Facing Extinction, the Power of Influence Offers Local Media a Lifeline

Today, Ogilvy announced the findings of the second half of the 2018 Global Media Influence survey. The survey found that nearly 60% of respondents worldwide believe that local media must adapt to the changing environment or face extinction.  Similar to global media outlets, local journalism has been significantly disrupted by the advent of new digital technologies and behaviors. 

Consumers have more options than ever before, and whether news is happening next door or across the continent, consumers can be informed with the same ease of access. By leaning in on local news and sharing unique, niche content that cannot be found anywhere else, Ogilvy’s survey found that local media can continue to play a significant role in reporting the news agenda.

“Today, we are living in an earned first world where influence trumps everything else,” said Jennifer Risi, Ogilvy’s Worldwide Chief Communications Officer and Managing Director, Ogilvy’s Media Influence. “The lines between global, national and local media are increasingly becoming obsolete as consumers have access to an unprecedented wealth of content at their fingertips. Brands that partner with communications experts who know how to navigate today’s media landscape will be in the pole position to drive their own narrative, and thereby mindshare with their key stakeholders.”

Additional key findings:

1. Globally, 55% of journalists agree media mergers and consolidation will be positive for the industry. However, there is a clear divide between journalists in EMEA and Asia Pacific compared to their North American counterparts who, for the majority, believe that media mergers and consolidation will be bad for the industry overall.
   1. North America – 24% of surveyed media agree; 76% of surveyed media disagree
   2. EMEA – 67% of surveyed media agree; 33% of surveyed media disagree
   3. Asia Pacific – 74% of surveyed media agree; 26% of surveyed media disagree
      
       
2. 58.3% of global media believe local media needs to change the model.   

1. North America – local media is more important than ever [42.0%], needs to change the model [42.0%], is dying [8.7%], or other [5.8%].
2. EMEA – local media needs to change the model [63.0%], is dying [16.0%], is more important than ever [15.1%], or other [5.9%].
3. Asia Pacific – local media needs to change the model [70.0%], is more important than ever [21.7%], is dying [4.4%], or other [3.9%].
   
    
4. Globally, 31.4% of surveyed reporters from all three regions [North America, EMEA and Asia Pacific] agree that television has been the most successful traditional media platform to adapt in an increasingly digital world.
   
    
5. Looking ahead, streaming services [42.5%], or revived television emerged as the new “old” media that will be king in 5 years followed by the feed, (i.e. headlines, newsbytes/newsletters) and podcasts.

Now in its fifth year, Ogilvy’s annual global media survey has become a go-to resource for industry insights from some of the world’s leading journalists on the changing media landscape. These findings further illuminate insights from the first part of Ogilvy’s Media Influence survey, released in June 2017 at the Cannes Lions International Festival of Creativity, which uncovered a significant decline of trust in traditional media as a news source by 22% since 2016.