7 things PR pros should know about the shifting media landscape

(You can download the report here.)

The report paints a media landscape that continues to struggle but is using the Web—and especially social media—to evolve.

Although fewer newspapers shut down in 2011, they continue to shutter bureaus throughout the world and launch fewer titles, according to the report. Papers also continue to cut staff.

“Two years ago I thought newspapers had trimmed as much as they could, but it appears it will continue until they have skeleton staffs,” David Coates, the managing editor of newspaper content, said in the report. “Newspaper staffs are getting leaner and younger these days. The ink-stained wretch has been replaced by the digital savvy geek.

“We are seeing more and more editors in their 20s and 30s who have a grasp of the importance of digital and social media.”

A major trend among newspapers and online-only outlets is the shift to local content, according to the report.

For magazines, 2011 was similar to 2010 in that the industry saw more titles launch than fold. Layoffs among magazine editorial staff were “moderate,” the report said. And iPads are not, as some suggested, killing magazines. In fact, it’s quite the opposite.