The drop in print ad revenue by three-fifths in the last decade has been only offset to the tune of around 12% by its online equivalent. A trend that does not appear to be changing. General interest newspapers are in free fall.

The Economist suggest becoming specialist publishers, and no doubt this is good advice. The problem, of course, is that the Content Marketing juggernaut is going the same way with free, ultra-relevant, expert-led content.