Ronah Fae Directo September 26, 2015 Professor Limon

Reviving the Print Industry

Radio, television, computers, smartphones, tablets, iPads and any other gadgets have

been an indispensable tool in today’s age. Every now and then, people tend to be facing their

own gadgets from the moment they wake up in the morning until they finally close their eyes at

night. The convenience given by the gadgets seem to have dominated the lives of the people.

There has been a decline in the print media readership especially with the youth as they

prefer gadgets. The fashion-minded and young generation judge themselves according to the

type of gadgets they boasts with them. Because of the growing demands of latest gadgets

among the youths, the manufacturers keep on introducing gadgets in the market on regular

basis. People across the globe are getting addicted towards the latest gadgets and life without a

gadget is becoming impossible for us. To cater the specific demands of youths, the market of

gadgets are flooded with several latest and technically advanced gadgets. According to Kathryn

Zickur of the Pew Research Center, younger adults are leading the way in increased mobility,

preferring laptops to desktops and using their cell phones for a variety of functions, including

internet, email, music, games, and video.

As generation passes, there has been an observation in the decline of the print media

industry. One example is the decline of the newspapers’ circulation. According to Michael

Barthel, weekdays and Sunday circulation of a newspapers fell around 3% from 2013-2014.

Moreover, the decline fell almost equally across all categories which includes top tier

newspapers whose weekday circulation fell 4% in 2014 after seeing a 22% spike form 2012 to

2013. In Sunday circulations, top-tier papers felt less of a blow than others in 2014.

In the Philippines, there is a decline in the newspaper readership but unlike in other

countries, the newspaper industry particularly the two major broadsheets in the country,

Philippine Star and Philippine Daily Inquirer, do not have a change in the current operation.

However, these two companies did not expand anymore, making it still questionable for the

industry in the next 10 years (Cruz, 2014).

Ronah Fae Directo September 26, 2015 Professor Limon
Presently, the two said newspaper companies in the Philippines have already ventured

into digital and online operations. Each have their own websites and downloadable

applications for phones which is readily available, making people access the daily news in just a

click.

The move made by these two companies is just one of the other strategies the print

industry is presently diverging into. There are still other strategies, a newspaper industry could

try in order to increase the readership and profit for the company. These are just some of

strategies; first, the Single copy sales which could get immediate gains at lowest cost. This

involves strategic location of the stalls where stall must be positions. Through this, the non-

subscribing or occasional readers could be reached. Single copy is a habit which according to

studies, 39% of buyers get the paper while on the way to work, 8% buy on the way home and

9% buy while on a break from work. La Fallete Press has already tried this and had an increase

of 434 including the 100-200 re-stock on heavy news weeks.

Second, the print industry should create retail partnerships which means, reinforcing

advertiser relationships, building new advertisers and involve account representatives.

Through this, you can deliver news, information or entertainment at the same time create

awareness of your product partners.

Third, boost web starts. Secure a web service provider to give credibility. Since, most of

the people today prefer the digital or online versions, provide an offer of subscription, set the

necessary amount of subscription for credit card sales. This subscription would enable people to

get the full access of the online edition of the news. Also, it could offer pop-up ads and banner

ads for the company brands or products for advertisement. Involving in social media would

also help a print company to keep track of the customers. Valuable information you get from

online promotions would also help inform to the next promotion a company would do.

Fourth, sponsorship and engaging into community. Set up kiosk or booth to events or

community activities which would offer games and other fun activites or organizing job fairs or

other events that would show involvement in the communities. This could really help build a

company or brand awareness and attracts new customers who want to learn about new things.
Ronah Fae Directo September 26, 2015 Professor Limon

Last strategy that I could suggest is the use of run coupon inserts. Filipinos are really

fond of trying their lucks for raffle draws or any activities related to that. Why not take this

strategy to ignite people’s interest in a print company. Provide coupons to some issues of the

newspaper, magazine or any type of print media, maybe 200 coupons for each day. The people

who purchased the print media with these coupons would have a chance to fill up basic

information on the coupon and win in the raffle draw for that matter. This strategy would need

the help of social media in order for the people to be aware of the raffle event.

Declining print industries doesn’t mean the end of the print media. From the word

declining itself, it’s not yet over, it’s still in the process. While this happen, the print industry

still has a chance to revive the operations through thinking different strategies. Yes, internet had

taken over the world but always remember what most of us say if we are in a competition, “If

you can’t beat them, join them”. Instead of pulling the internet down, why not, use it to pump

the heart of the print industry?

References:

Cruz II, R., Delos Reyes, A. (2014). Is print media dead: A case study on the effects of reduced

newspaper readership on the financial status of the Philippine Daily Inquirer and the Philippine

Star. Retrieved September 25, 2015, from http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2009-

02145-Cruz-Ren#page- 88

http://www.madtomatoe.com/the-impact-of-gadgets-in-todays-world/

http://perq.com/newspaper-circulation-promotion/