Once
the definitive mass medium, newspapers – in both their print and digital
incarnations – have shrunk to being niche players in the typical
market, according to a number of must-read research reports released in
the last few weeks.
With
approximately a third of adults in the average community saying they
use either a print or digital edition of their local paper to stay
informed, newspapers today remain “super niches,” a term I heard for the
first time a few years ago from Ron Mulder, who now works at
Scarborough Research. But a distinct lack of interest in newspapers
among those under the age of 50 suggests it is only a matter of time
before the niche turns from “super” to “sliver.”
As
detailed in a moment, a steadily accumulating body of research shows
that consumers are using computers, mobile devices and even Facebook to
shop actively for news and information. While the research shows that
newspapers have slightly more market clout in small and isolated
communities than in cities and suburbs, the trends all point in the same
direction. Although publishers in small and medium markets have
slightly more time to adapt to the digital revolution than their metro
colleagues, the challenges causing the New Orleans Times-Picayune to
abandon seven-day print publication will affect all but a few outlier
markets in the fullness of time. http://newsosaur.blogspot.fi/?m=0
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