In today’s competitive media market any edge to get your message to the public is worth taking advantage of. Research shows that multimedia messages can significantly drive readership. With the launch of the Public News Service searchable image and video database members and media outlets will be able to search for and download photographs and videos of events related to your cause. This is in addition to the radio broadcast and print stories already available.

With the launch of the Public News Service searchable image and video database members and media outlets will be able to search for and download photographs and videos of events related to your cause. This is in addition to the radio broadcast and print stories already available.

Back in the early 1990’s the Poynter Institute – a leading journalism research group – started tracking how people actually looked at the newspaper to see where the eye went on a page before conscious thought. It was found that photographs in newspapers provided an entry point for the readers into the story more than the text alone did. Poynter updated the research several years later to find that online readers often viewed text first –- headlines, briefs and cut lines and then moved on to the photo and then the body of the article. A caption is

Poynter updated the research several years later to find that online readers often viewed text first –- headlines, briefs and cut lines and then moved on to the photo and then the body of the article. A caption is the short description that goes with an image, and if it is written well, is a great way to get a viewer excited about reading the rest of the story. And that’s what we want, the reader to stay with the content as long as possible. More recently, a study by PR Newswire showed that online readers are 3.5 times more likely to share a multi-media story than a text-only story. Adding a photo to the story generated 14 percent more views while video boosts that number to 20 percent. Adding a photo plus a video increases views by 48 percent. The study also showed that multimedia releases continue to be viewed for 20 days while text-only releases stayed alive for only 9.5 days.

More recently, a study by PR Newswire showed that online readers are 3.5 times more likely to share a multi-media story than a text-only story. Adding a photo to the story generated 14 percent more views while video boosts that number to 20 percent. Adding a photo plus a video increases views by 48 percent. The study also showed that multimedia releases continue to be viewed for 20 days while text-only releases stayed alive for only 9.5 days.At a time when 60 percent of Americans said they trust the mass media “Not very much” or “Not at all,” per a Gallup survey published on September 21st, it’s a critical time for the independent media to step forward and get the recognition that they deserve.

At a time when 60 percent of Americans said they trust the mass media “Not very much” or “Not at all,” per a Gallup survey published on September 21st, it’s a critical time for the independent media to step forward and get the recognition that they deserve. By making the effort to utilize every tool at your disposal to drive online readership for your cause, it’s becoming critical to leverage the use of images, video, radio broadcast and print articles to spread your organization’s message.  Now is your chance to raise awareness on your issues and build trust back into the system that there is still “good news” out there and people striving to make a difference.

By making the effort to utilize every tool at your disposal to drive online readership for your cause, it’s becoming critical to leverage the use of images, video, radio broadcast and print articles to spread your organization’s message.  Now is your chance to raise awareness on your issues and build trust back into the system that there is still “good news” out there and people striving to make a difference.

(Copy for a quarterly newsletter)

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