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Newspaper Reading Declined By A Quarter Over Past Four Years
- The Drum, Tuesday, June 2, 2015 6:36 AM
The average time that global consumers spent reading newspapers shrank by 25% between 2010 and 2014, according to research from Zenith Optimedia. The "Media Consumption Forecasts" report surveyed media consumption in 65 countries, finding that people spent 492 minutes a day consuming media in 2015. In the four-year window, Internet use grew by 11.8% but traditional media consumption decreased from 402.2 to 375.8 minutes. Newspaper reading time is predicted to decline by 4.7 percent a year until 2017.
The summary and write-up of the study is not correct.
This paragraph is not correct and is a misreading and false representation of the study's data by the agency it is sourced to here and to its clients and to the world.
I would like to quote it here and correct the error:
"Newspapers have suffered the most from competition from the Internet, followed by magazines. Between 2010 and 2014, the average time spent reading newspapers fell by 25.6%, while time spent reading magazines fell 19.0%. In fact, the consumption of every traditional medium including newspapers, magazines, television, radio and cinema has fallen between 2010 and 2014, directly because of competition from the internet, and ZO expects their decline to continue to 2017."
What? This is not what the study says.
Newspapers and magazines are not in competition with the Internet. Newspaper and magazine content IS the Internet.
This is a great study for investing more in newspapers and magazines, "TRANS-MEDIA" - across their platforms - newspapers and magazines offer print, inserts, wraps, TV adn radio and video advertising, and exclusive Web site advertising that drives sales. Why isn't Madison Ave buying it that way?
Here is what the study says: Folks love content and media and media consumption time is up ! Demand for media is higher than it has ever been. People are now consuming more of it on more screens so TOTAL readership is up and happening for a brand across platform - a newspaper IS a Web site and a radio station and a TV station and event marketing. Madison Ave must begin to buy it that way to drive clients’ sales. Building partnerships - true 360-degree editorial and content-driven, trusted partnerships with trusted editorial brands and getting your digital spending nailed down around quaility content and doing trusted content marketing on quality media and for example, in quality segment media (Hispanic, Black, women, Fashion, LGBT) will be crucial to driving clients' sales. Abandoning all traditional media for robot eyeballs to pad the financial statements of a large agency conglomerate is not the solution as this study's "conclusions" imply.