A new report from two leading media economists indicates 30 per cent of content is consumed only but only eight per cent of advertising spending is there. That shift to proportionate spending could have a strong influence on legacy media if ill-prepared.
Authors Penelope Muse Abernathy and Richard Foster indicate newspapers could be the biggest losers if they don't adapt in three principal ways: by shedding legacy costs, re-creating new communities online, and building new advertising revenue streams.
It's pretty basic advice, but the authors are concerned few if any publishers have a plan to tackle such costs as printing and distribution.