Newspapers vs. Cable:
Read All About It
What is the Current State of the Printed
and Digital Newspaper Industry?
Over 300 Printed Newspapers Have Folded Across the Country
6
5 3
6 1
20 3
5
7 6
4 1
6 4 4
9
3
2
24 24 15
2
6 1
2
9 27
29 14
2
12
5 4
14
4 5
4
1 5
2
# of Defunct Newspapers By State
Source: Wikipedia and newspaperdeathwatch.com/, feb’14
With Circulation Losses Projected in the Future – How Many More Newspapers will Fold in the Coming Years?
Source: Newspaper circulation= SNL Kagan Media Trends; *forecasted
45.0
2010
43.4
2012 2014
42.1
40.9
2016*
39.7
38.5
2018* 2020*
Print Newspaper Circulation (in millions)
Reading the Daily Newspaper is No Longer a Necessity for Almost 80% of Adults 25-54
Source: MRI Doublebase 2013
A18-24
A25-34
A35-49
A50+
Percent Who Read Daily Print Newspaper
A25-54
Read Print Newspaper Did Not Read Newspaper
Of Those Who Do, Only A Few Read Each Section
Daily Newspaper Sections Read (% of A18+)…
Over 80% Don’t Look At Sports, Entertainment, Circulars or Classifieds
Source: MRI Doublebase 2013
Are People Shifting to Read the Newspapers Online?
Online Newspaper Readership is Down
Source: newspaper readership= MRI Doublebaser 2013 V 2012; online newspaper readership=comscore;
A18-24 A25-34 A35-54 A55+
A25-54
-18%
-15%
-20%
-7%
-19%
Change in %
Who Read Any Daily Print Newspaper
(‘13 v. ‘12)
-2%
-4%
-7%
-5%
-1%
% Change In Online Newspapers
Total Unique Visitors (Nov’13 v ’12)
Source: SNL Kagan 2013; total daily print; online
Online Revenue Growth Is Not Covering Print Ad Losses
For Every Digital Ad Dollar Gained, 15 Print Ads Lost
Percent Change In Ad Revenue v YAG
$ $
Total Daily Ad Revenue (Print/Online) (in Millions)
Source: newspaper projected growth=SNL Kagan Media Trends
Not Surprisingly, Total Newspaper Ad Revenue Is Projected Continue to Decline
Source: Borrel Associates; Pew Research
What are the Trends We Expect to See For the Newspaper Industry?
Continued Migration To Digital…
• Digital pay walls will continue to gain momentum…today, a third of country’s dailies have adopted digital pay walls. But will consumers embrace paying for access?
• Targeted Display (ads responsive to interests readers have shown in their internet use) is the future for online
newspaper advertising
With Newspaper Readership In Decline,
Where Are Consumers Getting Their News?
Cable News Networks Provides The Latest Ground Breaking News Around The Clock
Around The Clock Local Reporting 24/7 National News
Percent Of U.S. Adults Consumed Media
Source: Biennial Media Consumption Survey, Pew Research Center; percent of respondents who answered “Where did you get news yesterday?”
Therefore, More People Turn to TV than the Newspaper For Their News
Consumers Trust TV More Than Any Other Media;
Newspapers Ranks Third
Media Trusted Most (% of A18+)…
Source: MRI Doublebase 2013
People Spend More Time with Cable News Than Any Other News Program on TV
Time Spent With TV News (minutes/day)
Local TV News
Network TV News
Cable TV News
12 min
12 min
25.3 min
Source: Neilsen; Feb’13
22 min
32 min
72 min
Heavy News Viewer (minutes/day)
In Contrast, Time Spent Reading the Newspaper is Down Sharply
Average Time Spent per Day (A18+)
Source: eMarketer, July 13; A18+; Print Newspaper
2010 2013
4:24 4:31
0:30 0:18
+2%
-40%
Mobile Platforms & Social Networks Are Adding To Consumers Overall News Consumption
News Users Who Said That Since Getting Their Tablet They…
Spend more time
with news 31%
Turn to new sources
for news 31%
Are adding to the
news they consume 43%
Source: Pew Research Center’s Project for Excellence in Journalism in collaboration with The Economist Group; Pew Research center
How Does The Newspaper Reader Compare
to the Cable Viewer?
Source: MRI Doublebase 2013
Newspaper Readers Are at a Different Life Stage…
Cable Viewer Newspaper Reader
Index Index
Retired 105 171
Not Employed 98 112
AARP Member 109 172
# of Adults In House 65+ 103 140
Newspaper Under-Delivers Younger Consumers;
Cable Has 2x As Many A18-34
Source: MRI Doublebase 2013
Newspaper Reader
Cable Viewer
6 out of 10 readers Are over 50+
Source: MRI Doublebase 2013
Cable Viewers Spend More On Higher Priced Items
Cable Viewer Newspaper Reader
Index Index
HH Furnishings/Big Ticket $2500+ 110 102
Video Game System $400 104 74
Fast Food $200+ 104 88
Cameras $300+ 101 88
Auto Lease/Purchase $50,000 108 101
Women's Low Ticket Clothing $300+ 104 97
Fine Jewelry $1000+ 109 103
Source: MRI Doublebase 2013
Cable Viewers Are More Likely To Purchase Goods &
Services
Cable Viewer Newspaper Reader
Index Index
Convert room to home office 104 89
Purchase a cruise 104 91
Vacation abroad 102 87
Buy E-reader 102 92
Intent to…
How Does Newspaper and Cable Compare
When It Comes to Spurring the Consumer to
Take Action?
Newspapers Only Have a Modest Call to Action
Actions Taken As A Result Of Reading Newspaper/Last Month (% of Adults)…
Source: MRI Doublebase 2013
75%
Look up information online about an advertisement currently watching
69%
Once a week or more
62%
Shop online or purchase something they have seen on a show /
advertisement they are currently watching
A18-49
Television Ads Drive Viewers Online and Ultimately Move Products Off the Shelves
How Often?
56%
Once a week or more
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace
600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.
