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Introduction

Online news sources pose a severe threat to traditional newspapers, which are seeing declining circulation and ad revenues. Paywalls, low price printed newspapers, and the embrace of digital with easy international expansion are three strategies for fighting back considered in this report.

Features and benefits

* This Case Study offers data on newspaper circulation and analyzes trends.
* With this report, you will discover the strategy that three leading UK newspapers are using to deal with the opportunity and threat of online news.

Highlights

Newspapers are a very old medium, and are now under threat from online news sources. Television news from the mid-20th century onwards did not have a straightforward simple impact on print, despite being a substitute product available almost free to the viewer. Online is a more severe threat.
The Times has placed most of its online content behind a paywall. This led to a lower online readership compared to its free-to-view competitors, but as its online subscriber numbers grow, they should support subscription revenues.
Avoiding paywalls, Guardian Media Group has instead expanded into potentially lucrative international markets with websites focused on US and Australian readers. The Independent launched a successful low-price paper, the i, having identified a gap in the printed newspaper market.

Your key questions answered

* What is happening to circulations of printed newspapers in the UK?
* How have leading national daily newspapers responded to the threat of online news sources?
* Is there still a fture for printed newspapers in the UK market?

Table Of Contents

UK newspapers: How three leading newspapers are fighting declining sales
OVERVIEW
Catalyst
Summary
THE UK NEWSPAPER COMPETITIVE LANDSCAPE
UK newspapers occupy several market segments
Local or national?
Tabloid or broadsheet?
Daily or Sunday?
UK newspapers target specific readerships
Newspaper publishing is moderately concentrated
UK NEWSPAPER REVENUES ARE FALLING
Copy sales and advertising generate revenue
Copy sales have been falling for many years
Advertising spend is deserting newspapers for other channels
Digital media are threatening print newspapers
But the historic impact of television was less pronounced
Online news challenges print more directly than television
PRINT NEWSPAPERS ARE RESPONDING
The Times: content is not free
US experience supports the paywall strategy
The Guardian: embrace digital, expand internationally
Revenues have been falling for some years
In 2011, the paper decided on a “digital first” strategy
Digital focus allows easier access to international markets
Digital focus can connect readers and advertisers more effectively
The Independent: offer a low-price version
The low-price edition is popular with readers
Meeting reader needs and marketing have been key to its success
Despite the low price, it has stabilized total revenues
CONCLUSIONS
Several strategies in response to a single threat
APPENDIX
Sources
Further Reading
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