School Administrators Indicate Print Media Still Their Most Trusted Information Source While Online News and Social Media Lag
Educational Leadership, Education Week and District
Administration among the most trusted sources for administrators
according to Haselton Group survey
BOSTON–(BUSINESS WIRE)–Despite increased attention on social media and online news sources,
traditional print media remains the most trusted source of information
for school administrators. According to a recent survey conducted by The Haselton
Group, administrators prefer print editions of top trade magazines
rather than online editions or e-newsletters from the same publications.
Furthermore, social media, which continues to gain momentum in corporate
marketing plans, remains a relatively small part of the information mix
for administrators.
“Companies should carefully consider administrators’ current
preferences before shifting their advertising dollars from the
traditional print publications to the online medium.”
The Haselton Group, one of the education industry’s top marketing and
public relations firms, surveyed 10,000 superintendents, principals and
district-level administrators across the country to identify their most
trusted news sources as well as their use of digital content and social
media.
According to the survey, on average, administrators rely fairly equally
on colleagues (48%) and third-party sources of information (52%) to stay
up-to-date on best practices, industry news and new product information.
However, their sources of third-party information skew heavily towards
traditional media.
Industry trade magazines are still the greatest source of
administrators’ third-party information. On average, administrators get
nearly half (45%) of their industry-related information from such
sources; far outweighing the combined total of next three greatest
sources: blogs, national newspapers and local newspapers.
ASCD’s Educational Leadership is the most widely read industry
Article source: PRNewswire
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