McIlroy--Are We in Worse Shape Than Anyone Thinks?
"If there was a trend to replace printing with the Web, it would no doubt happen here first, before any other place in the country," Nelson concludes. "People here are hell-bent on technology and are quicker to use it.'"—San Jose Mercury News, June 1999.
While the evidence in this article is, at best, anecdotal, it suggests a new scenario for a decline in print sales. Clearly, the adoption of new Internet technologies is most rapid in Silicon Valley, but it's equally certain that the trends developing here will spread, over time, to the rest of the country.
". . . a study released in March by Mediamark Research Inc. (MRI) [claims that] top magazines lost 61 million readers, ages 18 to 49, between fall 1997 and fall 1998 . . . "
MRI's study "blames the savage drop on reader migration to the Internet, and predicts the effects will be real and lasting."—MRI Website, http://www.mediamark.com/.
"According to Mediacen-tral.com, the March study found that readership was down 5.5 percent among adults age 18 and older, and down 5.9 percent among adults age 18 to 49. During that period, 56 titles gained 18 million impressions, but 144 magazines lost 79 million impressions. According to the report, reader declines were more severe in pass-along readership than in primary readers."—NewsInc., March 1999.
"Daily newspaper circulation fell 0.5 percent, and Sunday was down 1 percent for the six-month period ending March 31, 1999, compared with the same period a year ago."—"Fas-Fax" report, Audit Bureau of Circulation (Schamburg, IL), April 1999.
"[In 1998] . . . the once unstoppable computer [magazine] category has begun to stumble. A number of the largest titles suffered significant losses…"—Folio, July 1999.
"Of the 100 most-visited Websites, zero were run by newspapers. Zero."—NewsInc., quoting a PC Data report, July 1999.