Further evidence of the decline of "traditional" media as the primary source of news for the web-savvy under-35s has come in a report from the Pew Research Center, the Washington-based so-called "fact tank".

The report says 5% of Americans don't watch any TV (no, really, that's what they said), and more than half don't watch TV news on an average day. Even worse for the pen and notebook brigade, the number of Americans regularly reading a newspaper has dropped to 34% - 15 years ago it was almost 60%.

Web news, in contrast, is now the fastest-growing source of news for the average American.

Even taking into account the very different news consumption habits on the other side of the 'pond', that's pretty damning stuff, and there's no doubt the same is happening over here. Ofcom's recent report said as much.

UK PR practitioners need to think very differently about their campaign plans, particularly if they're targeting the under-35 ABC1 market.

Press releases and VNRs are out, while adaptable content and viral videos are very much in. And reputation management has never had greater importance for our industry than it has today, thanks to social networking.

It's taking the vast majority of PR professionals out of their comfort zone - and not before time.

http://www.guardian.co.uk/media/2008/aug/18/digitalmedia.usa