According to a recent article in the New York Times, television still tops the list for delivering the news for most people. However, it appears that news distribution continues to fragment, as people rely more on websites and social media for their updates. 

The article was based on a study done by Pew's Project for Excellence in Journalism that surveyed news consumers and concluded that while television is the main source for three popular topics - weather, traffic and breaking news - newspapers and their Web sites are the main source for 11 other topics, like local government updates, zoning news and crime reports. 

As may be expected, younger people rely less on television and more on the Web for their information. Perhaps more importantly, 69 percent of the people in the survey stated that there would be little impact on their news diet if their local paper were to disappear. 

One conclusion that was reached is that information is becoming more commoditized in the digital age. People tend to follow news platforms based upon the kind of coverage they are looking for. As an example, someone looking for breaking local news may tune into a local news channel, while a global or national event may be observed via the Web. 

Once again, we are reminded that who you want to reach and how you want to reach them should have a strong influence on your corporate communications strategy.