The audience for newsbrands in their traditional printed format has long been in decline, and traditional advertising revenues have gone in the same direction. Newsbrands haven't seen equivalent compensatory growth in the revenues derived from digital advertising, even though many have large online and mobile audiences.
In order to remain viable as premium publishers, newsbrands now need to make the case in favour of enhanced target audience definitions that combine print and digital audiences in a strong and persuasive way. Average Issue Readership (AIR) served well as an audience currency for generations, but it no longer tells enough of the...