The start of a new era: will publishing experience a renaissance?
The competition between print and online media continues to intensify as the number of Germans reading daily newspapers dwindles. Between 1991 and 2011, newspaper circulation decreased by 30%. As a result, advertisers are turning their backs on print media in favor of the Internet: each year, online advertising sales grow by 12 to 15%.
Despite this trend, good print products are still in demand. In these days of information overload, readers need professional support: they would be better equipped to interpret and understand the issues with in-depth information. By providing it, print media can experience a renaissance in the Internet age.
To succeed, however, German publishers must strengthen their print brands in the next three to five years with exclusive contents (branding). They must also boost the relevance of the print medium with good background information (context and relevance) and create an emotional link to the target group of readers (community).
In the new study "The start of a new era: will publishing experience a renaissance?", our experts map out four strategies that could put an end to the print crisis.