The death knell for the print newspaper seems to be ringing louder every day. The skyrocketing rise in Internet journalism has hit the once profitable print industry hard, with powerful papers like the Chicago Tribune and L.A. Times (along with hundreds of local papers) forced to lay off employees or shut down their presses entirely. Are we witnessing the end of print, or have reports of its death been greatly exaggerated?
Was this a one-day phenomenon? The answer is unequivocally “no.” For the vast majority of newspapers, the print product remains a vital part of their product mix, contributing 80 percent of the medium’s revenue and bringing in an attractive and loyal audience. The unique characteristics of the print newspaper – its portability, browsability, physical feel and presentation – continue to appeal to sophisticated, highly engaged readers who provide advertisers with value no other medium can match. In addition, niche publications that target highly specific demographics – from expectant mothers to outdoor enthusiasts – reach audiences with unmatched precision.
In a changing media landscape, the newspaper medium has become a multi-platform force that delivers high-quality content to consumers in print, online and via mobile devices. In this product mix, print continues to be and will remain a significant piece of the puzzle for many years to come.
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