Britain’s newspaper industry is arguably the most exciting and competitive in the world, but with the likes of the Mail Online being the most popular English language paper site in the world – far more popular than its physical counterpart – what does the future hold for print media?
It’s a question we found ourselves discussing in depth at our Friday morning team breakfast last week, where we covered everything from the decline of print to the rise of digital and what the future holds for bloggers and other online influencers.
The digital world is constantly evolving and with this generation being so media savvy, it means people have instant access to global news stories via other platforms such as Facebook and Twitter. The immediacy of these platforms means that traditional printed press no longer breaks big stories and has to look at different manners of reporting the biggest stories using background and further investigation.
In what appears to be a steady decline, the UK’s print media currently sells over seven million copies a day, compared with 13 million ten years ago. However, the UK’s print media also operates some of the world’s most popular newspaper websites – a clear move to keep up with the evolving nature in which we consume news and to claw back revenue lost via print press. Newspapers such as the Financial Times, The Sun and The Times have all introduced paywalls on their websites, whereas other online media sites like the Mail Online and The Guardian use advertising as a strategy to appeal to a more global audience – last year a total of £3bn was spent on online advertising.
The Independent last month took all of its content online, which is unfortunately the harsh reality for a lot of UK print media in this day in age. But despite this, we feel that print media is still relevant – anyone who lives in a rural area or travels a lot knows that sometimes only print will do.
We’re in agreement at Avant PR HQ that print will stick around for a while yet, by working hand-in-hand with digital and recent figures seem to agree – specialist print titles, glossy magazines and free titles like Metro, Stylist, Shortlist and the Standard are all doing well in terms of circulation numbers.
What do you think the future holds for print?
– Amanda Spence, Account Executive