While magazines have only had to cope with slight losses in reach in recent years, the daily newspaper is in an existential situation Crisis.

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Newspapers with low readership

Reader loyalty to daily newspapers has fallen sharply, particularly among young readers between the ages of 14 and 19. The result is continuously falling circulation figures: around 1992 million daily newspapers were sold in 26, today this number is much lower. Due to the declining reach, more and more advertisers are migrating, for example, to Internet .

Does that mean that Riepl's law, which says that no introduced medium ever displaces another, refutes about a hundred years after it was formulated? One thing is certain: According to the Federal Association of German Newspaper Publishers (BDVZ), advertising revenues from daily newspapers have plummeted since 1985.

The downward spiral continues

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These three factors briefly illustrate the Problems and challenges that daily newspapers are confronted with - and the combination of which sets in motion a downward spiral:

Declining revenues for sales and advertisements mean that publishers can save on the editorial offices. With the team shrinks the quality of the publications.

With the quality drops again the circulation, which has further decreasing advertising revenue. If one computes this trend consistently, as the Eichstätter Professor Klaus Meier has done, the daily newspaper will soon be over.

Ways out of the crisis? Wrong!

Ways out of the crisis are anything but light to show In addition to domestic problems, daily newspapers are struggling with structural factors. They used to compete with other media such as radio and TV for the user's favor - and held their own.

However, with the Internet in the 90s, a medium was added that awareness of People with regard to the daily media mix seems to absorb. Reader habits have changed significantly, partly due to increasing lack of time and convenience.

The self-cannibalisation of the media

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The result is a cannibalization of print, to which the publishers themselves have contributed to a certain extent. This is what happened in the news area, in which the publishers are mostly free Online-have made the offer virtually superfluous themselves.

How could the newspaper publishers find a way out of the dilemma? Quite for sure not by running further in competition with the internet. Rather are ideas asked. What can this look like?

Because in terms of speed, the Internet is unrivaled. Therefore, print media need new ways going to compete against the faster competition. Offers a focus on background information and local content Solution?

With quality against newspaper dying

News on the Internet can afford to be superficial and edited in any way you like - daily newspapers should have higher standards. Why should the reader? Money pay for something that the internet gives him for free?

But is it enough if print is back on its Power remembered? The right way could be to go back to quality - i.e. the target group-oriented preparation of backgrounds.

Quality has its price

Time has prevailed, even as a week-time, and asserted itself - and no one can say whether this can also be valid for daily newspapers and in general.

In view of the size and quality of the editorial staff, minimum standards would be indispensable for daily newspapers. However, this may be countered by the fact that the readership may no longer be willing to appreciate quality, including price.

With focus on local content?

Another solution could be an even stronger focus on local content to increase the attractiveness increase and consequently increase reader loyalty?

According to a recent study, 85 percent buy readers' daily newspapers based on local reports from the local area. But will the local focus be sufficient to save the daily newspapers?

Sparzwang instead of quality

Attempts by publishing houses seem to have failed, preferring to combine editorial areas. But this is mine Opinions after the wrong tactic.

I am convinced that part of the readership is lost - probably forever. Daily newspapers will therefore also have to be friends with a much smaller readership and corresponding reorientation.

Consolidation phase

The Descent From the former leading medium to the pars pro toto of a differentiated media offer, the publishers do not seem to have coped with it yet; they are still looking for their place in the media landscape.

It is to be hoped that at least a number of daily newspapers will survive the consolidation phase and will ensure the highest possible quality.


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