Newspapers must improve digital offer

Blog thoughts from Randal Dobbs of Framework Marketing

Newspapers saw a 2% rise in global circulation last year and benefitted from increased digital advertising of 11% but, with print ad revenues falling, they need to raise revenue and user engagement on digital platforms, the latest World Press Trends report has warned.

Compiled by the Paris-based World Association of Newspapers and News Publishers(WAN-IFRA), the survey was presented to 1,000 publishers and senior newspaper executives at the 66th World Newspaper Congress in Turin, Italy.

It revealed global newspaper revenues held steady at $163bn in 2013, buoyed by circulation and advertising growth in emerging markets, but ongoing declines in mature markets prompted WAN-IFRA to urge publishers to increase their efforts to improve their digital offerings for audiences.

Larry Kilman, secretary general of WAN-IFRA, said that if newspapers did not produce sufficient revenues from digital, then this would not just damage their businesses but also risk weakening democracy itself.

“Unless we…

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