You may have noticed that newspaper circulation has been in rapid decline. Readers now prefer to read the news with the use of high-tech gadgets, thanks to affordable data plans.
However, the good news is that newsrooms are still going to be around as long as media companies realise that the old way of getting the news out is not going to work anymore.
In North America and Western Europe, newsrooms are learning that circulation is not going to generate them the revenue they need to survive, so they are adapting to utilize other markets.
In countries such as China, India, Indonesia and Thailand, newspaper markets are still stable, but local media companies have been proactive in making changes before they endure the problems of the North American and European markets.
"We need to emancipate the newspaper from paper," the CEO of Axel Springer, Mathias Döpfner, said in an international newspaper conference in Berlin, Germany, recently.
Döpfner said that while printed-paper is always going to be around, it is not going to expand. Therefore, it is now time to consider other distribution alternatives.
It is possible for the digital and online worlds to be optimized to result in new distribution channels.
It is no surprise that digital is labelled as being faster and smarter, which means that it can be interactive and deeper as well. When it comes to the digital world, you do not have to worry about space or the audience being limited - not to mention the fact that content can be re-used and the result will be more sales.
The digital world allows you to offer various products. You can expand from solely selling newspapers to adding in a website, mobile web, content syndication, branded content and much more. Overall, you will be promoting similar content just across multiple platforms to reach the maximum amount of people possible.