Do sinking circulation trends spell doom and gloom for the national press? Knowing their ABC’s, the leading players have taken the warnings on board and have clear, calm waters in sight. After years in a spinning vortex, are better times ahead? What better time than the festive season to share their tidings of joy!
Despite the rise and rise of seemingly invincible forces (24/7 linear TV news, online news feeds, twitter, et al) key events of late mean it’s not all stormy weather ahead for the proud ship formerly known as Fleet Street. Like a phoenix rising from the ashes of burnt wrappings of old fish and chips, fresh initiatives and a never ending resolve among the top mastheads give reasons-a-plenty for a brighter outlook.
AS FOR THE FUTURE?
Monetisation via stronger bonds with users are set to become ever more critical. As Chris Taylor, chief information officer of the Telegraph Media Group, says, “The idea of being able to secure long term sustainable value from anonymous scale has waned; very much on the rise in our mind is the idea of developing a direct relationship with the customer”.
Just like many other sectors, newsbrands’ development of digital content and its uses of complementary digital platforms will be critical. While print circulations will decline, the shift to digital brings new opportunities to grow and to rejuvenate user bases in the same process.
The future presents tough challenges for this sector: from where we sit, it’s clear that newsbrands will continue to fight back with challenging propositions, bringing fresh and compelling opportunities to their platforms, to agencies and to advertisers alike.