Direct to consumer reason for collapse in national print ads in US and UK

Newspapers came under renewed pressure in 2016 as print advertising dropped by double digits, often in a quarter. Gannett saw a drop in national print advertising by 35.1 percent in the third quarter of 2016, but still managed overall to eke out only a 14.8 percent drop in overall print advertising. Ouch. I worked at Gannett, and I was lucky to have great commercial managers. Why did this happen? The trends in the US and the UK are the same, and Roy Greenslade of The Guardian has just published an excerpt from a former MD of the Mail newspapers about why this collapse is happening.

Turning to display, the category which traditionally held up well was retail, which is still the largest category. The reason was simple. It worked to the extent it was measureable.

But this model is under pressure because of the growth of databases which enable advertisers to target audiences and email their offers directly to them.

Zitter looks at the market from the national level in the UK and says that to win back advertisers, they need to maintain a direct relationship with them to the largest extent possible and not simply rely on programmatic exchanges. That makes sense, but with the sharp decline in revenue, newspaper groups are not just losing editorial headcount but sales staff as well. Rough seas ahead.

In support of the Women’s March

Photo by @cathymcfred
Photo by @cathymcfred

To everyone going on a Women’s March today, thank you for standing up and being counted. Thank you for making a strong statement of solidarity with everyone who is, has, or will suffer from the bigotry, ignorance and selfishness of right-wing governments and their supporters.

To everyone who can’t go to a Women’s March today, firstly, I know it feels a bit crap to not be able to go, for whatever reason. But do not feel disheartened, do not feel guilty, because there are many, many things that you can do to add your voice to those marching. For me, there are two important things I am committing to do over the next few years:

1. Help progressive candidates get elected at all levels of government. Whether that’s someone at a local level in my home town in the US or whether it’s supporting someone running for MP in the UK, we need more women, more people of colour, more scientists, more LGBT people, more working class people running for office and winning.

US:
Emily’s List helps women, https://www.emilyslist.org/
314 Action & STEM the Divide help scientists: http://www.314action.org/

UK:
More United helps progressives: http://www.moreunited.uk/
EuroMove is campaigning to halt Brexit: http://euromove.org.uk/about-us/

There are loads more organisations out there – feel free to add more in the comments.

2. Find an organisation that supports a worldview I believe in and donate. There are so many of them, I’m just going to pick one that works on issues that are important to me.

And then I’ll focus on those two things. Block out the gish gallop of shite coming from the mouths of Trump and May. Block out the naysayers and the doom mongers. Block out the cynics and the trolls. Block out self-doubt and fear. Just do something, however small, and focus on that act.

Trump and May want to drown us in a tidal wave of bullshit, a tidal wave that they know we can’t beat. It’s impossible to refute every piece of shit that comes out of their mouths, and none of their supporters would believe us anyway. So we have to find some high ground and occupy it. Give money, or time, or expertise to a group we believe in. Get involved.

Because there are more kind, progressive, thoughtful folk than there are mean, bigoted and ignorant folk, even though it doesn’t seem like that right now. And given the fact that younger people tend to be more progressive, as time goes by our society will become more progressive. And we need to nurture those youngsters so they don’t get disillusioned – they need to see us act. Not just march, they need to see us coalesce around groups and organisations and do something. And we all can.

Remember: Action is our life-raft. Taking action will help us feel more in control and less helpless. Taking action will introduce us to new friends. Taking action will make us a part of something so much bigger than ourselves. Taking action will help us secure the kind of future we want, the kind of future we didn’t realise was so fragile, the kind of future we can be proud to have helped create.