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Internet will overtake newspapers in terms of funding
The newspaper and media industry is going through a major period of transition, and within the next ten years the entire balance of media content and delivery will change, said Martha Stone, director of the World Association of Newspapers. “As market share of revenue was declining or at best remaining stationary for print, the internet share of revenue was increasing dramatically such that by 2018 the two revenue streams should be at par with one another,” She added speaking on the first day of recently concluded 2009 edition of Gulf Print in Dubai.

With a reference she said, “A recent poll of users in the US showed that within the next five years, the majority expected to get their main news input from online web sites as opposed to from TV news bulletins as at present,” she opined further “So when content providers are planning to meet the challenges of the next five years, top of their agendas are product development for marketing and advertising, followed by product development for editorial content, improving media integration and rapid implementation."

“This will better enable direct marketing and accountability within the advertising market as the cost to reach that target audience is reduced. At present in the US, for example, the CPM for newspapers is around $65. For mail order catalogues it’s around $250 and for direct mail $487. But the CPM for internet marketing is only $3.65, offering the promise for a very bright future for ‘Printcasting’,” she concluded.

Francis Matthew, Editor at Large for the Al Nisr Group, which publishes Gulf News, said that the media landscape in the GCC was somewhat more conservative than what was happening currently in some western countries. “Nevertheless, at Gulf News, we have an audited circulation of around 120,000 copies, whereas gulfnews.com reaches 2.4 million people every month,” he said.

“In fact, this is a spot news service. Our internet website is more in touch with our readers, who not only consume our stories, but help in their creation, sending in photographs, videos and information which are used in both the print and online editions. However this in turn means that editorial control has to be even more vigilant, looking out for hoax messages and ensuring the integrity of the news,” he said.

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