A while ago, I wrote in this post about the sharp decline in viewership for the evening television news shows. Well, this article is saying the same thing about newspapers. In the last 6 months, newspaper circulation in the U.S. has dropped over 5%. Think about it – if that trend continues, there will be no newspapers in physical circulation by 2018. My daughter’s high school grad photo will never appear in print.
I’ve made this point many times before, but the implications for marketers are clear. Mass media is dying and being replaced by people going out and getting the content they want, when they want it, and in the medium they prefer. So if you have a story to tell people, it’s going to have to be one they WANT to hear. Plan your business and your messaging accordingly.