For some of us newspaper revenue is a source of new business or an increase in business as changes take place with consumers. What changes? The Center For Media Research reports that "Daily Newspaper Reading Down to Two In Five" and although we have released the chart before here on the LPG website, here are a few more details that add to the briefing on the newspaper industry...
"According to the findings of a new Adweek Media/Harris Poll, of 2,136 U.S. adults surveyed online between December 14 and 16, 2009 by Harris Interactive, the era of Americans reading a daily newspaper each and every day is coming to an end. Just two in five U.S. adults (43%) say they read a daily newspaper, either online or in print almost every day. Just over seven in ten Americans (72%) say they read one at least once a week while 81% read a daily newspaper at least once a month. One in ten adults (10%) say they never read a daily newspaper."
Frequency of Reading Daily Newspaper (% of Age Groups; Base: All U.S. adults) |
| Age Group |
Frequency | Total | 18-34 | 35-44 | 45-54 | 55+ |
At Least Once a Month (Net) | 81% | 71% | 83% | 85% | 88% |
At Least Once a Week (Subnet) | 72 | 59 | 72 | 76 | 82 |
Almost every day | 43 | 23 | 36 | 44 | 64 |
A few times a week | 17 | 19 | 23 | 23 | 10 |
Once a week | 12 | 18 | 14 | 9 | 9 |
A few times a month | 9 | 12 | 10 | 9 | 5 |
A few times a year | 9 | 12 | 9 | 9 | 5 |
Never | 10 | 17 | 9 | 6 | 7 |
Source: The Harris Poll, January 2009 |
With all the talk about paywalls coming up to start charging consumers for content, surveyors asked what people would pay and have found that people won't immediatly adapt to paying for what was once free.
The reality is that making the display advertising business model work is in the industries best interest for right now, looking at successful sites like castanet.net and what they had done with use of the ROII (Return On Interactive Investment) calculator in conjunction with the LPG system for sales training and ongoing management.