Industry relevance

Industry relevance / research report / research update — No Comments
20
Dec 23

From Analog Dollars to Digital Dimes: Newly Published Study Unveils Critical Insights into U.S. Newspapers’ Subscription Dynamics before and during Covid

FOR IMMEDIATE RELEASE

December 15, 2023 – A new study, “Unraveling US Newspapers’ Digital and Print Subscriptions in the Context of Price, 2016–2022,” has just been released, shedding light on short-term and long-term trends impacting the circulation of U.S. newspapers in both digital and print formats, particularly in relation to pricing—a factor often overlooked in discussions about newspaper demand.

This study systematically analyzed the circulation and pricing data of 18 prominent newspapers, focusing on periods preceding and during the pandemic. The findings underscore a dynamic landscape, highlighting notable shifts and critical insights into subscribership behavior.

Key findings from the study include:

  • Digital Circulation Surge and Subsequent Decline: Following the onset of the Covid-19 pandemic, digital circulation experienced a rapid surge, only to subsequently decline after reaching its peak in Q3 2021.
  • Print Circulation Decline Amidst Dramatic Price Hikes: The study revealed a continued decline in print circulation, significantly impacted by dramatic price hikes—an almost doubling of prices between 2016 and 2019.
  • Print Edition Resilience Despite Decline: Despite circulation declines, the print edition remains the core product, serving more subscribers who are willing to pay substantially higher prices compared to digital subscribers.

newspaper circulation 2016-2022

The study highlights a glaring price gap of 6 to 1 between print and digital subscriptions. Although the increase in digital subscriptions during the Covid-19 period seemed promising, it failed to generate revenue at par with the loss on the print side. Consequently, digital transformation means a substantial loss in total subscription revenue.

This study presents a sobering perspective on the intricate dynamics of newspaper subscriptions and urges a deeper exploration into the industry’s evolving challenges and opportunities.

The comprehensive findings, presented through 37 charts and 5 tables, are detailed in the article, which is publicly accessible. Download the full report here: https://www.cogitatiopress.com/mediaandcommunication/article/view/7482/3561

For further information, please contact lead author Iris Chyi, Professor of Journalism and Media at the University of Texas at Austin, at chyi@mail.utexas.edu

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19
May 20

美國報紙內容付費訂閱制的（不）可行性

在此與所有對報紙付費訂閱制有興趣的朋友分享我們新發表的這篇研究報告：

論文詳列美國五十家主要報紙印刷版與數字版的訂閱人數與價格，應該是目前對美國報紙付費制最全面的研究。

分析結果顯示：訂閱實體報紙一年的費用是 $546 美元，數字版（網站/App）只要 $132 美元。但數字版訂戶（包括 PDF）的總人數卻只占紙本訂戶的 12%。

由此推算，數字訂閱收入只占整體訂閱收入的 3%。

digital subscription results 2017 chyi ng

以上是根據正常訂價計算的結果，但報紙常以更低的價格招攬新訂戶。最常見的促銷價是每月 $1 美元。

本研究表明，經過了二十多年的數字化轉型，絕大多數報紙讀者仍不願訂閱數字新聞，內容付費制作為報業收入來源基本不可行。

這樣的結論應該顛覆任何人對於新聞內容付費制的樂觀想像。

此外，這篇論文檢視了著名的顛覆性創新理論在報業市場的影響力與（不）適用性。研究結果也支持了作者提出的「網絡新聞為劣等財」（或譯低檔商品  inferior good）理論。

（期刊原文免費下載  至 2020 年五月底為止）

若有任何疑問歡迎以中、英文與我聯絡。

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相關論文：

  • 作者前此在另一份研究中分析了美國  51 家報紙印刷版與網絡版讀者人數，引發業界一場論戰。中文版論文發表於《傳播與社會學刊》，PDF 檔由此下載：美國報業數字化：現實與幻影
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11
Oct 10

Why decline in news consumption shouldn’t surprise anyone

Because there is simply too much information available, online and offline, news and non-news. Period.
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Industry relevance — 2 Comments
11
Oct 10

Macaroni cheese, ramen noodles, and online news

Many newspapers believe they need to transition from print to online. But let’s face it: Users’ response to online news has fallen short of expectations.

As of today, many people are still paying for print newspapers but much fewer are willing to pay anything for online news. (And this seems to be true in most media markets — I did one study in Hong Kong).

Have you ever wondered why?
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11
Oct 10

Long distance users: An inconvenient truth for online newspapers

Every newspaper website serves two groups of readers: 1) local users and 2) long-distance users (from outside the print market).

I have always been interested in the long-distance segment, primarily because I’ve been a long-distance user myself since the first Chinese-language online newspaper became available in 1996. In Hong Kong, Tucson, or Austin, I check news from Taiwan online almost everyday.

Based on a series of research, I know the long-distance group constitutes a substantial market segment for most newspapers.

What struck me as interesting (or unbelievable) is, for so long, no newspapers seem to be interested in monetizing these loyal users (yes they seem to be the most loyal group of users, according to our latest study). Many are reluctant to reveal the breakdown of local/long-distance users; some try to exclude long-distance users from the audience metrics. Why?

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11
Oct 10

Are college students dropping print newspapers?

Lessons from a national survey of college newspaper advisers

Simply because young adults are less likely to read a print newspaper compared with other age groups (Pew Project of Excellence in Journalism, 2011), many news professionals assume young people have lost interest in reading print newspapers (Kaufhold, 2010).

Although previous research has documented that most readers found the print newspaper to be more useful, satisfying, likeable, and enjoyable than its online counterpart (Chyi & Chang, 2009; Chyi & Lasorsa, 2002; Chyi & Yang, 2009; De Waal, Schoenbach, & Lauf, 2005; Online Publishers Association, 2004), many within and outside the industry believe young people are an exception, and the way to retain young readers is to pursue them online — through the Web, social media, or mobile apps.

However, because no viable business models for online news seem to exist, it is important to re-visit some of the assumptions about young readers’ attitudes toward online and print media.

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