Advertising has failed to boost total revenue for The New York Times, according to company reports. Despite total growth of 10.5% between 2009 and 2018, ad revenue for the global newsbrand fell 30.0%. Instead, topline growth was from subscription and other sources, including commerce and live events, which rose 52.5% and 46.1% respectively.
As a result, ads now account for less than a third – $558.3m – of total revenue, a drop from one-half in 2009. However, advertising revenue may be stabilising, with 2018 seeing the smallest year-on-year decline, at just 0.05%. This comes as the company draws on...