Tuesday, September 05, 2006
Murdoch's new free newspaper in London - haven't they heard of the Internet?
Rupert Murdoch's News International launched a free newspaper in London, called The London Paper. There are already several free newspapers handed out to commuters on the rail networks and on the streets. There is also a paid-for evening newspaper in London, the Evening Standard. Clearly News International wants a piece of the advertising action. But they seem to have been unaware of some facts about newspaper readership - or they think they can overcome them. Newspaper readership is falling significantly. In particular the under 35 age group is deserting the newspaper world. Instead, the majority of the younger age group now get their new online, via various Internet news sites, or using aggregators such as Google News. Considering the young, affluent sector is a prime target for advertisers, it's no surprise that many of them are switching their activities to the Internet. Only two days ago I was reading that some "futurists" believe that newspapers will have been effectively killed off by the Internet within a couple of years. Now that may be far fetched, but there is clearly a significant attack on newspapers. Launching a free one in a relatively crowded marketplace appears to fly in the face of logic.
Labels: internet
Hi Graham
Another way of looking at this is that the target audience are unlikley to buy the Evening Standard - or any other daily/evening paper.
They will however happily leaf through a free paper - as has been proven by the success of the morning Metro freebies in London and other major UK cities.
Whilst I would agree there is no point in launching a new paid for peper, I can see the point in publishing a free one. Having said that I entirely accpet that you have far more knowledge of the newslpaper world than do I.
Still - it's nice to get comments on your blog isn't it?
Regards
Mark