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News Consumers Forgetting Publishers, Study Finds

July 20, 2017

[jane kelly]
[jane kelly]

British news consumers who find stories via social media or search engines are more likely to remember the platform where they accessed a story than recall its publisher, according to new research from the Reuters Institute for the Study of Journalism at the University of Oxford.

As NiemanLab reported, two days after reading a story, just 37 percent of users who searched for it and 47 percent of those who found the story via social media could name the news organization that published it.

The findings “will be troubling for many publishers,” said study authors Antonis Kalogeropoulos and Nic Newman. “Some weaker brands may be forced to reevaluate the use of these platforms for marketing — or click-through — and develop alternative approaches.”

News organizations with strong brand identities still stand out. When their stories were accessed via search, BBC News, The Guardian and The Telegraph were correctly identified most often. On social media, the three sites that people recognized most often were The Guardian, BuzzFeed and the BBC. — Greg Beaubien

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