Product Design Thinking: Researching the Present and Future of Paper Newspapers
: The current status of printed newspaper consumption and ideal solutions based on research
When everyone talks about digital products, I tend to worry about the future of analog products. Even to a Product designer who spends most of the day designing and researching digital products, it may be unfamiliar to put a product called a newspaper into the category of a project. But, as a paper book lover, I decided to think about this subject and expect it to be one subject in our society further.
Do you currently subscribe to a paper newspaper?
Have you thought about subscribing to a physical printed newspaper in addition to digital news sources? If not, let’s consider how we can address this.
Not surprisingly, according to a study on Canadian News Consumption, very few people subscribe to physical newspapers. Notably, the younger generation is noticeably absent from the survey. Let’s take a closer look at the table below, which highlights the top news sources for Canadians who consult the news daily:
Regular newscast on a TV station (evening or late broadcast) — 45%
Newspaper website — 29%
TV news website — 29%
TV station dedicated to business news — 29%
Social media sites (e.g., Facebook, Instagram) — 26%
Radio news broadcasts — 24%
Interestingly, Twitter ranks eleventh out of twenty-three daily consulted news sources, with a percentage of 14%. However, notably, as you can see the colour box on the table below, you’ll notice a significant absence of percentages among the young generation in the daily newspaper subscription section. It’s just a blank box!
What is causing the decrease in the number of people reading print newspapers? And what does the future look like for printed newspapers?
While the future of paper newspapers may be uncertain, it is not accurate to definitively state that they will completely disappear from the scene.
It’s unfortunate that paper newspapers are so neglected, especially among the younger generation, as at least personally I still love to read on paper.
It is evident that cable and satellite broadcasting, along with the rise of the internet, have significantly impacted the existence of newspapers. Currently, as we know social media platforms have emerged as a dominant force in the news and media industry. From 2005 to 2021, about 2,200 American local print newspapers closed. From 2008 to 2020, the number of American newspaper journalists fell by more than half. And It probably not significantly different with other countries in the world.
However, it is important to note that there are still people who prefer the tangible experience of reading a physical newspaper and value its unique qualities, such as the tactile sensation, portability, and the ability to disconnect from digital distractions. Additionally, certain demographics and regions may still rely heavily on printed newspapers for news consumption. While the future of paper newspapers may be uncertain, it is not accurate to definitively state that they will completely disappear from the scene.
As product designers, let’s delve into ways to enhance the appeal of print newspapers.
I believe it’s time to make some changes. To begin, I conducted phone interviews with three individuals to identify any issues and pain points they may have had with the product.
👤 : age 29 / female/ nutritionist / single/ live in Seoul in Korea
“During my commute, I have a mind to read a paper newspaper because it’s the only free time I have and I like productive reading. However, there isn’t enough space on public transit, and I don’t want to touch others. It’s inconvenient to fold and unfold the newspaper, too. So, what size do I want? I love a size to put in my handbag”
“The reason that I have a mind to read a printed newspaper is because there are plenty of sections such as economy, politic and culture. And I don’t need to browse myself and expect that I can get a plenty of informations”
👤 : age 28/ male/ cooker/ single/ live in Toronto
“I believe there’s no need to buy printed newspapers as all news can be easily accessed online. Personally, I find social media news sufficient.”
“The reason that I don’t have a mind to read a newspaper is that I feel tired to read long texts.”
👤 : age 30/ female/ designer/ single/ live in Toronto
“ I often read the news online as I follow various news outlets on social media. Online platforms make it easy to access news and read other users’ comments especially. But, I occasionally feel that I need to read a printed article from a newspaper. I mean, while I have an interest in reading a paper newspaper, I also feel that carrying one around is outdated.”
During my user interviews, I discovered significant challenges that the younger generation faces. As a product designer, I believe we can enhance the product’s size and visual design to address these pain points.
1. Size: Despite being significantly reduced in size, still newspapers remain too large for modern life.
2. Design: Younger generations want newspaper layouts with more visually appealing designs.
3. Contents: It will need to focus on more diverse and in-depth content differentiated from online platforms, such as special articles that will attract people’s attention.
I was also curious about the viewpoint of ChaGPT regarding this matter. And ChatGPT provided the following response when asked how to raise the subscription rate of paper newspapers by targeting young people:
1. Visual Design: Improve the visual aesthetics of the newspaper by employing attractive layouts, captivating typography, and engaging graphics. Designers can create visually appealing sections and use innovative approaches to make the newspaper visually striking.
2. User Experience: Focus on creating a seamless and enjoyable reading experience. Optimize the newspaper’s layout and organization to make it easier for readers to navigate and find content. Consider the ergonomics of holding and flipping through the newspaper, ensuring it feels comfortable and intuitive.
3. Content Curation: Carefully curate the content to provide a diverse range of high-quality articles, stories, and features that cater to readers’ interests. Emphasize in-depth reporting, analysis, and exclusive content that sets the newspaper apart from digital sources.
4. Unique Value Proposition: Highlight the distinctive aspects of a paper newspaper, such as the tactile experience, uninterrupted reading, and the ability to disconnect from digital distractions. Emphasize the nostalgia, tradition, and sense of ritual associated with reading a physical newspaper.
5. ustainability and Eco-Friendliness: Address environmental concerns by using eco-friendly materials, promoting recycling, and adopting sustainable printing practices. Highlight the newspaper’s commitment to sustainability, appealing to environmentally conscious readers.
Conclusion
I conducted research on the current and future state of paper newspaper consumption. During a one-on-one phone interview, I aimed to identify and address the pain points that users experience with printed newspapers. I also sought a solution from chatGPT on how to increase subscription rates of paper newspapers among the younger generation.
Through these efforts, I discovered some common and meaningful ways to boost paper newspaper subscriptions among younger readers. The method I suggest through this research is:
first, to reduce the size of the newspaper more than it is now so that the active young generation can read it anywhere without any inconvenience.
Second, in terms of content, it is necessary to motivate young consumers to read through content that has depth and implications that are differentiated from information obtained through social media.
Third, the overall design of the newspaper should be changed to be trendy so that the newspaper subscribers can wear a trendy and intelligent image.
While the future of print newspapers may be uncertain, these proposed strategies aim to revitalize the appeal of physical newspapers and attract younger readers. By addressing their specific needs and preferences, and differentiating the newspaper experience from digital platforms, it is possible to increase subscription rates among the younger generation and ensure the continued relevance of print newspapers in the evolving media landscape.
😉 Thanks for reading to the end! I’m Juna Jung, a product designer at Ruda Design Studio. If you feel like a coffee chat, connecting, or just want to see what I’m up to, follow me on instagram and LinkedIn.
If you have any projects you want us to collaborate on, let us know!
