The Burson-Marsteller EMEA Media Practice developed a brief questionnaire Interviews were carried out face-to-face. The sample included 115 journalist from top-tier media organizations in 27 countries who mostly occupy senior editorial positions like editors-in-chief, editors or senior journalists. Data was collected between September 2009 and February2010. The questionnaire was split into 3 broad areas: Impact of the economic crisis on the work of journalists Role and effect of new media How the changes in their industry affects journalists’ dealings with the PR industry

1. Burson-Marsteller EMEA Media Study

2. Methodology
• The Burson-Marsteller EMEA Media Practice developed a brief questionnaire
Interviews were carried out face-to-face.
• The sample included 115 journalist from top-tier media organizations in 27
countries who mostly occupy senior editorial positions like editors-in-chief,
editors or senior journalists.
• Data was collected between September 2009 and February2010.
• The questionnaire was split into 3 broad areas:
• Impact of the economic crisis on the work of journalists
• Role and effect of new media
• How the changes in their industry affects journalists’ dealings with the PR industry
Burson-Marsteller Evidence-Based Communications 2

3. Cost Cutting Epidemic
Eight in 10 EMEA
Journalists Report
cost cutting occurring
at their publication
during the recent
economic crisis
Source: Burson-Marsteller
EMEA Media Survey 2010
Burson-Marsteller Evidence-Based Communications 3

4. Journalists report cuts in jobs and freelancers
In which areas are costs being cut?
35%
30%
30%
25%
22%
20% 18% 18%
15%
10%
6% 6%
5%
0%
Editorial Jobs Available editorial Use of Use of freelancers No Cuts Other (e.g.
space/editorial wire/picture wages, travel
ratios services costs, reduced
salaries)
Burson-Marsteller Evidence-Based Communications 4

5. Features departments suffering most from cuts
Which editorial departments are suffering most from cost cutting and/or layoffs?
30% 28%
25%
20%
20% 19%
17%
16%
15%
10%
5%
0%
Opinion Business/Finance News Features Other (e.g. library,
advertising, monthly
magazine, distribution
and print, investigation,
abroad, none)
Burson-Marsteller Evidence-Based Communications 5

6. Journalists pessimistic on new hiring in newsrooms
In the next 12 months, do you expect the number of editorial staff to...
40%
35%
35%
30% 28%
25%
20% 19%
18%
15%
10%
5%
0%
Reduce Stay the same Increase n/a
Burson-Marsteller Evidence-Based Communications 6

7. Only 1% percent of journalist report having less work
Has your workload increased since the economic crisis started?
50% 47%
45%
41%
40%
35%
30%
25%
20%
15%
11%
10%
5%
1%
0%
Doing more stories Multitasking (e.g. writing, No Having less work
taking pictures, blogging,
etc.)
Burson-Marsteller Evidence-Based Communications 7

8. For most, costs cuts will have an impact on editorial work
What direct impact will cost cuts have on your editorial work? *
30%
27%
25%
20% 20% 20%
20%
15%
15% 13%
10%
5%
0%
Fewer external Other (e.g. total No impact Less space/time for Less time to research Less time to attend
meetings/lunches workload increased, editorial content stories press
withc contacts and less work for conferences/events
sources freelancers, less
editorial footage)
*Respondents allowed to
choose more than one
answer
Burson-Marsteller Evidence-Based Communications 8

9. Biggest threats to high quality journalism today
What is the biggest threat to high quality journalism today?
45%
40%
40%
35% 34%
30%
25%
20%
17%
15%
10%
7%
5%
2%
0%
Digital Media Hiring less experienced, internal cost cutting No threat Other (e.g. decreasing
lower salaried journalists quality, less times,
changing media structure
in general, etc.)
Burson-Marsteller Evidence-Based Communications 9

10. Journalists now have new functions in their jobs
Are you expected to carry out more than one function in your job? If so which?
30% 27%
25%
25%
20%
15% 13%
10% 10%
10% 8% 7%
5%
0%
Burson-Marsteller Evidence-Based Communications 10

11. More than Half Report Some Increased Deadline Pressure
How have your deadlines changed in response to the changing media environment?
60%
50% 48%
40%
36%
30%
20%
16%
10%
0%
Tighter Deadlines More Deadlines No Changes
Burson-Marsteller Evidence-Based Communications

12. Journalists Find Search Technology Most Helpful
Which new media tools have improved journalism?
45% 42%
40%
35%
30%
25%
19%
20%
15%
15% 11%
10% 7% 6%
5%
0%
Burson-Marsteller Evidence-Based Communications

13. Journalists Say Blogs Most Damaging to Journalism
Which new media tools have damaged journalism?
27%
24%
14%
13%
10%
7%
5%
Burson-Marsteller Evidence-Based Communications

14. Plurality think media has good balance on privacy
What do you think about the balance between people’s right to privacy and
media’s desire for complete freedom of information?
50%
45%
45%
40%
35%
31%
30%
24%
25%
20%
15%
10%
5%
0%
Too much protection Not enough protection About right
of people’s privacy of people’s privacy
Burson-Marsteller Evidence-Based Communications

15. Vast Majority see positive role for PR
How do you see the role of PR agencies?
30% 28% 28%
27%
25%
20%
17%
15%
10%
5%
0%
A conduit of relevant A source of relevant A nuisance As a "lead" for
sources information possible stories
Burson-Marsteller Evidence-Based Communications

16. Almost Half Dealing with PR more in recent years
How has your relationship with PR agencies changed in the past
few years, if at all?
50% 47%
45%
40%
35%
30%
25%
20% 18%
15% 13% 13%
9%
10%
5%
0%
I deal with them I deal with them I trust them I trust them less No Change
more less more
Burson-Marsteller Evidence-Based Communications

17. Contacts
Burson-Marsteller EMEA
37 Square de Meeûs
B-1000 Brussels
+32 2 743 66 11
+32 2 733 66 11
CONTACT:
Dennis Landsbert-Noon
Chairman EMEA Media Practice
dennis.landsbertnoon@bm.com
+32 2 743 66 22
Burson-Marsteller Evidence-Based Communications 17