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Newspapers in Crisis:
Migrating Online
The outlook for newspaper publishers is grim. Their business model is broken and advertisers are bailing. Newspaper advertising revenues in the US declined 16.4% in 2008 to $37.9 billion. By 2012, spending will slide to $28.4 billion. Is there hope for this proud medium?
The Newspapers In Crisis report analyzes the trends that are contributing to a historic downslide in newspaper revenues and readership.
Newspaper circulation continues to deteriorate as people increasingly go online for news that is timelier and free. And the relatively high fixed costs of paper, printing and distribution show no signs of waning.
And there is little relief online, where newspaper revenues are dropping as well. eMarketer estimates that even Internet revenues dipped slightly in 2008, 0.4% to $3.15 billion.
Key questions the “Newspapers in Crisis” report answers:
- How far and fast are newspaper revenues falling?
- What trends are contributing to decreased newspaper readership?
- Why are the younger readers abandoning newspapers?
- Are larger or smaller circ newspapers being hit hardest?
- Can online ad revenues make up for print ad shortfalls?
- Are alternative online content models working?
- And many others…
eMarketer Reports—On Target and Up to Date
The Newspapers in Crisis report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
To download the report to your desktop—click Add to Cart:
The outlook for newspaper publishers is grim. Their business model is broken and advertisers are bailing. Newspaper advertising revenues in the US declined 16.4% in 2008 to $37.9 billion. By 2012, spending will slide to $28.4 billion. Is there hope for this proud medium?
Executive Summary
 US Newspaper Advertising Revenues, 2007-2012 (billions and % change)
The eMarketer View
Key eMarketer Numbers--Newspapers in Crisis
Newspaper Ad Revenues
US Spending
US Newspaper Advertising Revenues, 2005-2012 (billions and % change)
Comparative Estimates: US Newspaper Advertising Revenues, 2008-2010 (billions)
Comparative Estimates: US Newspaper Advertising Revenue Growth, 2008-2010 (% change)
US Total Media Advertising Spending Growth, 2007-2013 (% change)
US Newspaper Online and Print Advertising Revenue Growth, by Quarter, 2004-2008 (% change*)
US Newspaper Online Advertising Revenue Growth, by Quarter, 2004-2008 (% change*)
US Newspaper Online Advertising Revenues, 2007-2009 (billions and % change)
US Online Advertising Spending Growth, 2007-2013 (% change)
Advertising Revenues by Category
US Newspaper Advertising Revenue Growth, by Category, 2004-2007 (% change)
US Newspaper Print Advertising Revenue Growth, by Category, Q1-Q3 2008 (% change*)
Top 10 US Newspaper Companies, Ranked by Net Newspaper Revenues, 2007 (millions and % change)
Leading US Newspaper Companies, Ranked by Advertising Revenue Growth, Q2 2007-Q3 2008 (% change)
Consumer Usage
Select Types of Websites Visited by US Internet Users, August 2008 (% of respondents)
Average Monthly Unique Visitor Metrics for US Newspaper Websites, Q1-Q3 2008
Change in Print Newspaper Consumption by US Adult Internet Users Since Visiting* a Newspaper's Website, 2003-2008 (% of respondents)
Circulation Trends
Top 25 US Daily Newspapers, Ranked by Average Circulation, September 2007 & September 2008 (thousands and % change)
Demographics of Online News Readers
US Adult Newspaper Readers*, by Age and Channel, 2006 & 2008 (% of respondents in each group)
Demographic Profile of US Adult Internet Users and Total US Adults Who Go Online for News*, 1998 & 2008 (% of respondents in each group)
Demographic Profile of US Adult Newspaper Website Visitors, March-April 2008 (% of respondents)
Newspaper Websites: Strengths and Weaknesses
Top 10 US Print Media Websites, Ranked by Market Share of Visits, March 2008
US Adult Local Online Content Users Who Took Action* After Seeing Local Advertising on Websites in the Past Year, by Website Type, Spring 2008 (% of respondents)
US Adult Local Online Content Users Who Trust* Local Advertising on Websites, by Website Type, Spring 2008 (% of respondents)
Average Time Spent per Unique Visitor to Leading US Newspaper Websites, July 2007 & July 2008 (mins:secs)
Content Strategies Online
Interactive Features Offered on the Websites of the Top 100* US Newspapers, 2007 & 2008 (% of total)
Advertising Strategies
US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
Change in Marketing Spending According to US Marketers, by Tactic, September 2008 (% of respondents)
Ad Networks
Average Advertising Network CPMs for US Websites in Select Industries, Q1 2008-Q3 2008
APT from Yahoo!
Revamped Sales Structures
Mobile and Local Search
Case Studies
The Christian Science Monitor
Lawrence Journal-World
Primary Source Used by US Internet Users When Searching for Local Business Information, May 2007 & July 2008 (% of respondents)
The Wall Street Journal
Conclusions
Endnotes
100027 | 100331 | 100533
US Newspaper Advertising Revenues, 2007-2012 (billions and % change)
Key eMarketer Numbers--Newspapers in Crisis
US Newspaper Advertising Revenues, 2005-2012 (billions and % change)
100025 | 100534
Comparative Estimates: US Newspaper Advertising Revenues, 2008-2010 (billions)
Comparative Estimates: US Newspaper Advertising Revenue Growth, 2008-2010 (% change)
099570
US Total Media Advertising Spending Growth, 2007-2013 (% change)
099562 | 099567
US Online Advertising Spending Growth, 2007-2013 (% change)
US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
098829
Average Advertising Network CPMs for US Websites in Select Industries, Q1 2008-Q3 2008
Related Information and Links
Related Links
Contact
Report Contributors
The outlook for newspaper publishers is grim. Their business model is broken and advertisers are bailing. Newspaper advertising revenues in the US declined 16.4% in 2008 to $37.9 billion. By 2012, spending will slide to $28.4 billion. Is there hope for this proud medium?
Advertising Age
Audit Bureau of Circulations-US
Barclays Capital
BMO Capital Markets Corp. (Harris Nesbitt)
comScore Inc.
eMarketer
Experian Hitwise
Goldman Sachs
JupiterResearch
MAGNA
MarketingSherpa
MarketTools
Morgan Stanley
Myers Publishing LLC
Newspaper Association of America (NAA)
Nielsen Online
Online Publishers Association (OPA)
Pew Research Center for the People and the Press
PubMatic
Readership Institute
The Bivings Group
TMP Directional Marketing
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Price: $695.00
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Price: $695.00
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