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Online Advertising Spells Deadly Decline For Print

9 January 2009 by Mother Superior

Latest national newspaper circulation figures coupled with news of Exchange & Mart’s decision to drop its print version are further indications that online media are usurping the territory previously held by traditional print forms.

Reports this week have revealed that classified car magazine Exchange & Mart has taken the momentous decision to completely exit the print arena to concentrate on its website offering.

According to Brand Republic, “the print version (of Exchange & Mart) has been hard hit by the collapse of the classified market in print and by the rise of online competitors such as eBay and Craigslist”.

Undoubtedly the virtues offered by the internet are putting the boot into the less versatile print format, so readers and advertisers are deserting the rigid world of traditional newspapers and magazines to embrace the responsive, targeted and interactive world of online media and advertising.

The numbers for newspaper circulations certainly support this contention. In December the Sun’s month on month circulation dropped by 4.81% to below the purportedly critical 3m mark. Similarly, the Daily Mirror suffered a 9.85% year on year decrease in circulation to 1.4m copies. The Times lost 2.33%, The Guardian 2.95% and The Daily Telegraph 5.64% of circulation year on year.

More and more of us are doing our shopping online, communicating online and getting our news and information online. So it is naturally the place advertisers want to be. It all adds up to a rapidly growing internet economy that no one should be missing out on.