UK: online complementing print
Posted by John Burke on July 10, 2006 at 2:19 PM
A survey conducted by market research firm Deloitte and the UK Association of Online Publishers of 30 publishing houses in Britain found that 70% of the firms viewed their online divisions as a complement to their print product, not a threat. Print was still seen as "an efficient and valued means of consumption" but that online forums and blogs are important for papers as a whole because they help build community.
Digital revenue, according to the report's findings, will reach 40% of newspapers' revenues by 2012 without "encroaching on existing print revenues."
A media analyst at Deloitte said, "Digital revenue generation is averaging 17% of overall revenues and most publishers agree that the growth of online advertising spending has boosted these overall."
A successful digital business strategy, according to the report, depends on content (19%), understanding consumer needs (16%) and infrastructure and flexibility (14%).
Source: Brand Republic
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