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New Study indicates an increasingly fragmented media landscape — with so many journalists and influencers…who should you be pitching and where do you find them?

By Gina Milani

July 20, 2019

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One of June’s top stories in PRNews Online was an article demonstrating how the media landscape was becoming more fragmented. Reviewing data in the recently published Global Journalism Report 2019, the author observes the media landscape continues to fragment, with the lines continuing to blur between reporters, bloggers, freelancers, and influencers.

The study looked at 2.1 billion pieces of editorial content produced between Q1 2018 and Q1 2019. It shows the percentage of authors who contributed to mass media publications declined in Q1 2019 vs Q1 2018, from 26 percent to 15 percent. Meanwhile, 41 percent of content producers contributed to Tier 3 publications – smaller pubs — (trades, blogs, etc), up from 26 percent.

The article points out smaller publications might better fit your media relations plans depending on your target audience and what they typically consume. It goes on to provide an interesting review of the state of Journalism Jobs and that while reporter positions are expected to continue to fall, the 2019 study indicates there are still plenty of journalists.

It lists the top 100 digital outlets by the number of writers. With 6 PR people to every journalist, it’s never been more important to have a solid understanding of who, why and when to pitch your story for maximum success. With so many journalists, who do you pitch? Here’s their list of today’s top 10:

  • Medium (1.7 million writers)
    Yahoo (28K)
    HuffPo (15K)
    MSN (9.2K)
    The Guardian (9K)
    The NY Times (8.3K)
    Washington Times (7.1K)
    Washington Post (6.8K)
    Sydney Morning Herald (6.8K)
    The Daily Mail (6.7K)

Check out the whole article, peruse the research report and when you’re done, check out the list of media contact database resources that exist to FIND the write journalist to pitch in

There is a lot of choice in the realm of tools and PRToolfinder is where you’ll find the most complete and up to date list of resources.

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