People Read Long News Articles on Smartphones
A new study by Pew Research found that Americans are reading more long news articles on their phones than ever before. As smartphones improve their capabilities, their owners increasingly use them to access and read lengthy news articles, a phenomenon once considered unlikely. It turns out that attention spans can last longer than a few seconds, and online readers can stick with a long article until the end. Smartphones have whetted Americans’ appetite for meaty news articles.
Pew found that news articles longer than one thousand words hold smartphone readers’ attention for a lengthier period of time than short news articles. People are more engaged with the longer articles: they scroll, click through, and read for an average of 123 seconds per long article. In contrast, they remain engaged for an average of fifty-seven seconds in shorter stories. Continue reading
Newspaper Groups Extend the Reach of Ads
Small-scale local media brands have been given a better chance at attracting ad dollars, thanks to new alliances forming among publishers. In April 2016, four news organizations announced their new group, Nucleus Marketing Solutions, which will allow marketers to extend their geographic reach. The move follows in the footsteps of other news corporations, both in the United States and Europe, who join together to broaden their scale and draw in the types of vast advertising deals that are usually only available to multi-shore news brands like The Wall Street Journal.
Nucleus Marketing Solutions will sell ads on behalf of its partners. Each of its four current participants (Gannett Co., Tribune Publishing Co., McClatchy Co., and the Hearst newspaper group), boasts a portfolio of renowned publications, including USA Today, the San Francisco Chronicle, the Miami Herald, and the Chicago Tribune. Plans are in the works to incorporate other affiliate partners in the U.S. advertising market.
Magazine Readership is at an All Time Peak
Over the past thirty years, many of the most popular magazines in the United States have seen their circulation drop precipitously. Nevertheless, recent industry reports indicate that magazines have been making a comeback. In fact, magazine readership is at an all-time peak, with the Association of Magazine Media saying that 91 percent of Americans peruse magazines. In March 2016, the average audience for magazines was 1.9 billion people. That audience tends to be active on social media: it gave online magazine brands 900 million likes and followers during the first quarter of 2016. At first glance, this news seems confounding. If newsstand sales have dropped, and some large magazines have reduced the size of their circulation, how is it possible that readership has increased? Continue reading