Article du Newspaper Death Watch

A few years ago, Golin Harris CEO Fred Cook quoted an unidentified Chicago Sun-Times columnist as saying, “Newspapers aren’t dying; our readers are.” Whether a columnist actually said that or not, it’s an apt summary of the problem all mainstream media face. Watch the 6 p.m. network evening news some evening and look at the ads. They’re for pharmaceuticals, insurance and erectile dysfunction aids. Those advertisers know who the audience is. In 2010, the average age of a regular evening news consumer was 53, according to Pew. Where is that audience in 20 years? Where will the advertisers be?

 

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