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The U.S. newspaper industry has history going all the way back to the colonies.  Newspapers enjoyed a long reign not only as the primary source of news and information, but also as the main advertising vehicle for brands, retailers, and even individuals within their markets.

Newspaper publishers faced and survived major challenges over the years from short broadcast newscasts on radio and TV, radio all-news formats, television news programs, and 24-hour cable news channel cycles, retaining subscribers and revenue streams.

In the 21st century, however, online and digital platforms affording real-time news coverage – including personalized news delivery – have made immediacy the order of the day.  Publishers literally are faced with an "adapt or die" proposition.  Some are adapting innovative strategies to expand their digital services to the consumer – others have closed down.

Newspaper publishers are changing their business models to curtail costs, expand access to content via digital platforms:

  • Reduction of home delivery schedules to 3 or 4 days a week, including Sunday
  • Some publications adopting these schedules continue to offer print editions at newsstands and other points
  • Others offer digital-only options on non-delivery days

Recognized channels for audited newspaper circulation data by the Alliance for Audited Media (AAM), formerly known as the Audit Bureau of Circulations (ABC), are:

  • Print distribution (individually paid, business/traveler distribution such as hotels and airlines, and consumer copies that are non-paid or paid by someone other than the individual)
  • Digital Replica:  Digital format containing all editorial and ROP ad content; may contain additional editorial and advertising.  Circulation numbers not synonymous with daily Website visitors, page views, or other common web traffic terms
  • Digital Non-Replica:  Digital format with same name of paper's AAM membership; may contain different editorial or advertising from the print version.  Circulation numbers not synonymous with daily Website visitors, page views, or other common web traffic terms
  • Affiliated Publications: Print and/or digital editions reflecting a different name than AAM member; may contain audience-focused, alternative language or community papers

Newspaper readership

Overall, consumers reading traditional print newspapers are declining as digital newspaper readership numbers are on the rise. Convenience and technology are key when consuming print now.

  • 15% of A18+ read any daily newspaper
  • 12% of A18+ read any one daily newspaper 
  • 3% of A18+ read any two or more daily newspapers
  • 20% of A18+ read any Sunday newspaper
  • 17% of A18+ read any one Sunday newspaper
  • 3% read any two or more Sunday newspapers

Newspaper consumers are now reading digitally. 

  • 45% of 18+ read or looked into any digital version of a newspaper

(Source: GfK MRI Doublebase 2020)
  • Newspaper readership by age:
    • 28% - A18-34
    • 22% - A35-49
    • 35% - A50-69
    • 15% - A70+

(Source: IBISWorld, Newspaper Publishing, August 2020)

Many print newspaper advertisers like to "target" consumers by placing their ads in special sections of the paper. However, among those adults who read print newspapers, only a small percentage of actually read every section – many readers will never be exposed to advertising.

    • Weekday papers
      • Front page - 21%
      • International/National News - 11%
      • Local News – 20%
      • Business/Finance - 6%
      • Classified Advertising – 5%
      • Comics - 8%
      • Editorial Page - 7%
      • Entertainment/Lifestyle - 8%
      • Fashion - 3%
      • Food/Cooking – 8%
      • Health - 7%
      • Home/Home Design/Furnishings/Gardening - 5%
      • Movie Listings & Reviews - 5%
      • Science & Technology - 5%
      • Sports - 10%
      • Travel - 5%
      • TV Listings - 5%
      • Weather - 11%
      • Advertisements - 5%
      • Circulars/Inserts/Fliers - 8%
    • Sunday/Weekend papers
      • Front page - 20%
      • International/National News - 11%
      • Local News - 17%
      • Business/Finance - 6%
      • Classified Advertising – 5%
      • Comics - 9%
      • Editorial page - 8%
      • Entertainment/Lifestyle - 9%
      • Fashion - 3%
      • Food/Cooking - 8%
      • Health - 6%
      • Home/Home Design/Furnishings/Gardening - 5%
      • Movie Listings & Reviews -5%
      • Science & Technology - 5%
      • Sports - 9%
      • Travel - 7%
      • TV Listings - 4%
      • Weather - 9%
      • Advertisements - 6%
      • Circulars/Inserts/Fliers - 10%

(Source: GfK MRI Doublebase 2020)

Attitudes towards newspapers of A18+

  • 46% say newspapers are a good source of learning
  • 45% say that reading a newspaper makes them think
  • 44% say that newspapers keep them informed
  • 40% somewhat/strongly agree that newspapers provide them with useful information about bargains
  • 33% somewhat/strongly agree agrees that newspapers provide them with useful information about new products and services
  • 27% somewhat/strongly agree that newspapers provide them with meaningful information about the product use of other consumers
  • 26% say they only read newspapers for information only
  • 18% said they trust newspapers the most

(Source: GfK MRI Doublebase 2020)
  • As of May 2020, 57% of A18-64 purchased a daily newspaper or magazine as a part of a subscription while 50% purchased as a single issue.

(Source: Statista, Global Consumer Survey 2020)
  • 82% of Millennials state that they retrieve and use coupons they found in newspaper coupon books

(Source: Statista; Valassis Consumer Intel Report 2020)

  • Newspaper popularity for daily news consuption by age as of March 2020:
    • 18-29: 6%
    • 30-44: 13%
    • 45-54: 10%
    • 55-64: 19%
    • 65+: 20%

(Source: Morning Consult; The Hollywood Reporter, 2020)

Revenue:

Newspaper companies have been hit hard by the coronavirus outbreak. Pew Research Center analyzed six publicly traded newspaper companies that own over 300 daily newspapers and found an overall 42% decrease in ad revenue.

  • Ad revenue share of decrease by company:
    • Gannett: -35%
    • NY Times: -44%
    • Tribune: -48%
    • McClatchy: -46%
    • Lee: -37%
    • Belo: -40%

(Source: Pew Research Center, The financial state of the U.S. news media in the second quarter of 2020)

  • Overall newspaper ad revenue is expected to coninuously decline between this this 2018 ($15.8B) and 2022 ($12.6B)
  • Digital advertising in the newspaper market is simply not growing quickly enough (2017-2022 CAGR of 2.2%) to offset print advertising losses (CAGR of -10.4%)
  • In 2018, print newspaper ad revenues accounted for 33% while digital is expected to grow to 45.1% by 2022
  • Each of the three major segments of print advertising (classified, national and retail) is predicted to drop by an annual rate of 9%, with classified having the worst outlook of -11.0%

(Source: Marketing Charts; US Online & Traditional Media Advertising Outlook, 2018-2022)

For additional information/insights on Newspapers:
Newspaper Association of America (NAA):
http://www.naa.org/

National Newspaper Association (NNA):
http://nnaweb.org/resources
http://nnaweb.org/about-nna?articleCategory=community-facts-figures

Alliance for Audited Media (AAM)
http://www.auditedmedia.com/

Reach: Mass reach, delivered daily: Newspapers reach a relatively large mass audience throughout the market in a single issue. One advertisement in the newspaper typically can create more impressions than a single commercial spot on television or radio, a single outdoor billboard, or online platform. Beyond initial circulation, newspapers can deliver meaningful pass-along audiences and their reach over a week or month is significantly higher than their daily tallies indicate
Targeting: Geographic targeting is available through combinations of major market and small town/suburban papers, as well as by zoned editions that allow for less than full run of press coverage. Newspapers boast strong upscale demographics, delivering a high proportion of educated, affluent consumers. Editorial selectivity is available using specific sections of the paper to advertise to a target audience – e.g., women's specialty store in fashion section.
Environment: The majority of newspapers retain reputations for high civic-mindedness and integrity in reporting
Cross-Platform Exposure: A mix of print and digital platforms offered by newspapers affords access to differing demographic segments. Newspaper websites are a growing option for advertisers to reach younger, more upscale audiences. The availability of video ads on digital platforms increases appeal
Tracking: It is relatively easy to track response to newspaper ads, primarily through couponing
Ad Timing: Advertisers can place orders and submit copy/artwork with a short lead time
Content: The combination of text and graphics in the newspaper, when used effectively, can create visual appeal to reinforce the advertising message
Newspaper ads afford the capability to communicate lengthy, complex or detailed information and descriptions, as well as disclaimers legally required for certain forms of advertising
Comparison Shopping: The newspaper is an effective vehicle for consumers to price shop and also serves as a primary source for coupons. Newspaper readers and non-readers often seek out ads to learn about store promotions, prices, and to clip coupons for savings
Ad Size: The medium offers a wide range of ad sizes that allow advertisers to meet their budgetary parameters, ranging from a single column-inch ad to two adjacent full-pages (double-truck display)
Opportunities: If newspaper publishers can capitalize on them, online companion Websites and mobile apps can provide newspapers with a vehicle for more immediacy, audio and visual delivery of ad messages
Classified Advertising: Many consumers consult their newspaper to look for job offerings, real estate and automotive ads, other buying/selling opportunities

Reach: Large percentages of adults don't read any newspaper each day, especially among younger demographics. Even among readers, people rarely go through all the sections of the newspaper
Quality: Despite printing improvement over the years, newspaper ad reproduction isn't a match for magazines or online displays
Clutter: Same-page ad clutter is an issue for all but the largest advertisers (those purchasing ½-page of full-page displays). Ads placed next to a competitor's may only be an advantage if price is absolutely the lowest
Passivity: Print newspapers provide only visual information. Newspaper ads are non-intrusive, appeal primarily to consumers who are seeking them out
Timeliness: Newspaper coverage of news events lags behind TV, Cable, radio, Internet. Readers may seek out more in-depth reporting from the paper, but get breaking news from electronic and digital sources today. Social networks such as Twitter, BuzzFeed also afford quick access to stories
Declining Distribution: Newspaper circulations, especially on weekdays, are in steep decline
Demographics: Newspapers' audience skew is 35+, with emphasis on 55+
Coverage: The metro market reach of the typical major market daily newspaper is only about half of what it was 25-30 years ago
Digital Ads: Newspaper websites to date have not been able to exploit the availability of video commercials on the digital platforms. There is controversy regarding how consumers "view" digital ads on all platforms that must be resolved
Measurement: Circulation, not readership, was newspapers' sales currency for many years. As the medium attempts to shift to readership data, audience surveys currently available rarely provide issue-specific data or readership estimates by page or section of the paper
Media Buying Limitations: GRP or media weight factoring is a challenge due to wide variations in market-to-market coverage and circulation. In many cities there is only one major newspaper available

Readers can easily skip past newspaper advertisements, but linear radio is intrusive and breaks through with your message.  Arbitron/Media Monitors/Coleman Research's 2011 "What Happens When the Spots Come On" found that radio retains 93% of its lead-in audience during commercial breaks
Reach:  Radio offers broad reach across all demographics, including younger consumers not easily delivered by newspaper advertising.  Radio reaches more adults every week than any other medium. Adding a relatively inexpensive radio schedule to a newspaper ad campaign can boost the number of different persons who will be exposed to an advertising message
Enhancement:  The ear is a powerful organ for messaging, and radio can provide sound that is lacking from print advertisements.  Conversely, newspaper ads can provide deeper messaging and details that short radio spots can't convey
Recall:  Radio combines with newspaper to improve brand recall.  Numerous studies point to radio's ability to improve brand awareness and recall as well as improve the effectiveness of other media. Additionally, radio has been proven to improve an advertiser's return on investment
Environment:  Radio cuts through the clutter, featuring commercials one at a time, whereas newspapers commonly display multiple ads on the same page, diminishing branding opportunities.  Use radio to direct consumers to a particular ad in an edition of the paper for locations, details beyond radio messaging
Frequency:  Radio advertising is affordable and allows you to add impact to your brand messaging through repetition
Frequency:  Radio advertising is affordable and allows you to add impact to your brand messaging through repetition. You can air multiple radio spots in a single day versus one newspaper ad.  That means bigger and faster results because repetition sells.  Radio can help maintain loyal customers by keeping your name or brand image top-of-mind.  When the consumer knows your name, she's more likely to stop and read you newspaper advertisement
Targetability:  Radio is highly-targetable.  While everyone in the market reads the same print newspaper, there are many radio formats, each attracting a distinct demographic or lifestyle group that allows you to zero in on a specific audience – and making a radio buy more efficient than newspaper
Cost:  Newspaper advertising can be expensive, depending on the size of the ad and where it is placed in the publication, and one ad hits all who read the paper.  Good radio advertising is relatively inexpensive to produce and can be tailored to different demographic groups and placed within niche program formats
Speed:  The time to create a radio spot, produce it and get it on the air is shorter than the time required to publish an ad in the print edition of the paper.  Radio can be the advance team for messaging that needs to get out quickly
For more information on radio:
Glossary:  http://www.rab.com/public/reports/buysellterms.pdf
FAQs:  http://www.rab.com/whyradio/faq.cfm
Statistics and Trends:  http://www.rab.com/whyradio/

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