Mashable round up the state of online vs. newspaper audiences. Our work with the FT has meant that Goldladder are all too aware this milestone was coming. From PPC segmentation, you can see a massive shift in audience behaviour. PPC buying triggers like ‘newspaper delivery/ post’ etc. are giving way to ‘online access/ unlock’ etc.
The next milestone will be the split between desktop and mobile access – apps and tablets are creating a new hunger for content, and these methods are giving publishers some control over layout and presentation.