In a column published for Ifra-Leipzig I briefly described a tantalizing prospect for newspaper publishers – regularly reaching some of the most valuable readers and customers (in terms of disposable income and societal influence). Current methods of reaching this group are somewhat clumsy and have major logistical challenges that no one has consistently overcome. Yet digitally produced newspapers offer the opportunity to overcome those challenges and simultaneously deliver added value.

Now let’s explore another aspect of today’s scenario. The key words are fragmenting audiences. And let’s use another audience group that I think is being passively alienated, but which in my view could be reached and retrieved by digital newspaper technology.

Currently the newspaper industry is challenged by the fact that in some markets, the traditional distribution node of newsagents is shrinking. It’s certainly shrinking in the UK, and the rate of shrinkage will likely continue if only because it is becoming more difficult for smaller newsagents and kiosks to maintain commercial viability in hard-to-reach areas.