How Digital Media Changed, and Continues to Change, Ag Journalism

August 23, 2012

What happens when you combine digital media with ag journalism?

Find out in Paulsen’s latest thought paper, “Digital Media’s Evolution and Impact on Telling Agriculture’s Story.”

The paper presents comments from prominent ag journalists on how digital media impacts the news.

If you’re a PR professional or marketer hoping to place stories, it’s important to understand what journalists and their audiences look for. It also helps to know about the benefits and the challenges of digital media.

The change from mass communications to masses of communicators creates new opportunities for journalists and their audiences. People can easily access a wide variety of information from a wide variety of sources.

Some ag journalists use digital media to form partnerships with their audiences.

“It’s made it easier in how it keeps me connected and grounded to the folks that I serve,” said Jeff Caldwell, multimedia editor, Successful Farming. “It’s a lot easier to become friends almost with some of the guys we seek information from regularly.”

Key takeaways from the study include:

  • All media is social.
  • Opportunities to collect information, collaborate and connect are abundant.
  • Anticipating what the audience wants – plus where and when – is a competitive necessity.

Read the complete thought paper.

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