In competing with newspapers like the Daily Mail, Guardian and Mirror who've all had increasing readership figures year-on-year, The Sun has been the real leader with them going up from 13 million in 2015 to 24 million in November 2016 in monthly reach. The real major contributor to this taking place was the removal of the paywall on the paper by Rupert Murdoch in November 2015. With this, while readership figures of the paper saw a surge advertising of course didn't follow suit as without a subscription service then the paper fundamentally lose out on it. Linking to advertising, it's said by Enders Analysis that digital advertising in 2017 will grow by 12.7%, but what's quite interesting to note here is that 90% of this growth will end up in the hands of giants, Google and Facebook.
- The Sun: up from 13m in 2015 to 24m last month on the back of a tenfold increase in mobile readers
- Digital advertising in 2017 set to grow by 12.7%, another mobile surge (almost hitting £10bn a year)
- Some 90% of growth lands straight in the pockets of Facebook and Google
This article to me is representative of a problem that newspapers are currently having. While by them not imposing a firewall they are getting high levels of circulation for their papers, at the same time they're not going to be earning the advertising revenue that they potentially could be and need to 'stay alive' as a publication. This is where companies like Google and Facebook in particular capitalise on quite well with them 'siphoning off' this advertising revenue. The fact that 90% of the growth of digital advertising will go in the hands of Google and Facebook clearly shows this being the case, perhaps suggesting that they're now monopolising the news industry.
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