![[2010 trends] Media, social media more intertwined than ever](https://biz-file.com/c/1001/42979.jpg)
The impact of social media is increasing daily. Whenever people turn on their computers, they're likely to receive a message that could change their thinking on a particular issue or make them aware of a new product. In other words, a blurring of the lines between public relations, advertising and straightforward news and editorial.
Does this make it easier for PR people to reach their markets? Just one slot on YouTube can turn a life around - look at Susan Boyle! But do enough people in communication know how to take advantage of social networking? That's another story...
What was seen as an annoying idea and something to be looked down on by traditional media is coming of age - big time. As stories break in the news, sometimes even before, someone is tweeting, blogging on the topic or sounding off on a website.
You're not blogging? Apart from us journalists taking advantage of this way of writing without an editor looking over our shoulder, everyone and her aunty has taken to this way of disseminating material. Again - a new communication vehicle and one that is definitely impacting the way people are receiving both hard and soft news.
Ask most people what they think of the standard of journalism today and you'll notice their face contort before they open their mouths. Well, as someone who trains within the media, I can totally understand this.
I have to say the material we have to work with today in terms of journalism graduates, in the main, leaves a lot to be desired. Blame it on bad schooling, SMS language, whatever - English language standards have definitely deteriorated. Media houses are aware of this and many are concentrating on improving their staffs' skills so hopefully we'll see an improvement here.
Which are the only magazines and newspapers whose figures are increasing? The sensationalist press. Why? Because South Africans, like their European and American counterparts, love ‘'skandaal'. This explains why the Joostgate story went on and on and poor old Tiger suddenly found himself in publications he never expected to see himself in.
These stories boost media circulation which is why we, the media, actually love and adore characters such as Julius Malema - his name on the front page sells papers. Don't be surprised to see a ‘Daily Sun' aimed at a paler market appear this year.
Having said people lap up sensational stories, at the same time they do think harder what they'll spend their hard-earned cash on. Gone are the days when people will simply purchase the same magazine every month. Today, the quality of content has the meet the consumer's needs and the days of stories on ‘how to get over your divorce' or ‘three women's stories on how they changed their lives' is getting more than stale.
The discerning reader wants a story that tells them something ‘they don't already know' and which will add value to their life.
There's been much speculation over the last decade as to whether the print media will survive in South Africa. Luckily for the print media, not every consumer in this country has access to the Internet so, although the effect of electronic media has been felt and is growing daily, it hasn't replaced print in any significant way.
Hopefully, 2010 will bring much needed revenue flooding into South Africa, spilling over into the media by way of ad spend. All media houses, electronic and print have felt the effect of tight advertising budgets and everyone is holding their breath waiting to see if the 2010 FIFA World Cup will in fact change this. 2009 will be remembered by many journalists as the year they were either laid off, forced to go part time or cover three peoples' work.
To make it today as a journo, you have to be flexible and able to go from print to electronic and Internet with ease. If you can't, you're not much use in the world of new media [and according to Koos Bekker, if you're over 35, you're over the hill... - acting editor]
With so many media people losing their full-time jobs, this area has really grown (see www.safrea.co.za and www.freelancentral.co.za), forcing many top professional journalists, editors, photographers and associated professions to ‘fly solo'.
The good news for anyone in the communications world is that they can now dip into this rich pool and find a specialist journalist or editor to advise and help them spread their message in a professional manner.
On the flip side of this, many publications, having cut back on full-time staff, rely on freelancers to feed them stories - although paying them the same (or worse) rate they paid 10 or even 20 years ago!
