Does anybody else feel the sight of Prince Harry and Liz Hurley raging against newspaper intrusion comes across as fighting a battle from a war long ended?
Surely in a world of deepfake memes being pumped out by the White House itself, bothering what the papers say seems rather out of step? And who reads the papers nowadays anyway?
It’s true that fewer people in the UK rely on newspapers for news than they once did. Ofcom’s latest data shows that around half of adults used newspaper newsbrands in 2018, compared with roughly a third today. While that sounds like a big drop – and it is – it’s also easy to misunderstand what that figure actually describes, in context.
As Harry and Liz will tell you, the newspaper brands once ruled the world – almost literally. So, though they have dropped in circulation overall, at 33% of adults, their audience is still undeniably very significant.
Industry measurement via PAMCo shows national newsbrands reaching around 24 million people every day. That’s a mass audience, comparable with major broadcast channels and far larger than many of the audiences truthfully claimed in digital campaigns.
What matters even more than scale, though, is attention. Reading a newspaper, whether online or in actual print, is a deliberate act. It involves choosing a destination, allocating time, and engaging with longer-form material. That is a very different behaviour from encountering content while scrolling.
Social platforms have redefined what “reach” means, and not always in ways that are actually meaningful. A “view” can simply mean that something appeared on screen for a moment.
Newspaper environments operate on a different logic. UK adults still spend around an hour a day consuming news. And quality newspaper journalism remains central to providing explanation, context, and original reporting. While fewer people use newspaper brands than before, those who do are typically giving them more time and more cognitive effort than a social feed ever demands.
There is also a newer audience that is yet to be properly factored into debates about readership. AI-powered search and answer engines increasingly rely on trusted journalism to generate responses, summaries, and citations. Partnerships such as OpenAI’s work with the Financial Times, and early evidence from AI-powered search results, show that established newsbrands are heavily favoured sources.
Newspapers are now read not just by people, but by the systems shaping how information is discovered. Maybe you don’t read a newspaper yourself. But your AI search bot certainly does – alongside millions of other people – every day.
And the attention they together give is intentional, contextual, and trusted, in a way that most social metrics simply do not capture.
In the PR world, that matters. Newspapers may no longer dominate quite like they did in the past. But compared to other sources, they are about quality of audience, depth of engagement, and credibility that travels further, lasting longer than a fleeting view. And, in an attention economy, that’s where the value remains.
