loop of contact that shows the trust given to traditional journalism and news-gathering.

That’s just a first snapshot of the MMR UK. More to follow.

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Tom Watson

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