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.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »