The State of Print MediaBy Dionne Gomez & Kent Wilson

Brief History of Print Media

● 59 BC Caesar orders the publication of events in Rome● 748 First handwritten newspapers - China● 1440 Guttenberg develops wooden printing press● 1502 First mass produced news report – Zeitung● 1653 First double column paper – Oxford Gazette● 1702 First daily newspaper – Daily Courant● 1731 First magazine published – Gentlemen’s Magazine -

Scotland● 1833 The Penny Press - $.01 newspapers● 1845 Paperbacks appear in America● 1880 First photographs in newspapers● 1909 Conde Nast buys Vogue, and transforms it into a photo-

fashion monthly for upmarket women

Newspaper

Newspapers

● Ad Revenue going down○ 2006-$46 billion ○ 2009-$24 billion○ 2011-$20 billion

● Old and educated readership remains○ 79% of white collar adults○ 82% of income > $100,000○ 84% of college graduates

Newspaper: Advantages

● Editorial Context○ Sense of immediacy

● Good Reach○ Reach 50-60% of adults

● Shopping comparisons● Geographic Targeting

○ National "zoned" editions○ Regional/Local papers

Newspaper: Disadvantages

● Declining Quality○ Cost reductions

● Perceived editorial Bias● Cost Efficiency

○ Sunday NY Times is CPM is $100 ○ 2011 Super Bowl avg CPM was $27

● Rate inequities● Ad clutter● Declining Audiences

○ Broadcast media○ internet○ Younger generation

Threats to the Newspaper Industry

Radio● Talk radio allows consumers to listen to views on

political, social, or sports topics● Consumers can interact and voice their opinions on issues

Broadcast and Cable Television● 24 hour news channels cover stories in depth and break news instantly● Video presentation is more entertaining to the mass society

Internet● News consumers can seek out the stories that interest them● Consumers can interact and voice their opinions on issues

Over the last 5 years, an average of 15 papers, or just about 1% of the industry, has vanished each year.

Newspaper TrendsResponse to Technology

● Decline in newspapers’ circulation and advertising revenues but a gain in online subscriptions

● Newspapers have used their brand strength to successfully establish their own web sites.

● This is becoming an important source of ad revenue.● Newspapers have also partnered with their new media rivals to

share resources and coverage on stories.● All “new media” formats deliver the news faster than printed

newspapers

As many as 100 more papers are expected to join the roughly 150 publications that have already moved to some kind of digital model

Newspaper Trends ● Alternative revenue for freestanding businesses ● Newsroom staffing and cost cutting ● Tablets, mobile, and social media ● Licensing content ● Content Upgrade- grabs attention ● Strength on Sundays ● A move toward paid content- "metered model"

○ Ex- New York Times has some 390,000 subscribers

Magazines

Magazines

● Reach 51% of adults daily● Ad spending down 5.6% in 2011

○ lower spending than 2009○ 2012 Q3 only medium with a decrease (-1.3%)

● Most Ad spending diverted to Internet medium ● Moving to Digital platform

○ 2009 Itunes Launched Newsstand (article)

Magazines: Advantages

● Communication○ Can communicate mass info

● Long issue life● Targeting● Context● Color Quality● Good for Coupon promotions● Prestige

○ Magazine can improve image

Magazines: Disadvantages

● Selective Perception● Lack of immediacy

○ Accumulate audience over time● Cost Efficiency● Slow to build reach● Imprecise geographic targeting

Threats to the Magazine Industry

● The increase in media choices draw consumers away from magazine purchases

● Specialized cable channels (Food Network, CNBC, Golf Channel) compete for viewers attention of special interests

● The internet provides free content vs. paying for it at the newsstand

Magazine Trends

● Artwork is playing an increasing role in magazine design and layout

○ ex- Photos are used as backgrounds, enhanced ● Non traditional fonts engage the reader ● Advertising drives many of the industry’s innovative trends

○ Create interesting ways for their message to rise above the noise

○ Find ways to squeeze more revenue from their product● Magazines tie online content to their print editions

Out of Home

Out of Home

● 96% adults pass outdoor ads weekly

● 60% Local ads and 40% National ads

● Has the most options of any medium:

○ Posters○ Billboards○ Digital○ Street Furniture○ Transit○ Alternative○ Scented

Out of Home: Advantages

● Large Audience Potential● New Measurement

Systems○ "Eyes On"

● Build simple awareness● Geographic flexibility ● Ethnic group targeting● "Directionals"

○ "Stop for coffee in 10 miles"

Out of Home: Disadvantages

● Glance Medium● Locations is huge!● Limited availabilities● Limited in Creative Messages● Low CPM's?

Out of Home Trends

● Focus on Eyes on Research○ measurement for counting traffic of ads

For instance, it can be used to measure how efficient beer mats,

towels, taps, buckets, or menus in a bar are at influencing the purchase decision or building brand value.

Out of Home Trends ● Creative content ● Creating new vehicles ● Most room for growth

References● Geskey, Ronald D. (2011) Media Planning & Buying in the 21st

Century. 2020 Marketing Communications LLC. ● Moses, Lucia. (2011, October 21). Apple's Newsstand Boosting

Mag Sales, but Will it Last? Adweek. Retrieved February 9, 2012 from https://d2l.depaul.edu/d2l/lms/content/viewer/view.d2l?tId=1335218&ou=191060

● Moses, Lucia. (2011, December 19). Publishers Challenge Audience Report. Adweek. Retrieved February 9, 2012 from https://d2l.depaul.edu/d2l/lms/content/viewer/view.d2l?tId=1335216&ou=191060

● Smith, Chris. (2012, February 1). Super Bowl Ad Rates Can Double Within Ten Years. Forbes.com. Retrieved February 9th, 2012 from http://www.forbes.com/sites/chrissmith/2012/02/01/super-bowl-ad-rates-can-double-within-ten-years/

● The State of the News Media 2012. (2012). Pew Research Center. An Annual Report on American Journalism.