Comments on: When will newspapers figure it out? http://www.50plusdigital.com/blog/2007/08/when-will-newspapers-figure-it-out Media for life's next chapter Thu, 04 Dec 2008 07:38:47 +0000 http://wordpress.org/?v=2.3.3 By: Tom Mann http://www.50plusdigital.com/blog/2007/08/when-will-newspapers-figure-it-out#comment-185 Tom Mann Thu, 23 Aug 2007 01:53:50 +0000 http://www.50plusdigital.com/blog/2007/08/when-will-newspapers-figure-it-out#comment-185 Mark, I couldn't agree with you more. In fact, our success at The Erickson Tribune comes from focusing in on the very demographic others are ignoring . . . go figure. Our recent Simmons survey reveals two key factors: 1. Our readers (65+) have money 2. While they are evolving and enjoy the web (online we get 140,000 hits a month), they still feel most comfortable with the newspaper Mark,

I couldn’t agree with you more. In fact, our success at The Erickson Tribune comes from focusing in on the very demographic others are ignoring . . . go figure. Our recent Simmons survey reveals two key factors:
1. Our readers (65+) have money
2. While they are evolving and enjoy the web (online we get 140,000 hits a month), they still feel most comfortable with the newspaper

]]> By: Mark Van Patten http://www.50plusdigital.com/blog/2007/08/when-will-newspapers-figure-it-out#comment-184 Mark Van Patten Wed, 22 Aug 2007 21:18:22 +0000 http://www.50plusdigital.com/blog/2007/08/when-will-newspapers-figure-it-out#comment-184 I've been in the newspaper business for 37 years, a lot of that time in sales. Remember that media buyers never grew up in a newspaper centric household. They are Xers and Yers even. Centralized advertising buying was the first wound that newspapers never recovered from. Even though Boomers have always been a tremendous force in driving the economy, most media buyers just don't get it. I’ve been in the newspaper business for 37 years, a lot of that time in sales. Remember that media buyers never grew up in a newspaper centric household. They are Xers and Yers even.
Centralized advertising buying was the first wound that newspapers never recovered from.
Even though Boomers have always been a tremendous force in driving the economy, most media buyers just don’t get it.

]]> By: Ken Doctor http://www.50plusdigital.com/blog/2007/08/when-will-newspapers-figure-it-out#comment-183 Ken Doctor Wed, 22 Aug 2007 20:26:44 +0000 http://www.50plusdigital.com/blog/2007/08/when-will-newspapers-figure-it-out#comment-183 Mark: Good points. I think you're right that boomers will continue to be a good audience for paid daily newspapers. One of the ways this may play out is that newspapers will charge more for subscriptions (the NY Times recently increased Sunday and daily), in part acknowledging that newspapers are becoming more niche (boomers) than mass. The problem of course is that boomers are rapidly getting comfortable online and significant improving their daily usage, more likely at Google or Yahoo than at daily newspaper sites. One stat I've come across that I find hugely revealing is that Americans spend about 62 minutes a day accessing news -- and that number is the same as it was 10 years ago. But the Web is now part of that mix, as newspaper and TV usage inevitably dwindle. Mark: Good points. I think you’re right that boomers will continue to be a good audience for paid daily newspapers. One of the ways this may play out is that newspapers will charge more for subscriptions (the NY Times recently increased Sunday and daily), in part acknowledging that newspapers are becoming more niche (boomers) than mass.

The problem of course is that boomers are rapidly getting comfortable online and significant improving their daily usage, more likely at Google or Yahoo than at daily newspaper sites. One stat I’ve come across that I find hugely revealing is that Americans spend about 62 minutes a day accessing news — and that number is the same as it was 10 years ago. But the Web is now part of that mix, as newspaper and TV usage inevitably dwindle.

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