PR Wins the Digital Content Game but Struggles with Trust, Disclosure Issues
Q&A with Doug Simon, president/CEO of D S Simon.
It’s a basic fact that “digital content” is the future. Not only are media organizations in a race to produce in-house content, they’re also using more and more work created by third parties.
You know what that means: sponsored video/multimedia materials pitched to media outlets by their PR contacts.
This is generally a very good thing, but a survey conducted by New York-based “digital video communications” firm D S Simon includes some surprising details. (This is where we tell you to click here to download the full report.)
A majority of respondents in every form of media say they will use more outside videos next year:
- 40 percent of bloggers
- 54 percent of web producers
- 57 percent of magazine editors
- …and a whopping 78 percent of radio producers(!)
But–and this is a pretty big but–some serious trust issues persist regarding digital content and the way it’s pitched.
Here’s an eye-opening chart:
How do these media contacts feel that they are being “misled?” We talked to President/CEO...
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