Social networking, blogs, online video, search engines and RSS feeds have woven their way into the fabric of journalism, significantly impacting how reporters do their jobs and how news organizations structure their operations.
As traditional media outlets work to remain competitive, they are expanding their online offerings to compete with new media.
The results of the 2008 PRWeek/PR Newswire Media Survey, which assessed the attitudes and ideas of traditional journalists and bloggers, bear this out.
According to the survey, 57 percent of respondents feel they are being asked to work more today than in the past few years, while 56 percent say they are contributing to other media outside of their official duty.
As journalists take on longer hours and fill more multi-faceted roles, it's more important than ever to take reporters' needs and interests into consideration when making a pitch.
Spam is still a top concern of journalists.