The news, reported in The Daily Telegraph from Strategy Analytics, highlights the increasing threat to traditional print media, not just in the UK but also in Ireland and across the globe. Sadly, another Irish title, the Metro Herald expired before Christmas. The massive growth in digital revenues also puts into context the recent announcement by the Irish Times of a paywall for its content.
Maybe it’s because I’m not using a tablet but relying on laptop and iPhone 6 but I remain a huge fan (OK, addict) of print media. Yes I’ll get my news online or on radio/TV that Debaltseve in Ukraine has fallen or that Greece has or has not applied for a bailout extension – but rather than peering at a screen, I’ll want to spread out in comfort with a newspaper and a cup of tea (or preferably at the weekend a pint of Uncle Arthur) for deeper analysis, comment and implications. The reality is that newspapers are no longer really news papers.
The move to digital and the importance of search has implications and opportunities for PR. A study by Curata last year found that over 70% of marketers plan to increase spend on content marketing. I have argued in an earlier blog that the online revolution and huge increase in content marketing plays to PR strengths.
We are in the middle of a media and marketing revolution but used correctly, PR remains one of the most powerful elements in your marketing and digital marketing mix.
Side note: A 30-second TV commercial during the Super Bowl earlier this month cost an eye watering $4.5m or $150,000 per second.