Heading into the 82nd International Newsmedia Marketing Association’s World Congress, more than 300 attendees from around the globe will address the issues facing newsmedia through a poll of the industry’s priorities and attitudes.

Early numbers — more than 90 votes per the four poll questions as of Friday — indicate that those surveyed see internal corporate culture as a roadblock to growth in the news media. Voters are also responding that today’s existing advertising/circulation will change dramatically within the next three to five years, with most saying it needs to happen now.

“If the media company hasn’t already started the model change, they may be losing the game in their markets,” said Paulo Mira, president and CEO, PHD Business, Inc., and a poll respondent. “This is vital to maintain the company in the future game.”

Of publishers surveyed, the majority said their revenue over the next three to five years will come from digital advertising. Print advertising currently runs a close second, and subscriptions and other sources lag behind.

“The shift is gradual,” said Anne Wong, director of marketing, South China Morning Post. “But it won’t be complete, as I believe there will always be a market for print, albeit a more specialised one and inevitably smaller.”

Final poll results will be unveiled at the INMA World Congress, which runs from May 6 to 8 at the J.W. Marriott at L.A. Live in Los Angeles, before the survey is opened for the public to vote. The Congress, themed “New Oxygen, New Growth,” gives publishers a chance to show how they’re maintaining and creating revenue in a changing journalism industry.

To participate in the Congress, use the Twitter hashtag #inmawc and follow every presentation via Cover It Live at inma.org/live.