article for publication in a national newspaper about problems facing your community with solutions
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For national newspapers the last couple of years certainly seemed to be a near-death experience. Bear in mind, though, the national press has had a see-saw flirtation with forecast death for many decades, writes Guy Zitter, who spent 25 years leading the Daily Mail's commercial operation.
If you go back to 1972, 75% of the UK population were readers of UK national dailies. The Sun was selling 4.25 million per day, the Daily Express 3.4 million, the Daily Mirror 2.6 million and the Daily Mail 1.7 million. Figures are not available for the profitability of the national newspapers in 1972 but the Mail was certainly running at a loss and its activities had to be funded by other interests of the Rothermere family.
By 2002 total UK national daily newspaper readership had dropped to 53%. Every title but the Mail was down in circulation.
The other interesting difference in 2002 was all newspaper profitability was massively greater by then. A combination of money from floating Reuters, revolution in the industrial climate (Margaret Thatcher) enabling printing cost reduction and the introduction of colour had laid the foundation for a complete change in newspaper economics. Ad revenue on the Daily Mail was at near record levels, having risen 280% during the 90s, and profitability was 330% up over the same period.