It is interesting to see how social media sites such as YouTune and Wikepedia are growing in importance. Hitwise have been tracking how people access information. It shows that traditional search engines are still the most popular but Web 2 or Social Media sites figure very strongly too.

When you add this to findings detailed in the Edelman PR research report into trust you see that much traditional media is declining as a source of unbiaised information. It seems that the 'cosy' relationship traditional media has had (or more importantly readers have perceived it has had) with policians and certain business organisation has effected peoples understanding of transparency and neutrality. People are looking for an authentic voice ot source.

This presents a challenge for marketeers as well as an opportunity. The challenge is that the 'safe' choice of media for PR and advertising campaigns have gone. Declining influence and lower reach negatively impact the ROI. Where are all the readers and audiences going? The young already read and watch television less than previous generations. They use the internet for sources of information. What is interesting is to look and see who are the highest percentage of people access the Number 10 e-Petition. 30 year olds? No the biggest group are those aged 45+