Optimistic Future For Newspapers

“Newspapers will survive, and given the right direction they will thrive” says Steve Barnett of the Henley Centre, speaking at the Newspaper Society’s Newspaper Sales Conference this week.

He disagrees with the idea that television will turn newspapers into a dinosaur, but does recognise the fact that they do have a number of problems to contend with, including increasing changes in social habits and the fact that sensational national tabloid stories serve to undermine the whole of the press.

Barnett outlined the results of a study carried out at the Henley Centre which reveals that 84% of newspaper readers questioned thought that regional papers cover local news more accurately than television. Again in terms of regional press, three quarters of respondents replied that they enjoyed the localness of the newspaper and 71% wanted to know more about what was going on in their local area.

Barnett believes that cable television is a more specific threat to newspapers offering services such as home shopping and interactive classified advertising. The answer, in his estimation, is to make the local paper an indispensable read, investing more in layout, volume of coverage and high quality journalism.