Journalists Don't Trust Twitter. . .

. . . but they love it for promoting their own stories.

Such is the continued ambivalence of journalists towards the social web as evidenced in the the Vocus State of Social Media Report 2014.

They're lukewarm about the trustworthiness of the information they find (a reasonable skepticism for journalists, and for all of us), yet 46% find social media 'extremely' or 'very' useful for their reporting and, in fact, about 57% use it very frequently or frequently for reporting.

But take note everyone in public relations: Journalists much prefer to be pitched by email rather than by phone or through social media — by a factor of about 10.

One comment in the research stands out in particular: Although more than 100 newspapers folded in 2013,

There was a trend of established brands launching new publications in both newspapers and magazines. In the magazine industry, digital launches were common: Atlantic Media debuted Defense One; Clique Media, publisher of Who What Wear, introduced Domain.com; the Financial Times debuted Financial Advisor IQ; and The Verge launched Need to Know.” (Note — unhelpfully Vocus's report didn't include links which I added although I can't find 'Need to Know'.)

This is promising and makes sense. Readers have become more choosy — even specialized — in their information and news consumption. They don't want to search through generic material to find the content they like or feel they need when they can tag a digital publication that serves it up directly.

We Must Start Paying Attention

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