Monday, August 13, 2007

colleges slow on new media curve

If you were counting on new college graduates in journalism or communications to help you catch up on new media, better think again and question your candidates closely about their skills: Turns out college media's behind the curve in adopting new media, according to studies presented this weekend at the Association for Education in Journalism and Mass Communication annual conference here in Washington. Inside Higher Ed covers two studies here,noting that -- aside from college newspapers -- other forms of media lag behind in adding new media features:
About 91 percent of college newspapers had online presences in 2007, but the percentages are much lower for other forms of college media — 36.3 percent for radio stations, 20.9 percent for television stations, 18.1 percent for magazines and 6 percent for yearbooks. There were, however, “appreciable gains” in the proportion of college media outlets using multimedia technologies in 2007 compared to 2006: For instance, in 2006, 20.9 percent used podcasts, versus 38.4 percent in 2007. The use of Weblogs increased from 19.8 to 35.8 percent, RSS feeds from 23.5 to 35.1 percent, streaming video from 16.6 to 30.5 percent, embedded video (including YouTube) from 9.6 to 42.4 percent and comments features from 39.6 to 57 percent.
We can back this up from our own experience teaching blogging, in workshops where area PR agencies sent senior and junior execs to learn the skill and consider policy issues. Junior PR professionals often said they had no experience blogging in college, even those coming out of communications programs. Contact Denise Graveline about in-house training to bring your team up to speed in new media approaches; email us at

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