What we know about newsbrand audiences

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Global newspaper audiences have declined over the last twenty years, as the digital revolution has given people free access to the latest news online. However, newsbrand audiences are seeing a revival – particularly online – as people of all ages turn to a medium they trust in a climate of social media distrust and concerns about ‘fake news’. With declining ad revenue, newsbrands have switched their focus to reader engagement and relationships, generating growing subscriber audiences. With revived interest in media context and more granular audience data available, newsbrands offer both reach and targeting opportunities. 


Newspaper audiences are those...

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