The decline in newspapers: MM case studies

The New Day

1) The New Day was launched to tap into a new market, not specifically to pinch readers from other newspapers. In a press conference, the editor of the New Day said that it's 'the first newspaper designed for people's modern lifestyles'. With traditional newspapers bought in Britain, people would usually flick through the paper and find out their preference.

2)

• Abut six million people buy a newspaper in Britain every day.
• Over a million people have stopped buying a newspaper in the past two years but we believe a large number of them can be tempted back with the right product.
• Sales have been dropping because of the fact that some people have turned to the internet for news - others just wanted a change from traditional newspapers.

3) According to the New Day's editor, Alison Phillips she had said that this specific paper will be targeted towards an audience aged between 35 to 55, as these are the people who would want to see a more modern approach and one of the only younger audiences that still would read print. It would be opinion based and no political approach towards it.

4) The main reason on why the New Day had failed is because of the fact that they weren't making any sales. In my opinion, I believe this was the case because of the fact that they were trying to attract a brand new type of newspaper to the audience, as the newspaper industry itself is going into decline. Since the newspaper is going into decline, this will therefore still attract less customers; most of the news readers have switched to the internet and means that less of the audience will be aware of this and is a great cause on why the New Day had only lasted 2 months. In addition, people like Roy Greenslade mentioned the following :

"Did no-one at the company stop to wonder at the unlikelihood of convincing a target audience composed of people who dislike newspapers to buy a newspaper?"

The Guardian

1) 

• In June 2016, a daily average of 9 million unique browsers user the Guardian website with only a third of that audience being the user within the UK. 
• In addition, in terms of print, the Guardian had only had a circulation of 161,000 which was way lower than it's rivals Daily Telegraph which had a circulation of 472,000.
• In 2015, the Guardian had made a total loss of £70 million, with both digital and sales revenue falling.

2) In March 2016, MediaWeek reported Guardian Media Group’s ‘plans to make the company more efficient, reduce costs, and attain new growth opportunities.’ However, they still managed to make a loss even with this strategy. 

3) In 2015, at the press awards, the Guardian had won the award for Website of the Year. 

4) In my opinion, I believe this industry is filled with a lot of opinion leaders and many of the audiences like to hear what others have to say. So, the fact that the Guardian website has the comments section etc, means that people can interact and debate with each other which can allow more people to get involved and could lead to more audiences. However, the majority of the people who uses this website are people that have 'English' as their first language in their country and I think that the Guardian need find a way to make other different countries get involved into the interaction between the other users, globally.