Print media in crisis: what lies ahead for traditional media?

Traditional media appear to be experiencing a period of crisis and uncertainty, which is evident from the recent announcement of editorial staff cuts by laRegione. What, then, are the prospects for print media today? Laura Amigo, Post-doc at the Faculty of Communication, Culture and Society of Università della Svizzera italiana, spoke about this on Modem (Rete Uno - RSI).

One of the main issues highlighted by the newspapers is the significant decline in advertising revenue, which has sharply decreased over the past few years. For instance, last year, "laRegione" reported a loss of about half a million francs due to this decline. This has led to numerous layoffs in the newsrooms, which is unfortunately a trend that is unfortunately widespread throughout Switzerland and beyond, as Laura Amigo explains: "Several sociocultural, economic, and technological factors have transformed the media ecosystem over the last 25 years, contributing to the current crisis in the press. Traditional media are no longer viewed as the sole source of information; today, information is primarily consumed through social media. Moreover, the public is not just a passive consumer of information but also an active producer. As a result, there has been a rise in alternative sources of information, which has weakened the economic model of traditional media, which relies mainly on advertising and sales. It is also important to note that public funding for media has decreased. Additionally, there is an increasing disconnect between the public and traditional media, ranging from disinterest to distrust towards journalists."

Laura Amigo highlights that advertising is increasingly shifting to online platforms. This transition allows for more precise calculations of the number of users visiting news pages, as well as the ability to profile them. As a result, advertisers can present more targeted and effective content. In Switzerland, most online advertising revenue is currently generated by major companies like Google and Meta. This raises the question: what role do these companies play in transforming how we receive our information? "These platforms have become central to the media ecosystem, primarily because the public obtains most of its information from these channels. Traditional media outlets have attempted to boost revenue by monitoring users' online behaviour. As a result, this shift has led to the emergence of new professional roles, such as social media editor and community manager. Therefore, a marketing approach has developed: the data collected and the analysis of audience preferences have been used not only to guide the publication of certain content to generate traffic to one's site but also to optimise the sale of advertising space. However, this relationship is complex, as traditional media have observed a certain addiction to social media, leading some to seek a degree of separation from online platforms. Many traditional media outlets are exploring new business models, such as organising events or thematic conferences. Overall, these strategies serve as supportive measures that enhance the traditional economic model without replacing it." The traditional media, added the USI post-doc, are still looking for an alternative financing model, which seems not to have been found yet.

As confirmed by Laura Amigo, some studies show how, despite the hardship, the Swiss media sector maintains high journalistic standards. Since quality information does not seem enough to guarantee the survival of newspapers, exploring additional strategies to make traditional media appealing to consumers is essential. One potential approach could be to emphasise local news coverage: "Focusing on regional information can provide added value for traditional media, especially when they create narratives that connect local issues with global events. This approach helps citizens gain a deeper understanding of their region while also contextualising it within a broader framework. A notable example of this type of narrative emerged during the COVID-19 pandemic, when many turned to traditional media for verified and reliable information, in contrast to the misinformation often found on social media platforms." concluded the USI post-doc.

The full interview with Laura Amigo on Modem is available at the following link. (Italian only)