PR Professionals Again Rank Daily 'Dog Best-Read and Most Trusted Source of Industry News

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According to a survey of public relations professionals, nearly 75 percent of practitioners read Bulldog Reporter's Daily 'Dog at least once a week, making the online trade journal the best-read publication in the industry. Survey participants also rated the Daily Dog as the top publication for coverage of public relations news and issues and said they turn to the Daily Dog first when looking for coverage of breaking PR industry news.

According to a survey of public relations professionals, nearly 75 percent of practitioners read Bulldog Reporter's Daily 'Dog at least once a week, making the online trade journal the best-read publication in the industry. Survey participants also rated the Daily Dog as the top publication for coverage of public relations news and issues and said they turn to the Daily Dog first when looking for coverage of breaking PR industry news.

Bulldog Reporter publisher Jim Sinkinson noted, "We're elated by the results of this survey, since this is the second year in a row the Daily 'Dog has ranked number one. The numbers show that we're delivering three times more impressions than our nearest competitor every week and penetrating more than 85% of the PR market every month."

The survey also asked "How do you rate [industry] publications for their overall coverage of public relations news and issues?" Evaluating 10 leading print and online media, respondents rated the Daily 'Dog their number-one source of industry news. Similarly, respondents were asked to rank online sources of industry news by answering a hypothetical question: "You've just heard about some important PR industry news and you want to learn more about it. How likely are you to go to each of the following online PR news sites for information?" Again, the Daily 'Dog was ranked by respondents highest among five leading online outlets.

The survey of 38,000 PR professionals from across the U.S. was conducted January 23-31, 2008 by MediaBridge, an Oakland, CA-based communications consultancy.

The Daily Dog is a publication of Infocom Group, which also publishes the Bulldog Reporter Business Media, Bulldog Reporter Lifestyle Media, and Inside Health Media subscription newsletters, as well as the National PR Pitchbook media contact directory series. The company also produces the annual Media Relations Summit conference, PR University audio conferences and the Bulldog Awards for Excellence in Media Relations and Publicity.

February 21, 2008
PR TRADE PRESS READERSHIP REPORT

January 2008 research study by MediaBridge, Oakland, California*

Which of the following PR industry publications do you read and how frequently? Choose the answer that best approximates your reading pattern.

                                         Daily**     Once or More 1-3x Monthly    Rarely-Never Weighted Ranking
                                                             Weekly                                                                 (Index***)

Bulldog Reporter's
Daily 'Dog online service     28.2%         73.1%         11.9%    15.0%            1 (2.58)
PR News online service        4.6%    28.3%         25.5%    46.2%            2 (3.99)
PR Week magazine                2.4%    28.1%         28.6%    43.2%            3 (4.05)
PR Week online service        4.2%    26.2%         25.3%    48.5%            4 (4.06)
PRSA online service        4.1%    20.6%         19.7%    59.8%                 5 (4.24)
PRSA Tactics        2.5%    14.9%         30.3%    54.9%                 6 (4.31)
PRSA The Strategist        1.4%    11.0%         28.7%    60.2%                 7 (4.43)
Jack O'Dwyer's online
service                             0.9%      7.8%         12.0%    80.2%            8 (4.68)
Jack O'Dwyer's
Newsletter (print)        0.4%     4.8%         9.7%    85.5%                 9 (4.79)
O'Dwyer's PR Report
Monthly magazine        0.5%      3.4%         13.1%    83.5%            9 (4.79)

*Methodology: This survey was commissioned by Infocom Group, publisher of Bulldog Reporter information services. Survey invitations were sent on Wednesday, January 23, 2008 by email to 38,000 known public relations professionals. This report reflects response by 1,730 respondents, reporting the following titles and affiliations:

  • 21.1% -- "in-house PR/communications managers/coordinators"
  • 21.6% -- "in-house PR communications senior executives"
  • 15.5% -- "PR agency senior executives"
  • 14.6% -- "PR agency account supervisor/account executives"
  • 12.6% -- "solo/freelance PR practitioners"
  • 14.6% -- "other"

Responses for some publications may not total 100%, because not all respondents answered all questions.

**Daily readership statistics are a subset of the "Once or More Weekly" readership statistics.

***Index number provides a relative ranking: Lowest numbers are highest ranked.

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Jim Sinkinson

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