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Newspapers and Magazines Online:
Content Is Still King
It’s wake-up time for the publishing industry. Like it or not, readers and advertisers are turning to the Internet, and print brands must follow.
The Newspapers and Magazines Online report analyzes the rapid digitization of print content for Web sites as well as RSS feeds, reporters’ blogs, online forums, mobile content and even social networks.
When the grand, gray lady of newspapers, The New York Times, changes its tagline from “All the News That’s Fit to Print” to “All the News That’s Fit to Click,” there is no question that momentous changes are underway in the publishing world.
Indeed, the print industry is in turmoil.
In the past few years, newspaper publishers have watched print ad revenues—particularly classifieds—migrate online to sites such as AutoTrader, Craigslist, Monster and Zillow.com. Magazine brands with million-plus subscribers have been shuttered in favor of branded Web sites.
To maintain readership, eMarketer estimates magazine and newspaper publishers spent $536.8 million in 2007 to market their brands online. As circulations continue to fall and consumers check the Internet before the daily newspaper or newsweekly, those online ad budgets will grow to $1.03 billion in 2011.
Key questions the “Newspapers and Magazines Online” report addresses:
- How do print publishers market themselves online?
- What business models will dominate?
- Who are the audiences online?
- And many others…
eMarketer Reports—On Target and Up to Date
The Newspapers and Magazines Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make the right business decisions—right now.
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It’s wake-up time for the publishing industry. Like it or not, readers and advertisers are turning to the Internet, and print brands must follow.
Executive Summary
 Online Advertising Spending by US Newspapers and Magazines* vs. All Media Companies**, 2006-2011 (millions and % increase vs. prior year)
Issues & Questions
The eMarketer View
Key eMarketer Numbers - Newspapers and Magazines Online
Publishers as Advertisers
US Advertising Spending* by Newspapers and Magazines, 2004-2006 (thousands)
US Advertising Spending by National Newspapers, by Media, 2004-2006 (thousands)
US Advertising Spending by National Newspapers, by Media, 2004-2006 (% of total)
US Advertising Spending by Local Newspapers, by Media, 2004-2006 (thousands)
US Advertising Spending by Local Newspapers, by Media, 2004-2006 (% of total)
US Advertising Spending by Magazines, by Media, 2004-2006 (thousands)
US Advertising Spending by Magazines, by Media, 2004-2006 (% of total)
The Shift Online
Online Advertising Spending by US Newspapers and Magazines* vs. All Media Companies**, 2006-2011 (millions and % increase vs. prior year)
US Newspaper and Magazine Online Spending, 2007 & 2011 (millions)
US Newspaper and Magazine Online Spending, 2001-2006 & 2006-2011 (CAGR*)
The Revenue Picture
Advertising Spending Worldwide, by Media, 2005-2009 (% of total ad spending)
US Newspaper Online Advertising Revenue Growth, Q1 2006 & Q1 2007 (% increase vs. prior year)
US Newspaper Print Advertising Revenue Growth, by Quarter and Category, Q1 & Q2 2007 (% change*)
Online Content Trends
Share of Total Time Spent Online by US Internet Users, by Activity, 2003 & 2007 (% of total and % change)
Most Relevant Digital Advertising Business Model* to Media and Entertainment Executives in North America, Europe and Asia, Q1 2007 (% of respondents)
Categories of Planned Digital Advertising Spending* by Media and Entertainment Executives in North America, Europe and Asia, Q1 2007 (% of respondents)
Content Strategies
Interactive Features Offered on the Websites of the Top 100* US Newspapers, 2006 & 2007 (% of total)
Interactive Features Offered on the Websites of the Top 100* US Newspapers and the Top 50* US Consumer Magazines, 2007 (% of total)
Video
US Online Video Viewers As a Percent of Internet Users, 2006-2011
Type of Online Video Offered on the Websites of the Top 100* US Newspapers, 2007 (% of total)
Websites on which US Adult Internet Users Have Watched Online Video, by Age, December 2006 (% of respondents in each group)
Leading Online Video Content Categories Used by US Online Video Streamers, Second half 2006 & First half 2007 (% of respondents)
Preference for Free Online Video with Ads vs. Paid Online Video without Ads among US Online Video Viewers, July-August 2006 (% of respondents)
Time Until User-Generated Content (UGC) Profitability for Entertainment According to Executives Worldwide*, Q1 2007 (% of respondents)
Mobile
Mobile Phone Activities of US Adult Internet Users, April 2007 (% of respondents)
Select Daily Mobile Content Activities of US Adult Mobile Phone Users, by Age, July 2007 (% of respondents in each group)
US Online Video Viewers on Mobile Devices and/or MP3 Players, by Frequency, April-May 2007 (% of respondents)
Types of Online Video Watched by US Online Video Viewers on Mobile Devices and/or MP3 Players, April-May 2007 (% of respondents)
Online Activities Related to Their Passions according to US Internet Users, 2007 (% of respondents)
US Adult Consumers Who Have Seen and Are Interested* in Advertising in Alternative Media, by Age, March 2005-April 2007 (% of respondents in each group)
Leading Time Inc. Websites among US Internet Users, Ranked by Unique Visitors, August 2007 (thousands and mins:secs per user)
Consumer Attitudes and Behavior
US Internet Users Who Visit Magazine Websites and Access Magazine Content Online Only, by Age and Gender, May 2007 (average % of each group)
Average Unique Visitor Traffic Metrics for US Newspaper Websites, Q2 2006 vs. Q2 2007
Attitudes of US Adults toward Select News Media, by Main News Source, July 2007 (% of respondents)
Reasons that US Adult Internet Users May Not Read Newspapers Regularly, May 2007 (% of respondents)
Top 30 News and Media Websites among US Internet Users, Ranked by Page Impressions, June 2007 (% market share)
Time Spent on Media
Time Spent* Reading Select Media according to US Consumers, by Age, February 23, 2007-March 6, 2007 (mean number of hours per week)
Media Activities of US Consumers While Reading the Newspaper, December 2006 & July 2007 (% of respondents)
Media Activities of US Consumers While Reading Magazines, December 2006 & July 2007 (% of respondents)
Percent of Time Spent Using Select Media that Is Shared with Simultaneous Usage of Other Media among US Consumers Ages 14-27, February 2006 & February 2007
Actions Taken
Leading Media that Prompt Online Searches by US Consumers, 2007 (% of respondents)
Select Reactions and Behaviors of US Online Video Viewers Who Have Seen an Online Video Advertisement, by Type of Website, April-May 2007 (% of respondents)
Conclusion
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It’s wake-up time for the publishing industry. Like it or not, readers and advertisers are turning to the Internet, and print brands must follow.
Accenture
Advertising.com
America Online (AOL)
Associated Press (AP)
BIGresearch
BPRI Group
Bridge Ratings
Deloitte & Touche
Deutsche Bank
eMarketer
Experian Hitwise
GfK MRI
Harris Interactive
IBM
InsightExpress
Ipsos OTX
Ipsos Public Affairs
MediaVest
Newspaper Association of America (NAA)
Nielsen//NetRatings
Online Publishers Association (OPA)
Pew Research Center for the People and the Press
PQ Media, LLC
The Bivings Group
TNS Media Intelligence
Veronis Suhler Stevenson (VSS)
Yahoo!
ZenithOptimedia
Zoomerang
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