Print or Online Publications?

The UK is divided when it comes to their preferred medium.

E-book seller Nook have recently pulled out of the UK due to a drop in profits. This decision may also be due to competition with E-book giants Amazon Kindle. However, this news briefly suggested that print may be the stronger market and this was later reinforced with the launch of Trinity Mirror’s new national newspaper, New Day.

New Day hit the shelves at the end of February, and was aimed at those who do not normally read or purchase newspapers. Blumilk’s marketing manager, Rebecca Lovell felt that, ‘this was a bold decision by New Day owners, Trinity Mirror, considering rivals The Independent announced their forthcoming exit from print back in January this year.’ 

When asked why the move to online, Independent owner, Evgeny Lebedev commented that, ‘The Independent’s journalism has never been more loved or respected but the costs cannot be sustained’. Although the two organisations have taken two very different paths they do agree on one aspect, that rising costs are killing the print industry.

Chief executive of Trinity Mirror, Mr Fox, told BBC Radio 5 live that, ‘due to the shrinking market more national newspapers could close or merge.’

With most newspaper publishers still making the bulk of their income from print editions how will the switch affect marketing and advertising costs? Will we start to see digital advertisements rising in cost to help with the rising costs?

ESI Media, the Independent’s parent company seems to think that digital and app advertisements will recover the lost revenue. The Independent’s website is estimated to gain an additional 58 million monthly readers and is expected to see revenues grow 50% this year following the transition!

Blumilk can confidently agree with ESI Media in terms of our clients’ demand for digital advertisements and feel the next 12 months are going to be crucial for the print and online publication market.

References: http://www.bbc.co.uk/news/business-35685156, http://www.telegraph.co.uk and http://www.theguardian.com/media/2016/feb/12