We talk a lot about the digital revolution that traditional media is being put through: upheaval, readership and audience shrinkage, bankruptcy, pay walls… What's the situation really like?

Traditional media are not dead — not yet, and not for a while at least. They're not all as strong as they've once been, but they still occupy an important place in the media landscape. Let's look at the numbers a bit:

Daily Newspapers

  • 48% = daily reach (A18+) in Canada (CMUST — NadBank 2008), they spend 47 minutes daily
  • 60% = weekly reach (A18+) in Canada (CMUST — NadBank 2008), they spend 223 minutes weekly
  • 74% of American adults read a newspaper at least once a week, either printed or online. In certain markets, it's 90% (Scarborough Research) (thanks @steverubel)
    • 79% of white collars
    • 82% adults with household income over $100k
    • 84% university grads
  • 19% of American adults have visited a daily newspaper's website in the last week (Scarborough Research)
  • 70% of American adults read at least one printed daily newspaper weekly (Scarborough Research)
  • 55% of Chinese citizens and 53% in Hong Kong say daily newspapers are an important part of their day (Media Asia)
  • Between 2005—2009, unique visitors to daily newspaper websites have gone from41,1 million to 71,8 million, while revenue has dropped from $22.2 billion to $12.2 billion (1st half of each year) (Newspaper Association of America)
  • 69% trust that newspaper articles are verified and exact.  (North America — Nielsen Online Global Consumer Survey — July 2009)
  • 61% trust advertising in daily newspapers.  (North America — Nielsen Online Global Consumer Survey — July 2009)
  • 31% of newspapers bosses believe it's easy to find similar content elsewhere online vs 68% who think it's rather difficult (American Press Institute eMarketer)
  • Daily newspapers are the 3rd media in which French citizens trust the most with 19%, behind Internet (29%) and television (20%) (Ifop et Nurun — Influence des médias sur les décisions d'achats)
  • American men spend 2.4 hours a week with newspapers vs 1 hour for women (8+ years old) (TNS Newzoo BV)
  • The average daily paper has 18,000 Twitter fans and tweets 11x daily (eMarketer Bivings Group) (thanks @TomTsinas)
  • The top3 retweeted dailies are : The New York Times, The Atlanta Journal-Constitution and  Los Angeles Times, all over 1200 times in September 2009.
  • The New York Times grew it's online audience by 10% and print circulation by 2% in 2009. Ad revenues fell 25%. (Wall Street Journal) (thanks @TomTsinas)
  • Pay wall shrunk NewsDay.com's reach by 21% between October and November 2009 (Nielsen). Page views fell  34%.
  • Coupons use increased 36% in 2009 — Sunday flyers account for 70% of all coupon use in the US (Borrell Associates)

Magazines

Television

  • 82% = daily reach (A18+) in Canada (CMUST — NadBank 2008) — (BBM reports 87%), they spend 115 minutes daily
  • 93% = weekly reach (A18+) in Canada (CMUST — NadBank 2008) — (BBM reports 96%, PMB 97%), they spend 818 weekly (BBM reports 1,894, PMB 1,358)
  • 21% of Quebec Internet users watch TV programs on their computer more than on their TV set (Ad Hoc Recherche)
  • 61% trust television advertising  (North America — Nielsen Online Global Consumer Survey — July 2009)
  • 18% of TV campaigns (traditional) generate a positive ROI
  • 2nd media in which the French have the most trust with 20% — behind Internet (29%), ahead of dailies (19%) (Ifop et Nurun — Influence des médias sur les décisions d'achats)
  • American men spend 10.7 hours weekly watching TV vs 11.2 for women (8ans et +) (TNS Newzoo BV)
  • 65% of American Internet users want to connect their TV to the Internet (eMarketer & Deloitt) (thanks @tomtsinas)
  • 2-5 year old Americans watch 25 hours of TV weekly, 4.5 hours of DVD or video games + 90 minutes on DVR and 45 minutes with a VCR. (Nielsen) 50% of 2-11 year olds TV and Internet separately while the other 50% use both simultaneously. 60% of teens use both simultaneously.

Out Of Home

Radio

Cinema

Video Games

  • American men spend 10 hours weekly playing video games vs 7 for women (8+ years old) (TNS Newzoo BV)

Internet

  • 64% = daily reach (A18+) of Internet in Canada (CMUST — NADbank 2008), 107 minutes spent online per day per user
    • that's more than newspapers and magazines, almost as much at radio in reach, and equal to radio and television in average time spent.
  • 72% = weekly reach (A18+) of Internet in Canada (CMUST — NadBank 2008), 543 minutes spent online weekly
    • That's more than newspapers and magazines
  • American men spend an average 10.8 hours online weekly vs 11.3 for women (8+) (TNS Newzoo BV)
  • 43% notice ad banners on websites (Smart Adserver) (merci @lucdupont)
  • 46% of US SMBs don't have a website (Ad-ology & eMarketer) (merci @tomtsinas)
  • 50% of American kids 6-11 years old use Internet, also 20% of 2-5 year olds. (Nielsen)

Yellow Pages

  • Top20 US YP markets plan to shrink by 5.9% in 2010. These markets account for 11.3% of total Yellow Pages in the US (Earth Times). (thanks @TomTsinas)

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