With the advent of digital, we were already in an increased digitization of the press before the health crisis added to this acceleration of the fall of paper. Kiosks closed, advertising fell, we faced an explosion of the consumption of digital writing during this period which participated in the oblivion of the paper. However, the digital subscriptions of the sites have exploded and the digital advertising resists well. The transfer from paper to digital seems more and more inevitable. How to explain this?

First of all, it should be noted that our reduction in paper use has led to an increase in the cost of paper from 400 to 700 euros per ton. This situation is difficult to manage for publishers who find themselves having to choose between counterproductive solutions such as imposing price increases on their readers or reducing the quality of the newspaper or magazine.

Secondly, with the advent of digital, information channels must transform themselves in order to adapt to the new way the public works.

The distribution of information via the Internet represents an interesting business model today. Possibility to issue web advertising banners and to give access to a selection of articles through the subscription model. It is advantageous for the media which gains not only in visibility, but also financially.

Finally, the more direct and instantaneous circulation of information on the web grants a better reactivity to the news and fulfills the expectations of readers who are more and more impatient and used to infobesity.

The adaptation of the paper

Despite this bifurcation, print media is not doomed. The print media distribution strategy is evolving to adapt to these new ways of working.

Indeed, the printed press allows a unique experience that digital cannot offer. The pleasure of flipping through a magazine in transit, discovering a gift, smelling the pages, stumbling upon the newspaper during a relevant event, etc. The physical experience will always be sought after by some. That’s why it’s best to adapt the strategy in order to print the necessary number to satisfy this targeted audience.

To conclude, digital press has grown so much that it is now necessary for the survival of magazines and newspapers.

However, both paper and digital have their advantages, and they are complementary. On the one hand, there are in-depth topics and the possibility of physical interaction with the consumer, on the other hand, there is instantaneousness and virtual accessibility of information in various formats.

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