Intersection of Audiences and Production: 751926

Intersection of Audiences and Production


The sale of newspaper globally has declined and this decline in sales can be attributed to factors like influence of technology, economic changes, change in interest and rise of social media and citizen journalism. These factors provide readers news ways to access news and received world news without wasting much time. Such technologies and social media platform enables them to maintain fats pace and receive news from credible source too (Bird, 2009). Now, people can get all news on portable devices like smart phones and tablets. However, the quality of news available from different source is criticized as many news may not be true because of revenue issues in advertising (Bruns & Highfield, 2012). In online platform, news are constantly updated and it also provides public the opportunity to voice their opinion related to any event or news. Social media has also become a common source which gives public the opportunity to share news and events as per their interest without extra effort (Berte & DeBens, 2008). Internet or Web 2.0 can be regarded as the major reason for transformation of the way news is received and shared across public. To understand other factor that is leading to decline in newspaper sale, it is necessary to access gap between execution, distribution and ways to access online news (Howe, 2006; Tapscott, 2008; Li & Bernoff, 2008). The main purpose of this report is to analyze the issue of decline in newspaper sales in the world particularly countries like USA, Australia and UK. It also examines whether the decline has occurred due to economic causes or dure change in lifestyle and dependence on social media.



According to the New York Times report, a total of 500, 000 digital subscriptions were received in the year 2016 contributing to rise in subscription by 47%. According audit statement by Dow Jones, Wall Street Journal received more than 150, 000 digital subscription  and it leads to arise in subscription by 23%. Another online newspaper source, the Chicago Tribune achieved 76% over-year gain by adding about 1, 00, 000 subscription. This figure for Chicago Tribune was provided by the Alliance for Audited Media (AAM), an organization that looks at daily newspaper figures. However, the increase in circulation growth does not translate to growth of the industry. The analysis of Pew Research Center data showed that weekly circulation of both digital and print newSpaper declines by 8% in 2016 and this was not a year phenomenon. Instead, it marked 28th year of decline. The decline for week days circulation was 10% and the decline for weekly digital circulation was 1%. In figures, total weekday circulation for US decreases to 35 million compared to 38 million for total Sunday circulation. The link was that the decline in circulation occurred when double digit decline for advertising revenue occurred. Another research done by Pew Research Center for US newspaper companies explains that decline in advertising revenue in recent years is more alarming evidenced by a 10% decline in 2016 compared to 8% in 2015 (Barthel, 2017).

Another report sums up the total digital subscription for popular news paper. For example, The Wall Street Journal received 1, 50, 000 subscription, the Chicago Tribune added 1, 00, 000 and the New York Times received 5, 00, 000 digital subscription. The decline in print subscription can be attributed not only to rise in digital subscription, but also because of the rise in social media platforms. A report published in the Washington Post explained that social media sites now address traditional questions like what, so what and now what in an innovative manner, thus attracting people’s attention. Facebook, Twitter and Google News offers new and easier ways for the public to see and analyze the ‘what’ of news. News organizers also focus on ‘so what’ and ‘now what’. The reported Chris Cillizza explains that newspaper should critically think of ways to reach the audience and focus on ‘so what’ of news apart from ‘what’ of the news story. ‘What’ of news can be available from many sources, however details on ‘so what’ and ‘now what’ makes the news unique.

Hence, from the above explanation for U.S, it can be said that journalism needs to evolve and transform with time. The New York Times has 2.3 million digital subscribers currently and the Wall Street has 1.27 million digital subscriber. The Washington Post recently achieved the 1 million figures. Other news organization like LA Times and the Star-Tribune are also gradually moving towards 50, 000 digital subscribers goal. Hence, people are interested in news from around the world, however there interest is on receiving these news from different and accessible sources.


The Daily Telegraph of United Kingdom adopted metered pay wall that allowed some of the free articles for ensuring that the brand is visible in the social media but demanding cash in case of usage in further basis. The daily have started holding back some of the content exclusively for the subscribers by switching tack to a subscription service which is premium.

Another daily, The Guardian has initiated championship at the open model by pinning faith on the global reach by monetization without proper subscription. But it had degrading and creaking finances. The Guardian Media group suffered a loss of £69 m and the nest egg over which it sits, is aiming to disappear on a faster rate than the planned one. The voluntary membership scheme of the group is not enabling the derivation of sufficient returns. Hence the alteration and the switch of directions in the upcoming future seem totally inevitable.

The free model by the London Evening Standards, which tend to give away the paper successfully for the achievement of higher rate of circulation, can further be sold at a higher yield to the advertisers. But be that as it may, what works in one of the world’s most dynamic capital urban communities won’t work all around.

The other dailies and news papers have initiated stepping up their partisanship with the idea and the hope that the impact and the sensationalism will tend to consolidate the notion of their core relationship. Amol Rajan , the media editor of the BBC news in an open interview stated that the British press is biased on industrialized confirmation. He furthermore stated that the echo chambers are not a new concept and they are not at all dependent or confined to the online world of social media. Instead they have been the best examples of business models for the tabloid press for number of decades. But, the rate of circulation for the most rabid tabloids has been falling in a continuous basis in the current scenario.

The niche audience of the nation is generally served with some of the differentiated and distinctive contents by the targeted magazines like the Financial Times. One of the best lessons in this context is that if the readers and the audiences are served with the best and the original contents, they won’t go for any other option and the readers will pay for it. The recipe of the financial times regarding the quality of the content for the group of loyal readers tends to attract premium advertisers to work for them with the context of the virtue of the specialist brief. In the similar context, Tom Standage, the deputy editor of The Economist foresees the chances and the possibility of the super-premium subscription of £400 for his magazine by the year 2050.

Perhaps there lies a major lesson for the local press where the hollowing out of the newspapers and the newsrooms are gaining further momentum. As per the demands of the shareholders the returns are kept up and the one and only answers is to cut the overheads of the editorial.

As per the consequences the local content that are distinctive are disappearing, dropping circulation and entering free fall. Those daily which have adopted the strategy of digital first have also ended up with the trawl social media for the policy for free content which has undermined the print product. Ray Snoddy, the veteran media commentator pointed out in the book about the number of various stories that have been published in some of the local newspapers of Britain has suddenly fallen or dropped by 85 percent and the related revenues have fallen by 82 percept from the peak season as compared to the past few years.

Invest or Die

The founder of the Tindle newspapers, Sir Ray Tindle explained how he is still successful by focusing and concentrating on the most local titles in the context of local news. He owns 220 titles in the south of England and he gave some of the best lessons in the context.

One of the main lessons from the context is that journalism is not a commodity overhead. Journalism is the core purpose of the newspaper. Hence cut your peril. The pop up success of the newspaper, The New European initiate the launch to serve the disenfranchised 48 percent referendum remain voters. Low cost operations and highly targeted journalism can initiate the work. The editor of the New European, Matt Kelly recently stated that the daily, the new European would have disappeared as the online only website. This is because the daily required the physical presence on the news stand to be recognized, identified and talked about.

More traditional remedies are working across the Atlantic. Jeff Bezos, the tech billionaire has initiated transformation of the Washington post since its purchase by investing majorly in the digital operations, staffs which resulted in building on an iconic print title. The sad part is there aren’t as many newspaper magnets like the Bezos in the globe in the current scenario.

In the book by Will Lewis, the chief executive of Dow Jones, a formula has been picked up which illustrates some of the factors like invest in innovation, technological harness, getting over closure of customers, diversified streams of revenues, attraction of the best talents and essentially the reinforcement of the journalism’s civic role for holding the powerful to account and analyze via the power of great rattling or storytelling (Sambrook, 2017).

Some Welsh newspapers observed drop in circulation as much as 28%, according to the recent available figures.

The industry body ABC conformed that the Daily Post is still the most popular newspaper by compiling all the relevant data. But its rate of readers or the readership fall down to 11 percent to sell an average number of 19, 42 copies per edition in the year 2017. One of the major declines in the history of sales had an adverse impact on the Denbigh Herald and Caernarfon. The average circulation plummet was around 28% to 3517 copies.

Furthermore the one of the smallest circulation of the Welsh newspapers is the Gwent Gazette which was audited by the ABC with a average rate of circulation around 1,366 which is about (-17%).

The figures do not usually reflect the development or the growth of the digital publications of various publishers who have initiated investments in the social media, online sites and have successfully scaled back their daily or the newspapers from a long term loss or decline in the rate of readership. The figures for the visitors of the websites ar no longer published for the titles of Trinity Mirror (Thomas, 2018). 

Reference Questions:

  1. Are the print readers declining?
  2. What are the possible causes in the decline of the newspaper readers?
  3. What is the impact of the decline in the readership of newspapers on the sales and production of the magazines and the publishing house?
  4. What are the ways the newspapers should initiate to reach the audience?


  1. Bruns, T. Highfield (2012), Blogs, Twitter, and breaking news: The produsage of citizen journalism Producing Theory in a Digital World: The Intersection of Audiences and Production in Contemporary Theory, 80, pp. 15-32

Barthel, M.  (2017). Despite subscription surges for largest U.S. newspapers, circulation and revenue fall for industry overall. Retreived from:

Berte, K., & De Bens, E. (2008). Newspapers go for advertising. Challenges and opportunities in a changing media environment.Studies, 9(5), 691-704.

Bird, S.E. (2009). The future of journalism in the digital environment. Journalism, 10(3), 293-295

Howe, J. (2008). Crowdsourcing: Why the power of the crowd is driving the future of business. New York: Crown

Li, C, &Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press

Sambrook, Richard. “Stop Press? Last Words on the Future of Newspapers.” The Independent. Last modified February 3, 2017.

Thomas, Huw. “Newspaper Circulation Figures Drop.” BBC News. Last modified March 1, 2018.

Freer, J. (2007). UK regional and local newspapers. In P. Anderson &c G. Wood (Eds.),The future of journalism in the advanced democracies (pp. 89-103). London: Ashgate

Tapscott, D. (2008). Grown up digital. New York: McGraw Hill. van Uden-Kran, C.E., Taal, E., Shaw, B.R., Seydel, E.R., & van de Laar, M.A. (2008).