The fifth edition of the annual report "The State of the News Media 2008," tracing the revolution of news by the Project for Excellence in Journalism and funded by the Pew Charitable Trusts, can't be completely summarized in a quick newsletter article. At the same time, it's important to take a look at some of the main points.
The shift from print to online is giving journalists more responsibility, changing job requirements and more awareness of the commercial side of the business, according to the "2008 PRWeek/PR Newswire Media Survey" announced last month.
According to the Council of Public Relations (www.prfirms.org), the entertainment industry is the ultimate new product machine. Every week studios compete by launching new movies that are the result of tens of millions of dollars of creative collaboration. Their product has a limited ability to retain distribution and will be required to make room for the next wave of new products that will shortly follow on the heels of this effort.
Tofflers talk about upcoming changes at NAB
Those ever-fragmenting audiences with increasing niche interests that have been causing havoc for the industry are no accident, futurists Alvin and Heidi Toffler told a crowd at the National Association of Broadcasters conference last month.