Two recent studies: one done by Scarborough Research about newspaper readership and another by Newspaper Association of America has quote to different yet related information about the condition of the newspaper business in the United States.
The latest Integrated Newspaper Audience study by Scarborough Research has found that nearly three-fourth (74%) of American adults still read newspaper. Not only that, the readership of newspaper is found to be higher among educated and affluent class – indeed, this is not surprising, but despite all thee the revenue of newspaper is falling by 28% as revealed by the Newspaper Association of America in its recent data.
According to the Newspaper Association of America total advertising revenue is down by 28% in the third quarter of 2009 in comparison to the revenue in the third quarter of 2008 (from $10.1 billion to $6.4 billion).
What does this mean?
This mean that despite users being confident about the content provided in the newspaper, advertisers are not playing ball. They are not investing. In my view there could be two reasons for that:
The newspaper industry needs to learn to provide measurable value, if it does not want to become extinct.
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