Subscriptions not ads driving New York Times revenue growth

An overview of The New York Times revenue by source between 2009 and 2018.

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...

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