A newly released analysis of newspapers website audiences by Scarborough Research shows that the Fourth Estate is finally making some progress in terms of growing online "circulation." While it’s not offsetting print readership, newspaper websites are having impact, and some of the gains are occurring among 18-34 year-olds, a demographic that wouldn’t know a newsstand if they bumped into it.
The analysis shows the following trends for newspaper websites that Scarborough says are beginning to make an impact:
- A commitment to localism
- Developing unique & interactive content
- Strong cross-promotion between the site & the print edition
Come to think of it, that’s not a bad formula for another "old medium" – radio. We can learn a great deal from what newspapers have gone through. And their "way out" might just be a pathway that radio needs to pursue, too. As broadcast companies carve out their digital strategies, there are lessons in this Scarborough analysis that merit consideration.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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