This document summarizes the state of print media including newspapers, magazines, and out-of-home advertising. It traces the history of print media from ancient Rome to modern digital formats. It finds that while print still reaches many consumers, advertising revenue has declined significantly in recent years for newspapers and magazines due to competition from other media like the internet and mobile devices. The document also outlines trends in the print industry toward digital editions, paid content models, improved design and more data-driven advertising.

1. The State of Print Media
By Dionne Gomez & Kent Wilson

2. Brief History of Print Media
● 59 BC Caesar orders the publication of events in Rome
● 748 First handwritten newspapers - China
● 1440 Guttenberg develops wooden printing press
● 1502 First mass produced news report – Zeitung
● 1653 First double column paper – Oxford Gazette
● 1702 First daily newspaper – Daily Courant
● 1731 First magazine published – Gentlemen’s Magazine -
Scotland
● 1833 The Penny Press - $.01 newspapers
● 1845 Paperbacks appear in America
● 1880 First photographs in newspapers
● 1909 Conde Nast buys Vogue, and transforms it into a photo-
fashion monthly for upmarket women

3. Newspaper

4. Newspapers
● Ad Revenue going down
○ 2006-$46 billion
○ 2009-$24 billion
○ 2011-$20 billion
● Old and educated readership remains
○ 79% of white collar adults
○ 82% of income > $100,000
○ 84% of college graduates

5. Newspaper: Advantages
● Editorial Context
○ Sense of immediacy
● Good Reach
○ Reach 50-60% of adults
● Shopping comparisons
● Geographic Targeting
○ National "zoned" editions
○ Regional/Local papers

6. Newspaper: Disadvantages
● Declining Quality
○ Cost reductions
● Perceived editorial Bias
● Cost Efficiency
○ Sunday NY Times is CPM is $100
○ 2011 Super Bowl avg CPM was $27
● Rate inequities
● Ad clutter
● Declining Audiences
○ Broadcast media
○ internet
○ Younger generation

7. Threats to the Newspaper
Industry
Radio
● Talk radio allows consumers to listen to views on
political, social, or sports topics
● Consumers can interact and voice their opinions on issues
Broadcast and Cable Television
● 24 hour news channels cover stories in depth and break news instantly
● Video presentation is more entertaining to the mass society
Internet
● News consumers can seek out the stories that interest them
● Consumers can interact and voice their opinions on issues
Over the last 5 years, an average of 15 papers, or just about 1% of the
industry, has vanished each year.

8. Newspaper Trends
Response to Technology
● Decline in newspapers’ circulation and advertising revenues but a
gain in online subscriptions
● Newspapers have used their brand strength to successfully
establish their own web sites.
● This is becoming an important source of ad revenue.
● Newspapers have also partnered with their new media rivals to
share resources and coverage on stories.
● All “new media” formats deliver the news faster than printed
newspapers
As many as 100 more papers are expected to join the roughly 150
publications that have already moved to some kind of digital model

9. Newspaper Trends
● Alternative revenue for freestanding businesses
● Newsroom staffing and cost cutting
● Tablets, mobile, and social media
● Licensing content
● Content Upgrade- grabs attention
● Strength on Sundays
● A move toward paid content- "metered model"
○ Ex- New York Times has some 390,000 subscribers

10. Magazines

11. Magazines
● Reach 51% of adults daily
● Ad spending down 5.6% in 2011
○ lower spending than 2009
○ 2012 Q3 only medium with a decrease (-1.3%)
● Most Ad spending diverted to Internet medium
● Moving to Digital platform
○ 2009 Itunes Launched Newsstand (article)

12. Magazines: Advantages
● Communication
○ Can communicate mass info
● Long issue life
● Targeting
● Context
● Color Quality
● Good for Coupon promotions
● Prestige
○ Magazine can improve image

13. Magazines: Disadvantages
● Selective Perception
● Lack of immediacy
○ Accumulate audience over time
● Cost Efficiency
● Slow to build reach
● Imprecise geographic targeting

14. Threats to the Magazine
Industry
● The increase in media choices draw
consumers away from magazine
purchases
● Specialized cable channels (Food
Network, CNBC, Golf Channel)
compete for viewers attention of
special interests
● The internet provides free content
vs. paying for it at the newsstand

15. Magazine Trends
Artwork is playing an increasing role in magazine design
●
and layout
○ ex- Photos are used as backgrounds, enhanced
● Non traditional fonts engage the reader
● Advertising drives many of the industry’s innovative
trends
○ Create interesting ways for their message to rise
above the noise
○ Find ways to squeeze more revenue from their product
● Magazines tie online content to their print editions

16. Out of Home

17. Out of Home
● 96% adults pass
outdoor ads weekly
● 60% Local ads and 40%
National ads
● Has the most options of
any medium:
○ Posters
○ Billboards
○ Digital
○ Street Furniture
○ Transit
○ Alternative
○ Scented

18. Out of Home: Advantages
● Large Audience Potential
● New Measurement
Systems
○ "Eyes On"
● Build simple awareness
● Geographic flexibility
● Ethnic group targeting
● "Directionals"
○ "Stop for coffee in 10
miles"

19. Out of Home: Disadvantages
● Glance Medium
● Locations is huge!
● Limited availabilities
● Limited in Creative Messages
● Low CPM's?

20. Out of Home Trends
● Focus on Eyes on Research
○ measurement for counting traffic of ads
For instance, it can be used to
measure how efficient beer mats,
towels, taps, buckets, or menus in a
bar are at influencing the purchase
decision or building brand value.

21. Out of Home Trends
● Creative content
● Creating new vehicles
● Most room for growth

23. References
● Geskey, Ronald D. (2011) Media Planning & Buying in the 21st
Century. 2020 Marketing Communications LLC.
● Moses, Lucia. (2011, October 21). Apple's Newsstand Boosting
Mag Sales, but Will it Last? Adweek. Retrieved February 9, 2012
from https://d2l.depaul.edu/d2l/lms/content/viewer/view.d2l?
tId=1335218&ou=191060
● Moses, Lucia. (2011, December 19). Publishers Challenge
Audience Report. Adweek. Retrieved February 9, 2012 from
https://d2l.depaul.edu/d2l/lms/content/viewer/view.d2l?
tId=1335216&ou=191060
● Smith, Chris. (2012, February 1). Super Bowl Ad Rates Can
Double Within Ten Years. Forbes.com. Retrieved February 9th,
2012 from http://www.forbes.
com/sites/chrissmith/2012/02/01/super-bowl-ad-rates-can-double-
within-ten-years/
● The State of the News Media 2012. (2012). Pew Research
Center. An Annual Report on American Journalism.