The vast majority of US adult consumers still consider the print editions of newspapers and magazines indispensable sources of news and entertainment, a survey has found.
The survey, from public relations firm The Rosen Group, polled Americans about the current state of media, and what might be in store for the future.
Nearly 80% of respondents still subscribe to magazines and the vast majority (83%) find that daily newspapers are still relevant.
Despite a pronounced move toward online news consumption, respondents still believe news is fit to print. When asked if newspapers and magazines will exist in 10 years, nearly half of those surveyed (45%) said yes, while 40% remained uncertain.
Lori Rosen, founder and president of The Rosen Group, said: “People are looking online for news and lifestyle information, but they are not abandoning their print editions.
“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.”
The survey also revealed that only 18% say that a print newspaper is their first stop for news, but 55% of respondents still look at newspapers on any given day. Fifty-three percent still subscribe to the print version of a newspaper.
When it comes to leisure time, print magazines and websites tied for first as a leading entertainment source (26%) Only seven percent seek out their favourite magazines online.
The Rosen Group polled 316 respondents ages 12-75, online, from February 18-23, 2009.
At the start of the year, eMarketer forecast that US newspaper revenues would fall to $28.4 billion by 2012, down from an estimated $37.9 billion in 2008 (see US newspaper ad revenues on downward slide).
The research firm forecast a 15.9% drop in 2009, pulling ad revenues down to $31.9 billion.
At the start of December, the NAA revealed that US newspaper advertising revenue fell a record 18% – nearly $2 billion – in the third quarter (see US newspaper ad revenue falls record 18%).
