Natalie Myers

What’s In Store For Newspapers?

While talking to Gary Meo, Senior VP at Scarborough Research, about new metrics for measuring newspaper audiences, I couldn’t help but ask: What are his thoughts about the future of newspapers and what they need to do to survive.

Gary’s job is to oversee consumer behavior surveys in 81 local markets. His company works with 241 major newspapers in the industry to determine audience size and demographics.

His reply wasn’t surprising: “My personal opinion is that the newspaper industry will continue to evolve in the way it’s evolving. There will be less emphasis on the daily printed product and more emphasis on the online offerings.”

That’s the reality of the way people consume media, he says.

Newspapers will continue to develop niche publications and products that speak to specific audiences, he added. “In that way, they are doing the right thing.”

“The emphasis in advertising has shifted from a mass reach mentality to getting the most value out of each of your touch points or potential customers,” Gary says.

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  1. February 27th, 2009 at 09:07 | #1

    Natalie, as a person who deals with media buying, I can certainly say that newspapers not only have to claim that they speak to specific audiences, they also have to prove it. Here it comes back to measurement, circulation auditing and other accountability strategies. I’ve been working with the Buy Safe Media campaign and they have some interesting things to say on their blog about this sort of thing:www.BuySafeMedia.com

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