Revolutionary Measures

Turning Facebook fans into fivers

Daily Mail

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We’ve seen a major drop in newspaper print audiences as readers move online. Along with this people have been predicting the end of professional journalism, to be replaced by social media content. But the key point is that actually the appetite for professionally written news is increasing – we’re consuming more of it, just not necessarily paying for it in paper form.

That’s why some recent research by Will Sturgeon on The Media Blog provides an interesting slant on the debate. It adds together print and online readers with Facebook fans and followers of named publication Twitter feeds to provide overall readership figures for national newspapers.

Headline figures aren’t that surprising – the Daily Mail leads in terms of popularity with The Independent bringing up the rear. But it is the make-up of the totals that is interesting – The Guardian bolsters its small print circulation with an army of web and social media readers while The Sun is still predominantly print based.

However while these figures are a great guide to overall readership (and hence something that PR people should take into account when targeting campaigns), they obviously ignore the monetary side of the equation. There are a whole range of business models on show – from pure numbers to drive advertising revenue in the case of the Mail, to paywalls for The Times. However the issue is the same – how will media companies make money in a world where paid print is no longer king? That is still the challenge that the industry has to address – essentially how do you turn tweets into tenners?

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May 12, 2011 Posted by | Uncategorized | , , , , , , , , | Leave a comment