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Trend Truth: Print Alive, Not Well
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Trend Truth: Print Alive, Not Well

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Print media's ad revenue, circulation and subscriptions are dropping, but 74% of consumers don't want online content to replace print. Which publishers should worry the most?

Print media's ad revenue, circulation and subscriptions are dropping, but 74% of consumers don't want online content to replace print. Which publishers should worry the most?

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    Trend Truth: Print Alive, Not Well Trend Truth: Print Alive, Not Well Presentation Transcript

    • TrendTruth: Print Alive, Not Well Over two-thirds of consumers use print sources to stay informed, but big newspapers still need to worry.
    • The assumption: print is dying.
      • History of competition from other media –radio, television, now Internet
      • Online and print news sources alike report declines in print media’s ad revenue, circulation, and subscriptions
      • 67% of consumers say they perceive a drop in the use of print sources to stay informed
    • Online Competition Heats Up
      • 28% of consumers use online news sources “most often” to keep up with events
      • 20% of consumers rely “solely” on online news sources
      • Two-thirds (69%) say they rely on “online publications to supplement print”
      • But two thirds of consumers (74%) say they don’t want online to replace print content.
    • The reality: print still has an audience.
    • “ Which of the following sources do you rely on for information?”
      • 1 in 3 (33%) still use print “most often” to stay informed
      • 39% use print and online equally often
      • FGI’s data shows that 11% never use online sources to look at the news
      • Slightly over half (52%) still buy newspapers and magazines in stores, while 48% do not
    • The real question: Which print publishers suffer more?
      • 52% of consumers subscribe to a local newspaper
      • 46% subscribe to a national magazine
      • 29% do not subscribe to any print media
      • 11% subscribe to at least one local magazine
      • 10% subscribe to a national newspaper
    • “ What kinds of print media do you subscribe to and pay for?”
      • Some print sources have seen greater losses than others: namely, local magazines and national newspapers.
      • National newspapers have moved online to follow their audience, and their content still dominates –but without subscriptions to supplement ad revenue, profits are falling.
    • Are online subscriber fees the answer?
      • Consumers’ initial reaction is negative: 70% unwilling to pay a fee for online content.
      • If readers had to pay…
        • 87% say they should be charged “less than what [they] pay for print”
        • 10% think they should pay “as much as” they pay for print
        • 3% think they should pay “more than what [they] pay for print,“ because they have a more diverse array of available content
    • What’s the Bottom Line?
      • Use of online content has increased, and continues to increase
      • Declines in some print sources are marked, but other print media are still strong
      • Where traditional print sources have moved online, subscriber fees may be necessary –but consumer opinion about such fees is negative
    • Actionable Insights
      • Conduct research to know what demographics use which sources, and arrange content accordingly.
      • Use qualitative and quantitative data to calculate the ideal online subscriber fee
      • Qualitative data reveals why consumers use different types of media or sources more than others. Respond to this data to maximize readership, no matter where you publish.
      • Use qualitative data to drive future quantitative studies.
    • How do we know this?
    • Survey Methods
      • Dates of Survey: 4/7/2010-4/14/2010
      • Respondents: 300
      • Sample Source: FGI SmartPanel
      This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.
    • Why FGI
      • Custom online panels
      • Branded online communities
      • SmartPanel: 100,000+ panelists
      • SmartPanel Community
      • Human experts who handle each step of the process with you and your customers in mind
    • FGI Research: custom panels, research experts, dynamic approach.
      • This TrendTruth is produced by FGI Research. Learn more about the market trends online at our TrendTruth blog…
      • … or follow us on Twitter!
      • @TrendTruth
      • www.fgiresearch.com/category/trend-truth/