Solution for the Decline of Circulation of Newspaper

1064 words 5 pages
“Newspapers decreased circulation rates and what we should do to help!”

Newspapers face stiff competition against other mediums that broadcast news, such as the television, the radio, and the biggest competition, the World Wide Web. With the fast advancement in technology, news no longer needs to be viewed sedentarily. Electronic companies are catering to the fast-paced and busy lifestyles of Americans; therefore, creating devices that are portable and convenient for getting the news. New technology such as tablet PCs, e-book readers, and smart phones are replacing the way we have been receiving the news. However, these new devices cannot replace the worth of owning a hard copy. If the traditional printing of newspaper was to continue,
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The mass customization of newspaper editions relevant to each reader's interests is one of the many solutions necessary for the industry to survive.
Technological advancement has been an obstacle for the newspaper industry, but the low circulation rates also arise from the individuals who depend on the new technology. These individuals are use to and love the word “free”, they don’t think they need to pay for content. “A solution that ignores this simple fact is destined to fail, regardless of technology, software or widgets. This requires a behavioral change, from both the newspapers and its readers…The goal is to change mindsets, alter behavior, and generate revenue in a sustainable way (i.e., make papers structurally profitable).” (Ritholtz) A great approach would be to promote free subscriptions and later charging for continual subscriptions. This method would require registering an account and providing credit card information. By doing so, individuals are allowed access to a bundle of news articles. If not registered, individuals are only able to see a certain amount of content within that article. This is similar to approach to online essay websites that post other writers' essay, and a purchase is required to see the full essay. However, the primary goal at this point is not to generate revenue, but to get the public used to paying for content. This in turn will give control over cost of newspaper and aid to the decline of newspaper circulation


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