Around 94% Of Romanian Media Managers Target Online Sector

Around 94% of Romanian media managers believe that mass-media which do not develop online will miss out, according to a study conducted by the Center for Independent Journalism, the Romanian Press Club (CRP) and the Local Editors’ Association (APEL).

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The study was launched Monday in Bucharest, during a convention of media organizations.

According to the study's results, most newsrooms are interested in developing online, with 90% already providing such a service. The report says that "most believe that online media requires new abilities in management and journalists."

Research shows most newsrooms have not yet held online journalism classes, but 63% of managers say they are interested in training their managers in online journalism, while 77% say they are interested in training for their writers. Of these groups, only 22% and 17%, respectively, say they would be willing to cover the full cost of training.

Most managers are of the opinion that printed press will continue to turn more profit than online media in the near future - 81% say printed press will not be replaced any time soon, but 94% agree that firms which do not go online will lose. Also, the majority believes television will remain more profitable than online media.

According to the study, the advertising market does not put a fair price on online traffic. For many, a website does not completely cover editorial costs. Half of these expect revenue generated by their website to balance editorial costs and most believe this can happen within three years.

Most journalists (63%) say they have not taken training courses regarding online media, but nearly all are interested in it. Also, 78% said they are likely or very likely to be working as journalists in the next five years.

The "Non-linear Journalism" program carried out by the three media organizations aims to prepare media professionals for the information and communication needs of the new generation (the 'digital natives'), whose media consumption behavior is different from their parents', and to raise awareness about the part played by new media in informing the public.

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