ABOUT THIS STUDY

This is the executive summary of a study conducted by the Radio-Television News Directors Foundation and sponsored by the Ford Foundation. It is reprinted here with the permission of RTNDF.

Section 1 of RTNDF's Executive Summary regarding their "2006 Future of News" study:

Overwhelmingly, people say they get most of their news from local TV: 65.5 percent. That's more than double second-place newspapers (28.4 percent) and almost six times the figure for the Internet (11.2 percent). The Internet came in below national network TV news (28.3 percent) and local radio news (14.7 percent).

When asked if they could get the same news whenever they wanted -- on TV, radio, newspaper, online or a handheld electronic device -- almost two-thirds (63.3 percent) said TV. Only 17.8 percent chose newspapers and just 11.1 percent chose online.

People like traditional media. They know it, and they're comfortable with it. But while people expressed support for traditional media in this study, they also made clear they want a whole range of new media type options. In particular, they want news and information on demand, and many want to interact with that news.

The challenge for the industry isn't mass defection -- it's the nibbling away at the edges and the splintering of traditional mass medium into fragments whose total is mass but whose parts are not.

While blogs are clearly a niche medium, and the daily readership of 3.1 percent poses no threat to the mass media, the 7.1 percent who read them several times a week or more nibbles at the edges. Less than 5 percent of the general public has ever seen small screen news, and only about 10 percent say they even have any interest in it. But that may well be enough for a meaningful niche business, especially given the comparatively high income of those most interested. More nibbling away at the edges.

The message in the data is not to abandon efforts in small screens or blogs or anything else. This research does raise questions whether either has a mass media future, but the research also suggests that the news departments that survive into the future will have to operate on many technological platforms at the same time.

The concern in the industry is a loss of advertising dollars as that mass market continues to fragment. This research also suggests that stations looking at new revenue streams need to tread carefully when attempting to link news and business through such devices as product placement or product endorsement. Overwhelmingly, people are concerned about the links between businesses/advertisers and news. Those who are the most concerned about that relationship are the people advertisers want the most -- the affluent, educated and young.

The data in this report make clear that predictions of the imminent demise of traditional news media are premature. That is especially true for local television. But people do not want the status quo either. They want new technology that offers them more convenience, utility and responsiveness. It is, in the end, all about value. Even though people don't pay directly for local TV news, it does involve an investment in time, and if the audience doesn't feel that it is getting value for the time investment, then the audience will surely drift away.

Findings and implications:

Where do people get news ... and how?

• Local TV news dominates the landscape as people's major source of news at 65.5 percent. That's followed by local newspaper at 28.4 percent, national network TV news at 28.3 percent, local radio news programs at 14.7 percent, the Internet at 11.2 percent, national newspaper at 3.8 percent and someplace else at 1.3 percent. People could name up to three sources, which is why the figures add up to more than 100 percent. Young people are the most likely to say the Internet, but they're also the most likely to say local TV news. They're the least likely to say local or national newspaper.

What is news?

• Varying people have a surprisingly consistent view of what news is. The general public draws sharp distinctions among programs that they see as news and those they see as not news. And among all the broadcast options, local TV news is at the top of the list. At the bottom of the list (for all demographics): "The Daily Show with Jon Stewart," talk shows like "Oprah" and "Ellen DeGeneres" and blogs.
• More than 80 percent of the general public drew some distinction between news and information, and while a plurality said they seek out both, there’s quite a split. Young people and those with the most education are the most likely to distinguish between the two.

What news do people want?

• These are serious times, and this research suggests that the audience is looking for that seriousness in both content and presentation. Weather is at the top of the list of subjects people want to know about, but it just barely edges out (in order): information on what's going on around the country, what's going on around the world and information about politics, education, health care and the environment. At the bottom of the 11-item list: restaurant, movie or entertainment reviews, as well as information about entertainment and sports.
• The general public is most interested in urgent, breaking news, but there were complaints about the mislabeling of news that was neither urgent nor breaking. In comparatively distant second place: live, going on right now. Young people, ages 18-44, are particularly interested in live reporting -- but only if it really relates to something happening right then. Regular news about the community, investigative reporting and features followed, in that order.
• People want their news to be right up to the minute. More than 90 percent of those surveyed say it's very or somewhat important, and the figure is even higher for young adults.
  

The role of the anchor

• People say TV news is better with anchors, and younger people are even more likely to say that than older people.
• People who say newscasts look different are most likely to say it's because of the anchors, but more than 60 percent of the general public think all TV newscasts look pretty much the same; that figure rises to 72 percent for those ages 18-24.

When do they watch news?

• People want to be able to watch TV when it's convenient for them -- not simply when it's convenient for the station or network. Almost three-quarters (73.4 percent) say it's very or somewhat important to be able to watch TV news when they want.
• Most people say they watch TV news when they can -- rather than watching for something specific they heard about. Younger people are more likely to say they watch because of something specific that they heard about.

News and new technology

• More than two-thirds of the general public say they have never read a blog or don't know what they are.
• Less than 5 percent of the general public has ever watched news or information on a small screen -- like a mobile phone. And only about 10 percent say they have any interest in it.
• Given a choice of watching TV news on a TV, a computer or a handheld electronic device, more than three-quarters chose TV. In fact, when given a choice of continuing to do what they now do on a computer or doing it on a TV instead, over 60 percent chose TV.
• More than three-quarters of the general public say they'd rather read a newspaper printed on paper than online on a computer. Even 18-24 year olds said that, although at a lower percentage.
• The vast preponderance of the general public says it will not pay for information online. If an online site charges, they say they'll go elsewhere. If all online sites charged, they say they'll seek out information offline.
• When asked if they could get exactly the same news -- whenever they wanted -- in a traditional newspaper, on the television, on the radio, online or on a handheld electronic device ... TV news was the overwhelming first choice at 63.3 percent, followed by newspaper at 17.8 percent, computer online at 11.1 percent, radio news at 5.8 percent and handheld electronic device at 2 percent.
  

What changes in news do people want to see in the future?

• More than 40 percent of the general public would like to assemble their own newscasts. But the key variable wasn't age, it was education. People with college degrees or higher were the most interested in assembling their own news.
• More than 60 percent of the general public would like to interact with TV news, something we defined in the question as pressing a button to get more information on something that you see in a newscast. That figure rose to more than 70 percent of those aged 18-34.
  

The business and promotion side of news

• People think that business influences TV news. They care, and stations should tread carefully with anything that blurs the line between business and news. The demographic groups most concerned about the issue are higher income, better educated, young men. In other words, the people stations and advertisers most want to attract to the news are those who feel the strongest about maintaining a clear separation between business and news.
• Less than 10 percent of the general public said they had noticed any promotional efforts to get them to watch the news more on the part of the station they most often watch for news. Most of those who did notice said the effort was content-related.
• By far, the number one general public suggestion to make TV news better: fewer commercials. After that, the suggestions were mostly content-related: create more and better news.