Study Reveals: Journalists Now Rank The Internet As Their Second Most Important Resource

Posted on February 12, 1998

The nation's largest sampling of journalist use of online technology has confirmed that the Internet is now part of the very fabric of journalism in America. The findings were revealed today at a Business Wire news conference hosted by the Newseum/NY. Most Significant Findings -- When reporting a breaking story, journalists try for the live source first almost every time. But, in the survey's most surprising finding, they turn to company Web sites second. During non-business hours, when sources are not available, Web sites are playing an increasingly significant role in delivering information to media.

Many journalists are going online to get story ideas. Amazingly, LISTSERVS, email, the Web, and Usenet Newsgroups were named by 9% of all respondents as their primary source of story ideas - together about the same as newswires. Almost half of the study's respondents say they or their staff go online every day. This is up from nearly 33% a year ago, 23% two years ago, and 16% three years ago. Original content being published online has seen significant growth! Last year only 7% of newspapers with Web sites said 50% or more of the site's content was original and not appearing in print version. This year 20% of newspapers with Web sites said original content was at least 50%. For magazines, 35% said their Web sites are at least 50% original, up from 17% last year. The trend for online scoops continues. This year almost one-third of publications' Web sites allow the Web to scoop their print product, at least sometimes.

The Middleberg/Ross Media in Cyberspace study was conducted jointly by Steven Ross, Associate Professor at The Columbia University Graduate School of Journalism and Don Middleberg, CEO of Middleberg + Associates, a New York public relations firm. The fourth annual study was sent to almost 6,000 newspaper and magazine editors and broadcast news managers throughout the country. Computer-related outlets were excluded from the sample.