All the existing media will have to redefine themselves in the face of media change. This is nothing new. Newspapers were the first mass media and since that time they and all the other media have had to change and adjust as new competitors entered the market place. Research carried out by the Newspaper Advertising Bureau suggests that newspapers remain one of the most popular mass media in New Zealand. Newspapers also clearly work for advertisers.
Some people believe that readership of newspapers is declining.
Although readership does decline in some areas at some times the picture is not one of doom and gloom overall. As an example, in the last two years readership of metropolitan newspapers in New Zealand has increased. People read newspapers because of their unique strengths. They have a mass audience and yet a niche appeal. They reach the majority of the population each day through columns which cover issues like national and international news and yet they offer a specialist interest to gardeners, cooks and even slaves to fashion.