The Online Publishers Association has published the results of new research showing that the Web is clearly a “mass media”.
NEW YORK, NY — June 6, 2006 — The Online Publishers Association (OPA) today announced the results of a new research project, “A Day in the Life: An Ethnographic Study of Media Consumption.” The observational media usage study is being discussed throughout the OPA’s 2006 Eyes on the Internet Tour, which will visit Atlanta, New York City, Boston, Chicago, Detroit, Los Angeles, Dallas, and San Francisco.
The unprecedented observational research tracked the real-time media use of 350 people, recording their actual activities every 15 seconds. The results show that the Web is now clearly a mass media — ranking right alongside other major media when it comes to reach and duration of use. And when it comes to at-work media use, the study found that the Web clearly dominates (with 54.6% reach, compared to television’s 21.1%), and is the only medium that ranks among the top two at both work and home.
It would be reasonable to read this as but another marker on the road of mainstream media disruption which is taking us to somewhat unknown places. It would also be reasonable to note that this is US research and that it’s a pity we do not have equivalent Australian research.
We’re insulated here. Our efficient newspaper distribution model delivers higher newspaper and magazine penetration. I would expect Australian research to show that while the web does not rival TV it is growing.
The research reflects my personal experience. I get most of my news online. The newspapers I read I read for perspective. The TV news I watch I watch out of curiosity.
The folks at The Guardian in the UK have decided to ride the wave rather than chase it as this report from Jeff Jarvis shows. The Guardian has announced that it will publish stories online before it publishes them in print. While they are not the first newspaper to do this, their decision is gain much attention and lead more online for news. It will help them navigate the future for their print edition in more proactive circumstances.
From a newsagent perspective we need to be aware of these developments because things will move faster here. While the US and UK are trail blazing and are a long way in front, we are catching up fast. Both Fairfax and News are investing heavily in their online news outlets and this will kick up the pace of change for newsagents.
Unfortunately, too many newsagents and those who influence them remain in denial about the impact of the Internet and mobile technology on newspaper and magazine sales. Our relevance is built around the daily/weekly newspaper/magazine purchase habit. It will not be enough to bring in other product. Newsagents need to bring habit based product with a frequency approaching that of the newspaper and/or magazine purchase. This is an extraordinary challenge for a disconnected poorly led and uninformed channel.