Re-thinking Press Media: Alternative or Partner?
'The Press' is an awkward catch-all phrase that takes in newspapers (mostly daily, large circulation, news-based) and magazines (mostly weekly or monthly, smaller circulation, specialised, information or lifestyle-based).
In much of the world, too, these two sectors are showing rather different trends. Newspaper circulations and readerships are falling slowly but steadily over the long term, though their share of adspend is, and remains in most developed markets, substantial. Magazine circulations, in the aggregate, are growing and the market is highly dynamic. But much of this dynamism comes from the proliferation of new titles, as publishers identify new segments and interests that appear able to support a publication by, for the most part, attracting advertising moneys.
For much of the world, then, magazines' share of advertising spend is showing signs of growing.