Tuesday, November 17, 2009

Newspaper Dips / Online Print Rises - $$$ STILL BIG!

Here are some snapshots from an article written by a great friend of mine, Marsha Friedman.  It talks about the status of print and online print and its ability to generate good results in this tight economy.  I found her article RIGHT ON!  I've extracted a few sections that I think you'll find as interesting.

The Value of Web-Based Press Shines As Newspaper Readership Declines   by Marsha Friedman
If you’re an old newspaper hound, it’s not a pretty sight.
The Audit Bureau of Circulations (ABC), the standard-bearer of newspaper and print publication circulation reporting, just reported a couple of weeks ago that newspaper circulation for the six months ending Sept. 30 dropped 10.6 percent from the same period in 2008, with a 7.5 percent dip on Sundays.

Oct. 1, 2008-Mar. 31, 2009: down 7.1 percent on weekdays, down 5.3 percent on Sundays.
Apr. 1, 2008-Sept. 30, 2008: down 4.6 percent on weekdays, down 4.9 percent on Sunday.
Oct. 1, 2007-Mar. 31, 2008: down 3.5 percent on weekdays, down 4.5 percent on Sundays.

Conversely, as newspaper circulations take a nose dive, online readership of newspaper Web sites is on the rise. Newspaper Web sites attracted more than 74 million monthly unique visitors on average in the third quarter of 2009, more than one-third (38 percent) of all Internet users, according to a custom analysis provided by Nielsen Online for the Newspaper Association of America. The sites collectively tallied more than 3.5 billion page views during the quarter, with users spending 2.7 billion minutes browsing the sites over more than 596 million total sessions.  This is a 17 percent increase over the 62 million unique visitors the same sites drew in 2007. In fact, for the first time in history, the stats now show that more people are getting their daily news online, and not from their daily printed newspaper.

While 74 million is a good number of unique visitors, the news-based Web sites are growing in influence and prestige, as well. At the end of the day, print and Web combined means more eyeballs for your story.

Charlie Says: The irony is more people overall are consuming the news than ever before.

Charlie Says: Your product should be in print/online - especially during these tough economic times.  TV/Radio can be accidental.  Print/Online is purposeful!  People buy on purpose! 

Charlie Says: At Synergixx our print budgets have only gone UP this year - even with the newspaper decline- because those that look for news are very qualified buyers!

Who is integrating your traditional print ads with online print ads?  At Synergixx we do it daily... ask us how!

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