I’m too tired to do much more work today, so I’m reading the State of the Media report (full disclosure, if you will: I used to work with many of the folks that produce the report.) I alluded this briefly in an earlier post, but this is pretty cool.
We all know that newspaper circulation has been plummeting, and it continued to do so. Revenue is a mess. But here’s the good news:
From the audience overview section of the report: “Readership, the new audience measure for newspapers preferred by many in the industry, more than doubles the total audience figure (2.3 times higher for daily and 2.5 for Sunday). The number of people who report reading the print paper at least once during a given week is higher still.
If you add in the unduplicated audience of a newspaper’s Web site (people who do not also read the print edition), which typically is growing at a healthy rate, you get a picture of the “Total Audience” for newspaper organizations growing, not declining.”
Eventually, the advertising HAS to follow. Right?