Understanding Your Target Group

Nordicom (a Nordic communications research center) today released their annual Media Barometer. The report contains several interesting facts:

The amount of Swedes on the Interwebs have almost doubled from 2004 (35% - 68%)
Only 8% of Internet users use blogs (I wonder how that question was asked... I truly doubt that figure)
Consumption of TV news programs have gone down from 55% to 40% since the beginning of the century

This is really interesting stuff, but it could have been released in a smarter fashion, not simply using a super traditional press release. This kind of news is truly blogger material, so why isn't it released blogger stylee, utilizing the fact that we want interesting news but have short attention span and too little time to blog?

They could have chunked it up in a list of most interesting statistics, included a short, embeddable interview video (sure video takes time and costs money to produce, but this must be one of their most important initiatives during the year) talking about the survey results, and also including an embeddable statistics image.

This would have helped spread the material and more important – it would have increased the relevance of the material that was spread.

Heck, this post would have looked much smarter with an embedded video and statistics image.