Newspaper Advertising Outpaces Readership

September 13, 2016 Chris Powell of Marketing Mag

The grandfather of media. The dinosaur of media. The OG. Newspapers. Remember those?

It may not come as a surprise to many, but newspaper ad spending has outpaced the time readers spend with papers according to new data from eMarketer. 

To be specific, newspapers accounted for 15.6% of Canadian ad spending in 2016 but Canadians only spent about 3.3% of their daily time actually reading the papers. And it's a trend that will continue for the next couple of years. 

Implications? How content will be delivered and the type of content we're going to see. 

If newspapers' ad spending isn't paying off in readership, the changes that are already flipping over newsrooms globally are just going to continue. 

Oh and sponsored content? Expect to see more of it. If ads aren't cutting it, newspapers and other traditional print media that's on the decline will start seeing the benefit in taking alternate routes to getting value-worthy content to the masses. 

The good part of all this? A stronger case for content marketing. 

MarketingMag has all the numbers you need to know on Canadian ad spending

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