Online news readership increases

The online poll was conducted in May 2007 about 8700 adults in seven countries: US, Great Britain, France, Italy, Spain, Germany and Australia. Respondents were asked about their current sources of news and information, and what changes they see five years into the future. They were also asked to assess the credibility of newspapers today, and their role, and that of their online sites, today and in the future.

Winners and losers

The use of online news and information was up significantly in all geographical regions, while the use of television was down significantly in all the countries surveyed. In all, newspapers combined were down modestly to significantly in all regions. Radio remained relevant although modestly down in usage as a medium. Cable network news increased modestly in most markets, and magazines were seen as entertainment focused and not as suppliers of news and information.

The following significant points were noted:

• Newspapers must remove their bias to improve their credibility and/or image.
  
• While local will always matter to a reader, there appears to be a new and urgent need for worldwide news, it was found.
  
• Significantly: online news and information will replace TV network news as the leading source, but newspapers remain a vital source by themselves and dominant if they can further integrate online into their identity.
  
• However, newspapers can significantly upgrade their existing product with more objectivity, more in-depth reporting and analysis, more personal relevance, better and more visual design, and better writing/stories.
  
• It was found that all media compete for the reader's time: publishers cannot create more time, only increase its value to the reader.
  
• We are increasingly affected by national and world events, the survey found. Newspapers have an opportunity to help us better understand global issues and their impact.
  
• Newspapers as ‘watchdogs' create a context for what matters, see the issues and hold others accountable, readers asserted.
  
• Relevancy matters a great deal: provide news and information that is interesting to know and that you can use in daily life.
  
• We don't necessarily expect newspapers to ‘change the world', but certainly to help us better ‘see the world', the readers surveyed reported back.