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?

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Trend Truth: Print Alive, Not Well

  1. 1. TrendTruth: Print Alive, Not Well Over two-thirds of consumers use print sources to stay informed, but big newspapers still need to worry.
  2. 2. The assumption: print is dying.
  3. 3. <ul><li>History of competition from other media –radio, television, now Internet </li></ul><ul><li>Online and print news sources alike report declines in print media’s ad revenue, circulation, and subscriptions </li></ul><ul><li>67% of consumers say they perceive a drop in the use of print sources to stay informed </li></ul>
  4. 4. Online Competition Heats Up <ul><li>28% of consumers use online news sources “most often” to keep up with events </li></ul><ul><li>20% of consumers rely “solely” on online news sources </li></ul><ul><li>Two-thirds (69%) say they rely on “online publications to supplement print” </li></ul><ul><li>But two thirds of consumers (74%) say they don’t want online to replace print content. </li></ul>
  5. 5. The reality: print still has an audience.
  6. 6. “ Which of the following sources do you rely on for information?”
  7. 7. <ul><li>1 in 3 (33%) still use print “most often” to stay informed </li></ul><ul><li>39% use print and online equally often </li></ul><ul><li>FGI’s data shows that 11% never use online sources to look at the news </li></ul><ul><li>Slightly over half (52%) still buy newspapers and magazines in stores, while 48% do not </li></ul>
  8. 8. The real question: Which print publishers suffer more?
  9. 9. <ul><li>52% of consumers subscribe to a local newspaper </li></ul><ul><li>46% subscribe to a national magazine </li></ul><ul><li>29% do not subscribe to any print media </li></ul><ul><li>11% subscribe to at least one local magazine </li></ul><ul><li>10% subscribe to a national newspaper </li></ul>
  10. 10. “ What kinds of print media do you subscribe to and pay for?”
  11. 11. <ul><li>Some print sources have seen greater losses than others: namely, local magazines and national newspapers. </li></ul><ul><li>National newspapers have moved online to follow their audience, and their content still dominates –but without subscriptions to supplement ad revenue, profits are falling. </li></ul>
  12. 12. Are online subscriber fees the answer?
  13. 13. <ul><li>Consumers’ initial reaction is negative: 70% unwilling to pay a fee for online content. </li></ul><ul><li>If readers had to pay… </li></ul><ul><ul><li>87% say they should be charged “less than what [they] pay for print” </li></ul></ul><ul><ul><li>10% think they should pay “as much as” they pay for print </li></ul></ul><ul><ul><li>3% think they should pay “more than what [they] pay for print,“ because they have a more diverse array of available content </li></ul></ul>
  14. 14. What’s the Bottom Line? <ul><li>Use of online content has increased, and continues to increase </li></ul><ul><li>Declines in some print sources are marked, but other print media are still strong </li></ul><ul><li>Where traditional print sources have moved online, subscriber fees may be necessary –but consumer opinion about such fees is negative </li></ul>
  15. 15. Actionable Insights <ul><li>Conduct research to know what demographics use which sources, and arrange content accordingly. </li></ul><ul><li>Use qualitative and quantitative data to calculate the ideal online subscriber fee </li></ul><ul><li>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. </li></ul><ul><li>Use qualitative data to drive future quantitative studies. </li></ul>
  16. 16. How do we know this?
  17. 17. Survey Methods <ul><li>Dates of Survey: 4/7/2010-4/14/2010 </li></ul><ul><li>Respondents: 300 </li></ul><ul><li>Sample Source: FGI SmartPanel </li></ul>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.
  18. 18. Why FGI <ul><li>Custom online panels </li></ul><ul><li>Branded online communities </li></ul><ul><li>SmartPanel: 100,000+ panelists </li></ul><ul><li>SmartPanel Community </li></ul><ul><li>Human experts who handle each step of the process with you and your customers in mind </li></ul>
  19. 19. FGI Research: custom panels, research experts, dynamic approach.
  20. 20. <ul><li>This TrendTruth is produced by FGI Research. Learn more about the market trends online at our TrendTruth blog… </li></ul><ul><li>… or follow us on Twitter! </li></ul><ul><li>@TrendTruth </li></ul><ul><li> </li></ul>