Why focusing on ‘time spent’ with print misses the point about how the news works now

Gigaom

According to some research from the consulting firm McKinsey and Co., so-called “legacy” publishing and broadcast platforms like newspapers and TV networks still account for more than 90 percent of the time that consumers spend getting their news. That’s a somewhat surprising figure — one that seems to suggest that much of the doom and gloom about the death of print is overstated.

It would be wise not to read too much into those McKinsey numbers, however: virtually all of the available evidence shows media consumption in print continues to decline, particularly with younger audiences, and as a result advertising revenue is disappearing as well. Media companies need to adapt to that fact, rather than trying to pretend it isn’t happening.

According to a post by Rick Edmonds at the Poynter Institute, the research came from a presentation by McKinsey principal Michael Lamb at a recent conference of the…

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