The decline in newspapers: MM case studies

The decline in newspapers: MM case studies

The New Day

1)

What New Day set out to achieve was obtaining an audience not from other newspapers, but rather just those who didn't read them. With this said, they'd also set out to provide a 'modern approach to news' that didn't offer a 'political line' on stories in the same that other papers typically do.

2)

• Over a million people have stopped buying a newspaper in the past two years
• About six million people buy a newspaper in Britain every day

3)

The audience that New Day were going for were females and males aged 35-55. Along with these demographics, the publication were going for those who wanted a 'modern approach to news' as well as an unbiased one from a political standpoint.

4)

I believe that New Day failed in the way it did because Trinity Mirror failed to recognise that they were creating a product for a dying market. It's widely known that print is a dying media, so for them to set out in creating a product for that market, it was foreseeable from the beginning that the concept would fail. Not only this, but the concept of making a newspaper for individuals who don't read newspapers seems particularly far-fetched, and a proper USP would need to be established for it those people to be encouraged to buy it. 

The Guardian

1)

• Paper’s website is the third most read in the world with over 120 million monthly unique browsers
• June 2016 daily average of almost 9 million unique browsers - 1/3 of whom are from the UK
• 9 million ‘average daily browsers’
• Print circulation of the Guardian was only 161,000
• In the course of 2015, the Guardian reportedly lost ‘around £70 million with slower-than-expected digital ad sales failing to offset a continued slump in revenue from print
• This led to cutbacks of 20%

2)

The strategy The Guardian have taken is developing their '24-hour coverage of major world news events.' With this, different branches of The Guardian take over stories at different times e.g. Australia taking over at midnight, the U.S.A taking over in the evening.

3)

At the 2015 Press Awards, The Guardian won for the reporting on the Paris attacks.

4)

In my opinion, this strategy still isn't enough to totally save The Guardian as other things such as social media may still evolve in a way that it makes changes like this appear incremental, with the way audiences will flock to it as they have time and time again.