B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: 'Digital first' shift heaps pressure on journos
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > 'Digital first' shift heaps pressure on journos
Media

'Digital first' shift heaps pressure on journos

Staff Writers
Published on: 6th August 2013 at 12:07 PM
Staff Writers
Share
3 Min Read
SHARE

Journalists performance are now measured based on the number of online views their stories accrue and 51% are judged by their employers on the number of unique viewers.

The findings are part of the global 2013 Oriella Digital Journalism Study which found 40% of Australian and New Zealand media have swapped to a ‘digital first’ focus.

The shift in focus is higher in Australia and NZ, globally the average is 32%.

Embracing a digital first approach has improved the quality of news according to 49% of local journalists but the shift hasn’t been as positive for the hacks themselves.

More than 31% of local journalists from the 550 surveyed globally have experienced a reduction in editorial staff and 39% have seen revenues fall.

The majority (54%) of ANZ journalists believe readers should pay for quality online content, with journalists’ performance now, at least in part, measured on helping to attract or retain revenue.

The digital shift has put pressure on journalists to create more content (49%) and 31% have noticed an increased focus on analysis and 33% have noted more demand for exclusives.

Journalists are using social media for newsgathering but 57% only use information from Twitter or Facebook when the source is known. That figure drops to 39% for unknown sources.

Technology experts are the most trusted sources (80%) followed by academics (70%) while only 20% put faith in analysts. Least trusted sources were marketers, PR practitioners and politicians.

Tony Blackie, chairman of Blackie McDonald – the agency which released the report – said: “Respondents were keenly aware of the challenges created by a digital transition. Professionally, however, they were very enthusiastic about reaching new and bigger audiences with an increasing range of tools.”

“The next 12 months may well be a defining period for journalism in Australia and New Zealand, as the media organisations bed in their digital offerings and refine their go to market strategies.”

 The study surveyed 550 journalists in April and May this year from 14 countries including Brazil, Canada, China, France, Germany, Italy, Russia, Spain, Sweden, the UK and US.

Journalists came from a variety of professional backgrounds such as broadcast, national, regional, trade media and more.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?