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Newspapers vs. Cable: Read All About It

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. # of Defunct Newspapers By State. 2. 4. 2. 1. 24. 2. 6. 27. 5. 1. 15. 5. 12. 9. 4. 14. 4. 6. 1.

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Newspapers vs. Cable: Read All About It

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  1. Newspapers vs. Cable: Read All About It

  2. What is the Current State of the Printed and Digital Newspaper Industry?

  3. Over 300 Printed Newspapers Have Folded Across the Country # of Defunct Newspapers By State 2 4 2 1 24 2 6 27 5 1 15 5 12 9 4 14 4 6 1 24 5 4 3 6 9 20 29 4 2 5 1 2 6 6 5 3 3 14 7 4 Source: Wikipedia and newspaperdeathwatch.com/, feb’14

  4. With Circulation Losses Projected in the Future – How Many More Newspapers will Fold in the Coming Years? Print Newspaper Circulation (in millions) 45.0 43.4 42.1 40.9 39.7 38.5 2010 2012 2014 2016* 2018* 2020* Source: Newspaper circulation= SNL Kagan Media Trends; *forecasted

  5. Reading the Daily Newspaper is No Longer a Necessity for Almost 80% of Adults 25-54 Percent Who Read Daily Print Newspaper Read Print Newspaper Did Not Read Newspaper A18-24 A35-49 A25-54 A25-34 A50+ Source: MRI Doublebase 2013

  6. 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

  7. Are People Shifting to Read the Newspapers Online? Online Newspaper Readership is Down Change in % Who Read Any Daily Print Newspaper (‘13 v. ‘12) % Change In Online Newspapers Total Unique Visitors (Nov’13 v ’12) -2% -4% -7% -5% -1% A18-24 A25-34 A35-54 A55+ A25-54 -18% -15% -20% -7% -19% Source: newspaper readership= MRI Doublebaser 2013 V 2012; online newspaper readership=comscore;

  8. Online Revenue Growth Is Not Covering Print Ad Losses Percent Change In Ad Revenue v YAG $ $ For Every Digital Ad Dollar Gained, 15 Print Ads Lost Source: SNL Kagan 2013; total daily print; online

  9. Not Surprisingly, Total Newspaper Ad Revenue Is Projected Continue to Decline Total Daily Ad Revenue (Print/Online) (in Millions) Source: newspaper projected growth=SNL Kagan Media Trends

  10. 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 Source: Borrel Associates; Pew Research

  11. With Newspaper Readership In Decline, Where Are Consumers Getting Their News?

  12. Cable News Networks Provides The Latest Ground Breaking News Around The Clock 24/7 National News Around The Clock Local Reporting

  13. Therefore, More People Turn to TV than the Newspaper For Their 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?”

  14. Consumers Trust TV More Than Any Other Media; Newspapers Ranks Third Media Trusted Most (% of A18+)… Source: MRI Doublebase 2013

  15. People Spend More Time with Cable News Than Any Other News Program on TV Time Spent With TV News (minutes/day) Heavy News Viewer (minutes/day) 22 min 12 min Local TV News 32 min 12 min Network TV News 72 min 25.3 min Cable TV News Source: Neilsen; Feb’13

  16. In Contrast, Time Spent Reading the Newspaper is Down Sharply Average Time Spent per Day (A18+) 2010 2013 4:24 4:31 0:30 0:18 +2% -40% Source: eMarketer, July 13; A18+; Print Newspaper

  17. How Does The Newspaper Reader Compare to the Cable Viewer?

  18. Newspaper Readers Are at a Different Life Stage… Cable Viewer Newspaper Reader IndexIndex Retired 105 171 Not Employed 98 112 AARP Member 109 172 # of Adults In House 65+ 103 140 Source: MRI Doublebase 2013

  19. Newspaper Under-Delivers Younger Consumers; Cable Has 2x As Many A18-34 Newspaper Reader 6 out of 10 readers Are over 50+ Cable Viewer Source: MRI Doublebase 2013

  20. Cable Viewers Spend More On Higher Priced Items Cable Viewer Newspaper Reader IndexIndex HH Furnishings/Big Ticket $2500+ 110 102 Video Game System $400 104 74 Fast Food $200+ 104 88 Cameras $300+ 10188 Auto Lease/Purchase $50,000 108 101 Women's Low Ticket Clothing $300+ 104 97 Fine Jewelry $1000+ 109103 Source: MRI Doublebase 2013

  21. Cable Viewers Are More Likely To Purchase Goods & Services Intent to… Cable Viewer Newspaper Reader IndexIndex Convert room to home office 104 89 Purchase a cruise 104 91 Vacation abroad 102 87 Buy E-reader 102 92 Source: MRI Doublebase 2013

  22. How Does Newspaper and Cable Compare When It Comes to Spurring the Consumer to Take Action?

  23. Newspapers Only Have a Modest Call to Action Actions Taken As A Result Of Reading Newspaper/Last Month (% of Adults)… Source: MRI Doublebase 2013

  24. Television Ads Drive Viewers Onlineand Ultimately Move Products Off the Shelves A18-49 How Often? 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 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.

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