The new world order of newspaper advertising - the crumbling business model

Robert S. Cauthorn

Newspaper advertising is widely held to be in decline, but rather than experiencing sudden, dramatic losses, the industry is suffering from a gradual depreciation in revenues.

The new world order of newspaper advertising – the crumbling business model

Robert S. CauthornCityTools, LLC

Everyone recognises that newspaper advertising faces a malaise. There is precious little growth, and what growth exists comes primarily from raising rates on shrinking volumes. It is not a good sign.

Some analysts cite competition from the internet. They point to the obvious fact that sooner or later advertisers will follow the readers.

Some cite changing lifestyles. For example, readers have no time to spend with newspapers. Or they cite feeble circulation suppressing advertising growth. For example, in industrialised nations circulation is falling...

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