The news media’s changing audience demographics, legacy economics and digital future are fodder for a plethora of journalists, bloggers, researchers and news groups. Today, they incorporate Twitter as a lead platform to disseminate their views as well as industry news, research and analyses. Twitter posts are de rigueur, adding social “cred” to their ability to not only share breaking reports but to also provide context and opinion. The degree to which the news trade ecosystem is exploiting Twitter is impressive. See the infographic here with interactive Twitter stats and Klout Scores that illuminate the numbers for our sample of 22 industry cognoscenti.
Collectively, the TwitterJournoBlogoSphere cross-section represented here has posted nearly a quarter of a million tweets to date (1). Posting frequency and the total number of tweets span the gamut from relatively modest and selective to bot, machine-like abundance. Five of our 22 tweeters, Jeff Jarvis, Steve Buttry, Jay Rosen, The Poynter Institute and Jim Romenesko, have generated close to a 60% share of the total tweets noted.
Engagement on Twitter and Social Media
Klout assigns a numerical value as a proxy for social connectivity, content and influence. The average Klout Score is 40, taken from measures across Twitter as well as Facebook, Google+, Linkedin, Klout, Wikipedia and Foursquare. Our TwitterJournoBlogoSphere constituents are rated from average to well-above average. Higher scores imply they are receiving deeper engagement on their posted content.
Sources: Twitter and Klout Score data as of Friday, January 25, 2013 5-6PM EST (1) Tweets 245,117; Following 38,354; Followers 628,479
New research indicates that accessing news content on mobile devices is on a sharp incline, spurred on by consumer excitement over and embracement of mobile platforms and apps. According to Magid’s Mobile Content Study 2012, by 2013 smartphone ownership will increase 53%, from 99 million to 151 million, and tablets will more than double, from 51 million to 106 million. Tom Godfrey, Magid’s Executive Director of Mobile Strategy observes, “what publishers and advertisers have to realize is that most content going forward will be consumed on a mobile device and that it must be accessible and optimized for that platform.”
For newspaper publishers, smartphones and tablets offer news organizations a new way to reinvent themselves yet again. Pew Research’s newly released Future of Mobile News 2012 finds that “fully a third of all U.S. adults now get news on a mobile device at least once a week”, up 6 percentage points from 27% in March. In addition, user engagement with mobile news on smartphones or tablets averages 50+ minutes a day.
As greater numbers of information seekers turn to mobile, tablets and the internet for news, newspaper’s digital editions have emerged as a revenue strategy. News organizations are ramping up paywalls or rolling out “all digital access” subscriptions bundled with traditional print. As well, Audit Bureau of Circulations (ABC is now Alliance for Audited Media) rule changes allowing publishers to better reflect digital acquisitions are helping publishers boost overall circulation.
Over at the New York Times, its success in paywall sign-ups has gotten the industry’s attention. How well its meter strategy helps transition the Times from “print to screen” and positions it for longer term financial health is being watched closely by the industry. With just over 50% of its average daily circulation now a result of digital subscriptions, it’s a benchmark with lots financial implications.
A look at the top 10 newspaper publishers by the number of paywalls they’ve implemented illustrates the ranges at which paywalls have taken hold.
News & Tech’s frequently updated paywall list also indicates that at 293 papers and counting, 21% of all U.S. dailies now expect some level of payment for access to articles or premium content. At this pace, a likely scenario is for paywall expansion to touch at least 25% of local dailies by year-end 2012.
Below is my infographic with more stats, including digital circ growth and the top 10 daily newspapers by % digital circ.