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29, September 2011

The end of the newspaper – or is it?

The Hull Daily Mail for example, has gone from selling over 120,000 copies 20 years ago, to just over 41,000 today, and papers such as the Scunthorpe Evening Telegraph and the Lincolnshire Echo are now issued weekly instead of daily.

However, this doesn’t mean that there isn’t a place for the traditional newspaper in our advertising budgets. In the case of the Hull Daily Mail, over 41,000 people still buy the newspaper on a regular basis, and the pass on rates for newspapers are ever-increasing as families continue to stay together for a longer period of time, with many young people remaining at home because they can’t afford to move out.

Despite the growing popularity of reading the latest news online, there is still a huge amount of people out there who are not ready to give up the traditional newspaper. Most newspapers are now offering online advertising to target those who like to dip in and out to catch up with the latest news, but when it comes to targeting a specific audience, printed ads are still the way to go.

Newspapers are delivered to varying but defined audiences, and readers who prefer the traditional printed copy tend to spend longer reading it, often meaning that there is more of a positive response from a printed ad.

Nevertheless, with the emergence of tablets and smart phones, and the huge role that the internet now plays in our lives, newspapers have had to change and adapt to suit the current climate, offering consumers more choice when it comes to accessing the latest news.

Everyone has different reading and social habits, and for the foreseeable future, we are choosing to have both print and online media available to us.

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