Every shift of a dollar from display to inserts means an estimated loss of 50 cents revenue. Thus, slower retail-advertising growth limits industry growth. One could argue the reverse. The shift to more inserts averted losses in advertising as retailers sought more efficient distribution channels. We need to find alternatives to traditional retail categories.
Some daily publishers respond to declining community reach by producing a portfolio of products.
A recent study of Sunday readers compared the difference between regular readers and recent readers, and suggested some ways of hooking the laggards. Turning the Tide, another recent NAA study, also identifies dailies successfully maintaining penetration and growing circulation. Thus, further discovery isn't required to understand the solutions to these issues. Basic marketing and consumer segmentation tied to product development, price and service remain key. No signs point to a slowdown in the next 12 months.