Last week, while at the PRSA International conference, Richard posted on the Christian Science Monitor's decision to publish online only from April 2009.  This is an exciting move within the media industry as there is an increasing amount of evidence that audiences are looking to the internet for their daily news fix.  Paul Hender will be sharing some of that data on Metrica's Measurement Matters in the next couple of days so watch this space.

From an evaluation perspective, Metrica has been helping its clients to adapt to this shift for some time now.  We have been working with them as their PR plans have incorporated online media outlets and social media.  

We would love to know your views on the subject.  Let us know what you think about the CSM's decision.  Is it the beginning of an inevitable trend which will spell the end of blackened fingers, as the good ol' fashioned paper gets phased out?  Or will the big national papers always retain a hard copy?  Does the same hold true for regional papers?  Or will declining ad revenue force the smaller regional publications to rein in costs by going online only? And will the proliferation of web technology and online interaction change the entire way which we find our news?

Sorry, this poll has closed, but you can find the results here. 

Interesting piece in today's Guardian, which gives us yet another example of MSM stalwarts seeking to expand their influence through social media channels. The BBC are teaming up with LiveJournal to engage the users of "Russia's biggest blogging platform as it attempts to increase its audience base in the face of media restriction". BBC Radio has been dropped by FM broadcasters, leaving it available on MW only in Russia. 

With a potential 9 million Russian bloggers to contribute, it will be interesting to see how this develops and whether the BBC gets suitable input to feed bbcrussian.com.

A release by Pollara on some research in north America makes some interesting points.

“Self-described social media users put far more trust in friends and family online than in popular bloggers, or strangers with 10,000 MySpace "friends."  Of more than 1,100 adults polled in December, nearly 80% said they were very or somewhat more likely to consider buying products recommended by real-world friends and family, while only 23% reported being very or somewhat likely to consider a product pushed by "well-known bloggers."  

Although the research indicates that popularity may not lead to credibility, it does indicate that some bloggers are indeed ‘influential’. The statement that over 20% of those asked would consider buying products recommended by well known bloggers, shows the importance of blog evaluation when researching brand perception / reputation

Just as many corporations begin to get their arms around this aspect of social media, the release suggests that: “59% of respondents considered social media very or somewhat important in learning about products, services, organizations, and brands.” 

It’s obvious that social media doesn’t stand still; it’s the runaway train of the media world. While it’s great to be an early adopter at the cutting edge of the forms that influence your brand It’s also good to stand back, take a considered approach and find out if the latest thing really does have an impact.  

A good starting point is to join the conversation, get involved and then ask your self…who do I trust?

Interested in trust...check out the Edelman 2008 Trust Barometer. 

I’m blogging, you're blogging...everyone and their mother is blogging. While most people blog for the fun and a few blog for the fame/infamy, there’s a small contingent out there that blog for cold hard cash.

An interesting article in the New York Times looks at the pressures on those blogging for a living. It’s often a take on the familiar online business model, cheap to start up, just add content, and hope to generate enough interest to create advertising revenue.

While the article claims that a pay per click and ad revenue system can push bloggers towards a 24/7 work ethic and associated stress…what most interests me from a media angle is that it’s another example of the blurring of the lines between Main Stream Media and Consumer Generated Media content.

The standard image for blogs is that they are consumer generated, grass roots, personnel, or written by “citizen journalist” with an in-depth interest in a certain topic. However, it’s becoming  evident that many high readership blog sites form part of larger media groups where the ad revenue generated by the content is the driving force.

In a sense, many bloggers are extending their influence by becoming 24/7 paid journalists in the same way that many MSM journalists have extended their influence/kudos by becoming bloggers. PR is responding with some firms treating prominent bloggers in the same way as main stream journalists.

It’s worth thinking about next time you draw that clean line between CGM and MSM.

Another step in the direction of social and mainstream media integration.  According to Brand Republic, TiVo, the DVR manufacturer, has struck a deal with Google's YouTube that will allow US viewers to watch the video-sharing website through their television.   Tara Maitra, vice-president and general manager of content services at TiVo, said: "TiVo's strategy is to bridge the gap between web video and television and make as much content available as possible for our subscribers. Being able to make available YouTube videos to the TiVo subscriber base using one device, one remote and one user interface is another major step in our commitment to combine all of your television and web video viewing options in one easy to use service."  Apple arranged something similar with YouTube last year, allowing Apple TV users to view a selection from the website.

Another indication that the social media storm is not going away anytime soon.  And another pointer to any PR people and measurement agencies trying to hide from the mighty tornado that there will soon be nowhere left to hide.  Okay, so we all know we need to embrace it; question is, how?

It's clear that these new consumer-ists (journal-ers? i-reporters?) need to be communicated with in very different ways from mainstream journalists.  Mass press releases just don't work, they do care about scoops but are very wary of looking to be communicating corporate messages.  However, just because the boundaries are blurred, and in some places fully entangled, doesn't mean PROs should panic.  The same principles still apply to communication, it's just a new way of delivering it.  In fact, I have a theory.  Most people who generate CGM tend to be, as the name indicates, consumers.  Consumers will always be influenced by mainstream media, or at least draw facts and knowledge, if not opinions from it.  If PROs can identify the subjects, journalists and outlets that influence the bloggers, the same principles can still apply.  It's just a double whammy.  A case of influencing the influencers.  Metrica's made great inroads to this area.  Finding out what your key bloggers are interested in, the publications they link to, cite and draw their own conclusions from, can help close the loop between MSM and CGM.  Although it's clear CGM contributors—and all the associated new ways we communicate with them—are not going away any time soon, neither is MSM or the journalists we know so well.  So, as long as we are targeting the right journalists to try and influence the blogosphere, the message will get out there.

The Telegraph reported today that prominent internet personality Matt Drudge is the world's most powerful journalist. This comes in the wake of his picture of Obama in Muslim garb and his leak of Prince Harry's tour of duty in Afghanistan.

While some may challenge his journalistic credentials - his former employers include McDonalds and 7-Eleven - he is the epitome of the power and influence achievable through the internet and social media. TIME Magazine, in 1996, described the Drudge Report as: "A ludicrous combination of gossip, political intrigue and extreme weather reports ... still put together mostly by the guy who started out as a convenience-store clerk."

Of course, that didn't stop TIME reporting on Drudge's revelation last week, even name-checking the "ludicrous ... convenience store clerk". 

And the circle of influence between CGM and mainstream media continues.