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

MEDIA MYTHS & REALITIES

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	View Past Issues Food 2020: The Future of Food, Nutrition & Wellness 2008 Issue 5 Getting Your Message to Your Audience 2008 Issue 4 How the Public Perceives Corporations and CEOs 2008 Issue 3 The Women's Issue 2008 Issue 2 Media Myths & Realities 2007 2008 Issue 1 Next Stages 2007 Issue 4 Word of Mouth 2007 Issue 3 Engaging Employees 2007 Issue 2 Assessing the Top Crises of 2006 2007 Issue 1 Media Myths & Realities 2006 2006 Issue 7 2006: A Watershed Election 2006 Issue 6 China and Public Relations 2006 Issue 5 The Talent Issue 2006 Issue 4 Preparing For A Pandemic 2006 Issue 3 To Blog Or Not To Blog 2006 Issue 2 Looking Ahead in Media Communications 2006 Issue 1 Building Brand Believers Through Communication 2005 Issue 1 Unlocking Corporate Communications 2004 Issue 2 Lessons Learned... 2004 Issue 1 The Changing Face of Marketing 2003 Issue 2 The First 100 Days of 2003 2003 Issue 1 Focusing on Innovation 2002 Issue 2 Inaugural Issue 2002 Issue 1

Viewpoints

Beyond the overarching conclusions of the 2008 study, a few other interesting facts stand out. In the U.S., both seniors and younger consumers have noticeably changed their media habits. Consumers in the U.K. are reading newspapers (yes, newspapers) at a surprising rate. Use of blogs and mobile media is rising in Brazil. And blogs and other consumer-generated media are taking hold everywhere.

In this collection of “Viewpoints,” communications professionals from each of the three countries in the 2008 survey discuss the trends in their countries. And in a Q&A, Andrew Rasiej, founder of the Personal Democracy Forum online community, shares his insights on how blogs and other Web 2.0 media factor into the 2008 U.S. presidential election.

	If the World Wide Web Is Maturing, What’s Next? By Jerry Swerling, Director, Strategic Public Relations Center, USC Annenberg View Bio
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	What’s Behind Newspaper Readership in the U.K. By Tom Watson, Deputy Dean of Education and Reader in Communications, The Media School, Bournemouth University View Bio
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	Brazil: The Rise of Blogs and the Facts on Mobile Media Usage By Fernando Neves, Ketchum Interactive Communications Director, Ketchum Estratégia View Bio
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	Why Blogging and Consumer-Generated Media Matter: Q&A with Personal Democracy Forum Founder Andrew Rasiej View Bio

MEDIA MYTHS & REALITIES

Viewpoints

Perspectives Staff