Popular topics in the media: who is to blame and what to do?

Writing a press release is delicate art: it is necessary to write an abstract topic so that among the stream of entertaining information the client’s interest will not be lost. On the other hand, the service or product reference creates the risk that the release will not be published because it is more like advertising. Although it is not easy to strike a balance, the choice of an appropriate topic for the press reports can be called a real challenge of our day. Media is truly cruel but fair, publishing only those topics that are popular among the audience. We should only understand what want the audience of those portals where we would like to publish our press release. A number of news portals offer their top news stories for 2014. For example, the top three of Focus.lv include an article titled “Why do I need to marry a licentious woman”, illustrated as follows: The top news list also placed news on the master class of oral sex; the Mayor of Riga marriage to a pregnant colleague; orgies as part of a flash mob; how to determine the nature of the woman knowing her favorite kind of alcohol and materials with pictures of naked celebrities. Only 7 pieces of news out of the 25 top entries cover serious subjects. Women's Site “Sievietespasaule.lv” also presented its top most read news in 2014: • How to cope with the love triangle; • The millionaire Denis Johnson’s tips on how to attract money; • A woman should live enjoying; • You do not want to make love? Time to wake up a woman! • Unusual ways to celebrate bachelorette party; • Porridge: not only oatmeal. A research conducted by TNS Latvija also shows that Latvians prefer to read jokes (40% read all or nearly all categories), health and current events in the world and Latvia. Men mostly read news stories and sports, women - health and recipes. Perhaps a pretty frivolous picture is related to the fact that reading the news with a phone and tablet becomes more and more popular: in public transport, in line at the clinic, in the hairdresser’s chair; so it is obviously not up to the analytical articles about the fate of the world. Here the question arises what made us so frivolous? How to adjust to the current trends? Is it possible that the format of the press release of the future is an anecdote about sex and some recipes for athletes?..