NEWspaper is OLD news

U.S. Newspaper Circulation Slips Further

By TESS STYNES

Updated October 30, 2012, 1:44 p.m. ET

      This article, written by Tess Stynes and found in the Wall Street Journal discusses the current state of newspaper circulation. The downward decline in recent years is most commonly seen as a result of the digital technology advantages for newspapers. However the Audit Bureau of Circulation also acknowledges that the troubled newspaper industry is also suffering from weak advertisements. 

      "Average weekday circulation for 613 U.S. dailies decreased 0.2%, based on a cumulative average for the period ended Sept. 30 from a year earlier."

      With the print business down and digital competition rising papers such as Wall Street Journal and USA today are scavenging for ideas to improve business through advertisements.

     The most recent report of the industry declares the new rules that will enforce a task group of newspaper publishers and advertisers. This group will address problems facing circulation and its relation to digital versions of papers. The most notable factor of the new rules shows how many copies are purchased by individuals.

    "During the latest period, digital editions accounted for 15.3% of overall U.S. circulation, up from 9.8% in the year-earlier period."

    Conclusively, the digital world has undoubtedly taken control of the newspaper industry and all of the advertisement opportunities that come along with it. The only thing to evaluate now is whether print can stay afloat while technology continues to prosper.

    Although this article is not typically what I am interested in, I found the facts and statistics eye-opening. Many times I find myself reading about the newest commercial or the most advanced brand of products available. I often find the good in these products and their abilities to adapt to the change in consumer preferences. However, never have I considered the effects of the latest technologies on old-fashioned products such as the newspaper in print. Then I considered my interactions with the news... 

     When I need to find something out or I am curious about a current event, I look to the Internet or television. With this knowledge, it only makes sense to understand that marketers are not going to utilize print papers as the best form of outlet for their advertisements. The less the circulation, the less the advertisements, and the less the profits. 

    Truthfully, I do not foresee any options for print papers to take to improve their state in the industry. I think their only hope is to focus on the traditional paper readers, and even that might not be enough to stop technology from gaining full control.


Topics: Advertising, Strategy

Wall Street Journal Article