Surprise: Newspapers May be Rebounding

Newspapers may not be disappearing after all. That’s important news for public relations, especially PR seeking local and regional coverage.

Newspapers last month saw a 16% gain in ad spending over October, according to Sysorex, a Big Data company, reports Media Life. A 38% gain in retail advertising was the largest contributor. It was the biggest month-to-month gain in six months and the third time in the past five months that ad spending rose month to month.

Retailer optimism about holiday spending accounted for much of the jump in ad spending. Although retailers typically purchase more newspaper ads in November and December, the increase was unusually substantial.

Newspaper ad revenues were also up in October, according to Sysorex’s Shoom Ad Trends report.

Advertising increased across all 44 categories that Shoom tracks by an average of 12.4% from September. Several categories enjoyed gains of 20% or more. Auto and vehicle sales showed the largest gains – almost 23% over September’s numbers. Personal services, real estate and dining and entertainment also had solid increases over the previous month. Personal services, which include health, personal/beauty, financial, legal and similar offerings, was once again largest category with a total of 101,726 ads, or roughly 19% off all advertisements placed in October.

Other Reports of Good News

Other data indicate that the newspaper industry is recovering,

The most recent Standard Media Index says newspaper advertising increased 16% in the third quarter over the previous year and enjoyed “a stellar” month in September with 18% growth.

While newspapers have suffered from digital competition, they appear to be fighting back, according to ZenithOptimedia.

“Despite the decline in circulation, circulation revenue has increased due to digital paywalls and increased newspaper cover prices,” states its most recent forecast, reports Media Life.

Personally, I love newspapers. I read three of them every day. (Well, only two on Sundays.)  I like the feel of them in my hand. I have to wash my hands of printers’ ink at least twice each day. Like most PR folks, I remember well the stories I placed in major print publications such as The New York Times, Wall Street Journal, Time magazine, Newsweek, and Financial Times – and my stories syndicated by the Associated Press. These days, placements on Twitter and Facebook don’t deliver the same satisfaction. Even placements in the digital version of the big print publications just don’t resonate quite as well as placements in the print edition.

My children, however, do their news gathering through TV and the Web, mostly on their mobile phones. When they visit Dad, though, they always pick up and read the newspapers, usually standing at the kitchen counter or in the family room as we talk about the stories.

So, how do newspapers appeal to the younger generations? Answer: Find ways to offer them the things they enjoy and want, the things they do online. Become more like TV, more social, more interactive (think video games) and focus on local strengths.

Hope in New Media Technologies

The newspaper industry can survive by pursuing new technologies, says Forbes contributor Paul Armstrong. They include micropayments, podcasts, niche news apps, micro-content video and Apple TV.

“In the pursuit of audience and future profits, newspapers are investing large sums of money into technology areas to test different business models,” Armstrong says. “The issues are big; consumers aren’t willing to pay for news content, use proprietary systems, don’t have enough of a lust to stay deeply informed and no-one is looking out for the industry. However with payment technologies and platforms evolving into new entities change looks possible.”

Magazine Sector Rebounds

Another print sector, magazines are rebounding, as evidenced by a significant number of new titles, generally in high-end, niche categories. Samir Husni, University of Mississippi professor and media consultant known as Mr. Magazine, counted 204 new print magazines that launched in 2015. Magazines that abandoned print for digital now regret their decision, he told the Columbia Journalism Review.

“Print is the faithful spouse,” he said. Ninety-five percent of the money is in print.”

Traditional print media forms the key distribution channel of public relations information. PR has a stake in its survival.

Bottom Line: New research reveals that newspaper advertising revenue improved dramatically in recent months. An emerging trend indicates that it could more than merely an aberration due to holiday spending during a healthy economy. In addition, some media observers say digital pay walls and emerging technologies give newspapers long-term hope. PR should cheer the revival of print media – and aim to assure its survival.