John Lloyd, the director of journalism at the Reuters Institute for the Study of Journalism, notes the next big problem for journalism is . . . irrelevance. Political leaders don't necessarily need the press the way they once did, he notes, and they watch the press sufficiently to know how to swerve around it to communicate. Even if declining revenue appears to be the major challenge for the mainstream, Lloyd believes a looming and lingering issue is the poor relationship.
There are others who might opine that one of journalism's looming problems is how it will raise the money to sustain its efforts. The revenue might be there, but the means to achieve that revenue might create more problems. Case in point: native advertising, the editorial-style sponsored content.
MediaPost reports that a new J.P. Morgan outlook is bullish on native advertising as the key to revenue growth in the years ahead. It says consumers are connecting to native advertising and clicking through its content to discover goods and services. This is particularly true on mobile, but increasingly so on desktop computing. A stigma attached to native advertising is disappearing, it asserts.
Why watch TV only when a second screen is inviting your participation? A new study finds nearly half of Americans keep an eye on (and sometimes some keyboard strokes on) social media as they view programs.
Hollywood Reporter says the study for the major television producers organization indicates only 13 per cent of those who employ a second screen find it significantly improves the experience. But roughly two-thirds indicate there is some improvement to the viewing, an indication that a second-screen strategy is a good idea but needs tweaking.