“Over half (52%) expect this to be the MAIN revenue focus in 2019, compared with just 27% for display advertising, 8% for native advertising and 7% for donations,” wrote author Nic Newman. “This is a huge change of focus for the industry,” he added.
Growth in social, mobile, video, search and out-of-home (OOH); and declines for TV, radio, desktop and print. Print is expected to pull in 17.6% less advertising revenue in 2019, compared to the year before. Declines for other platforms are much less precipitous. https://whatsnewinpublishing.com/10-essential-media-stats-from-may-2019
Advertising spending on print – down from 27% to 7% in less than a decade – but also the speed with which mobile advertising has grown. In 2010, mobile equated to just 0.5% of advertising spend, despite 8% of our media time being spent on portable devices. Jump forward to 2018, and mobile accounted for both a third of our media time and of advertising spend; an astonishing growth rate.
“Podcasting’s Share of Ear has more than doubled in five years,” they found, “increasing 122% since 2014.” Much of the growth is driven by listeners aged 12-24. Overall, around 90 million Americans, akin to just under a third of those aged over 12, listen to podcasts each month.
As in previous years, the research outlines a huge difference between casual podcast consumers and more active listeners, the latter typically listen to seven podcasts (presumably espides) a week.
21% of Americans aged 18+ now own a Smart Speaker. That’s akin to around 53 million people. As evidence of the rapid take-up of this technology, there were 14 million new smart speaker owners in 2018. Thirty percent of smart speaker owners have three of more of these devices. https://whatsnewinpublishing.com/10-essential-media-stats-from-july-2019
The average US adult will spend 3 hours, 43 minutes on mobile devices in 2019, just ahead of the 3 hours 35 they spend on TV. Most of this time is spent on smartphones, as tablet use continues to wane. “As recently as 2014, the average US adult watched nearly 2 hours more TV than they spent on their phones.” https://whatsnewinpublishing.com/10-essential-media-stats-from-june-2019
After analysing 16,000 stories from 663 local media outlets in 100 randomly selected communities across the U.S., the researchers discovered that: Local newspapers account for roughly 25 % of the outlets in our sample, but nearly 50 % of the original news stories. Local newspapers account for nearly 60 % of the Local news stories in our sample – more than all of the other outlet types combined – despite accounting for only 25 % of the outlets in our sample.
“The vast majority of Americans say they sometimes or often encounter made-up news,” the authors note. “In response, many have altered their news consumption habits, including by fact-checking the news they get and changing the sources they turn to for news,”
for 52% of
grow in 2019
Mobile = 33% of ad
spend, up from
0.5% in 2010.
Print down from
27% to 7% in less
than a decade.
Obits worth $500 million
a year to local US newspapers
• More than a million paid obituaries created annually.
• But fraction of $25 billion in advertising and subscription income.
“Obits, alongside public notice ads, are one of the last remaining
consistent revenue streams that local newspapers rely on, although
both are being challenged by the digital age.” (Axios)
• Social media, other obit services, and the “rise of free death notices”
are threats to this revenue stream.
About 1,300 U.S. communities
have totally lost news coverageNo 12.
U.S. local newspapers produce
nearly 50% of original news stories
local TV, radio, and
online-only outlets in
news production, both in
overall story output and
in terms of stories that
are original, local, or
address a critical
Half U.S. adults say
is a big problem
“U.S. adults blame political leaders and activists far
more than journalists for the creation of made-up
news intended to mislead the public.”
“But they believe it is primarily the responsibility of
journalists to fix the problem. And they think the
issue will get worse in the foreseeable future.”
Reasons “may be
because the world has
become a more
depressing place or
because the media
coverage tends to be
relentlessly negative – or
a mix of the two.”
Little awareness of
• Only 10% said quality of coverage was
the top reason for not paying.
• For non-payers, widespread availability
of free content tops the list (49%).
• Those who pay for local news have
slightly more positive attitudes about
their local news media.
10 Strategic Implications
1. Subscriptions, mobile and income diversification
are key focus.
2. Must demonstrate value, impact and relevance
(making more likely to $$$).
3. Need to interview a wider range of sources.
4. Essential to explain:
Why pay for journalism
Journalistic processes (e.g. anonymous sources)
5. Importance of mobile and good UX shines through.
6. Audio more important ($ + media time), yet cluttered.
7. Social media adoption plateaus + shifts to Stories format.
8. “Made-up” news / news avoidance issues unlikely to go away soon.
9. Newspapers as paper of record (obits), impact/value of original reporting.
10. Opportunity for LION members to bridge gaps (geographic and coverage).
Thanks for listening.