For the last few years, newspapers have borne the brunt of declining fortunes while their circulation erodes as quickly as the sands on a beach facing a tsunami. But the reality is far from the perception that newspapers will disappear.
A recent study by Scarborough Research points to a healthy print/internet readership that will remain a media force for some time to come. Aggregation news sites that include the likes of Drudge and the Huffington Post, while performing well, are not hurting strong newspaper options.
Among results from the study ....
74% of the adult population read newspapers in print or online
79% of white collar adults read newspapers in print or online
82% with household incomes over $100k read newspapers in print or online
84% of college grads read newspapers in print or online each week
While circulation drops are real, audience readership has not registered the same declines and is holding up well in spite of increased media fragmentation.
The longer term solution for the survival of newspapers appears to be a business model that fully embraces the online potential with a web-first publishing format.
The multi-cultural publishing base is also benefiting from a strong reader loyalty -- especially among the Latino community, 49 million strong, representing over a trillion dollars in purchasing power and growing at a rapid pace.
Spanish language newspapers enjoy 50% more readers per copy than mainstream English-language papers according to the National Association of Hispanic Publications. Contrary to current consciousness, Hispanic youths are loyal to their Spanish-language papers preferring entertainment and political sections.
Marketers take notice ....It is estimated that 82% of Latino's read and share their paper with a least one other person.
Not too shabby for what is perceived to be a declining market.
Not too shabby for what is perceived to be a declining market.
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2 comments:
All the "traditional" media get a bad rap in this digital age, but the truth is they are all still powerful communications vehicles and terribly undervalued in today's marketplace.
love to see this discussion! It’s great to see you all working through the issues and also, it’s great to see recommendations for testing. In the end, it’s what your actual users do and prefer that should be your biggest driver in making these decisions.
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