Story #54 "Traditional media firms are enjoying a Trump bump"
As the article states, the Trump bump has been most pronounced at the New York Times. It managed to sign up more than half a million digital subscribers last year—including 276,000 in the fourth quarter alone, mostly after the election. It now has 3m subscribers in total, including about 1.7m digital-only subscriptions. By one measure traffic to its site is nearly a third higher than a year ago. A never-ending flow of big stories helps. “In the evening you put the non-Trump pages to bed so you can focus on the late-breaking Trump news,” says Mark Thompson, its chief executive. As a result, the surge arrives at a challenging time for traditional media. In television, most cable channels are suffering declining viewership, which in turn puts pressure on advertising sales.
- North America's newspaper industry has lost $30bn in advertising revenue, a drop of 60%, in the decade to 2015
- The Wall Street Journal endured a 21% drop in advertising revenue in mid-2016, leading to yet more cost-cutting and voluntary redundancies
- The Wall Street Journal, owned by Rupert Murdoch, also saw a substantial boost in digital subscribers, to nearly 1.1m by the end of 2016, an increase of about 250,000 over a year earlier
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