Never before have so many researchers spent so much time studying the American news consumer, trying to figure out how people are getting news and what they want.
Gentle reader, you’re in great demand.
We’re tuned into people’s media habits at The Bee as well, but our newsroom’s questions are different from those of Internet marketers trying to figure out how to get you to click on the dancing animals.
We’re competitive, but we’re also constantly working on how our traditional missions of public service and community connection translate in a digital age.
For now that means strong print editions despite the chorus of online pundits calling incessantly for the death of print and an expanding set of online and mobile phone options for Bee content.
Aside from the way we deliver coverage, we’re also looking at beats, topics and ways of providing information local, regional, national and international.
The Bee, despite declines in circulation and revenue in the past three years, remains by far the most heavily used local information source in our four-county region.
Our print edition alone reaches 32 percent more people in a week in The Bee’s core region than all four early evening local TV newscasts combined, according to the latest report from Scarborough Research.
In an average week, the report shows, The Bee print and online editions reach 62 percent of adults in the four-county area a full 23 percentage points ahead of the leading TV competitors’ combined morning, noon and evening newscast viewership and online readership for the week.
Despite that strength, we’re competing for readers and we don’t have unlimited resources, so we’re asking fundamental questions as we work to improve coverage: Amid a sea of information on television and the Internet, how can The Bee be most useful and important?
TV’s quiet downward trend
For perspective, I called Tom Rosenstiel, author and director of the Pew Research Center’s Project for Excellence in Journalism in Washington.
Rosenstiel, a former Los Angeles Times and Newsweek reporter, watches over the annual State of the News Media report a comprehensive national review of how people use media and how they view that information.
I was interested in Rosenstiel’s view not just of newspaper readership but of people’s connection to local news vs. other kinds of coverage.
For instance, the State of the Media research shows that, as a national trend, local TV news has been losing viewers in recent years. This trend hasn’t gotten much attention, especially in comparison with all the publicity focused on drops in print circulation.
TV stations don’t report their viewer declines in the way The Bee reports on its circulation. They market well, constantly emphasizing that they’re “on your side” and so forth.
That creates a perception that conflicts with actual viewer numbers: Most people say they get most of their local news from TV.
Survey respondents “have an understanding that is based on how frequently local TV is on and the way it markets itself that may not comport with the reality of boots on the ground,” Rosenstiel said.
Locally, no local station covers as many stories in a week as The Bee does in a couple of days, nor should they be expected to, given how many more reporters work in our newsroom than in the average broadcast shop.
New research, set for release in March, will show more erosion for local TV newscasts, Rosenstiel said (and more circulation losses for papers, already widely reported). Part of the reason is technology DVRs, online viewing, YouTube and some comes from people’s changing habits of “snacking” on bits of media all day.
“The last few years, we’ve seen local TV stations lose ratings and viewership much like newspapers are in print, but they’re not getting the build-back from the Internet that newspapers are,” Rosenstiel said.
The community connection
I’m not here to beat up on local TV stations, which are both competitors and frequent partners on coverage or community efforts. A vibrant region relies on strong coverage from many media sources.
But the drift away from local newspapers and local TV might be part of a larger disconnect from local affairs. That should concern those of us who believe journalism’s biggest civic value is engaging people in public life by providing information to take part in community decisions, education and economic success.
Rosenstiel said other research data, not released yet, show that “the shift to online news consumption may be causing a shift in interest somewhat away from local news.”
The research stands out because it focuses not on what people say they want, Rosenstiel said, but on what information they’re actually using online. Other than sports and weather, he said, “local news is well down the list, much lower than any research I’ve seen before about what people say they’re interested in.”
What would explain that? Rosenstiel infers a couple of possible drivers of the trend.
“One is that people have a limited amount of time that they can devote for hunting for news” and that they’re using that time for national, world and niche interests such as hobbies or “affinity” sites, he said.
Social networking sites like Facebook offer a different kind of local community for people he said “it’s a community of friends, it’s a community of interest.”
The next State of the News Media report will be out March 15 at www.stateofthemedia.org.
At The Bee, we see people’s changing information habits not only as context for what we do, but as critical factors in how well we serve what might be our most important role: connecting people to the common interests we do share.
As Rosenstiel noted, some of that is news about local government and focused geographic communities. Some of “local” is the broader destiny interests we share for instance, why in Sacramento a snowpack total in the Sierra feels like a backyard interest, because that snowpack affects water supplies.
As we do on an ongoing basis, we’ll use reader feedback, formal research, conversations with leaders in our communities and other information to help us improve coverage in both new and traditional ways.
We hope you’ll weigh in.
Cable listings to expand
One service we provide is TV listings, and we disappointed a portion of our readers in January when we reduced our daily listings to save newsprint.
Beginning Tuesday, a modified daily grid will restore almost all the cable listings for evening programs. The tradeoff is that the listings will cover a smaller time window, beginning at 7 p.m.
Based on conversations with readers who’ve called or written about the changes, we think this choice will satisfy more readers.
Thanks for the feedback.