The future of newspapers

There seems to be a lot written these days on websites and blogs about the demise of newspapers due to market fragmentation and the proliferation of mediums with unique target markets. There is also the misconception that newspapers do not provide for an engaging consumer experience. I recently read an article in the Globe and Mail, Canada's National Newspaper, entitled "Newspapers are riding high" that discusses the strength of newspaper and their impact on the advertiser. The author makes the argument that "Web-integrated papers fared better than blogs and cable and broadcast TV as people made 'a flight to authority.' The value proposition of newspapers is very different from other mediums. Newspapers offer insight and analysis as well as being a trusted and valued source of information.  

 According to Marketing Magazine, in Canada, newspapers are the largest advertising medium and many major advertisers return to newspapers year after year to support their brand because newspapers work.. By integrating print and online, newspapers will continue to flourish.

 

 Here's the link if you would like to read the article:

 

http://www.theglobeandmail.com/servlet/story/LAC.20081004.MEDIA04/TPStory/?query=ian+brown

Comments

[Syed Husain]

After reading above article and other internet material, it looks that Advertisements in Newspaper still help marketer to traget specific audience espacially local news paper ads. Also newpaper ads are still important part of "Media Mix" that a company could adotp for its marketing. Visit attched url for more details.

[Syed Husain]

http://www.bmcommunications.com/print.htm

[Dori]

While integration of advertising media is best, one advantage of the newspaper is that it can literally be left out in open view for a day or two, open to a specific page of interest. The impression of the physical ad is bound to be significant, and not transitory.

Dori

[Shoaib Chatta]

As for as I know is that I read at least 7 newspaper a day that well speaks of their strength not that I am any intellectual but that I am a good fan of reading news. Papers like NY Times and other of the same caliber are consider to be opinion makers and standard at their own. So I guess true readers still prefer to follow the perception prevailed through newspapers than merely relying upon other media especially electronic media.

[sk]

I am subscribed to the Wall Street Journal online and on print (the newspaper itself) for the past couple of years. I read the WSJ newspaper print itself everyday and not once did I go online to read the Wall Street Journal.

I think the reason for this is because the print is out there for me to virtually see it (physically) and I can read it at anytime. When I'm online, I have a couple of windows open and since I'm a multitasker, I tend to surf on different websites. sk

[Cathy Huyghe]

Have a look at GlobalPost, whose founders are Phil Balboni (who founded New England Cable News) and Charlie Sennott (long-time star reporter and former Jerusalem bureau chief for the Boston Globe). Internet news only, no print newspapers. Their idea is to cover only international news, using correspondents based in the countries they cover. 70 writers, 53 countries.

Their business model is posted here:

http://www.globalnewsenterprises.com/businessmodel.php