NDM: The decline in Newspapers - MM case studies
The New Day
The New Day was a brand new newspaper launched by institution Trinity Mirror in 2016 - but it folded after just two months.
Read the feature: 'A New Day for British journalism' on page 6 of Media Magazine 57 (our Media Magazine archive is here) and complete the following tasks on your blog:
1) What was the New Day trying to achieve?
The New Day newspaper when it was released, it's objectives were tap into a new market with a more modern approach. They realised that what they had available on the newsstand wasn't meeting the needs of the market. Essentially, the New Day newspaper was trying to give the customers a different insight and they wanted to meet the needs of the customers through giving them a modern way of approach to news.
2) List the key statistics on the first page: how many people buy newspapers in the UK? How has this declined in the last year?
3) What audience were the New Day trying to attract?
The audience that the New Day tabloid trying to attract was:
The New Day newspaper failed majorly in the sense that it had a target of 200,000 of sales for the first month of its publication, but it reached around 150,000 sales almost 50,000 sales away. The sales then fell to 90,000 instead of increasing and the Trinity Mirror stuck to its pricing strategy of 25p for 2 weeks after publication but then they increased the price to 50p which caused even more of a fall in sales to 40,000.
In my own perspectives, I think the New Day failed spectacularly because if you look at the designs of the New Day newspaper, it looks as if it is aimed at more of a younger audience demographic. But their ideal target market was females and males aged from 35 to 55 who enjoyed modern lifestyle approach to news. Essentially, I think that the look of the newspaper didn't attract their target market as much as the design of it wasn't quite suited for them.
The Guardian
The Guardian is another British newspaper struggling with a steep decline in print sales. However, the Guardian's survival strategy has been built around a global online approach to digital content.
Read the feature: 'Can The Guardian survive in a changing media landscape?' on page 9 of Media Magazine 57 and complete the following tasks on your blog:
1) List the key statistics on page 10: How many unique digital browsers used the Guardian website in June 2016? What are The Guardian's latest print sales figures? How does this compare to the Telegraph? In terms of finances, how much did the Guardian lose in 2015?
2) What has been The Guardian's strategy for reversing this decline?
The Guardian is another British newspaper struggling with a steep decline in print sales. Their survival strategy for reversing this decline has been built around a global online approach to digital content.
3) What global event did The Guardian's digital coverage win awards for?
The Guardian won the massive praise from both the readers and from the society of editors. The Guardians tends to appeal to a very wide audience which they provide content for the consumers for free.
4) In your opinion, will the global website strategy be enough to save The Guardian?
I think the global website strategy is a very good idea in the sense that it reaches out to many different groups of consumers from different countries - this allows the news and stories that the Guardian create to be consumed by a very wide market. Essentially, I think that the global website strategy is enough to save The Guardian in the sense that it will attract a wider audience which results in more revenue and less of a decline.
The New Day was a brand new newspaper launched by institution Trinity Mirror in 2016 - but it folded after just two months.
Read the feature: 'A New Day for British journalism' on page 6 of Media Magazine 57 (our Media Magazine archive is here) and complete the following tasks on your blog:
1) What was the New Day trying to achieve?
The New Day newspaper when it was released, it's objectives were tap into a new market with a more modern approach. They realised that what they had available on the newsstand wasn't meeting the needs of the market. Essentially, the New Day newspaper was trying to give the customers a different insight and they wanted to meet the needs of the customers through giving them a modern way of approach to news.
2) List the key statistics on the first page: how many people buy newspapers in the UK? How has this declined in the last year?
- Over 6 million people buy a newspaper everyday in the UK.
- But due to people turning mainly to the e-media for news consumption, the newspaper circulation had dropped heavily in the UK.
- In the past 2 years, over a million people have stopped purchasing newspapers in favour of e-media and broadcast platforms.
3) What audience were the New Day trying to attract?
The audience that the New Day tabloid trying to attract was:
- Both women and men equally.
- It would be pitched at people aged 35 - 55.
- Targeted at people between those ages who wanted a modern way of news consumption.
The New Day newspaper failed majorly in the sense that it had a target of 200,000 of sales for the first month of its publication, but it reached around 150,000 sales almost 50,000 sales away. The sales then fell to 90,000 instead of increasing and the Trinity Mirror stuck to its pricing strategy of 25p for 2 weeks after publication but then they increased the price to 50p which caused even more of a fall in sales to 40,000.
In my own perspectives, I think the New Day failed spectacularly because if you look at the designs of the New Day newspaper, it looks as if it is aimed at more of a younger audience demographic. But their ideal target market was females and males aged from 35 to 55 who enjoyed modern lifestyle approach to news. Essentially, I think that the look of the newspaper didn't attract their target market as much as the design of it wasn't quite suited for them.
The Guardian
The Guardian is another British newspaper struggling with a steep decline in print sales. However, the Guardian's survival strategy has been built around a global online approach to digital content.
Read the feature: 'Can The Guardian survive in a changing media landscape?' on page 9 of Media Magazine 57 and complete the following tasks on your blog:
1) List the key statistics on page 10: How many unique digital browsers used the Guardian website in June 2016? What are The Guardian's latest print sales figures? How does this compare to the Telegraph? In terms of finances, how much did the Guardian lose in 2015?
- The Guardian website is the third most read in the world.
- Over 120 million monthly unique browsers used the Guardian website in June 2016.
- 9 million unique browsers which is about one third of whom are from the UK.
- The Guardian's latest print sales figure was 161,000 which is poor in comparison to other newspaper websites like The Telegraph.
- The Telegraph print sales figure was 4 million which is a staggering amount.
- In 2015, The Guardian lost around £70 million with the decline coming from print platform.
2) What has been The Guardian's strategy for reversing this decline?
The Guardian is another British newspaper struggling with a steep decline in print sales. Their survival strategy for reversing this decline has been built around a global online approach to digital content.
3) What global event did The Guardian's digital coverage win awards for?
The Guardian won the massive praise from both the readers and from the society of editors. The Guardians tends to appeal to a very wide audience which they provide content for the consumers for free.
4) In your opinion, will the global website strategy be enough to save The Guardian?
I think the global website strategy is a very good idea in the sense that it reaches out to many different groups of consumers from different countries - this allows the news and stories that the Guardian create to be consumed by a very wide market. Essentially, I think that the global website strategy is enough to save The Guardian in the sense that it will attract a wider audience which results in more revenue and less of a decline.
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