2023-04-26-Muck_Rack-2023年新闻业现状报告_45页_3mb

Executive Summary

• Economic uncertainty has impacted around two-thirds (66%) of journalists' work.
• Optimism about the journalism profession stands at 58%, with concerns including lack of funding (cited by 74%) and disinformation (69%).
• Journalists are more receptive to PR pitches, with a 7% increase in receptiveness compared to last year.
• Social media habits are shifting, with journalists planning to spend more time on YouTube, LinkedIn, and TikTok.
• Twitter remains highly valued but faces scrutiny; nearly all journalists (90%) use it, but 50% say they consider leaving.
• Credibility of sources has declined, with CEOs dropping from 74% credible in 2021 to 62% credible this year.
• Target audiences most commonly include Millennials and Gen X, while about half of journalists plan to leave Twitter in the next two years.
• Future growth is expected in short-form video (43%), podcasts (25%), and newsletters (13%).

Key Findings

• Economic Impact: 66% of journalists report economic uncertainty affected their work; key issues include layoffs, reduced workload, and less coverage.
• Professional Outlook: 58% of journalists are optimistic; top concerns are lack of funding and disinformation, while lack of trust in media and quality control are also cited.
• Social Media Trends: Twitter is still the most valued network, followed by LinkedIn and Facebook, with TikTok growing rapidly. Journalists spend increasing time on LinkedIn and YouTube, and nearly all use Twitter professionally for news, source finding, and audience engagement.
• Reporting Changes: Journalists plan to attend more in-person events (66%) and are drawn to events like COP28 and SXSW. Over 90% track social media shares, and 66% consult company social media for reporting.
• Pitch Preferences: Receptiveness to pitches has increased by 7%, but many journalists reject pitches due to lack of personalization, relevance, or clarity. About 50% of stories originate from pitches, and journalists receive up to 500 pitches per week.
• Demographics: 67% of journalists work in the US; demographic highlights include median age in the 30–40 range and most journalists being full-time, with 66% of US respondents earning under $100,000.
• Media Relations: CEOs have fallen out of favor as credible sources, while academic experts remain top. Localization is less emphasized for shareability, with exclusive content and videos being key factors.
• Audience and Content: Target audiences often include Boomer, Millennial, and Gen X groups. Most journalists cover politics, business, and crime, and produce content in multiple formats such as online, video, and podcasts.

Conclusion

The report highlights increasing economic pressures and digital adaptation in journalism, with social media playing a critical role. Concerns about funding and credibility persist, but optimism remains high with a shift toward blended content and engagement strategies.