Thursday, January 21, 2016

The sky is falling on print newspapers faster than you think

Last October, a McKinsey report declared, “We believe that many of the people likely to abandon print newspapers and print consumer magazines have already done so…. We believe most of this core audience — households that have retained their print subscriptions despite having access to broadband — will continue to do so for now, effectively putting a floor on the print markets.”

Is the only medium-term threat to print the fact that most of its current audience will gradually die over the next 30 years? That would be great news, especially because nearly all newspapers still get most of their revenue from print advertising.

But it doesn’t feel right in a world in which even mature adults’ media consumption habits seem to be quickly evolving.

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