New McKinsey research indicates that about 35% of the time
consumers spend on news consumption is devoted to newspapers and magazines,
41% to TV, 16% to radio/audio; 4% to
desktop/laptop; 2% each to smartphones,
tablets. But digital devices get slightly more than half of total (not just
news) media time—about 10X more than newspapers and magazines. Poynter's Rick
Edmonds points out that the time-spent metrics don't solve traditional media's
"basic advertising problem of vanished monopoly pricing power and strong
competition from a wide range of targeted digital marketing options," but
might help strengthen the case for print and other traditional-media
advertising to be used in conjunction with digital advertising. Separately, in
opinion piece, PaidContent's Mathew Ingram argues that the findings shouldn't
make traditional media complacent, for several reasons.
