MUMBAI: Newspapers need to develop revenue models for the digital
era as they face massive erosion in ad revenues due to migration
of advertisers to new media as they target youth audiences. However,
they can learn from an encouraging trend: traditional news brands
are finding outlets in mobile technology.
body of evidence finds that the spread of mobile technology is adding
to news consumption, strengthening the appeal of traditional news
brands and even boosting reading of long-form journalism.
the evidence also shows that technology companies are strengthening
their grip on who profits, according to the 2012 State of the News
Media report by Pew Research Center's Project for Excellence in
study finds that rather than replacing media consumption on digital
devices, people who go mobile are getting news on all their devices.
They also appear to be getting it more often, and reading for longer
periods of time.
example, about a third (34 per cent) of desktop/laptop news consumers
now also get news on a smartphone. About a quarter (27 per cent)
of smartphone news consumers also get news on a tablet.
digital news consumers are also a large percentage of the smart
phone/tablet population and most of those individuals (78%) still
get news on the desktop or laptop as well.
survey of more than 3,000 adults also finds that the reputation
or brand of a news organisation, a very traditional idea, is the
most important factor in determining where consumers go for news,
and that is even truer on mobile devices than on laptops or desktops.
the explosion in social media use through the likes of Facebook
and Twitter, recommendations from friends are not a major factor
yet in steering news consumption, the report says.