Newspapers Still Viable

Recent headlines about the newspaper industry have gone from bad to worse, as one paper after another faces financial troubles. This week, newspapers in Detroit announced that they will be cutting home deliveries back to only three times a week. The Tribune Company filed for bankruptcy just last week, and the New York Times Company announced that they would be mortgaging their Manhattan headquarters, borrowing up to $225 million to ease a potential cash flow squeeze.

These are grim times for the newspaper industry, and it's expected to get worse. But these tough times do not mean that newspapers are becoming extinct. While newspapers might not have a lot of money right now, what they do have is a dedicated, sought-after audience with a deep connection to and belief in the credibility of newspapers. To survive, newspapers must leverage these two critical components -- audience and credibility -- and more quickly adapt and innovate in a rapidly evolving media landscape.

I recently conducted a poll for a book I am writing on the 2008 election about how various media are perceived in light of their coverage of both the election and the economic crisis. I looked not only at the perceived credibility of each type of media -- newspaper, television, radio and online -- but also at the frequency of readership and viewership, and the role each played in informing and influencing people.

The results were striking and surprising, particularly related to newspapers. People are still reading newspapers and they are reading them often. Newspapers are still influential, still important in shaping the news and particularly important in influencing elites.

Of the 2000 people polled, more than three-quarters of adults and 84 percent of elites read newspapers every day or a few times a week, either in print or online, to inform them about the election. Two-thirds of adults found newspapers to be informative in the election coverage. And two-thirds of adults said that newspapers played a leading role in reporting on the financial crisis that has hit America.

Indeed, newspapers didn't come in first in every category. The poll showed the vibrancy of cable television and broadcast news, which I expected. More than 80 percent of adults watched the news on cable television for information on the election, and more people found cable television to be more informative on election issues than newspapers.

Yet while television may lead in viewers, many believe that newspapers play a critical role in shaping the coverage that appears both on broadcast and all other mediums. Over half of adults and elites agreed that newspapers provided definitive information that guided both the networks and cable stations in reporting the news. Sixty percent of adults said that newspapers set the tone for news coverage both in Washington and around the country. And more adults and elites believed that newspapers are more, not less, authoritative than cable television.

Furthermore, advertisements are more trusted and influential in newspapers than they are in other forms of media like television, radio and general online. Adults and elites surveyed found advertisements in the print editions of newspapers to be more accurate and reliable than advertisements on television, on the radio, online and outdoors. A majority of adults and half of elites said they look at advertisements in print editions of newspapers frequently and that at least sometimes these advertisements influence their decision to purchase a good. These findings are incredibly important as they should encourage advertisers about the value of newspapers, which would in turn improve their financial situation.

So what can newspapers do? Focus on their credibility to continue to draw a quality audience, which in turn helps draw in advertisers. And then innovate. And do it faster than they're doing it now. The nature of what a newspaper is has changed. The online components of newspapers are now just as important as in print -- and increasingly are becoming more interactive, further drawing in audiences. Nine percent of adults and 16 percent of elites surveyed said they post comments to articles or blogs at least a few times a week.

Newspapers have become an interactive part of the news media, and must continue to evolve in this direction. People are reading newspapers online in addition to in print, posting comments in response to articles, reading blog postings and participating in live chats with newspaper reporters. The future is bright for the newspaper industry so long as they learn to stay ahead of the digital curve and continually innovate while maintaining the credibility that is core to drawing in readers.

Doug Schoen is independent researcher who consults with a number of companies, including Edelman. Among Edelman's clients is the Newspaper Association of America.

Comments

[LoyalOpposition]

Newspapers are important, but newspapers across the country are shutting down because they forget that the face of this great nation is changing, and the publishers still haven't gotten that memo. If you are thinking young readers, then you are as mistaken as they are. The face is and will always be of the 1st generation after the immigrant has settled here. Their voices are seldom heard, except if someone breaks the law or is involved in a freak accident. But there are voices and reporters from this group that could continue the newspaper tradition of being the voice of the people. Today, the kids coming out of journalism school have high hopes of Pulitzers or making a name for themselves, rather than being curious and real journalists. The quality of today's reporters is low on this scale. Perhaps television has affected us so much that they think reporters think and act as they do on t.v. Practically every occupation that is portrayed in television series affects how the young men and women of today act on the job. Just don't blame it on newspapers.

[mountainweb]

Local papers have the same issues and some even more. The Atlanta Journal Constitution just dropped what appeared to be 50% of their distribution area. They too also suffer from "credibility" since they have done a lot to kill journalism.

Most of their "opinions" are so far to the left as to destroy any sense of credibility. Notice I said "Opinions", there lies the root of a national problem, journalist reporting their clearly biased opinions instead of the news. The lack of any attempt to balance the news is a serious turn off. I don't listen to the "right" radio but the constant bashing of anyones opinions that do not match their own by the AJC, gets really old after a while and clearly is not "news".

"Journalism is dead; it is dead because journalists killed it."

[dtrobert]

This is the problem with today's print journalism: a single poll, with zero methodology attached, is used to make a case which, even though it contradicts nearly every single study out there, is directly in line with the author. This is religious thinking: establish the conclusion, then find the facts that will fit that conclusion, and ignore anything which might possibly contradict it.

Newspapers have some credibility left, especially at the local level, where they are often the only source of news left. But the major national papers have been ripped apart, because of their own *LACK* of credibility, because they sold the remains of that credibility to the highest bidder. It quite hilarious that Mr Schoen did not separate the majors from the local papers in his study; I'm sure the results would have been significantly different if he had.

Journalism is dead; it is dead because journalists killed it.

[larry278]

Have you bought some of Sam's stock in the Trib to back up your opinion? Buying a single copy of the Trib won't help Sam pay his leveraged loans when they are called. Investing in newspapers is speculating in 2008. Cred or no cred the circulation of daily papers is tanking. Falling circulation means fewer ads. RIP: the daily paper,