After the Covid-19 pandemic, Dep Magazine suddenly returned with a surprising increase in the number of readers. After a long period of social distancing, accepting to receive information through phone screens, it seems that many readers are starting to miss the rustling sound of paper when holding a magazine in their hands.

They also remember the elaborate, meaningful design of spaces, images, and text. And advertisers have noticed the trend.

Identify the challenge

The decline in print readership is becoming more acute in the digital age. In 2023, the combined circulation of the 25 largest newspapers in the United States fell 14% compared to the previous year. Prominent newspapers such as The New York Times and The Wall Street Journal were no exception, as print readership continued to decline despite significant growth in online readership.

In Vietnam, print newspapers are also facing a serious decline in readership, including newspapers that once had extremely large circulations such as Tuoi Tre and Thanh Nien. In the 1990s and 2000s, Tuoi Tre newspaper reached its peak with a circulation of nearly half a million copies per day; by 2023, it was only about 150,000 copies per day. This decline is largely due to readers shifting to digital platforms and social networks to update news.

The dramatic decline in readership, combined with the shift to digital, has led to a decline in advertising revenue. According to data from the Pew Research Center, advertising revenue for the US newspaper industry fell from $46.2 billion in 2002 to $9.8 billion in 2022, a nearly 80% drop in two decades.

Magazine advertising revenue fell from $20.6 billion in 2000 to $6.5 billion in 2020, a decline of more than 68%. The decline was largely due to advertisers shifting to digital platforms, where advertising efficiency and measurability have improved significantly.

Print newspaper advertising revenue in Vietnam has also been declining sharply in recent years. According to VTV, total print newspaper advertising revenue fell from VND5,000 billion in 2015 to VND3,200 billion in 2020 and has continued to decline to this day.

Meanwhile, the cost of producing printed newspapers and magazines is increasing due to a number of factors. One of the main reasons is the increase in the price of raw materials, especially printing paper. According to the Pulp and Paper Manufacturers Association, paper prices have increased by about 20-30% in the past few years due to reduced supply and higher transportation costs.

Energy costs also contributed to the increase. Printers had to pay more for electricity and fuel. Labor costs also rose as businesses had to pay higher wages to attract and retain employees amid fierce competition in the labor market.

These factors make it more difficult to maintain and grow print newspapers and magazines, forcing publishers to find ways to optimize production processes and seek additional revenue streams to offset rising costs.

Looking for opportunities

Despite the challenges, print media still maintains its prestige and important position in the hearts of many loyal readers. Many people still love the feeling of holding a paper newspaper in their hands, and consider reading printed newspapers an indispensable daily habit. They trust the brand and reputation of newspapers and magazines with a long history.

Reputable newspapers such as The New York Times, The Wall Street Journal, or The Economist provide information with accuracy, high editorial quality, and objectivity. According to research from the Pew Research Center, most readers believe that print newspapers provide more reliable information than online sources.

Newspapers such as Nhan Dan, Tuoi Tre, Thanh Nien, and Ha Noi Moi have also maintained the trust and love of loyal readers. Many people still choose to read printed newspapers to update their daily news, because they believe that information in printed newspapers is thoroughly verified and carefully edited, helping them avoid fake news and inaccurate information that is rampant online. The prestige of printed newspapers lies not only in the quality of their content but also in their ability to maintain cultural and traditional values.

According to research from Two Sides North America, reader attitudes toward print newspapers remain very positive. A 2023 survey found that 34% of Americans still prefer to read print newspapers, and 58% of consumers said they would be concerned if print newspapers disappeared. Another study from the Pew Research Center found that about 32% of Americans still read print newspapers, although the majority have switched to digital devices to get their news.

Adaptive strategies

The trend of shifting from print to digital newspapers is taking place strongly all over the world. Print newspapers are forced to adapt and take advantage of this trend for their survival strategy.

The most important requirement is to find ways to increase reader engagement and experience in print journalism, by establishing a multi-platform content ecosystem that creates demand for each reader group. First of all, print journalism should focus on detailed and in-depth analytical articles. These articles not only provide quality information but also create a different value compared to online news, which is often short and fast.

Smart solutions like QR codes and augmented reality (AR) can help print newspapers create new interactive experiences for readers. These solutions help readers access additional content, such as videos, data, or other multimedia on digital platforms. This not only enriches the content but also guides readers from print to digital platforms in a natural and seamless way.

Next, to attract the attention of each specific readership group, print newspapers need to categorize and personalize content. Providing supplements by topics such as health, business, entertainment, etc. will help readers easily find the content they are interested in. In addition, encouraging reader participation through writing contests, commenting and sharing on the newspaper's digital platforms is also an effective way to create engagement and loyalty.

Creating forums and social media groups where readers can discuss and exchange articles and topics of interest is also a useful strategy. In addition, organizing seminars, conferences, and events helps create more authentic and engaging experiences for readers. These events not only attract readers but also enhance the brand value of the print newspaper.

Content remains the key to establishing print journalism, especially in the face of competition from digital media. In-depth, exclusive, high-quality production helps print journalism maintain credibility and reader trust. For example, detailed analysis, exclusive investigative reporting, and highly specialized articles not only provide valuable information but also create a clear distinction from online news, which is often brief and lacking in depth.

Ultimately, the experience of holding and touching a paper newspaper creates a physical and emotional connection to the content that digital media can hardly replace. This feeling is not only comfortable, but also helps readers focus more on reading, without being distracted by distractions such as online ads and notifications.

Print newspapers can capitalize on this paper-based format by investing in quality reporting, maintaining meticulous editorial and content production. This will not only help them maintain their position in the hearts of their readers, but also create lasting differentiation and value in the digital age.

According to Le Quoc Vinh (Hanoi Moi Newspaper)