It's findings are the result of a poll in which the response is the very definition of a "small sample." And it's impossible to say that the survey was exhaustive or that the statement respondents made with their answers was beyond any doubt.
But I think the results of my recent poll probably are a fair picture of the horse racing fan and handicapping market: Roughly half of those who watch and bet the sport still place value on the print edition of
The Daily Racing Form. And probably on the print editions of other industry publications, as well, such as
Thoroughbred Times or
The Blood-Horse.
My poll was posted in response to a lengthy and detailed survey I completed upon being queried for my opinions during a visit to
drf.com. Obviously
their survey's findings are going to carry significant weight in the direction of DRF products from 2009 forward, and from the structure of the questions, I got the impression that proprietors of the Form were trying to weigh whether they should -- or, perhaps, how abruptly they could -- begin abandoning the print product.
I'd say "now" is far too soon, that "soon" is far-fetched, and that I think my little poll supports the notion.
I understand my survey's limitations. It was only answered by voluntary response of this blog's readers. Not a lot of them, in fact -- 29. And just one question was asked: "Do you still appreciate and buy the print edition of The Daily Racing Form."
But I think that's
the question that needed to be asked. As it does for me, does the print edition of The Daily Racing Form still hold value to you as a fan and handicapper, and do you purchase still it?
Essentially 50 percent of people -- that is, Internet-using horse-racing-fan people -- said that they do value and buy the print edition of The Daily Racing Form. A total of 14 respondents (48 percent) buy the printed form; 10 respondents (34 percent) answered "No, print is dead;" and five respondents (17 percent) said they didn't use any DRF products at all.
Despite the tiny size of the sample, the fact that 82.7 percent of its respondents do buy DRF products hints at that company's strength in the past-performances and handicapping market. And the fact that 14 of the 24 -- 58.3 percent -- still want the option of buying the DRF every day on paper should at least prompt some pondering about whether print really is all that "dead."
After all, it isn't. And despite all the naysayers and the relentless carving away at its market by alternative media (beginning with that fantastical device known as
"radio" in the 1920s), printed newspapers remain among the most widely accepted and purchased sources of news and information in the world.
Scarborough Research reports that this nation's roughly 1,400 daily newspapers and 8,000 non-dailies boast some 100 million adult readers. According to
comScore, only this January, for the first time, did
Google-owned sites (which include
YouTube and comprise nearly two-thirds of the entire online video market)
reach 100 million total viewers for an entire month. (And, seriously, how many of those were children?)
Newspaper readers spend time with the product; an average of 20 minutes per weekday and more on Sundays. ComScore reports that in January the average Internet user watched six hours of video online (11.6 minutes a day). Sure, the Internet users aren't only watching videos online. They're accessing other content, too. (And discount time spent on porn.)
O.K., so oldsters are keeping newspapers afloat, you say.
Of course it's younger folks who are abandoning print.
That's why it's doomed, eventually.
But wait. No, they're not.
Again according to Scarborough Research, more than two-thirds of people ages 18 to 34 read a newspaper during the average week. That's the print edition; not any of the newspaper's digitized versions. And a 2006 study by
Y2M: Youth Media and Marketing Networks revealed the
conventional-wisdom-flipping news that while 77 percent of college undergrads were reading their printed campus paper during a given month, just 57 percent of those students were reading the campus paper's Web site. Even more surprising, 57 percent of those allegedly wired-in, print-disconnected college kids were reading the
local town's daily paper at least once a month, too, while only 45 percent chose to view news on that paper's Web site.
But that can't be, you say.
Regardless whether it
can't be, it just so happens to be.
And a crucial statistic, particularly for publishers who rely on advertising revenue and not just on selling past-performances: Printed newspaper readership increases with education and income. Again, Scarborough: More than two out of three college grads and over half of those who hold only a high school diploma are regular newspaper readers.
In other words, the market segments advertisers ardently hope to reach -- those with the most money to spend -- are more likely than anyone else to be print-edition readers of a given news source.
This also seemingly flies in the face of everything that's up to date in Kansas City. After all, wouldn't the well-educated and wealthy also be tech-savvy and able to afford the best computers and portable electronic gizmos to access content on the Web? (Sure they would.) So why would they buy the stupid dead-tree edition of
any newspaper, including The Daily Racing Form? ... Because it's familiar, chock full of information, well-formatted, trusted, (insert your reason here).
It's easy to see why DRF or any other company that disseminates news for profit would love to find cause to just ax the whole print operation. Why some of them, maybe even the DRF, are looking for ways to drive more readers to the Web site first or instead (even willfully driving them
away from print). ... Imagine all the pressmen who could be handed pink slips, and a few of the journalists, too. Not to mention unloading the burdensome ballast of enormous bills for paper, ink and various modes of delivery.
There's just one problem for the print media as some of us actually try to hasten our own demise: People still want to buy our inky little papers and magazines.
Darn the luck.
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