The ripple effects of COVID-19 accelerated the inevitable transformation in the world of newspaper and magazine publishing. Questions about the longevity of print media have hovered for years. With the digital expansion of platforms like real estate listing portal REA and ongoing challenges in the advertising sector, major players like NewsLimited have strategised their way forward.
Over the years, NewsLimited's decision to shift over 100 of its community and regional papers to digital platforms, while discontinuing 14 others, showcases their adaptation to digital preferences. Yet, iconic metro titles such as The Wentworth Courier, the North Shore Times, and The Mosman Daily have persisted in their print forms, demonstrating a continued demand for select print media.
Bauer, the German magazine publisher, has undergone its share of upheavals since acquiring ACP Magazines from Nine Entertainment in 2012. Over a decade has seen the discontinuation of several high-performing titles, restructuring of their operations, and significant staffing changes. The closure of their NZ division and the acquisition of Pacific Magazines with subsequent changes exemplifies the industry's challenges and the need for continuous evolution.
However, there's a silver lining. During the post-COVID phase, newspaper subscriptions experienced a surge, with the preference for contactless delivery underlining the trend. Premium publications like The Australian and the AFR have seen their print and digital paywalls meet enthusiastic demand. Sunday regulars—The Sunday Telegraph, The Sunday Herald Sun, and The Sunday Mail—continue to provide advertisers with broad reach at compelling price points. The other learning within this all, is the curation of niche and specialty content that is today seeing monumental growth and retention of readers with many publishers now offering innovative ways to access their readers. The trick, as always, is securing these spaces via an astute media buyer.
Out of Home Media's Resurgence
The Out of Home (OOH) media industry, significantly impacted during the initial COVID-19 shutdowns, has charted its recovery path. While pre-COVID challenges existed, with investors recalibrating expectations due to weakened forecasts—evidenced by OOH Media's share price plummeting by over 50%—a resurgence has been in the works.
Post-pandemic adaptations, like public transport restrictions and a blend of remote and office working, have seen Australians back on the roads, often leading to gridlocks. This increased road traffic and extended commute durations are enhancing engagements for out-of-home advertisers. In response, OOH media entities are ardently pursuing revenue avenues and crafting enticing deals to attract advertisers.
In 2023, the media landscape—print or digital, indoor or outdoor—continues its evolution. For businesses and advertisers, staying agile and receptive to these shifts can unlock unprecedented opportunities.
About the author
Alastair Noble
Alastair has a long and diverse background in media, with 25 years Australian, US & UK experience spanning Advertising Media & Management, Journalism, Public Relations and end to-end business leadership.