Muck Rack：2023年新聞業(yè)現(xiàn)狀報告 The State of Journalism

ASTUDYBY

TheStateofJournalism

2023

Socialmediahabits,reportingstrategies,

PRpitchingpreferencesandmore

ResearchPartners

Methodology

Wesurveyed2,226journalistsfromJanuary4thtoFebruary6th,2023.

Thegoalofthissurveyistounderstandthecurrentstateofjournalismandthefutureoutlookoftheindustrybyspeakingtothepeoplewhoproducethenews.Theself-administeredonlinesurveysurveycollected2,226responses.

MuckRackdistributedthesurveywiththehelpof14researchpartnersincludingSocietyofProfessionalJournalistsand

OnlineNewsAssociation.

SurveyresponseswereprimarilysoughtthroughemailandmostrespondentscamefromemailoutreachdirectlytojournalistsinMuckRack’sdatabase.ThesurveywasopenfromJanuary1untilFebruary6,2023.ThemajorityofresponsescamefromU.S.-basedjournalists,andAsia,AfricaandEuropewerewellrepresentedaswell.Surveyresponseswerecheckedforduplicatesaswellasinconsistentorlow-effortresponses.

Theconservativeestimateofthemarginoferrorforthissurveyis+/-2.4%.Therearetwoexceptionstothis.FirstisthesalaryquestionwhichonlyusesresponsesfromjournalistsfromtheU.S.andhasasmallersamplesize.Themarginoferrorforthisquestionis3.3%.Thesecondistwoquestionsregardingfreelancerpay.Themarginoferrorforthesequestionsis3.7%

ExecutiveSummary

?Economicuncertaintyhasimpactedtheworkofaroundtwo-thirdsofjournalists.

?Thenumberofjournalistswhosaythey’remorelikelytorespondtopitchesnowcomparedtolastyearhasincreasedbyabout7%.

?JournalistsplantospendmoretimeonYoutube,LinkedinandTikTok.

?AbouthalfofjournalistsconsideredleavingTwitter,butonly28%saytheyplantospendlesstimeonthesocialnetworkthisyear.

?FewerjournalistsfindCEOstobecrediblesources.74%foundthemcredibleinthe

2021reportversus62%thisyear.

?MillennialsandGenXarethemostcommonlyreportedtargetaudiencesforjournalists

?Journalistscitelackoffundinganddisinformationastopconcernsfortheindustry.

1

Journalismtrends,challengesandevents

33%

22%

21%

21%

18%

9%

Twooutofthree

journalistssay

theirworkhas

beenimpacted

byeconomic

uncertainty

Howhaseconomicuncertaintyaffected

yourwork?(selectallthatapply)

50%

40%

30%

20%

10%

0%

Economic

uncertaintyhas

notaffectedmy

reporting

Totalsamplesize:1964answers

I’veswitchedjobsormadeacareerchange

Layoffs/furloughsatmyoutlet(s)haveincreasedmyworkload

Morestoriesabouttheeconomy

Personal

layoff(s)have

meantless

workingeneral

Lessnewstocover

ascompanies

postponenew

releases

Morethanhalf

ofjournalistsare

optimisticabout

theirprofession

Areyouoptimisticaboutthejournalismprofession?

Yes

58%

No

42%

Totalsamplesize:1964answers

Disinformationandlackoffundingarethetoptwoconcernsofjournalists

Thethirdmostcitedconcernistrust

injournalism,andtheleastcitedisa

lackofnewstudentsandjobseekers

intheindustry.

1.Qualitycontrol/fact-checkingsupportinnewsrooms

2.Internationalpressfreedom

3.Overwhelmingnewscycle/toomanystoriestocover

4.Lackofstudents/newjobseekersinterestedinjournalism

Whatissuesfacingjournalismaremost

concerningtoyou?(chooseyourtop3)

Pay-for-playcontent

16%

Trustinjournalism/media

40%

Affiliate

marketing

7%

Lackoftimeto

coverstories

thoughtfully

Lackoffunding

50%

33%

Lackof

independence

innewsmedia

32%

Toomanystories...3

17%

Qualitycontrol...1

23%

Other

(pleasespecify)

11%

Disinformation

50%

Thedecline

oflocalnews

29%

Politicization

andpolarizationofjournalism

International

press...2

17%

Decreasingreadership

31%

32%

Competing

foraudience

attention/

againsttoomany

otherstories

30%

Newsand

medialiteracy

31%

Lackof

students...4

6%

Journalistsafety

Toofew

journalists

14%

30%

Totalsamplesize:1964answers

21%

33%

46%

Nearly80%of

journalistssay

trustinthetheir

areaofcoverage

hasincreasedor

stayedthesame

Doyoufeelthatyouraudience’strustincoverage

ofyourareaofjournalismhasincreasedor

decreasedinthepastyear?

Decreased

Increased

It’sthesame

0%20%40%60%80%100%

Totalsamplesize:1964answers

Mostjournalistsgettheirnewsfromonlinenewspapers,followedbyTwitter

Whiletherankingstayedthesame,

thenumberofjournalistswhoturn

toTwitterfortheirnewsdecreased

by4%comparedtolastyear.

Ingeneral,wheredoyougofirst

foryournews?

Onlinenewspapersormagazines

Twitter

Printnewspapersormagazines

Onlinenewsletters

Other

TV/cablenews

Facebook

Radio

Podcasts

Othersocialmedia

LinkedIn

59%

14%

5%

4%

4%

3%

3%

2%

2%

2%

1%

0%

20%

60%

40%

Totalsamplesize:1916answers

Almosthalfofjournalistsbelieveshort-formvideowillgrowinpopularityin2023

Whatmediumdoyouthinkwillgrowin

popularityin2023?

Short-formvideo(e.g.Tiktok)

Podcasts

Newsletters

Long-formvideo(e.g.YouTube)

Other

(pleasespecify)

13%

12%

7%

25%

43%

0%20%40%60%80%100%

Totalsamplesize:1964answers

Virtualeventsmaybefallingoutoffavor

Comparedtolastyear,journalistswho

saytheyare“morelikelytocovervirtual

event”droppedby8%whilethoseless

likelytocoverthemroseby7%.

Howlikelyareyoutocoveravirtualeventin2022?

Aneventgoingvirtual

doesnotaffecttheir

likelihoodofcoveringit

Saythey’remorelikelytocoveravirtualevent

26%

45%

28%

Arelesslikelytocoveravirtualevent

Totalsamplesize:2037answers

In-personeventsareseeingacomeback

Thenumberofjournalistswhoplanto

attendmorein-personeventsin2023

roseby13%comparedtolastyear.

Comparedto2022,doyouplanonattending

moreorfewerin-personeventsin2023?

Thesame

27%

Fewer

7%

More

66%

Totalsamplesize:2037answers

Top10eventsjournalists

plantocoverin2023

1.UNClimateChangeConference(COP28)6.TED

2.WorldConferenceonClimateChange7.SXSW

andSustainability

8.NationalCivilRightsConference

3.WorldEconomicForum

9.NewYorkInternationalAutoShow

4.GovernmentSocialMediaConference

10.E3

5.Comic-ConSanDiego

Totalsamplesize:2037answers

2

Socialmediausageandhabits

Thenumber

ofjournalists

trackingtheir

storiesonsocial

mediaisgrowing

Thisnumberhasgrownabout4%since

our2021StateofJournalismsurvey.

Doyoutrackhowmanytimesyour

storiesaresharedonsocialmedia?

No

34%

Yes

66%

Totalsamplesize:1916answers

10%9%4%

1%

34

32%

24%

19%

%

78%

Twitteristhemost

valuedsocial

network,followed

byFacebookand

LinkedIn

Whiletherankingsarethesameaslast

year,ashakeupmaybehappening.

LinkedIn’spopularitygrewby8%

thisyearandTikTokjumpedup5%.

Meanwhile,Facebookfellby5%.

TwitterFacebookLinkedIn

InstagramYouTube

Reddit TikTok SignalSnapchat

Whatsocialnetworkismostvaluable

toyouasajournalist?

0%20%40%60%80%100%

Totalsamplesize:1916answers

28%

28

33%

%

16%

32%

8%

13%

17%

16%

36%

8%

30%

2%

8%

10%

22%

Journalistsplanto

spendmoretime

onLinkedInand

YouTube,lesstime

onFacebook

LinkedInandYouTubewilllikelybe

winningalotofjournalists’attentionthis

year.Theyhavethebiggestdifference

betweenthosewhowillspendmoretime

therevs.less.

SnapchatandFacebookaretheonly

platformswhereitlookslikemore

journalistsaresteppingback.

Doyouexpecttospendmoreorlesstime

onthefollowingsocialnetworksthisyear?

Twitter

Facebook

LinkedIn

Instagram

Reddit

YouTube

TikTok

Snapchat

0%10%20%30%40%

Totalsamplesize:1916answersMoreLess

Mostjournalistsconsultacompany’ssocialmediaintheirreporting

Whenreportingonacompany,

Iconsultthecompany’ssocialmedia

Stronglydisagree6%

Disagree7%

Stronglyagree

15%

Agree44%

Neitheragreenordisagree26%

Totalsamplesize:1916answers

NearlyalljournalistsuseTwitter

DoyouuseTwitter?

No

10%

Yes

90%

Totalsamplesize:1916answers

Yes

No

I’mnotsure

Journalistsaresplit

overleavingTwitter

HaveyouconsideredleavingTwitter

inthelastyear?

7%

50%

44%

0%20%40%60%80%100%

Totalsamplesize:1707answers

Followingnews,

promotingtheir

workandfinding

sourcesarethetop

3waysjournalists

useTwitter

FollowthenewsPromotemywork

Findsources

Connectwithotherjournalists

Connectwithmyaudience/readers

Discovernewvoices

Sharemyopinion/pointofview

HowdoyouuseTwitterprofessionally?

83%

48%

43%

69%

67%

61%

78%

0%20%40%60%80%100%

Totalsamplesize:1710answers

3

Mediarelationsandpitchespreferences

Somejournalists

aremorereceptive

topitchesthisyear

vs.lastyear

Thisyear29%ofjournalistsaremorelikelyto

respondtopitches,whichisa6%increase

comparedtolastyear’sreport.

Less

respondto

More

respondto

Justasrespondto

likelytopitches

likelytopitches

likelytopitches

Comparedtoayearago,Iam:

19%

29%

53%

0%20%40%60%80%100%

Totalsamplesize:1800answers

Manyjournalists

lamentthelackof

relevantpitches

Yearafteryear,journalistssaythesame

thing:pitchesgetrejectediftheyaren’t

personalizedorcomeatabadtime.

However,aboutaquarterofall“other”

responsessaythepitchestheyreceive

areunrelatedtotheirbeats.

Whydoyouimmediatelyrejectotherwiserelevantpitches?

Lackofpersonalization

Badtiming

Other(pleasespecify)

Confusingsubjectline

Toolengthy

Largeattachments

113%

3%

24%

22%

21%

7%

0%20%40%60%80%100%

Totalsamplesize:1800answers

50%

20%

11%

9%

4%

2%1%

3%

Mostjournalists

getupto5

pitchesperday

Andabout60peoplesaidtheir

emailiscloggedwithatleast

255pitcheseveryweek.

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Howmanypitchesdoyou

receiveonanaveragebusinessday?

01–56–1011–2021–3031–4041–5051+

Totalsamplesize:1800answers

Manyjournalists

putout2–4

storiesperweek

Butanother47%createmore

than5storiesaweek.

Abouthowmanystoriesdoyoupublishinanaverageweek?

100%

80%

60%

40%

20%

0%

18%

31%

19%

19%

5%

9%

012–45–78–1011+

Totalsamplesize:1800answers

55%

22%

15%

6%

2%

Onlyaboutoneinfourjournalistssaynoneoftheirstoriescomefrompitches

Aboutthesameamountsayhalf

ormoreoftheirstoriescomefrom

pitches,whilethemajoritygetabout

aquarteroftheirstoriesthatway.

Aboutwhatportionofstories

youpublishoriginatefrompitches?

100%

80%

60%

40%

20%

0%

Twoinfour

Threeinfour

Oneinfour

0

All

Totalsamplesize:1800answers

80%

1514%12%

7%

35

19%

%

49%

%

62%

Academicexperts

reignsupremeas

themostcredible

sources

Theymayholdthesecondspot,butCEOshavefallenoutoffavorafterdropping12%intwoyears,whilesocialmediapersonalitiesgained7%duringthatsametimeperiod.

Meanwhile,PRprosheldsteadyyear-over-yearwithabouthalfofjournalistsfindingthemagoodsource.

Doyouconsiderthefollowingtobecredible

sourcesforyourreporting?

Academicsubject

matterexperts

CEOs

CompanyPR

professionals

AgencyPR

professionals

Socialmedia

personalities/influencers

Celebrity

spokespeople

Bloggers

Self-appointedsubject

matterexperts

Noneoftheabove

0%20%40%60%80%100%

Totalsamplesize:1800answers

12%

10%

24%

20%

54

47%

69%

63%

%

Localizationwas

lessimportantfor

shareability

Lastyear,54%ofjournalistssaid

storiesweremoreshareablewhen

theyareeasilylocalized.Thisyear,

only47%saythesamething.

Whatmakesastoryshareable?

Subjectconnectedto

atrendingstory

Containsanimage

orinfographic

Exclusiveand/or

surprisingdata

Easilylocalized/

maderelevanttoyour

targetaudiennce

Containsavideo

Brevity

Involvesarelevant

socialmediainfluencer

Quotesfroma

company

spokesperson

0%20%40%60%80%100%

Totalsamplesize:1916answers

4

Beats,mediumsandaudiences

29%

25%

25%

21%

15%

17%

10%

8%

5%

Similartolast

year,theaverage

journalistcovers

4beats

44%

Politics,government,andlegal

25%

Businessandfinance

18%

Other

(pleasespecify)

13%

Agriculture

6%

Fintech

Whatindustriesdoyoucover?

(selectallthatapply)

27%

Art/culture

Energyandenvironment

Entertainment

25%

Technology

Crime

Education

16%

Travel

Scienceandweather

Sports

10%

Wellness&fitness

Fashionandbeauty

Religion

5%

Consumerelectronics

Automotive

25%

Health

19%

Regional/Local

(city,state)

14%

Foodanddining

6%

Telecommunications

Totalsamplesize:2226answers

Howwouldyoucategorizethescopeofyourcoverage?

National

International

Local/Regional

Trade

8%

49%

47%

40%

0%20%40%60%80%100%

Totalsamplesize:1776answers

GenZ

Millenial

GenX

Boomer

Idon’tknow

Other(pleasespecify)

MillennialandGenXarethemostcommonlyreportedtargetaudiencesforjournalists

Manywhoresponded“other”

targetedbasedongeographiesor

saidtheircoverageisforallages.

Whoisyourtargetaudience?(selectallthatapply)

1

15

7%

%

41%

5

52%

43%

7%

0%20%40%60%80%100%

Totalsamplesize:1800answers

Mostrespondents

primarilyreport

onlineandjust

underhalfalso

workinprint

Whichmediumdoyouprimarilyreportin?

Bothonlineandprint

Onlineonly

Print

TV

Radio

Other(pleasespecify)

Video

6%

5%

3%

3%

1%

34%

46%

0%20%40%60%80%100%

Totalsamplesize:2226answers

8%8%5%

16

15

31%

18%

%

%

32%

Themajorityofjournalistsproducecontentintwoormoremediums

Inadditiontoyourprimarymedium,doyoualsoproduce

contentatleastonceamonthinanyofthefollwing?

Onlineonly

Newsletter

Video

Podcast

TV

Radio

Other(pleasespecify)

Idon’tproduce

contentonany

additionalchannels

0%20%40%60%80%100%

Totalsamplesize:2226answers

5

Demographics&salary

Whereareyoubased?

Totalsamplesize:2226answers

Canada

4%

UK

9%

Europe7%

Asia

15%

South

America

1%

USA

49%

Africa

11%

Australia

2%

Other

1%

Morethan80%ofthosesurveyedarefull-timejournalists

Whichofthefollowingbestdescribesyou?

100%

80%

60%

40%

20%

0%

57%

24%

15%

4%

I’mafull-time

journalist,editorial

writer,bloggeror

podcaster

I’mafull-timefreelancejournalist

Iwritesome

journalisticcontent,

butsupplementmy

incomewithother

no