Newspaper Circulation Continues To Fall
Filed under: Domain News, Online Advertising, Small Business Advertising, Small Business Marketing, geo domains, rural advertising
No surprise here, but it was reported today that newspaper circulations continue to decline and in the latest report they were shown to have accelerated their pace of eyeball loss even faster. The overall drop was 10.6 percent in the April to September period, even when the economy comes back full force these numbers will not be made up. Print is done.
As a geo domain owner and developer this is something I work with customers on and help them understand the marketing implications to them. Although in many cases there may still be a need to use the newspaper for a piece of their marketing, if small businesses does not start to make the move to a combined marketing strategy taking advantage of what they know and what they do not know (online advertising) then they will be left behind and talking about how the Internet is responsible for causing their failure when in reality it was their failure to change the way they market their business to match the times.
A bit of interesting news in the report was that the Wall Street Journal actually grew slightly and has surpassed USA Today as the widest circulated print newspaper in the USA.
For a list of the top 25 newspapers and the rate of their circulation drop check out Top 25 Daily Newspapers.
As you say, Bruce, not surprising at all. The problem is that many local advertisers seem to hardly get this trend…
I’ve been following this downward spiral for some time with the major newpapers. From what I can tell, they do not seem to be adapting very well despite obvious financial losses and the apparent migration of users to internet news.
Many of the papers aren’t transitioning successfully to the internet because they are still trying to operate on their old name/brand. Most of their internet portals are the old newspaper name which is counter-intuitive and only compounding their internet woes.
They all need pure city geodomains to re-establish their personna in the local community. This also draws the internet audience who live outside the local community. The newspapers either do not beleive this yet or are missing it completely due to having been disconnected from online media developments for so many years.
online advertising is very efficient specially if you advertise your products on the PPC model :
you can see that there is a massive growth in online advertising these days, google paved the way on ppc ;:`