2013 will be remembered as the year that the media industry and social media converged.
Journalists took to their social media streams for promotion, engagement and breaking news
events. During the Boston Marathon bombings, social media streams flooded with reports of
live events and tragic visuals, and the media industry amplified citizens, sharing their updates
with the world. Meanwhile, journalists drew criticism for not tweeting enough during the
In the first part of this report, the Vocus Media Research Group analyzes the findings of our
annual survey of journalists. In the second part, we look at the finding that across media, the
majority of journalists still don’t care to be pitched by social media and an overwhelming 90.7
percent of respondents chose email as their preferred method of contact. This doesn’t mean
social media pitches are off limits. A number of journalists responded that they are open to
being pitched through specific social platforms.
Twitter beat out Facebook as the preferred platform for journalists to promote themselves,
while 48.5 percent of respondents said they primarily used social media to connect with their
The second part of this report focuses on the state of traditional media, where more than 100
newspapers folded in 2013. However, there was a trend of established brands launching new
publications in both newspapers and magazines. In the magazine industry, digital launches
were common: Atlantic Media debuted Defense One; Clique Media, publisher of Who What
Wear, introduced Domaine.com; the Financial Times debuted Financial Advisor IQ; and The
Verge launched Need to Know. Meanwhile, online listening continues to boost radio’s numbers.
In 2013, we saw a continuation of 2012 trends, including paywalls, a digital focus, social media,
and innovations where business models and advertising were concerned. A number of new
television shows debuted over the year. Much of their growth came from the purchase and
relaunch of several cable networks under new branding.
Cuts and layoffs were an unfortunate fact in the industry. Numbers show this year that product
growth in the traditional print media sector is not as strong as in previous years, yet new ideas
endure as the media industry continues to evolve.