Description

The global publishing industry is going through a period of turmoil, as broadband
penetration rises and newdevices fordelivering digital content arrive on thes cene.
Consumers are increasingly switching from traditional printmedia to digital media,
although the manner in which they are making the transition varies with age,
gender and nationality.In this study,we have examined theoutlook for newspaper
publishers, advertisers and media buyers, as they adapt to the digital revolution
and deal with a global economic slowdown. This survey has been carried out by
PricewaterhouseCoopers in cooperation with the World Association of
Newspapers (WAN).
Our research focuses on two key issues: the change of consumer behaviour with
respect to their consumption of news content, and the response of newspaper
publishers,advertisers,ad vertising agencies and media buyers to these changes.
Our conclusions are based on an online survey of more than 4,900 consumers in
seven countries, and on interviews with leading publishers, advertisers and
media buyers around the world. The surveyed countries are Canada, France,
Germany,theNetherlands,Sw itzerland,theUnitedKingdo mandtheUnitedStates.
Additional input and research was included from Australia, India, Italy and Spain.
We have supplemented these findings with findings from industry reports, annual
reports, analysts’ reviews and our own expertise.