Claims that the newspaper industry will die out are wrong, according to a special adviser from the House of Lords Communications Committee. Just like in the past, traditional media has to find a way to fit in and coexist alongside newer media forms such as the Internet and mobile technology.

Westminster University's Prof. Steven Barnett, the Committee's adviser, said that the sole way in print media can survive is by going online.

The Committee previously mentioned that as media focus shifts online, quality journalism is key to online reporting. The Committee pointed out that the online reporting environment is not as strong, since news tend to be recycled and repackaged.

In the UK, the Internet surpassed newspapers in ad revenue, according to Guy Phillipson, Internet Advising Bureau CEO. Newspapers declining print circulation may also be an indication that the Web might be seen as a more popular media platform.

"We're not saying that newspapers are going to die, but we are saying that the only way they will survive is to fully embrace online to reinvigorate their brand and take advantage of all the additional revenue that it can generate. Any newspaper that does not embrace online and extend its offering on the Internet could have a very uncertain future," said Phillipson.

The word of mouth is that newspapers are dying, but Barnett said that is hardly true. Online versions of papers and magazines seem to gather more revenue and audiences online, PressGazette.co.uk reported.

"Each time, the pattern is exactly the same - those traditional media adapt and defy expectations by becoming as integral a part of the new media scene as the old. The reason each time is that they serve a need that no other media can serve," he said.

Source: PressGazette.co.uk

See also:
UK: Lords report calls for more quality journalism online