New research from Nielsen Scarborough shows that 69% of the U.S. population reads a newspaper monthly—in print, online or via mobile apps. While the newspaper industry is still in the midst of massive transformation and working on sustainable online revenue models, they are still a sought after media channel. Of particular interest is that Millennials represent about a quarter of the audience and demographics skew towards a more affluent, educated audience.

One could look at the broadcast industry as a parallel. TV and Radio went through a similar transformation as cable, satellite and streaming services fragmented their markets. But with massive audiences to start with, the piece of the market they occupy still dwarfs many other channels.

Our advice...spread your buys and influence across all channels relevant to your customers as they consume media in a variety of ways. Online, print, broadcast, video, social, influencer networks, event marketing and others should all have a place on your marketing menu—with weighting determined by respective goals and budgets.

Brian Agnes

A former award-winning magazine publisher and president of Family Features, Brian has worked on over 30 publications, and with hundreds of editorial outlets, advertising and PR firms.