Read All About It…

Dennis Ryan, Olson, AdvertisingThere’s a lot of irony in the latest report on World Press Trends from the World Association of Newspapers and News Publishers (WAN-IFRA). Sure, there’s the expected:

  • newspaper advertising’s 25% global decline over the past five years, with North America driving nearly three quarters of that drop
  • digital news’ growth and struggle to monetize
  • television continued dominance, with 40% of the world’s advertising
  • search’s dominance of internet ad revenue at 58%

But some of their findings were not so expected. Like how newspapers may be down and yet they’re still pretty pervasive. Globally, they amount to a 200 billion dollar annual industry and domestically, with ad revenues at $96 Billion in 2011, they represent 20% of the overall ad market. The biggest hit on newspapers has been the drop in classified revenues, which has dropped 65% in five years.

The real lesson here is that newspapers remain a viable media platform, particularly for an older, more educated audience. And unlike search, they can actually help you build a brand.

Besides, crosswords stink on an iPad.

Happy Friday!


Dennis Ryan, CCO, Olson

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