Even with the growth of online news and the smartphone boom, more than half of all local newspaper readers pick print as their medium of choice.
These findings come from the National Association of America’s recent report, according to Rick Edmonds in Poynter.org.
According to Edmonds, “The Scarborough report … finds only about 30 percent of a given paper’s audience uses both print and digital (versus 15 percent digital-only and 55 percent print-only).”
“You can look at that division from a half-empty or half-full perspective. I agree with Murray that print continues to hold a smaller-than it-once-was but well-defined, upscale audience. These readers are attractive to advertisers. As the success of increased subscription prices shows, they are also willing to pay more than newspapers had traditionally asked,” explains Edmonds.
“On the other hand, advertisers may be quicker to move, in whole or in part, to digital than newspaper readers. As digital-only options proliferate, advertisers most likely will continue to scale down print budgets, to pay for more of the new.”
As publishers, it’s up to us to educate our advertisers and help them understand the best options to reach their audience. As we reported earlier this week, digital ads may look attractive from a budget perspective, but could be wasting a good chunk of their potential due to digital ad saturation. For local readership, print still reigns.