Friday, November 16, 2007

What Journalists Use as Sources

More than 8 of 10 business journalists (84%) say they have used or would use blogs as primary or secondary sources for articles, according to the a new study by marketing consultancy Arketi. The survey sought to understand the uses of technology by B2B journalists covering various industries.

Technology Tools Used by Journalists
* Not surprisingly (since the survey was conducted online) all respondents (100%) said they rely on the internet to help get their job done:

* 25% said blogs make their job easier, and 18% said instant messaging makes their job easier.

* 97% said they enjoy using new technologies, and nearly one-third (30%) said they use some type of instant messenger for professional communication.

* 60% of journalists said they spend more than 20 hours a week on the internet.

IQ Report

Finding Story Ideas, Contacting Sources
* Some 90% of journalists said they turn to industry sources for story ideas, an equal number (90%) cited news releases and nearly as many (89%) said they tap into public relations contacts.

* 79% of journalists find their story ideas on newswires, while 74% said from Web sites, 72% said from other media outlets and 54% report blogs spark story ideas.

* All journalists surveyed (100%) said they prefer working with known sources via email, while 91% prefer telephone and 77% said in-person. Interestingly, one-quarter (25%) said they prefer instant messaging with known sources.

* Regarding unknown sources, nearly all those surveyed (98%) said they prefer emails, and 80% said phone contact with an unknown source is acceptable.

Almost all journalists (98%) said they prefer to receive news releases via email from companies they know, and 93% of business journalists said they prefer to receive news releases via email from companies they don't know but are in industries they cover.

* All respondents said they viewed information offered online by business news organizations like the Wall Street Journal, Business Week and Bloomberg as credible; 92% said they viewed information reported online by national news organizations like the national TV networks, wire services and newspapers as credible.

IQ Report

Other sources of credible online information according to the journalists surveyed:

* International Organizations (89%)
* Government Agencies (85%)
* Corporate Websites (85%)
* PR Professionals (77%)
* Activist Websites (41%)
* Blogs (41%)
* Politicians (35%)
* Chat & Message Boards (18%)

An overwhelming majority of journalists (92%) said their online publication is allowed to "scoop" their print publication. The journalists surveyed wrote primarily for a print publication, but the majority also contributes to their organization's website (68%).

// IQ Reports by
// November, 2007

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