(Marketingmagazine.com.my) – There has been much debate in the past years on the future of print. Last year however ended on a slightly sweeter note for The New Straits Times’s (NST) which recorded an 11 per cent increase in circulation between July and December last year, according to its report by the Audit Bureau of Circulations’ (ABC).
Overall, the report showed the second half of last year having a six per cent decline in the number of newspapers copies sold nationwide.
The paper’s circulation had increased from 55,886 in the first half of last year to 62,113 in the second half. NST’s sister paper Berita Harian also recorded a positive growth with three per cent more in circulation numbers, going from 103,303 to 106,754, in the second half of last year.
Newspapers last year, garnered RM4.1 billion in advertising revenue, representing 28 per cent of total advertisement expenditure in the country.
ABC chairman Fan Chen Yip said the key takeaways from the report, which also compared the circulation numbers of leading local papers, underlined its conviction that the print product remained a major part of the business and was likely to retain this status
Audit Committee chairman and ABC’s vice-chairman, Foong Ai Peng said that consumers were rapidly adopting mobile and other cross-screen devices for their news consumption.
Print publishers, she added, were adapting and expanding their business models to satisfy this new demand trend of mobile, social and video dissemination of news.
Foong shared that the digital replica edition of newspapers saw a growth of 42 per cent during the period compared with the period between January and June last year.
The second half of last year saw 2.29 million copies of newspapers in total being circulation daily in the country.
The media company saw a rise in circulation for the past year.
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