Winning back advertisers is key to saving the newspaper industry #40

Winning back advertisers is key to saving the newspaper industry

https://www.theguardian.com/media/greenslade/2017/jan/24/winning-back-advertisers-is-key-to-saving-the-newspaper-industry

The article describes the current print media situation as 'a near-death experience'. This is also suggesting that the lack of advertising, which has mostly moved online, is one of the main causes for loss of revenue and is partly to blame for the decrease in newspaper circulation. According to Ebiquity (the largest UK media auditor) 75% of the money in the marketing pot does not actually reach the publisher from an advertiser using “programmatic”

-Total readership across print and digital news brands is 35% of the total UK population daily, 63% weekly and 90% monthly, 

-with the highest monthly reach among the youngest groups (18-34) who tend to access via mobile devices.

-In the first quarter of 2016, Facebook’s net income increased 300% and its margins jumped from 26% to 37%.

-In effect, 90% of the increase in mobile revenue is going to Facebook and Google. 

I believe that this article highlights what is involved in what exactly is causing the loss of advertising revenue for newspapers. They not only have to worry about digital giants like Facebook and Google coming through and taking what should be their revenue, but also a lack of transparency in terms of media intermediaries.