Challanges of print media

TABLE OF CONTENTS

1.0 Executive Summary
…………………………………………………………………………………2

1.1 Introduction
Print news media in Australia………....………………………………………2
Web 2.0………………………………………………………………………..2

1.2 Trends
News consumption in Australia……......……………..……………………….2
What trends are prevalent……………………………………………………...3

1.3 Challenges facing print news media
Citizen Journalism……………………………………………………….…….3
Advertising Challenges………………………………………….…………….3

1.4 Recommendations
…………………………………………………………………………………4

1.5 Conclusion
…………………………………………………………………………………4

1.6 References
…………………………………………………………………………………5

1.0 EXECUTIVE SUMMARY

This study provides an in-depth treatment of print news media in Australia, it will summaries how Print news media in Australia has taken a less prominent role since the emergence of television but increasingly due to the Internet and the nature of the medium – notably its convenience and accessibility. This study provides insight into how print remains the preferred medium amongst the Australian consumers, however citizen journalism, online advertising, and web 2.0 has challenged readership of printed news, and recommendations developed in order to increase The Australian’s readership and overall profit.

1.1 INTRODUCTION
The broadsheet newspaper has proudly supplied the world with reliable news since early 1800’s, covering everything from politics, Arts, sports, tragedy and all things considered newsworthy. Society has relied on hard copy news for hundreds of years and yet, in the past two decades print news faces its biggest challenge. As The Economist (2003, p10) states “Broadsheets have been abandoned by readers who now get their news from a variety of different sources. Where newspapers were once the definitive source of news, people are now getting their news either online, or from television or radio and by "news-grazing", rather than sitting down to read”. The Internet has permeated every facet of modern life and in more recent years, the advent of Web 2.0 (the second stage of the Internet which allows individuals to create, share, collaborate and communicate information readily, known as User Generated Content) has posed the greatest threat to print news media and binary to this, journalism (University of Melbourne, 2008). While Web 2.0 has positively impacted the faster dissemination of news, multiple complications have surfaced for print news media and its sales in Australia.

1.2 TRENDS
Print news is still a prominent news source in Australian culture, as Deloitte (2013) states, “When it comes to the news, the printed newspaper is still favoured by Australian readers over any other format”. Deloitte’s (2013) research studies also found that, “older generations are most loyal to the traditional format, with 62% of Matures (65 – 75) and 47% of Boomers (46 – 64) aged respondents favouring the printed hard copy”. This indicates that readership amongst older demographics remains steady however; print media readership amongst Generations X and Y is less popular with more favourable uptake via online platforms. Furthermore, Deloitte (2013) findings suggest the print news preference is evolving to a shift to digital media with respondents answering 37% preferred hard copy to digital in 2012, compared to 48% a year prior. Reinforcing this Christenson (2013) states, “National newspapers suffered moderately smaller declines in circulation with The Australian down 7.92% for weekdays, and 9.81% for the weekend edition”. The Australian has attempted to stay relevant by making their news available online through its website and mobile app. News Corp (2014) suggests that their primary audience are working professionals with the average age of 43, and males and females aged 25-54. It can be deduced that those who belong to the 55,991 strong digital subscription base mirror the demographics of The Australian’s typical readership. News Corp CEO Julian Clarke claims data shows that people are consuming both print and digital versions of our products to satisfy their increasing appetite for news (Christensen, 2013). Most major newspaper publications in Australia have online, interactive versions that are increasing in Unique Visitor views.

1.3CHALLENGES

A key challenge that print media faces aside from the Internet itself, is the growth of citizen journalism. Time-pressured consumers are increasingly turning to easier, convenient, online ways of gathering news including but not limited to social media, blogs or aggregator sites such as Reddit.com or Mashable. These online platforms not only provide ease of access but also ease of use and free content. Born from Web 2.0, citizen journalism integrates user-generated content with digital media. In the past, individuals received their news via print and broadcast media however, the Internet has produced a great challenge, whereby print rivals the digital medium and additionally, professional journalists now compete with any individual with an Internet connection. Bowman and Willis (2003) state, “The venerable profession of journalism finds itself at a rare moment in history where, for the first time, its hegemony as gatekeeper of the news is threatened by not just new technology and competitors but, potentially, by the audience it serves. Armed with easy-to-use Web publishing tools, always-on connections and increasingly powerful mobile devices, the online audience has the means to become an active participant in the creation and dissemination of news and information”. The print newspaper is no longer the most current source of news or opinion, and while it still maintains its place in the news marketplace, it is outpaced in the plentiful, digital world. Although the number of blogs and aggregator sites continue to grow, the quality and ethic of true professional journalists cannot be ignored. Thus the continued employment of professionals trained in the discipline remains a crucial part of print and even online news media.
Furthermore, there is an evident shift from print advertising toward digital advertising, affecting print newspaper profitability. Findings show that online advertising spending outperformed all other media channels in 2013 including print, TV, outdoor and radio (CMO, 2014). For newspaper publications such as The Australian, in order to recapture profits once enjoyed through print advertising, its news website must now be the dominant income source from advertisers.

1.4 RECOMMENDATIONS
Inclusion of QR codes in print newspaper, allowing consumers to get interactive with their tablets/smartphone devices whilst still engaging with hard copy.
Inclusion of trending social media stories to produce content relevant to audiences on other mediums.
Make the front page layout more visually appealing with more images (simulating the feel of a website as users are more adjusted to this format).
Engage better with audiences by holding competitions or advertising internships with the publication geared toward appealing to younger demographics.
Offer bundled newspaper subscriptions at a cheaper price than print or online alone to encourage audiences to still read hard copy versions. Advertise this heavily through both print and online platforms.
The Australian should cater to its most consistent demographic - working professionals through to mature age consumers. The inclusion of more coupons in newspaper insert magazines or creation of a newspaper coupon section would appeal strongly to such demographic.
Advertise and place emphasis on the quality and reliability of journalism offered through both print and online as a way to combat citizen journalism.

1.5 CONCLUSION
The hard copy newspaper still maintains its presence in the Australian media landscape, but publishers must accept that the print newspaper will continue to dwindle in readership as online cannibalises the market. With the print newspaper and the accompaniment of its online news platform, The Australian is still in a position to earn profit from the recommendations suggested and through digital advertising revenue. As Dahal (2013) states, "Print is the past and present of journalism. Digital is the present and the future”. For newspapers to move forward they must embrace change and move forward to survive and to continue to supply consumers with consistent, relevant and trusted news for the future.

1.6 REFERENCE LIST
The Economist, (2008) ’ Fading; The newspaper industry’, The Economist

The Kathmandu Post (2013): ‘Amid worries, editors say future of print media lies in its content’. Retrieved from http://search.proquest.com.ezproxy.bond.edu.au/docview/1446210740/DB47FD023C6F4A0DPQ/1?accountid=26503

Nic Christensen (2013) ABCs: ‘Newspapers see more double digit declines’. Retrieved from: http://mumbrella.com.au/abcs-newspapers-3-188553

Gatenby, Pam (2008) The Australian Newspaper Plan (ANPLAN) National Library of Australia

Deloitte (2013) Multi-device consumption has come of age: Australians are digital omnivores. Retrieved form;http://www.deloitte.com/view/en_au/au/e4cd62fc7673f310VgnVCM2000003356f70aRCRD.htm Deloitte

Bowman, S. & Willis, C. (2003). We media: ‘How audiences are shaping the future of news and information’. Reston: The Media Center. Retrieved from hypergene: http://www.hypergene.net/wemedia/weblog.php

Sacha Wunsch-Vincent, S., Vickery, G., Vallejo, C.S., & Oh, S.Y. (2010). ‘THE EVOLUTION OF NEWS AND THE INTERNET’Retrieved from; http://www.oecd.org/internet/ieconomy/45559596.pdf

The Australian (2014) Nielsen MediaView, Feb 2014
Retrived from; http://www.newscorpaustralia.com/brand/australian

CMO, CMO Staff (2014) Retrieved from; http://www.cmo.com.au/article/536057/australia_online_advertising_spend_outgrows_traditional_media_channels/

Briefing note

Future of Print
Journalism In Australia

Commissioned by

Rupert Murdoch
Head of Newscorp

Written By
Mark Alpen
S2714996
Tute; Tuesday, 4.00pm
Renee Rogowski

References: 1.2 TRENDS Print news is still a prominent news source in Australian culture, as Deloitte (2013) states, “When it comes to the news, the printed newspaper is still favoured by Australian readers over any other format” 1.6 REFERENCE LIST The Economist, (2008) ’ Fading; The newspaper industry’, The Economist Gatenby, Pam (2008) The Australian Newspaper Plan (ANPLAN) National Library of Australia Deloitte (2013) Multi-device consumption has come of age: Australians are digital omnivores The Australian (2014) Nielsen MediaView, Feb 2014 Retrived from; http://www.newscorpaustralia.com/brand/australian CMO, CMO Staff (2014) Retrieved from; http://www.cmo.com.au/article/536057/australia_online_advertising_spend_outgrows_traditional_media_channels/ Briefing note