The Morning Edition Sleeps In

By Pam Holland

What is black & white and NOT red all over?  Easy answer, right? More and more stats are starting to validate what most of us kinda already knew — newspaper readership continues to decline while consumers replace their news source with internet news providers. While television still remains the overall leader in where consumers go to for their national and international news, the internet now surpasses newspapers for second place, according to a recent study. ( )

Some 40 percent of those surveyed by Pew Research for the People & the Press say they get most of their international and national news from the Internet, up from 24 percent in September 2007. Another interesting point to note is as the user’s age drops, so does the gap between TV news and online news as the leading source. Whereas the youngest end of the consumers measured show TV and internet in a dead heat for leading provider.

The ‘almost’ good news in all this is where those consumers are headed in the online space . A related study from the same researchers shows that newspapers would have suffered even greater losses without their online versions. The significant loss in readership since 2006 has come among those who read the print version while the online readers shows growth….not leaps, but growth none the less. (

Keep your eyes open in your local market, and if its anything like our area, you’ll see most of the traditional paper companies marketing budget strictly focuses on their online content and offerings. Its a big game of catch up. We wish them luck.


1 Response to “The Morning Edition Sleeps In”

  1. 1 Brian January 25, 2009 at 2:05 pm

    Has there been any studies on small market newspapers. The content of small market newspapers often has a more specific readership and does not need to appeal to the masses.

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