the newspaper industry today 2010. newspaper vitality ten points

The Newspaper Industry Today

2010

Newspaper VitalityTen Points

The Business ofNewspapers

The Business ofOwning

Newspapers

vs.

“Huh? It says Newspapers are still a profitable business.”

The Business ofNewspapers

The Business ofOwning

Newspapers

vs.

Putting Readership in Perspective

168 million adults reada newspaper in print or online in the past 7 days.

–– Scarborough Research, 2009

112 million adults reada printed newspaper on Sunday

–– Scarborough Research, 2009

105 million adultswatch the Super Bowl

–– Nielsen, 2010

Becoming Platform Agnostic

Newspaper Web sites are

in 22 of the top 25 marketsnumber 1

–– comScore, 2009

37% of all Internet users

–– Nielsen, 2010

visited a newspaper Web site in the past month.

75 million unique visitors

–– Nielsen, 2010

to a newspaper Web site last month

Increasing Local Focus

Newspapers provide 61% of original fresh reporting

–– Pew Research Center, 2009

57% of Consumers use newspaper Web sitesfor local online information

–– comScore, 2009

Streamlining Operations

Targeting to a New Level

Circulation Sense

Engaging Consumers

52% of adults went to a storeas a result of a newspaper ad

–– MORI, 2009

82% of Adults took actionwith a newspaper insert in the past 30 days

–– MORI, 2009

36% of non-readers “used”a newspaper in the past week

–– MORI, 2009

Advertising Option Optimization

either researched online orpurchased a product after seeing a newspaper ad

56% of respondents

–– Google Study, 2008

RAM Study on Effectiveness Macy’s “I Believe” Holiday Campaign

Audience Problem?

–– Scarborough Research, 2009

on an average weekday100 million adults read a newspaper

68 million watch the World Series

61 million watch any reality TV series47 million visit amazon.com

More People Read a Newspaper Than Own a Pet