At the News Corp. offices in Adelaide the company is promoting The Advertiser – your paper reimagined. Nowhere in the promotion spread across the front of the high-profile office building is the newspaper promoted. This promotion is all about their new app.
News Corp. is doing what it needs to do for its future relevance in a world where how and when we consume news continues to change at a rapid pace.
Newsagents need to observe carefully the actions not only of News Corp. but all newspaper publishers for their actions can better inform our own business plans and, in particular, the role print newspapers play in our future.
There is no significant upside in the future of print newspapers. I say significant because there will be spurts of growth there and there based on stories or some promotional activity. However, there will be no sustained, bankable, growth in the sale of print newspapers. I think News Corp. knows this and that is why emblazoned across their Adelaide office is this digital only promotion. If I was a News Corp. shareholder, I’d be happy to see this positioning by the company.