Ketchum Perspectives

Introduction

Overview by Ketchum CEO Ray Kotcher

Key Findings

Top conclusions about media use in the U.S., the U.K. and Brazil

What’s Happening to Media in a Web 2.0 World?

Ketchum media directors Nicholas Scibetta and Richard Griffiths discuss major media trends in the U.S. and U.K.

Search Matters

Ketchum new media strategist Gur Tsabar explains the importance of harnessing one of the Web's most powerful tools

In-Person or Online, Word-of-Mouth Is Critical

Two experts share insights on word-of-mouth online and offline

Viewpoints

Communications pros from the U.S., the U.K. and Brazil examine the maturing of the Web, readership of newspapers, and the rise of blogs

Roundtable

Six industry leaders break down the study's most important implications

Street Smarts

Media use in the U.S. and Brazil is compared from 2006 to 2008

Methodology

How the survey was conducted

Print Page / Issue

E-mail Issue

View Past Issues

Where do consumers get their news? Where do they turn for information on products and services? Which sources do they trust most?

Put another way: Which media really matter, and in what ways?

To answer these questions and more, Perspectives takes its annual look at Media Myths & Realities, a media usage study conducted by Ketchum along with the University of Southern California’s Annenberg Strategic Public Relations Center and the Media School at Bournemouth University. This issue outlines key findings of the 2008 survey and features articles from and interviews with media and marketing professionals who share their insights on both the survey data and the day-to-day realities of communicating with the public.

Perspectives Staff