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« The economics of Group forming Network theory | Main | Thought for the day »

February 26, 2006



Stephen at has some stats he recently compiled on declining UK circulation and readership figures for UK nationals that certainly shows the decline:

alan moore

Thanks Alfie,

That's very useful. I don't suppose yoou have any stats for regional newspapers?


I don't personally but I'll ask Stephen if he's compiled those too.

Stephen Davies

Hi, I don't have the stats for the regionals as of yet, but I am trying to find them. When I do I'll let you know.

However, the regionals are in a **heavy** decline. More so than the nationals. No one wants to read local news anymore and that's why a lot of regionals are turning into free sheets full of advertising.


Tomi Ahonen

Hi Alfie

Thank you from me as well. Very good to know...

Tomi :-)

JC Allen

Very interesting article. I've just been taken on at a print publishing house to help look at ways in which they can move their business online and basically retain and, in most cases, win back their readership. What I have noticed is that print publishers have traditionally seen relying on reader participation or interaction as a weakness - as if it somehow signals a lack of authoritative content. It strikes me as unduly paranoid and publishers seem unable to adapt due to not properly distinguishing online production processes from the traditional production processes of their print predecessor. Management still does not see or "get" the fact that online is very much a two way street and so audience participation tends to remain restricted to playpens (forums) and not integrated into an over-arching ethos for generating content (and crucially feedback). Readership is sort of reduced to being not too disimilar to canned laughter in a bad comedy show.

In my opinion, (and inspired by what you've said) bringing the focus to co-ordinating interpersonal transactions within the communities they intend to represent seems to be the obvious way to foster brand loyalty. After all if I discover one of my articles, opinion pieces or letter to the editors is printed in my favourite paper, the last thing I think is "oh gosh, they must have had nothing better to print"; and the first thing I do is go out, buy that paper, and tell all my friends about it!

Tomi Ahonen


You are totally right ! Yes that was exactly what we wrote in our book, and we've been harping on it throughtout this blogsite since last March ha-ha...

If you'd like some good examples and cases and numbers and testimonials to help prove your case to the management there with the print publishers, please scroll back through the archives of this blogsite, you'll find a lot of stories that relate to print media and its related advertising and distribution etc. And throughout it all, Alan and I have continuously urged the industry to take onboard the concepts of user participation, to ENGAGE their readership, to make them part of the periodical's experience, to help build it, not only hand over the money to buy it.

You are right, it is a total mindset shift, and it has to happen for them to survive. Good luck. Please visit us and let us know how it is going. We'd also love to chat with you offline if you'd like

Ha-ha, and as a personal plug - you might consider buying a copy of the book Communities Dominate Brands, highlight a few passages and give it to the bosses over there, to help you win them over...

Cheers, or like we way with Alan: Dominate !

Tomi Ahonen :-)

JC Allen

Hi Tomi

Thanks a lot for the feedback - an awesome welcome to this site. Great to hear that I may be on the right track!

Will definitely grab a copy of communities dominate - sounds right up my street. Anything that reinforces my case, I really need - so your offers of help are much appreciated and I will let you know of any developments. It's a really exciting time to be involved in this industry!

Looking forward to reading more.

Kiitos :-)


alan moore

Ho there JC.

I have just been reading through the comments. I have been a non-participant over the last few days as I was in Barcelona talking at the Spanish marketing societys 80th Anniversary.

I totally support Tomi's points of view and will also say that we have been thinking and talking to a number of print publishers about implementing a digital strategy buillt around our knowledge of communities, the changing nature of peoples desire to participate and interact and how this then affects how a newspaper would engage its readers and rethink its business model.

If there is anyway we can help you, we would be most certainly be interested to do so.



JC Allen

Just thought you might be interested in a recent blog post by mike butcher. (

Had my meeting with the board. Thanks for your feedback before as it really inspired me to press on with getting the message out there. Wrote a short feature for them stressing the importance of re-adressing their relationships to their commmunity and illustrating how this strategy is in line with their business goals. So now the higher echelons seem to be opening up to the grander ideas but as always in these things you have to stay 'on topic' so progress is gradual. That said, response on the ground has been overwhelmingly positive with at least three colleagues taking up blogging and experimenting with social media concepts in the last two weeks.

And, in other news, i'm waiting for your book in the post!

JC Allen

BTW Netimperative version of same article here:

alan moore

Dear JC,

Glad the thoughts have in anyway been of some value.

I certainly shall go and have a look at the post you have recommended.

Lastly, not sure where you are based, but will be in the US at the end of April. In california from LA to SF. Would be happy to hook up if you wanted. Would be happy to personally sign the book.

All the best


dragonball gold

BTW Netimperative version of same article here:

Henry Peise

Apple's launch of the iPhone 4 white has seen the greatest excitement for a new phone ever, with HD video recording, a super high-res screen and ridiculously slim dimensions, it's not hard to see why its so popular in the world.

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