Newspapers Are Adapting To The New Media Environment
In a world of fragmentation and vast technological change newspapers are still a valued form of media, according to panellists at this year’s annual Media Question Time.
Despite the increasing popularity of the internet as a news medium, Mike Anderson, recently appointed as managing director of the Evening Standard, believes that newspapers are successfully adapting to re-define themselves in the new media world.
He said: “We are getting better at understanding the competitive set we are in. I’ve certainly seen a shift internally within Associated Newspapers. We have stopped thinking of ourselves as just newspapers and are understanding the broader media landscape.”
The panellists pointed to media habits of 11 September, an event which has been widely recognised as the day when the internet proved its worth as a news medium. Anderson acknowledged the increasingly popularity of instant news but argued that people still turn to newspapers in times of crisis. He said: “Sales of newspapers dramatically increased on 11 September, you saw 11 September on TV but you had to read a newspaper before you really believed it.”
The panellists agreed newspapers have evolved in the face of new technologies by shifting their focus and priorities. Simon Rees, ex-chief executive at Mindshare, said: “One thing that’s pleased me as a media practitioner has been the ability of media owners to extend products and to deepen products to deliver more information and branding opportunities.”
Ed Straw, media partner at PricewaterhouseCoopers, believes newspapers are having to evolve to face the challenges of new media. He commented: “Newspapers have diversified, but have become less significant on the news agenda. What they’ve done is move much more into analysis.” Despite the value of the analysis and insight provided by newspapers, Straw voiced concerns over the level of spin in many papers, declaring: “I would like more straight news in newspapers.”
Although the widespread demise of newspapers, trumpeted at the onset of the online information and technology boom, is no longer seen as inevitable newspaper circulations are gradually declining. According to Straw: “It is true that in the UK and around the world circulations across the board are in a very slow but long term decline. But the other thing that is remarkable is how robust newspapers have been as a form of communication.”
Despite the development of new technology and media delivery methods, the newspaper looks set to maintain its pivotal role in our media landscape. As Andy Jonesco, vice president of interactive marketing at AOL UK, commented: “Newspapers will certainly outlive me.”
For more coverage and a range of audio clips from the fourth annual Media Question Time event, click here to view the microsite.