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Print Media Under Siege - Are Readers Disappearing?
Date:3/13/2009

- Changing physician behaviors forecast print news decline and consumer shift to web news -

LITTLE FALLS, N.J., March 13 /PRNewswire/ --

Background: The New York Times reports on the closing and downsizing of many U.S. newspapers just a day after 24/7 Wall St. issued its list of 10 major daily papers most likely to fold or shut their print operations and only publish online. While the New York Times reports that three papers are ceasing to print hard copies, 24/7 Wall St., evaluated the 50 largest daily newspapers in the United States based on their financial strength, competition in their markets and how much money they are losing, lists eight papers that could cease publication in the next 18 months.

What: Robert Stern, publisher, MedPage Today(R), can outline how the decline in print media readership as exemplified by changing physician behaviors as they shift to web news. Physicians are often at the vanguard of changing media trends.

Why: As news seekers begin to segment their interests and book-mark specialty sites to meet their needs of obtaining business, sports, medical and other news, physicians are an indicator of the greater national consumer trend shifting from readership of print peer-reviewed journals to their online counterparts(1). Physicians are more active than consumers when it comes to new media(2), with 83% of physicians watching video clips online compared to 34% of US adults(3). Now, they will need to tackle the info-trust issues that plague the web.

Who: Robert Stern, MA, CCMEP, publisher and founder of MedPage Today, medical information pioneer. Stern was start-up investor and founder of FingerTip Formulary a web site enabling visitors to assess formulary drug status for health plans. With background in film and TV, Stern brought the possibilities of breaking medical news to the web and launched MedPage Today, the only peer-reviewed source with live-video feeds for breaking medical news (content reviewed by University of Pennsylvania).

When: By phone at your convenience

(1) ePharma Physician v8.0 study, Manhattan Research 2008

(2) ibid

(3) ibid


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SOURCE MedPage Today
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