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  • People don’t care about brands, only headlines

    by Sunny
    3rd June, 2010 at 11:37 am    

    Interesting piece of research here by Niemen Journalism Labs

    This study crystallizes my thoughts. I suggest these findings illustrate the radically different way today’s consumers think of news, compared with the past. It’s not brand based. It’s not even platform based. It’s based on niche, which many have said before. But the niche isn’t just in the content or the subject matter; it’s in the mechanism of transmission.

    This, I think, is pretty profound and central to how news organisations need to think when approaching their content distribution. I’d write more but I don’t have the time.

    However, it will be the introduction to a short talk I have to give next week at this event on the future of public service broadcasting and the growth of online media. Thoughts welcome.

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    1. sunny hundal

      Blog post:: People don't care about brands, only headlines http://bit.ly/alKPW1

    1. Sofia — on 3rd June, 2010 at 12:34 pm  

      Is brand loyalty the same as ‘position’ loyalty? I.e the reason why people read the guardian as opposed to The Times. You know the kind of journalism to expect from both and the positions they may take on the right or left of politics etc. This is a type of loyalty although not as faithful as it may have been in the past due to the fact that you can access either newspaper online very easily.

      I also think today people can be a lot more critical of the news we receive as we can, again online, access a variety of different news sources and points of view and debate these issues via social media sites.

      We are no longer just the ‘audience’ or the ‘consumer’..we now have a part to play in the transmission of information.

    2. cjcjc — on 3rd June, 2010 at 6:50 pm  

      The forerunner of this thought was written in 1964.
      “The medium is the message.”

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