PRWeek November 2013 : Page 9

Lowdown Old media still dominates online discussion Online-only new-media outlets may seem to get all the buzz, but old-media platforms still receive the lion’s share of mentions on social media, according to a study from Digimind Social. It found that old media are more than three times as likely to be mentioned online due in part to the authority they have on prominent issues. Old media 70% 60% 50% 40% 30% 20% 10% New media 72% of social media mentions 28% of social media mentions Share of voice across online media 30% 20% 11% 9% 26% 24% 22% 10% 8% The New York Times USA Today The Wall Street Journal The Huffington Post BuzzFeed Mashable Source: Digimind Social collected the data between September 9-30, with calculations conducted manually. November 2013 / / 9


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