It is almost 200 years since the UK’s pioneering railway network created the opportunity for daily newspapers to reach breakfast tables in every corner of the country. That led to decades of soaring power, prestige and profits. The newspapers of “Fleet Street” (named after their historic location) became as important to Brits as Shakespeare, the BBC and the ruling Monarchy. So, there’s good reason to start in London when trying to predict the future role of traditional news brands. But it’s not a pretty picture.The nine national daily newspapers had an aggregate circulation of 6.5m copies in August 2015 – 35% down since 2010. Advertising revenue too has plummeted, and is still falling.
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