Despite the media facing both financial and political headwinds, most C-suite executives find traditional media more valuable than social media, according to a recently released study from agency Greentarget.
More than 50% of execs look to traditional outlets such as The Wall Street Journal, as well as emailed sources for daily information. Nearly three-quarters (74%) of the executives described the information gleaned from traditional outlets as either very or somewhat valuable.
While a third of those surveyed said they use social media daily, only 17% said they find the content very or somewhat valuable, and 10% said it has no value.
Greentarget conducted the survey this year, asking over 100 C-suite professionals, more than half from companies with 1,000-plus employees, about their media consumption habits.
The study asked executives about their attitudes and consumption habits in eight categories: traditional medial; email notifications; social media; industry association content; trade publications; vendors; industry thought leaders; and lawyer listing services.
Emphasizing PR’s importance
The results highlight the continuing importance of traditional PR, said John Corey, founding partner of Greentarget.
“Traditional media relations have never been more important for this industry,” he said. “[People want] credibility and impartiality.”
While “the traditional media business model may be broken,” about 75% of executives said they find value in traditional media, and a third consider it very valuable – well above any other content channel.
The execs also said they value academic-driven publications such as the Harvard Business Review.
“Curation is key,” Corey explained. “[They are saying] ‘I’m trusting editors, publishers, and others to curate what I need and what to focus on.’ They are relying on that third-party filter to focus on what is most important.”
The survey also found two-thirds of executives prefer traditional-news-style articles, while 44% desire infographics and interactive charts. The preferences of the executives reflect a desire for practical information that can be applied directly to their work. Almost 75% of respondents said the promise of useful information “attracts them to the content they consume most – more than any other attribute.”