→ Newspaper Online vs. Print Ad Revenue: The 10% Problem @Publishing 2.0
What is the 10% problem? Let’s look at the New York Time’s numbers.
- Online unique users (12 month average): 13,372,000
- Print circulation – weekday: 1,120,420
- Print circulation – Sunday: 1,627,062
NYT doesn’t report ad revenue for NYTimes.com broken out from its News Media Group (which includes mostly other local newspapers, but is likely dominated by NYT revenue)
- Total advertising revenue: $483,594,000
- Online advertising revenue: $51,000,000
Let’s assume that the NYTimes.com has roughly the same portion of ad revenue coming from online. What you find, with some modest rounding, is that print circulation is about 10% of total audience reach, while online advertising revenue is 10% of total ad revenue — the economics are nearly the perfect inverse of what they should be.
