State of the U.S. Media report: news industry no longer in control of its own destiny

The state of the U.S. news media improved in 2010 – online news consumption surpassed  print newspapers in ad revenue and audience for the first time last year – but the State of the News Media report by the Pew Research Center’s Project for Excellence in Journalism says news organizations are extremely dependent on others to distribute their content and audiences. PEJ Director Tom Rosenstiel says, “In a world where consumers decide what news they want and how they want to get it, the future belongs to those who understand the audience best, and who can leverage that knowledge with advertisers.”