This report is about Digital Trends in Newspaper Readership and Subscription. It will show current customer habits/preferences towards news readership and how they use of the digital online news services in their own lives. Furthermore the report will evaluate the customer attitude between digital and traditional newspapers. The report will be using reputable sources to back the data.
The Newspaper Industry
According to the Mintel’s report on National Newspapers, It showed that readership of National newspapers has been on decline even before the arrival of the internet. This was due to the increase in competition from other news sources like 24hrs T.V and Radio broadcasts.
People found it easier more accurate, reliable and up to date to watch or listen to the news than waiting to read it on the papers the next day. News was being broadcasted on a regular basis as compared to once a day on the printed newspaper. Even though this was later improved as most newspapers started having two editions of the same paper being printed twice a day, the Morning edition which mainly covered the news stories that had developed the day before and Evening edition which is more up to date with the stories that happened on that same day.
Sales and Circulation of Print Newspapers
Press Gazette (2013, online) reported that nearly half of the UK’s regional Daily newspapers lost print sales of more than 10% in the first half of 2013. Whereas online readership is showing to be on the rise. This is similar to the report published on Mintel (2013, online) which also shows that the circulation of Print edition has fallen by 24.3% between 2007 and 2012. The Guardian (2013, online) also has a similar report. (See Figure 1, 2 and 3)
The drop in sales and circulation of printed newspapers is mostly linked to the emergence of internet and the growth of digital technology that uses devices to connect to the internet. This includes Smartphones, Tablets, Laptops, Smart T.Vs, GPS devices and E-readers. The ownership of these devises is also on the rise as showed on Warc (2012, online), it stated that an average household now contains three digital gadgets and 15% of homes owns more than six.
Similar thing is on Mintel 2013 report which shows that currently only about 8% of household owns a 3D T.V but 97% own a PC. Overall more than 50% own some sort of a digital device which is internet-enabled like Smartphones and Tablets.
Due to the rise of the digital device ownership, this has made it easier for readers to access news from anywhere which has increased visits to the newspapers websites and decrease readership of printed version. (See Figure 4)
The digital living
A growing trend of digital news readership can also be caused by the convenience and ease of access to the news information. Readers can now read the news from anywhere, everywhere and anytime. There is no...