PR company comments on misconception that print is in decline

December 7, 2017

Print is Dead, Long Live Online!


So it’s all about online and social media, is it?




Print media still knows how to pack a punch and, depending on who your target audience is you would be unwise, in our opinion, to ignore it. For instance, if your target market is female rather than male did you know that 1 in 4 women read print each and every day?




Did you also know that 1 in 2 adults still read a print newspaper every week with 85% of people saying that seeing a brand in their newspaper gives them the confidence that it’s the right brand for them? And before you say that it’s only ‘old’ people who read newspapers, think again!


Newspapers are read by 1 in 2 18 – 34 year olds each and every week.


Prepared to reconsider the ‘print is dead’ mantra? We hope so because the stats just aren’t backing it up. Yes, online is important and becoming more and more so but, and it’s a really big but, not everyone is sold on online or only on online. You need to know your audience and what they are doing, how they are behaving and then tailor your campaigns and your messages to them. Without this vital information you will be spending an awful lot of time and money on… well, worst case, nothing.


If print media is important to your audience how do you go about attracting the media’s attention? Again, understand where they are coming from.


Government statistics suggest that the number of employed journalists has declined by 6,000 from a peak of 70,000 in 2013.


The one thing you can be sure of is that the work will still be there, it will just be being done by a much smaller workforce. This is both an opportunity and a threat to you in your quest to attract their attention.


Opportunity: well crafted, thought leadership pieces will catch their attention, particularly if submitted with a fabulous story-telling image/photograph.


Threat: journalists are so busy that they quite literally spend less than one minute reading each press release received and they receive, on average, 50 press release per hour!


What to do? Well here are our top 5 tips aimed squarely at helping you to attract some friendly media attention.

  1. 79% of journalists say subject lines greatly affect whether they open your email or not

  2. 68% of journalists say they ‘just want the facts’

  3. 53% of journalists say they prefer bullet points rather than long winded submissions

  4. 46% of journalists are open to receiving press releases via Twitter

  5. 44% of journalists prefer to receive press releases in the morning

So get to know, really know, your audience and what they want, tailor your messages and your campaigns to answering that and then deliver your content to the media in ways that will engage them.


Simple really ;-)


Good luck!


Rachel Hargrave of

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