During the last 20 years, the Internet and digital technology significantly impacted the approaches to information distribution. Development in technology and societal changes led to a decline in print newspapers in the UK (Curran and Seaton, 2018). Recently, the global economic recession added to the popularization of online media. Starting from the early 2000s, digital information carriers became cheaper and handier than paper ones and many leading newspapers went online. This paper aims to study how the development in technology and societal changes impacted the consumption of print newspapers in the UK.
Problems of Publishing Industries
In the last decade, the newspaper publishing industry in Europe has been going through a difficult period of intervention of online media in the world of news. New formats determined changes in readers’ habits due to the growing role of the Internet (Björkroth and Grönlund, 2018). The latest studies report on trends of further reduction of readership of newspaper brands. Thurman and Fletcher (2019) note that “time spent with newspaper brands has decreased by 40 percent, even as online platforms have made access easier and cheaper” (p. 543). The researchers note that individual newspaper brands show differences in the reduction of readers, which may be the result of a more interesting format. In other words, the shift in the focus of readers’ attention to online platforms has forced newspaper publishers to change their approaches to presenting information, and this trend will continue.
An alternative analysis of audience preferences conducted within the framework of the British National Reader Survey completes the picture. According to the data, which analyzed 11 UK newspaper brands, “88.5% still come through their print editions, 7.49% through mobile devices, and only 4% through computers” (Thurman, 2018, p. 1410). Interestingly, according to these data, The Mail occupies about 30% of the market. The author emphasizes that “circulations of printed publications are falling rapidly, and the fortunes of newspapers are falling” (Thurman, 2018, p. 1411). Therefore, Thurman (2018) advises attracting readers of printed publications by improving those qualities that make them attractive: the quality of paper, ink, layout, and the quality of information submitted. The authors fear the decline in consumption may lead to negative social, cultural, and political consequences.
Democratic Function of Newspapers
The meaning of the word “newspaper” or gazette comes from the Italian language. It was used to denote a small coin, which was the cost of a printed sheet of news. This form of information was popular in the 15th century, when the first newspapers appeared, replacing announcements on bulletin boards (Temple, 2018). Later, publishing houses appeared in Italy and other European countries, adding new functions to newspapers. Since the late 18th century, the format of the printed newspaper has remained unchanged. Therefore, it is not surprising that in the 20th century, with the advent of radio, television, and later the Internet, many consumers changed their tastes. But such a massive change in preferences can lead to a rather dangerous phenomenon of reverse democratization of society (Temple, 2018). Historically, publishing houses were centers of the political and cultural avant-garde. They had considerable influence on public opinion and could decide which political players the readers would prefer.
Such trends persisted until the middle of the 20th and early 21st centuries when newspapers began to lose their share. Thurman and Fletcher (2019) note that the mass media, which have diverted the attention of readers from newspapers, do not fully assume democratic functions. They emphasize that certain online advertising platforms, such as Craigslist and eBay, which have lured away most of the advertisers who previously worked with newspapers, “do not feel obliged to combine the advertising with the news and information that performs democratic functions” (Thurman and Fletcher, p. 545). Scholars believe that the financial problems of newspapers arising from the reduction of circulations are socially dangerous due to the democratic function of newspapers. The democratic function implies the observance of democratic duties by citizens and the function of checks and balances against those in power.
Social Sustainability
Interestingly, despite increasing pressure from online media, some print newspapers maintain popularity among readers. Scholars comment on this phenomenon of social sustainability, which is explained by the factors of social participation, sustainable social change, and the “printed newspaper communication model,” which remains sustainable (Fortunati and O’Sullivan, 2019, p. 137). Equally important, the growing influence of online media has put considerable stress on local publications, which derive most of their income from print sales (Jenkins and Jerónimo, 2021). It is noteworthy that local media contributed to the adaptation of editorial and business strategies that would consider the digital world. The strategies include three types of approaches – national, aimed at diversification, i.e. creating several online editions from one brand, regional, which implied strengthening positions in certain regions, and local, where the focus was shifted to smaller geographical areas (Jenkins and Jerónimo, 2021). Such ingenuity in adapting strategies could serve as an example for those publications that suffer losses.
Hyperlocal journalism is a phenomenon that arose as a result of the desire of newsrooms to adapt to changes. Such journalism more closely examines community news, and when newspapers are closed or replaced by digital media, communities usually lose an important element of self-governance, a culture of social relations, and levers of local government control (Hess, 2019). The phenomenon of hyperlocal journalism is characteristic of northern Europe, including Norway. Halvorsen and Bjerke (2019) studied the emergence of hyperlocal media start-ups that successfully competed with existing print media and brought substantial income. Such information indicates the possibility of revival of the local press in case of decline. It is noteworthy that the majority of start-ups followed a low-cost business strategy and economic approaches of self-sufficiency and self-exploitation. No less interestingly, Halvorsen and Bjerke (2019) introduce the concept of “white spots” or “blind zones” in the “news ecology” that makes it impossible to fulfill the democratic role of the media at the local level (p. 122). These concepts are very apt and can be used in developing national initiatives to support print media.
Interestingly, changes in business models are taking place in Great Britain and other European countries. Jenkins and Nielsen (2020) note that local and regional newspapers in Finland, France, Germany, and Great Britain continue to cherish the economic value of print, even with declining advertising and subscriptions. Editors also recognize the possibility of using new approaches to online monetization, such as using analytics to personalize content and implementing a convenient payment system.
News Consumption
Given the above, the overall strategy of print media is aimed at adapting to pressure from online media through the adaptation of editorial and economic strategies. Interestingly, Ya (2018) notes the influence of the consumer markets, depends on the type of democracy and statehood. The scholar also emphasizes the cost of paper, and the promotion of digital reading, seeing the situation as an industrial revolution, and approving of the advantages of electronic reading. Boczkowski et al. (2020) note that the majority of readers consume print media due to the combination of news content, its materiality, routinization, and the role of this artifact in everyday life. At the same time, Yanardağoğlu (2021) emphasizes the trends of increased access to news from mobile devices, through social networks, and irregularity in consumption among young people. Understanding such trends can help modern print media survive under the pressure of adverse economic circumstances.
Digital Industry
Scholars are exploring the potential of digital journalism for media of all sizes. Othman et al. (2019) emphasize that circulation is among the main risks of printed media. Threats and impacts from bigger industry players like Google are considered. The latter adverse impacts may include adding to the speed of news spreading and false news. Bhuller et al. (2020) note that the increase in access to the Internet led to a sharp decline in the audience of print media, and this trend may persist. The scholars admit a reduction in costs, labor costs, and the physical size of newspapers, which are negative consequences. Leveling out tabloids and turning to more serious news has reduced negative trends. Jenkins and Jerónimo (2021) observe a chaotic development of digital media when readers receive the same information through e-mails, mobile notifications, podcasts, and video suggestions, which creates clutter, confusion, and further dissatisfaction. Scholars recommend online brands produce high-quality content because paid news sites operate in a mode of fierce competition.
Thus, it was studied how the development in technology and societal changes impacted the consumption of print newspapers in the UK. Despite the strong pressure of digital media and the decrease in consumption among readers, online resources do not demonstrate a high-quality performance of the democratic function. Print media should use business and editorial strategies to maintain audiences and spheres of influence, as this will contribute to the strengthening of social, cultural, and political development of citizens.
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