Fight Night: The Internet vs. Newspapers

If the Internet were a boxer, it would be the heavyweight champion of the world; taking its rightful place alongside boxing legends like Muhammad Ali and Joe Louis. In this same context, newspapers would represent an aging, near-retirement opponent, lying dazed on the mat with a cut over its left eye, hoping for a second wind.

So, what happened to newspapers, a once-formidable contender? Well, it’s complicated. But for starters, while newspapers were training 10 hours a day and mixing together pulpy, old-school protein powders, promoters for the Internet were out scouting for new talent and taking notice of a shift in journalism. The Internet honed in on this weak spot and came out swinging. And newspapers are still reeling…

The Numbers Tell the Story
Newspapers just aren’t packing them in like they used to. A survey by Scarborough Research for Journalism.com shows that in 2005, 38 percent of 18-24 year olds were reading newspapers in an average week. By 2007, that figure dropped to 33 percent.

In contrast, the Internet is attracting fans. Princeton Survey Research Associates International conducted a survey for The Pew Internet & American Life Project that illustrates this point. Survey participants age 18 and older were asked “Did you happen to use the Internet yesterday?” In January 2005, 58 percent said yes. By October-December 2007, 72 were in the affirmative. That’s a big jump.

The Blog Jab
Citizen journalism has gained in popularity and is challenging the way we define “news.” Search engine Technorati currently tracks around 112 million blogs and estimates another 175,000 are created every day. From notable blogs like the Daily Yonder to voyeuristic TMZ and Perez Hilton, bloggers deliver timely content, often beating traditional news outlets to the punch.

The Ad Hook
In March 2008, the New York Times reported that newspaper advertising fell 7.9 percent last year. Advertising used to be a mainstay of the industry, but ad dollars follow eyeballs and these days, millions of those eyeballs are glued to the Internet – therefore making Yahoo!, Google and Craig's List the new go-to companies for advertisers.

The Broadband Uppercut
The speed and agility of broadband has changed expectations about information delivery, and given people power to shape their news experience by quickly gleaning stories from multiple sources. Broadband also makes it easier to collaborate online, building on the concept of creating communities through shared experiences, which is one of the Internet’s greatest strengths.

The Final Punch
The Internet seems poised to deliver the deciding blow, but newspapers aren’t going to disappear tomorrow. Having survived radio and television, they can withstand the Internet. Many papers already boast a respectable online presence, and some of the best writers still call the newsroom home. The medium’s success rests with its ability to use what it has. And in this competitive Web 2.0 climate, it also must become a stronger advocate for universal broadband and net neutrality. Beyond that, time is on the industry’s side, so there’s still a chance to mend whatever may be broken.