Data for 12 key markets from WARC's International Ad Forecast, show that total print ad revenue –across newspaper and magazine publishers – has more than halved between 2009 and 2017, and is projected to dip by 6.4% to $44.5bn this year. Print (advertising and circulation) still accounts for over 90% of newsbrands' revenue worldwide, although the majority now comes from circulation. A 2017 survey of 250 news industry decision-makers found that many believe their business models will need to radically change to meet future expectations. By 2022, most (21%) believe non-traditional income (outside circulation, subscriptions and advertising) will contribute between 31% and 40% towards the bottom line. Daily print time is stable, while online is increasing total consumption. Looking at nine major newsbrand titles worldwide, digital-only subscribers account for 40% of total circulation on average, though rates vary by title.

Global print advertising expenditure by format, year-on-year % change