MANILA -- A research firm revealed that online news should not pose a direct threat to print publications as both platforms can complement each other in providing quality information to mass audiences.

Steve Garton, executive director for media of Synovate, shared that newspapers should not be afraid of experimenting ways to attract and retain audiences especially in a fast-changing world where almost everything can be served in just a few clicks.

“We have seen a two percent decline in newspaper and magazine readership in the past quarter (from 39 percent to 37 percent) but it is not that big for newspapers to feel panicky about it. It is such that some readers have also turned to the internet for information to complement what they have read on the papers,” he told reporters.

According to Synovate Media Atlas Philippines Wave 4 2009-2010, print publications suffered a five percentage point drop in readership among the poorest class (E) while readers in the upper socioeconomic classes (AB) have increased three-percentage points as compared to the past survey.

The survey used telephone and face-to-face interviews on 2000 individuals living in urban areas, proportionate to the population in Luzon, Greater Manila Area, Visayas and Mindanao.

Garton related that the leap to online, however, will not be that easy as the primary issue of access has yet to be resolved.

Synovate’s survey found out that only 37 percent of Filipinos have access to internet as compared to the high penetration rates in Hong Kong, which hovers around 80 percent.

The media research firm said that the low penetration rate has a domino effect in online advertising, with revenue still fixed at the single-digit territory according to Garton.

“Access should be given to those in the lower classes who are deprived sources of information and educational tools that are very important in the 21 century. In other countries, there are moves to make access to the internet a basic right,” said Garton.

Date from media research firm Nielsen showed that ad spending in the first half of 2010 is concentrated on television, which accounted 74 percent of the P108.6 billion-proceeds.

Radio, on the other hand, cornered 21 percent while print remained at 5 percent or P5.43 billion due to steady influx of political advertisements.

“Without question, there is a strong viable future for decades to go for print. Print has the ability just as much as the internet to make contact with the audience and to share content to the audience more closely. As much as possible, they should involve the reader on content generation, and provide quality, independent analysis on news, current affairs and even entertainment, fashion, motoring, among other topics,” said Garton.(Virgil Lopez/Sunnex)