There are far fewer journalism jobs than there were 13 years ago; meanwhile, the number of PR jobs has skyrocketed. The Web has changed the game, and content marketing has emerged as the dominant trend.
The Bureau of Labor Statistics
reports that the number of journalists has dropped 25 percent since 2000, and is expected to decline another 8 percent between 2010 and 2020.
That would be bad news for those of us with journalism skills—if it weren’t for content marketing. Brands now hire us to do for them what we once did for news organizations: tell stories.
That may have something to do with the 63 percent spike in PR specialists and managers from 2000 to 2010—and the expected 21 percent increase by 2020:
The Reuters Institute for the Study of Journalism recently issued its Digital News Report
, shedding light on the state of the profession. Readers from around the world shared their news consumption habits. For those who use smartphones and tablets, the majority (73 and 75 percent, respectively) check the news “several times a day.” For those who use a tablet, smartphone, and computer, that number of frequent news checkers jumps to 88 percent.
Within that consumption, there’s a shift away from traditional broadcast and newspaper brands. In the U.S., the study shows that only 31 percent of news consumers turn to newspaper brands. Newer news sources, such as The Huffington Post
and Yahoo, attract 41 percent of news consumers.
[RELATED: Learn how companies such as NASCAR drive engagement with content marketing at Ragan’s Content Summit.]
Old brands are hamstrung by old methods of news collection. Newspapers and magazines are trying to compete with digital-only publications, but that’s increasingly difficult when they’re putting out a high-quality print product that no one reads or wants.
Fast Company has a great explanation:
“Many of the functions they used to perform are simply no longer valuable in a world where everybody, and increasingly nobody in the form of automated sensor networks, can report basic information.
“Worse still, news organizations by and large missed the boat on Internet technology and are only now starting to catch up, just as an increasing number of new technology companies set their sights on replacing even more functions that journalists used to perform exclusively.”
Fear not, journalists, there’s hope. Software Advice
’s B2B Marketing Mentor
has some great tips for you; they include:
• Uphold traditional journalistic principles, no matter where you work;
• Keep up with the times;
• Know your audience;
• Build your own brand;
• Do some soul-searching.
You can find their more in-depth advice here
, but I wonder: Do journalists have only three options these days—evolve in news, transition to PR/content marketing, or run like hell to another profession?