A report on the BBC’s tech blog caught my eye this week. The comments were around a new study by Forrester in the US, which has sought to classify consumers according to their attitudes, ownership and use of technology. On reading the classifications, the findings seem to map quite well with the changing nature of the publishing market and how people want to receive and digest information.

The proliferation of online media has been driven by “Generation Y” (18-28 year olds setting the pace for technology adoption) who demand instant access to information both at work and on the move. They want the ability to interact with content, as well as keeping as up to date as possible.

On the other hand, “Generation X” feels more comfortable picking up a paper or thumbing through a magazine, to keep up to date with industry issues. They may have a few favourite websites such as the FT, but haven’t quite got to grips with blogging or RSS feeds yet and dip in and out of technology, preferring to dictate its use rather than the other way round.

I think it is important for the PR community to recognise the needs of these two audiences when embarking upon a campaign. When I first started in technology PR, getting coverage in an online publication wasn’t considered a great success by my clients, but they now understand the value of a presence on the web and how much of an influence the internet has become on purchasing decisions. That is not to say however that print media is not just as valuable and influential, and I believe the two mediums must work together to create a successful, well-rounded programme.

Kate Bartholomew