Breakthrough Mediaspace Solutions Report Based on Third-Party Research Points to Favorable Newspaper Readership Trends
NORWALK, Conn.-(Business Wire)-September 29, 2009 - Mediaspace Solutions, a multi-market newspaper and online advertising services provider, today announced the release of its quarterly Industry Review News and Insights Report. Based on a compilation of third-party statistics in the news media and independent reports on the industry, the MSS report pinpoints a growing readership base that is evolving to span newspapers in online and in print. The report demonstrates through a variety of sources that newspapers are effectively changing their approach to reaching expanded audiences through a combination of tactics.
According to the World Association of Newspapers, combined U.S. print and online newspaper audiences grew eight (8%) percent. Fifty-two percent (52%) of online newspaper readers said they spent the same amount of time as they did previously on newspaper content, and thirty-five percent said they spent more time than they had previously. A compelling eighty-one percent (81%) of online newspaper readers said they’ve also read the printed edition of the newspaper in the same week, according to MediaDailyNews, August 2009.
Spring MRI data confirms this trend. While there has been slight erosion on print readership since spring 2005, online readership on measured newspaper websites (i.e., NYTimes.com, WSJ.com and USA Today.com) has increased nearly forty-two percent (42%), and combined print and online audiences have grown a noticeable twenty-one percent. MRI’s findings also note that in a nation of roughly of three hundred million people, almost one of every four citizens visits a newspaper website at least once a month. The average visitor spends over forty-one (41) minutes engaged with newspaper content. These statistics demonstrate that newspaper web sites provide unbeatable reach and frequency.
“The compelling statistics that this report incorporates not only sheds light on the true state of the newspaper industry, but it also sets the record straight that the supposed demise of the newspaper industry is simply not accurate,” said Deborah Armstrong, Senior Vice President Sales and Marketing, Mediaspace Solutions. “Newspaper entities have forever evolved into a two-pronged online and print medium, which subsequently has produced numerous new advertising opportunities stemming from a much broader readership,” added Armstrong.
The trend of increased readership is largely due to the success newspaper publishers have had migrating content to their online versions, as well as expanding their ownership of online properties. According to a May 4, 2009 article in Advertising Age, Gannett, a publisher with 85 dailies, has acquired a half dozen startups and stakes in several additional properties that will translate to the one billion dollars in digital revenue it anticipates collecting in 2009. Additionally, many newspapers are experimenting with paid subscriptions for their online properties.
Borrell Associates predicts that newspaper revenue will begin rising again next year, at a level of almost three percent, and by 2014 the industry will have rebounded nearly nine percent over 2009 figures, to just over thirty-nine billion dollars. The figures do not include online revenue, which Borrell includes in the overall internet category. It’s not a huge uptick, but it’s significant for an industry that has seen ad revenue tumble by a third since 2001. Borrell cites five reasons for the increase, including the fact that while newspapers were the first medium really hurt by the rise in web advertising, the industry has also had the most time to adjust to this change and learn from it. Borrell also predicts that community and suburban papers will fuel the ad revenue growth, as will the rising economy overall, better integration between web and print ad prospects, and smarter selling by newspaper executives.
The Mediaspace Solutions Industry Review Report analyzes a range of media stories and surveys issued in 2009 in addition to providing case studies of several top fifty regional market newspapers that have successfully leveraged declining print readership into increased online visitor levels and lucrative advertising opportunities. Results from the aforementioned industry surveys and the complete complimentary report are available at http://www.mediaspacesolutions.com/solutions/wp-content/uploads/2009/09/NP-Qrtrly-Rvw-Q209.doc.
About Mediaspace Solutions
Mediaspace Solutions (MSS) is a privately held marketing and promotion leader in the newspaper and online media placement sector and has the largest reach of any media buying firm—5000 newspapers and associated web sites. Mediaspace Solutions’ proprietary technology streamlines the planning, purchase, placement and verification stages of national and regional media placement campaigns for agencies and advertisers nationwide. The company’s onLine:onPage solution is the industry's leading media placement offering that facilitates premium ad placement in multi-market newspapers and locally affiliated Web sites. MSS provides free access to its Multi-Media Mashup™ tool which aggregates newspaper circulation and online visitor figures and is available at http://www.mediaspacesolutions.com/clustered_map/. For more information, visit www.mediaspacesolutions.com.
Newspaper Readership Graph Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6059024&lang=en
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