Ernst and Young have completed a survey into the future of National Newspapers.
Nothing particually new in their findings,330,000 copies are lost every year,15-44 year olds surf the web for information,and internet advertising is growing.
As I said nothing that we didn't know already.
They conclude that publishers should focus on increasing income from online and targeting the young generation and as competition increases,papers should brand their product more.
On a business note though,one thing that did come out is that papers are wasting their time with gimmicky offers.It reports that the only time this has worked with some success was the Mail's giveawy of the new Prince album.For others it merely stemmed in the short term the decline in circulation.
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