A shifting media makeup has led to the death of the scoop, the simultaneous rise of punditry, and, in turn, a crop of new influencers, finds the 2011
PRWeek/Porter Novelli Media Content Survey. Rose Gordon reports.
Only 38% of the media believe it's extremely important to be the first to report on a topic, according to the 2011 PRWeek/Porter Novelli Media Content Survey. That has ticked down 6% from 2008 when PRWeek
began its annual Media Survey.