Constantly expanding digital readership makes news stories published by credible third parties more important than ever to brands, businesses and causes. That makes our PR firm want to celebrate.
Check out the infographic we developed below — ‘How Relevant is News Media in 2015?’ — or view and share it online.
Austin Beutner, the new publisher of the Los Angeles Times, gave a speech earlier this month at Town Hall Los Angeles in which he claimed that on any given Sunday, 4 million people see the articles on the newspaper’s front page — more than four times their print circulation. That’s exciting news to me, because it means that despite stagnating subscriptions, the number of people who interact with the news media is on the rise. I think it makes our work more relevant than ever.
To put this in historical context, the Sunday print circulation of the LA Times — or the number of hard-copy papers they print — is currently about 955,500, a figure that has remained fairly constant for the past five years. Ten years ago, when the majority of us still received our news from traditional media, the Sunday circulation was almost 1.4 million. Today, millions more see the paper as digital readership expands.
Online access to news already trumps print circulation, and content viewed through mobile apps on smartphones and tablets has shown tremendous growth, with mobile-exclusive users increasing 85 percent in the past year. Does the larger overall readership footprint mean PR firms can tell clients their services are actually four times more valuable? Maybe.
We think The Fourth Estate is alive and well. News is still news, and facts are still facts. It’s how we get them that’s changing. So, many happy returns, Los Angeles Times. Keep on rocking, Washington Post. And may your mastheads always fly high, New York Times and The Wall Street Journal.
Olmstead Williams Communications embraces the changes, and we can’t wait to see what’s next. Happy New Year!