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Panpa Bulletin : March 2006
lion • In 1994, there were 40 UK com- mercial TV stations. Today there are 250+. By 2014, this is expected to be in the region of 400 "Of course not all TV stations, or newspapers for that matter, have the same cost base, but the implication is clear. Newspapers revenues are far better concen- trated, easier to control and con- solidate, with greater synergies. Finally, aggregate TV viewership is not growing. Most Western markets can point to shrinking viewership. Whereas, newspapers have remained broadly stable. affect of broadband "One of the great myths that has been allowed to propagate has been the rise in broadband and the supposed adverse impact it has on newspaper consump- tion, both circulation volumes and advertising, particularly clas- sified advertising. "Curiously, broadband is nev- erseenforwhatitis--whichisa major, major dilemma for broad- cast media (whether free to air or paid/ cable/ satellite). Increas- ingly -- with higher access speeds and capabilities -- the internet is fast-becoming a quasi-broadcast medium, and it's happening daily. There is no web-designer armed with the capacity for broadband speeds that is today designing web sites for static print; they are developing AV capabilities, new AV channels, and ultimately, the consumer will make absolutely no distinction between the flat HDTV screen in their living room (is it a computer? Is it a TV?) -- I'd suggest it'll be both -- and most web designers seem to agree. "Yet one still hears continually the unfounded suggestion that the Internet is damaging news- papers. One irony is that where newspapers are strong, so too is the Internet.There is not a shred of empirical evidence, here or in the USA, or in Scandinavia, or the Far East to confirm that the Internet per se is damaging newspaper cir- culations. Indeed, a recent study by WAN demonstrated that those newspapers with strong web ac- tivities were actually the ones that were showing circulation growth. "Arguably, most newspaper companies were slow to act, but not any more. The newspaper ex- ecutive now believes that 'attack is the best form of defence' and newspaper companies are now being very aggressive about the opportunities. innovations "Every business, every indus- try, needs to evolve and change with the times. And that's just as true for the newspaper industry, as any other. Over the past 24 months, we have seen more new title launches that at any other pe- riod in our industry's history. And beyond new title launches, we are seeing innovation at every level of every newspaper group. "Some new product innova- tions include compact editions of established newspapers, value- added magazines and supple- ments, all catering to the more discerning advertiser and reader. Allied to that has been the new fo- cus on marketing and promotion -- beyond mere giveaways - as well as investment in new equipment to provide more colour, more pagination and more flexibility. growth of free dailies "In the last 12 months alone, we've seen 38 new free dailies be- ing launched worldwide, expand- ing the relevance of newspapers in the minds of young consumers. Today there are over 160 free titles world wide with a total circulation of nearly 25 million copies. "Among 13-24's, free dailies have attracted far more new read- ers. What is better news for paid- for publishers is that, for those people who are ten years older, the picture is actually reversed. So we are seeing more young people entering our food chain, and this has to be a good thing. "Perhaps more critically, 2005 Research in the United States by Scarborough Research indicates that free newspapers are actu- ally attracting readers to paid-for newspapers. investment "Supporting all of this new found optimism is the fact that the industry is investing heavily in the future of its business. WAN stopped counting at $4 billion dollars. That's at least the amount that major publishers have an- nounced that they are investing in new printing and production equipment. From News Corpo- ration's 600 million pound invest- ment in the UK to papers across the USA, it's a good time to be manufacturing printing presses. "If this was a deadwood indus- try, you'd have to wonder why... "So, in closing, I hope that you can sense my enthusiasm for newspapers... very much the mass-market medium of the fu- ture." March 2006 PaNPa bUlletiN | 23 coNteNt the essentials > newspaper circulations and revenue world wide continue to grow > newspapers are in a better position to build on the growth of new media than rivals such as television and radio, who are the ones truly threatened > the industry is innovative and investing in the future, meaning they are ready to meet the growing demands of readers > newspapers are more economically stable than competitive media, and do not suffer the fragmentation that is dividing media such as television and the Internet > newspapers are placed to become the mass-market medium of the future FAcT PAck 1. Over one billion people read a newspaper every day 2. Newspaper circulations worldwide continue to grow 3. Newspaper advertising continues to grow – and remains more effective than TV 4. Of the established media, newspapers are far better at managing the economic cycle than their competitors 5. Newspapers represent the only true mass media market channel – being fragmentation- proof 6. Newspapers are competing far more effectively against the onslaught of digital media than broadcast 7. Broadband penetration is not adversely impacting underlying volumes or advertising 8. In the last 24 months, more new, innovative newspaper products have been launched than over the prior 30 years 9. The new ‘free’ dailies have-inashorttime- captured over 25 million readers, particularly among the young 10.Newspaper companies continue to invest heavily in their business.