‘Print Is Dead’ – Not According To This Study

    March 2, 2009

Last week was a rough one for the newspaper industry. The 150 year old Rocky Mountain News of Denver closed shop and rocky-mountain-newsNew York’s Newsday announced it was starting an online paid model despite the fact that the average person spend just 4 minutes and 25 seconds per month on the their website. Not the best news for the hard print news industry for sure.

Never fear though. Whenever there is bad news there’s always some research done that can put the paddles on a dying industry and this is no different. MediaPost tells of a survey by the Rosen Group that shows that the vast majority of US consumers

….still deem print editions of newspapers and magazines to be “indispensable” sources of news and entertainment.

According to the study

People are looking online for news and lifestyle information, but they are not abandoning their print editions,” stated Rosen Group Founder and President Lori Rosen. “There is still a certain satisfaction and ease to holding printed text in your hands, and PDAs or PCs will not replace this just yet.”

As an example, Rosen cited the fact that nearly 60% of respondents do not consider information found on blogs to be “credible.”

Whoa! Wait a minute there big fella! Blogs not credible? Was that necessary? ;-) As with most research these days though you just need to take a look at the source then you need to be use your own smarts to see just how ‘credible’ the information is. In this case, the Rosen Group is a PR Group specializing in print media. I am not saying anything other than I see this kind of research that supports and protects an industry in trouble (i.e. Yellow Pages etc) more and more often.

We live in a media drenched world that is changing so rapidly that the finger pointing about relevance and credibility is fast and furious. How do you measure the validity of information on the web or anywhere else for that matter? If it comes from a newspaper is that more legitimate than a blog? What makes either good or bad? You can’t hurt our feelings here at Marketing Pilgrim but since you are reading us at this moment it would be kind of cool if you skewed your responses to favoring blogs. Oooops, did I say that out loud?