On-the-spot Interaction and comments by readers, obtaining data about readers and potential customers, all of these can be identified at almost no incurring cost. It has not lost this battle yet, but if it is stagnant and remains unchanged in its functioning, it might as well lose. Even in the past this proved to be much more useful in case of a radio. There were many programs by which the people could directly interact on the radio and give their feedback or suggestions easily. Thus, the people can be benefitted in that context as well.
Consequently, the people relying on the internet for updates are leading to a decline in the sale of newspapers, because of which the publishers are trying to compensate their losses by increasing the prices (Loveless, 2015). The increasing prices are again leading to the decline in newspaper buyers. Satellite Television, which supplemented print media, is also being replaced these days with Internet media (McQuail, 2013). There is an incredible amount of competition in the markets for attracting customers. And the publishers have in their competition the numerous news websites offering their services for free. The market scenario for them is obviously not so rosy. Even in the past the people were reluctant to buy newspaper everyday which included a cost and were happier to listen to each and every news and information on radio. None of the labours used to read newspaper but they did have a radio in the past (Richardson et al, 2013).
There may be the observation of the overall growth of around 5-6 in the overall revenue of the industry in the next three to four years. Though, there will be the large number of factors which would be responsible for the same. This may include cost, language, local news and the stickiness of the readers (Xie & Zhao, 2014).
This means that, even though there is an upward graph for the losses incurred by the publishing houses, yet, by facts, maximum number of readership comes from newspapers, i.e. almost 56% (according to readership data from Nielsen Scarborough’s 2014 Newspaper Penetration Report). Digital media has made its impact in every form but has yet not completely taken over the print industry (Hamilton, 2014). Revenue from circulation has risen, but ad revenue has drastically fallen, with gains in digital ad revenue failing to make up for falls in print ad revenue (Hand et al, 2014).