According to Editor & Publisher, both the NYT and LAT are denying Nikki Finke’s claim that they’re about to lose a whole lot of movie advertising because their readership is not sufficiently young to appeal to movie studio marketing departments:
In a written statement to E&P, the Los Angeles Times called Finke’s piece “misleading in its description of the state of newspaper readership and of the Los Angeles Times’ value as an advertising vehicle for movie studios.”
The paper then went on to cite a Scarborough Research report that shows that 52% of 18-24 year olds who go to three or more movies a month read the paper weekly. Among 18-24 year olds who usually go to movies on opening weekend, the Los Angeles Times says 43% read the paper each week.
New York Times spokeswoman Catherine Mathis told E&P Wednesday that the Times has not felt the cutbacks Finke’s column portends. Furthermore, Mathis said the movie industry views the paper as a trade publication as well as a “highly influential ticket-selling vehicle in New York.” And finally, she said, The Times is increasing selling combined ad packages for print and online — presumably to snag that younger audience.
Well, since Finke portends cutbacks, I’m not sure why the fact that the NYT hasn’t felt them yet disproves her reporting. Anyway, we will see in the coming months if the Finke Prophecy comes into being.