The Audience-Centric & Data-Driven Newsroom
The day has finally come when print audiences, though older now, have become fairly stable. And while print advertising is not coming back, mobile advertising is becoming an important part of revenue because newspapers are beginning to monetize mobile audiences. In fact, mobile is growing rapidly1 and is expected to surpass desktop. The decade-long transition from print to digital and now to mobile, while a silver lining in the otherwise long decline of newspapers, highlights the basic imperative: to listen to our audiences.
One way to measure the change in audience preferences is to compare which platforms a sample of adults use to get their news. While print and radio have remained steady or declined only 2%, television has declined 12% to about a 50% share from 2016 to 2017. However, the percentage of adults getting their news online has almost completely offset the declines in television and print.
Consider these facts: in 2017, two-thirds of U.S. adults got news from social media2, and online news consumption is challenging television with growth far above that of print newspapers. The gap between the number of U.S. adults who get their news from television versus online continued to decrease.
Finally, news websites are equally as popular as social media sites as a common pathway for online news. Together, news websites and social media sites get approximately two-thirds of the total traffic looking for news, according to a PEW Research study.
1. Pew Research Center: Survey Conducted August 8-21, 2017. *Note: Respondents could indicate multiple sources, hence the total percentages will equal more than 100%.
2. Pew Research Center: Survey Conducted August 8-21, 2017. "News Use Across Social Media Platforms 2017"
Senior Managing Director