Monday, 14th December 2015
Analysis of FreePint's 8th Annual Survey on News Needs and Preferences has now been completed. FreePint's director of research, Robin Neidorf, presents a tantalising taste of the data and how it sheds light on changing perceptions towards news buying.
Over the eight years that we at FreePint have surveyed our audience about their needs and preferences for acquiring and distributing news content within their organisations, two important consistencies have emerged:
These two observations create tension in the marketplace and conflict within buying organisations. This is certainly one reason why nearly 40% of respondents in the 2015 survey report that they changed their main supplier of news content in the past three years: so many organisations are seeking better solutions to meet an important, broad-based need.
The results of FreePint Survey: News Needs & Preferences 2015 are now being published. This year's data, collected from 156 respondents with decision-making roles in a wide range of organisations, builds up a picture of changing (and consistent) attitudes, perceptions and requirements since 2008.
It's a lot of data to absorb, interpret and present in practical, useful ways. If there's one piece of advice I could give as you review the results, it's this:
Always ask "why?"
If you probe deeply enough on the "why", the answers might surprise you, as they did me.
It's a changing world for premium news content, suppliers and services, and I doubt that the pace or amplitude of change will diminish any time soon. Our annual snapshot of the buyers' market offers important perspective on these challenges.
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