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Facing Extinction, the Power of Influence Offers Local Media a Lifeline
Wednesday, September 12, 2018

Global Survey Breaks Down How Consolidation, Digitization and Changing Consumer Habits Are Blurring Definitions Across Media Lines

NEW YORK, Sept. 12, 2018 /PRNewswire/ -- Today, Ogilvy announced the findings of the second half of the 2018 Global Media Influence survey. The survey found that nearly 60% of respondents worldwide believe that local media must adapt to the changing environment or face extinction. Similar to global media outlets, local journalism has been significantly disrupted by the advent of new digital technologies and behaviors.

Consumers have more options than ever before, and whether news is happening next door or across the continent, consumers can be informed with the same ease of access. By leaning in on local news and sharing unique, niche content that cannot be found anywhere else, Ogilvy's survey found that local media can continue to play a significant role in reporting the news agenda.

"Today, we are living in an earned first world where influence trumps everything else," said Jennifer Risi, Ogilvy's Worldwide Chief Communications Officer and Managing Director, Ogilvy's Media Influence. "The lines between global, national and local media are increasingly becoming obsolete as consumers have access to an unprecedented wealth of content at their fingertips. Brands that partner with communications experts who know how to navigate today's media landscape will be in the pole position to drive their own narrative, and thereby mindshare with their key stakeholders."

Additional key findings:

    1. Globally, 55% of journalists agree media mergers and consolidation will
       be positive for the industry. However, there is a clear divide between
       journalists in EMEA and Asia Pacific compared to their North American
       counterparts who, for the majority, believe that media mergers and
       consolidation will be bad for the industry overall.
        a. North America - 24% of surveyed media agree; 76% of surveyed media
        b. EMEA - 67% of surveyed media agree; 33% of surveyed media disagree
        c. Asia Pacific - 74% of surveyed media agree; 26% of surveyed media
    2. 58.3% of global media believe local media needs to change the model.
        a. North America - local media is more important than ever [42.0%],
           needs to change the model [42.0%], is dying [8.7%], or other [5.8%].
        b. EMEA - local media needs to change the model [63.0%], is dying
           [16.0%], is more important than ever [15.1%], or other [5.9%].
        c. Asia Pacific - local media needs to change the model [70.0%], is more
           important than ever [21.7%], is dying [4.4%], or other [3.9%].
    3. Globally, 31.4% of surveyed reporters from all three regions [North
       America, EMEA and Asia Pacific] agree that television has been the most
       successful traditional media platform to adapt in an increasingly digital
    4. Looking ahead, streaming services [42.5%], or revived television emerged
       as the new "old" media that will be king in 5 years followed by the feed,
       (i.e. headlines, newsbytes/newsletters) and podcasts.

Now in its fifth year, Ogilvy's annual global media survey has become a go-to resource for industry insights from some of the world's leading journalists on the changing media landscape. These findings further illuminate insights from the first part of Ogilvy's Media Influence survey, released in June 2017 at the Cannes Lions International Festival of Creativity, which uncovered a significant decline of trust in traditional media as a news source by 22% since 2016.

About the Survey
Ogilvy's Media Influence team fielded a 10-question survey of 363 news media professionals across the North America, Asia Pacific and EMEA regions. The survey assessed new strategies for an increasingly digital world and focused on the sentiments of reporters, editors and producers who cover a vast range of topics, including national news, business and financial news, law and human resources news, as well as consumer trends, technology, entertainment, politics, healthcare, travel and multiethnic communities. The survey was conducted in April 2018 via phone and email by Ogilvy's Media Influence staff members based in 22 offices across the globe.

About Ogilvy
Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 132 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand's needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NYSE: WPP). For more information, visit, or follow Ogilvy on Twitter at @Ogilvy and on

Media Contact:
Tara Mullins
Tel: (212) 880-5243

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