Journalism and
New Media

Trylon SMR President Lloyd Trufelman appeared on a panel at last month's New York Press Club Journalism Conference titled, "Using Online Tools to Reach Journalists." During his presentation, he noted that, although social media offers new tools for journalists, it has become somewhat of a craze. "New media technologies typically do not replace previous ones; they augment them," Trufelman said. "New media are catalysts for tweaking the existing media mix. Those who think that, because they have a Twitter handle or Facebook page all other existing news vehicles are obsolete, brings to mind those who several years ago found out the hard way that setting up a blog was not the single magic media bullet they thought it would be."

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According to the 2009 Digital Readiness Report, "Essential Online Public Relations and Marketing Skills," public relations leads marketing in the management and oversight of all social media communications channels within organizations. The study maintains that social media is becoming more important as a communications channel, and is quickly becoming a core discipline requiring dedicated resources.

American video consumption across the three screens of television, Internet and mobile devices continues to rise, according to the latest data from Nielsen's Anywhere Anytime Media Measurement (A2/M2) initiative. Given the larger variety of choices, how do marketers measure the value of their message now? 

Public trust in the US media is eroding and increasing numbers of Americans believe news coverage is inaccurate and biased, according to a study released recently by the Pew Research Center for the People and the Press. In fact, the report finds that the public's assessment of the accuracy of news stories is now at its lowest level in more than two decades.  

Perhaps because it's still a relatively new field, interactive marketers seriously lack confidence in their ability to measure the relative effectiveness of social media campaigns, according to a new study by Forrester Research.