Mollie Katz

Nonprofit Media RelationsThanks to guest blogger Mollie Katz, Multimedia Strategist at Mollie Katz Communications.

In their day, legendary journalists like Ben Bradlee of The Washington Post essentially defined the day’s news for their audiences. But today it’s a different story—Increasingly, audience interests shape journalists’ decisions on what’s news.

NBC, for example, is sharing viewers’ thoughts on the election anonymously, collecting them via text, phone, and Tumblr. The New York Times has decided “to produce a product that consumers have a greater say in creating,” according to its public editor Liz Spayd. Other examples abound, affecting news, feature, and opinion coverage.

How the News Is Changing, and Why You Should Care
This is happening because traditional media is still adjusting to the internet’s impact. Digital media has exploded with new outlets representing diverse opinions and covering an incredible range of subjects. To compete with these newcomers, traditional media outlets must stay closely attuned to their own audiences.

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