News brands: Rise of membership as advertising stalls | Feb 2017

Sectors: 
Media
Press
Companies: 
DMGT
Guardian Media Group
Independent Print Ltd
News Corp
News UK
Telegraph Media Group
Trinity Mirror

Despite a slowing of circulation decline in 2016, UK national newspaper brands continue to face profound structural challenges, with print advertising spend expected to be down at least -15% for the year

In digital advertising, tech and distribution platforms continue to dominate growth with newspaper publishers and other content producers competing for an increasingly small slice of the revenue pie

In this context, many publishers are turning to paid membership and content subscription models to generate online revenues; success here will require a radical shift in thinking to a retailer mindset that delivers high quality reader experiences through integrated execution of tech, data, marketing and design

Access News brands: Rise of membership as advertising stalls