Exactly how much unique content is published in print and online? What is the crossover?

We found some analysis Media Monitors did in March 2010, but we suspected the picture would look quite different today. We’ve repeated that analysis using the same methodology and it turns out - two years is a long time in media.

We analysed a week (1 - 7 July 2012) of newspaper and web coverage in The New Zealand Herald, Waikato Times, Dominion Post and The Press for mentions of John Key, Richie McCaw, Theo Spierings, Air New Zealand , Kiwibank, Telecom, Meridian, New Zealand Rugby Union.

In two years there has been a major shift in the channels used by media companies to publish news.

Of the total content published - 65% is unique to the online medium. By contrast, only 7% of material published in print is not published online. 28% the total content published appeared in both print and online channels.

This is a complete about face since 2010 when Media Monitors found that only 28% of items were unique to the online version, while 60% of the articles appeared solely in the newspaper and only 12% of the articles analysed appeared in both print and online.

In the space of two years the amount of unique online content has grown from 28% to 65% and conversely unique content in newspapers has reduced from 60% to just 7% as ‘digital first’ strategies have taken hold.

Extracted from If it's important, it's online by Fuseworks Media. Explore the full findings of their research on the Fuseworks blog.