Newspapers vs. Cable: Read All About It
What is the Current State of the Printed and Digital Newspaper Industry?
Over 300 Printed Newspapers Have Folded Across the Country 20 6 4 # of Defunct Newspapers By State 2 1 2 1 5 27 15 12 9 4 14 6 4 1 4 5 3 6 9 29 4 2 6 1 5 2 5 6 2 24 24 5 3 4 14 3 7 Source: Wikipedia and newspaperdeathwatch.com/, feb 14
With Circulation Losses Projected in the Future How Many More Newspapers will Fold in the Coming Years? 45.0 Print Newspaper Circulation (in millions) 43.4 42.1 40.9 39.7 38.5 2010 2012 2014 2016* 2018* 2020* Source: Newspaper circulation= SNL Kagan Media Trends; *forecasted
Reading the Daily Newspaper is No Longer a Necessity for Almost 80% of Adults 25-54 A18-24 Percent Who Read Daily Print Newspaper Read Print Newspaper Did Not Read Newspaper A35-49 A25-54 A25-34 A50+ Source: MRI Doublebase 2013
Of Those Who Do, Only A Few Read Each Section Daily Newspaper Sections Read (% of A18+) Over 80% Don t Look At Sports, Entertainment, Circulars or Classifieds Source: MRI Doublebase 2013
Are People Shifting to Read the Newspapers Online? Online Newspaper Readership is Down A18-24 A25-34 A35-54 A55+ A25-54 % Change In Online Newspapers Total Unique Visitors (Nov 13 v 12) -2% -4% -7% -5% -1% Change in % Who Read Any Daily Print Newspaper ( 13 v. 12) -18% -15% -20% -7% -19% Source: newspaper readership= MRI Doublebaser 2013 V 2012; online newspaper readership=comscore;
Online Revenue Growth Is Not Covering Print Ad Losses Percent Change In Ad Revenue v YAG $ For Every Digital Ad Dollar Gained, $ 15 Print Ads Lost Source: SNL Kagan 2013; total daily print; online
Not Surprisingly, Total Newspaper Ad Revenue Is Projected Continue to Decline Total Daily Ad Revenue (Print/Online) (in Millions) Source: newspaper projected growth=snl Kagan Media Trends
What are the Trends We Expect to See For the Newspaper Industry? Continued Migration To Digital Digital pay walls will continue to gain momentum today, a third of country s dailies have adopted digital pay walls. But will consumers embrace paying for access? Targeted Display (ads responsive to interests readers have shown in their internet use) is the future for online newspaper advertising Source: Borrel Associates; Pew Research
With Newspaper Readership In Decline, Where Are Consumers Getting Their News?
Cable News Networks Provides The Latest Ground Breaking News Around The Clock 24/7 National News Around The Clock Local Reporting
Therefore, More People Turn to TV than the Newspaper For Their News Percent Of U.S. Adults Consumed Media Source: Biennial Media Consumption Survey, Pew Research Center; percent of respondents who answered Where did you get news yesterday?
Consumers Trust TV More Than Any Other Media; Newspapers Ranks Third Media Trusted Most (% of A18+) Source: MRI Doublebase 2013
People Spend More Time with Cable News Than Any Other News Program on TV Time Spent With TV News (minutes/day) Heavy News Viewer (minutes/day) Local TV News 12 min 22 min Network TV News 12 min 32 min Cable TV News 25.3 min 72 min Source: Neilsen; Feb 13
In Contrast, Time Spent Reading the Newspaper is Down Sharply Average Time Spent per Day (A18+) 2010 2013 4:24 4:31 +2% 0:30 0:18-40% Source: emarketer, July 13; A18+; Print Newspaper
Mobile Platforms & Social Networks Are Adding To Consumers Overall News Consumption News Users Who Said That Since Getting Their Tablet They Spend more time with news 31% Turn to new sources for news 31% Are adding to the news they consume 43% Source: Pew Research Center s Project for Excellence in Journalism in collaboration with The Economist Group; Pew Research center
How Does The Newspaper Reader Compare to the Cable Viewer?
Newspaper Readers Are at a Different Life Stage Cable Viewer Newspaper Reader Index Index Retired 105 171 Not Employed 98 112 AARP Member 109 172 # of Adults In House 65+ 103 140 Source: MRI Doublebase 2013
Newspaper Under-Delivers Younger Consumers; Cable Has 2x As Many A18-34 Newspaper Reader 6 out of 10 readers Are over 50+ Cable Viewer Source: MRI Doublebase 2013
Cable Viewers Spend More On Higher Priced Items Cable Viewer Newspaper Reader Index Index HH Furnishings/Big Ticket $2500+ 110 102 Video Game System $400 104 74 Fast Food $200+ 104 88 Cameras $300+ 101 88 Auto Lease/Purchase $50,000 108 101 Women's Low Ticket Clothing $300+ 104 97 Fine Jewelry $1000+ 109 103 Source: MRI Doublebase 2013
Cable Viewers Are More Likely To Purchase Goods & Services Intent to Cable Viewer Newspaper Reader Index Index Convert room to home office 104 89 Purchase a cruise 104 91 Vacation abroad 102 87 Buy E-reader 102 92 Source: MRI Doublebase 2013
How Does Newspaper and Cable Compare When It Comes to Spurring the Consumer to Take Action?
Newspapers Only Have a Modest Call to Action Actions Taken As A Result Of Reading Newspaper/Last Month (% of Adults) Source: MRI Doublebase 2013
Television Ads Drive Viewers Online and Ultimately Move Products Off the Shelves A18-49 How Often? 75% Look up information online about an advertisement currently watching 69% Once a week or more 62% Shop online or purchase something they have seen on a show / advertisement they are currently watching 56% Once a week or more CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace 600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.