Newspapers with low readership
Young readers between the ages of 14 and 19, in particular, have lost a lot of their readers' loyalty to daily newspapers: while in 2002 they reached almost 47 percent of this “future-oriented” audience, today it is at most 27 percent, as Meedia reports.
The decline in the number of subscribers is the result: 1992 has been sold around 26 millions of daily newspapers. Today, this number is just 19 million. Due to the declining reach, more and more advertisers are moving to the Internet, for example.
The downward spiral continues
According to the Federal Association of German Newspaper Publishers (BDVZ), the advertising revenues for 1985 to 2011 from 37 to 19 percent have been broken down correctly.
These three factors will briefly illustrate the problems and challenges faced by day-to-day events, and their co-operation is creating a downward spiral:
Will 2034 print the last day?
Declining revenues for sales and advertisements mean that publishers can save on the editorial offices. With the team shrinks the quality of the publications.
With the quality drops again the circulation, which has further decreasing advertising revenue. If one computes this trend consistently, as the Eichstätter Professor Klaus Meier has done with the daily paper soon. 2034 is therefore printed the last newspaper.
Ways out of the crisis? Wrong!
Excesses from the crisis are far from easy to point out. In addition to homemade problems, day clocks create structural factors. Even before, they competed with other media such as radio and TV for the benefit of the user - and asserted themselves.
In the 90 years, however, a medium has been added to the Internet that seems to absorb the attention of the people with regard to the daily media mix. Reader habits have changed drastically, partly due to the lack of time and comfort.
The self-cannibalisation of the media
The result is a cannibalisation of print, to which the publishers themselves have contributed to a certain extent. This is the case in the news area, where publishers have made themselves virtually superfluous through their usually free online offer.
What could be the way out of the dilemma for newspaper publishers? Certainly not by continuing to compete with the internet. Rather, ideas are needed. How can this look?
Because in terms of speed, the Internet is unrivaled. Therefore, print media have to break new ground to survive the faster competition. Does the focus on background information and local content provide the solution?
With quality against newspaper dying
News on the Internet can afford to be superficially and arbitrarily prepared - daily newspapers should pursue a higher claim. Why should the reader also pay money for something that the Internet makes available to him free of charge?
But is it enough for Print to return to its strengths? The right way could be to focus again on quality - that is the target group-oriented preparation of backgrounds.
Quality has its price
Time has prevailed, even as a week-time, and asserted itself - and no one can say whether this can also be valid for daily newspapers and in general.
In view of the size and quality of the editorial staff, minimum standards would be indispensable for daily newspapers. However, this may be countered by the fact that the readership may no longer be willing to appreciate quality, including price.
With focus on local content?
Could another solution be an even stronger focus on local content to increase appeal and, as a result, increase reader loyalty?
According to a recent study, 85 percent buy readers' daily newspapers based on local reports from the local area. But will the local focus be sufficient to save the daily newspapers?
Sparzwang instead of quality
Attempts by publishers seem to have failed, rather, editorial areas were put together. But this is, in my opinion, the wrong tactics.
I am convinced that part of the readership is lost - probably forever. Daily newspapers will therefore also have to be friends with a much smaller readership and corresponding reorientation.
The publishers have not yet been able to cope with the descent from the former leading medium to the pars pro toto of a differentiated media offer; nor are they looking for their place in the media landscape.
It is to be hoped that at least a number of daily newspapers will survive the consolidation phase and will ensure the highest possible quality.
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