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)
- 42% of newspapers website users believe it's easy to find similar content elsewhere online vs 43% 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
- 31% = daily reach (A18+) in Canada (CMUST - NADbank 2008), they spend 14 minutes daily on average
- 51% = weekly reach (A18+) in Canada (CMUST - NadBank 2008), they spend 99 minutes weekly on average
- 59% trust magazine advertising (North America - Nielsen Online Global Consumer Survey - July 2009)
- American men spend 1.7 hours with magazines weekly vs 1.4 for women (8+ years old) (TNS Newzoo BV)
- 367 magazines stopped publishing in the US in 2009 (Crain's) (thanks @lucdupont @stevecase @jeffjarvis @iwantmedia)
- 17.5% drop in ad revenue for US magazines in 2009 vs 2008 (Magazine Publishers of America) (merci @tomtsinas)
- The only winners are entertainment gossip, women's and home & garden titles
- 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
- 54% trust out of home advertising. (North America - Nielsen Online Global Consumer Survey - July 2009)
- 6th media in which the French have the most trust with 6%! - Behind Internet (29%), TV (20%), dailies (19%), POS (13%) and radio (12%) (Ifop et Nurun - Influence des médias sur les décisions d'achats)
Radio
- 71% = daily reach (A18+) in Canada (CMUST - NADbank 2008), they spend 109 minutes daily
- 82% = weekly reach (A18+) in Canada (CMUST - NadBank 2008), they spend 678 minutes weekly
- 55% trust radio advertising (North America - Nielsen Online Global Consumer Survey - July 2009)
- 5th media in which the French have the most trust with 12% - behind Internet (29%), TV (20%), dailies (19%) and POS (13%) (Ifop et Nurun - Influence des médias sur les décisions d'achats)
- American men spend 4.9 hours listening to radio weekly vs 4.8 for women (8+ years old) (TNS Newzoo BV)
- 236 million American listeners A12+ weekly, that's 92.5% of the population (Arbitron 2010/01) (thanks @slanglois) 90% of 12-17 year olds, 86% of 18-34 year olds.
Cinema
- 52% trust advertising in cinema theatres. (North America - Nielsen Online Global Consumer Survey - July 2009)
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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