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BizReport : Advertising archives : July 29, 2008

Readership Institute: Newspaper readership stabilizes

Newspapers may not be the same today as they were 20 years ago, but things are beginning to look better for newspaper publishers and advertisers, at least according to one report. According to a recent report from the Readership Institute at Northwestern University, print newspaper readership is beginning to stabilize.

by Kristina Knight

Although readership is still down, it is not declining at the same rate and is, in fact, stabilizing in most demographics. For the younger generation (those under age 35), online newspapers are now the go-to place for news and information, however for the older generation (those over age 35) print newspapers continue to have a strong showing.

What is interesting is that the report does indicate that advertisers aren't seeing the same stabilizing effects. Though readers are continuing to stay with or come back to newspapers, advertisers are not. For marketers, newspapers - both print and online - seem to be dead.

This does not bode well for the industry and according to this report shouldn't be happening at all. Because readers are returning to newspapers, advertisers are missing out on an engaged audience interested in their products. Especially for local advertisers, the newspaper still seems to be a good ad purchase.

Tags: newspapers, online newspapers, print advertising

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