4 Key Takeaways On The Current State of the Media

The media has completely transformed in the last decade and the pandemic drastically accelerated this shift. From how news is produced, covered and consumed, to the way people feel, think and react to it, the state of the media is ever evolving. As professionals, we need to thoroughly understand the media landscape and continue to adapt as it changes.

Here are key take awayson the current media landscape based on research from Cision’s 2021 Global State of the Media Report and Pew Research Center.

Americans are consuming more news. Over the past 10 years, there has been a 20% increase in daily news consumption for adults across all categories, including mobile, desktop, radio, TV and magazines. A large majority of American adults (86%) are getting their news on digital devices. Additionally, access to news remains as important as ever, with increased importance on the value of trustworthy new sources.

News has taken a big hit. Newsrooms continue to shrink, and journalists have been stretched thin by consolidation, downsized staffing and decreased resources. These news crews have worked hard to cover stories that have been emotionally charged and world changing, all while working to be transparent and attempting to avoid bias.  

Trust in the Media is Declining. 53% of journalists feel the public lost trust in the media over the last year. Public trust in the media is not a new issue but one that has been heightened by increased skepticism that has been fueled by things like the rhetoric of government leaders and competing new sources. Additionally, about 6 out of 10 U.S. adults say they have at least some trust in national news organizations, but tend to have greater trust in local news organizations.

Know your audience. You need to know what your consumers want to read and watch. The past two years have been filled with tough news–from coronavirus updates to racial injustice has led to fatigue–consumers and journalists alike want to hear positive and uplifting stories.

So, what does this all mean? Journalism and the media industry play and will continue to play an important role in society, but one thing that is constant in the media industry is change. Things will continue to shift and evolve as time goes on with trust and transparency being key. 

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