For Immediate Release
Chicago, IL – June 6, 2018 – Today, Zacks Equity Research discusses the Industry: Publishing, Part 2, including Gannett Co., Inc. (GCI - Free Report) , The McClatchy Company , tronc, Inc. , New Media Investment Group (NEWM - Free Report) and The New York Times Company (NYT - Free Report) .
Industry: Publishing, Part 2
The U.S. newspaper publishing industry is no longer restricted to print. This is largely because rampant technological advancements have opened up multiple ways in which the industry can reach its target audience. That said, it is increasingly becoming obvious that newspaper companies cannot solely rely on print or digital advertising but need to diversify their revenue streams focusing on video content, events and paid-for-products.
The outcome of this approach is hinged on how effectively newspaper companies make the most of the growing use of Internet as a medium to reach business-to-business and business-to-consumer markets.
Newspaper companies are altering their business models to gain an edge in the current multi-platform media environment, as people now stay updated about current affairs via smartphones, social media and other interactive platforms. For this reason, companies are focusing on creating content for mobile devices, online advertising based on user experience and personalized content to lower their dependence on traditional advertising business.
It goes without saying that digital advancements and economic shifts have compelled newspaper companies to streamline cost structure, focus on strengthening the balance sheet and restructure portfolio to offset declining revenues and shrinking market share. These companies have also been offloading assets that bear no direct relation to core operations.
Let’s take a look at how newspaper companies are adapting to the changing face of media and tapping opportunities for growth.
Industry’s Game Plan
Venturing Beyond Traditional Advertising
Newspaper publishing companies are diversifying their revenue base. They are striving to expand their presence in digital products with the aim of lowering dependency on soft print media businesses and traditional advertising. In line with this, Gannett Co., Inc., The McClatchy Company, tronc, Inc. and Hearst newspaper group joined forces to form a national advertising network — Nucleus Marketing Solutions — with the goal to assist advertisers in reaching out to a wider audience.
Notably, with the launch of ‘excelerate,’ McClatchy created a niche in the digital agency services space, and now provides marketing solutions such as creation of websites, search-engine optimization, social media management, research, video and branded content productionto local and regional advertising clients.
Data-Driven Digital Marketing Services
Industry experts believe that Data-Driven Revenue Diversification is one of the primary paths newspaper companies may choose to tread. Per industry experts, newspaper companies are using data analytics and modeling to not only engage with the audience but also provide targeted marketing services on behalf of local businesses. Gannett’s buyout of WordStream, a provider of cloud-based Software-as-a-Service (SaaS) solutions, is another step toward the same. This acquisition follows the company’s buyout of ReachLocal, a digital marketing solutions company, and SweetIQ Analytics Corp., a provider of location and reputation management SaaS solutions.
Portfolio Strengthening Via Alliances & Buyouts
Not every company is ‘shrinking to grow.’ Many companies are taking the consolidation route to create economies of scale, widen their reach and become an all-in-one destination point for advertisers. Gannett formed a fine example of this trend with its acquisition of Journal Media Group, Inc., the owner of Milwaukee Journal Sentinel and other newspapers. The company’s other prominent acquisitions include ReachLocal, Golfweek, SweetIQ, Grateful Ventures and North Jersey Media Group.
Meanwhile, New Media Investment Group has been constantly on the lookout for strategic buyouts. The latest in the list are Akron Beacon Journal, Palm Beach Post and Daily News and Austin American-Statesman. The New York Times Company is also keeping abreast, with its list comprising HelloSociety, a digital marketing agency and portfolio company, The Wirecutter and its sister site, The Sweethome that provides recommendations on technology gear, home products and other consumer services.
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