Print Versus Online

Source: Newspaper Association of America Print Ad rev/yr $ mm 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

$32,280 $30,349 $30,639 $31,869 $34,109 $36,092 $38,075 $41,330 $43,925 $46,289 $48,670 $44,305 $44,102 $44,939 $46,703 $47,408 $46,611 $42,209 $34,740

Online Ad revenue/yr $ mm

$1,216 $1,541 $2,027 $2,664 $3,166 $3,109

Print Ad rev/mo. $ mm $2,690 $2,529 $2,553 $2,656 $2,842 $3,008 $3,173 $3,444 $3,660 $3,857 $4,056 $3,692 $3,675 $3,745 $3,892 $3,951 $3,884 $3,517 $2,895

Online Ad rev/mo. $ mm $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $101 $128 $169 $222 $264 $259

Print (Daily) Readers/mo. mm

79 78 77 76 80 79 78 78 76 75 N/A

(estimates) Print (Sunday) Print (total Online Readers/mo. unique readers Readers/mo. mm per mo.), mm mm 50%

(assuming 1/2 of Sunday readers are incremental to daily readers) 92 125 91 123 90 122 90 121 91 125 92 125 91 124 90 123 87 120 86 117 N/A N/A

41 46 56 60 67

(estimates) Print ad rev per daily reader/mo. $

$30 $31 $32 $32 $30 N/A

(estimates) Online Ad rev/reader/mo. $

N/A $3.1 $3.7 $3.9 $4.4 $3.8

Pages  Month

Time Per 

Unique 

Active 

Web Page 

Per 

Person 

Visits Per 

Audience 

Reach %

Views 

Person

(hh:mm:ss)

Person

2009 Jan­09  74,811,622 

44.34

 3,725,769,971 

49.80

 00: 45: 58

8.48

2008 Dec­08 Nov­08 Oct­08 Sep­08 Aug­08 Jul­08 Jun­08 May­08 Apr­08 Mar­08 Feb­08 Jan­08

 66,671,638   69,051,075   68,968,125   67,703,978   69,313,361   67,952,516   65,419,560   69,405,629   64,341,029   65,685,195   66,546,096   66,880,280 

40.13 40.77 42.17 41.53 41.52 41.21 39.89 41.70 39.11 39.90 41.00 41.32

 2,959,555,244   3,276,170,196   3,537,248,971   3,686,180,159   3,421,605,140   3,410,220,416   3,137,650,162   3,040,566,286   2,851,466,740   3,111,859,189   3,064,613,644   3,228,542,924 

44.39 47.45 51.29 54.45 49.36 50.19 47.96 43.81 44.32 47.38 46.05 48.27

 00: 42: 18  00: 45: 02  00: 49: 08  00: 49: 20  00: 43: 18  00: 44: 49  00: 40: 23  00: 39: 51  00: 41: 13  00: 43: 37  00: 43: 09  00: 45: 49

2007 Dec­07 Nov­07 Oct­07 Sep­07 Aug­07 Jul­07 Jun­07 May­07 Apr­07 Mar­07

 63,052,143   62,279,018   63,209,003   58,160,770   59,278,593   59,635,245   58,624,422   60,252,458   58,680,127   59,596,337 

38.20 38.88 39.77 36.96 37.42 37.05 36.74 37.78 37.40 37.74

 2,888,760,593   2,939,499,698   3,240,780,669   2,836,328,492   2,828,613,489   2,735,019,015   2,507,508,944   2,726,832,647   2,761,303,356   2,987,841,885 

45.82 47.20 51.27 48.77 47.72 45.86 42.77 45.26 47.06 50.13

 00: 41: 57  00: 42: 20  00: 46: 44  00: 43: 44  00: 41: 52  00: 40: 07  00: 39: 55  00: 40: 16  00: 42: 01  00: 44: 09

(in mm) CPM

Ads/pg

(in mm)

Rev/mo Rev/uu/mo. $93.1 $1.2

$5.0

5

8.46 8.69 9.27 9.20 8.52 8.48 8.17 7.91 8.15 8.30 8.07 8.48

$5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0

5 5 5 5 5 5 5 5 5 5 5 5

$74.0 $81.9 $88.4 $92.2 $85.5 $85.3 $78.4 $76.0 $71.3 $77.8 $76.6 $80.7

$1.1 $1.2 $1.3 $1.4 $1.2 $1.3 $1.2 $1.1 $1.1 $1.2 $1.2 $1.2

7.83 7.94 8.59 8.15 8.22 8.00 7.55 7.91 8.01 8.56

$5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0 $5.0

5 5 5 5 5 5 5 5 5 5

$72.2 $73.5 $81.0 $70.9 $70.7 $68.4 $62.7 $68.2 $69.0 $74.7

$1.1 $1.2 $1.3 $1.2 $1.2 $1.1 $1.1 $1.1 $1.2 $1.3

Feb­07  58,762,875  Jan­07  58,897,922 

37.47 37.56

 2,827,940,729   3,149,859,906 

48.12 53.48

 00: 43: 33  00: 49: 11

7.94 8.67

2006 Dec­06 Nov­06 Oct­06 Sep­06 Aug­06 Jul­06 Jun­06 May­06 Apr­06 Mar­06 Feb­06 Jan­06

 56,013,742   58,129,985   58,717,539   58,186,363   57,962,930   54,649,433   54,499,768   56,490,054   53,943,322   57,891,526   53,852,860   56,514,236 

34.68 36.33 37.18 37.03 37.23 35.29 34.99 36.55 35.13 37.61 35.69 36.59

 2,688,692,759   2,792,081,066   2,975,449,790   2,781,408,028   2,779,654,273   2,550,837,300   2,532,263,431   2,555,477,529   2,467,046,455   2,725,803,499   2,545,631,675   2,693,921,202 

48.00 48.03 50.67 47.80 47.96 46.68 46.46 45.24 45.73 47.08 47.27 47.67

 00: 42: 55  00: 41: 59  00: 44: 04  00: 42: 01  00: 43: 17  00: 39: 19  00: 39: 10  00: 39: 38  00: 39: 40  00: 40: 19  00: 40: 14  00: 42: 16

7.80 7.93 8.16 7.94 8.21 7.92 8.01 7.94 7.90 8.07 7.96 8.17

2005 Dec­05 Nov­05 Oct­05 Sep­05 Aug­05 Jul­05 Jun­05 May­05 Apr­05 Mar­05 Feb­05 Jan­05

 52,406,635   55,341,440   53,137,506   47,378,321   47,452,991   43,070,526   42,015,818   43,704,725   41,760,176   43,677,542   40,172,333   43,329,665 

34.44 36.29 34.95 31.87 31.51 28.68 27.68 29.54 28.77 29.09 27.46 28.98

 2,352,773,119   2,468,267,202   2,657,141,982   1,925,737,160   1,921,053,958   1,728,956,708   1,683,315,586   1,635,119,778   1,654,303,031   2,090,867,328   1,510,944,378   1,643,578,850 

44.89 44.60 50.01 40.65 40.48 40.14 40.06 37.41 39.61 47.87 37.61 37.93

 00: 40: 39  00: 40: 23  00: 45: 14  00: 37: 52  00: 36: 40  00: 37: 49  00: 37: 12  00: 35: 54  00: 37: 55  00: 39: 19  00: 37: 16  00: 37: 12

7.75 7.52 8.18 7.41 7.31 7.41 7.56 7.38 7.62 7.47 7.10 7.22

2004 Dec­04 Nov­04 Oct­04 Sep­04 Aug­04 Jul­04 Jun­04 May­04 Apr­04 Mar­04 Feb­04

 38,969,158   42,522,496   41,962,179   40,898,804   41,004,015   39,796,414   39,607,151   40,559,902   41,174,593   42,349,319   41,746,655 

26.04 28.54 28.38 27.99 27.73 27.11 26.55 26.56 26.85 27.51 27.53

 1,414,249,638   1,526,845,007   1,623,915,738   1,618,991,565   1,667,201,590   1,382,536,514   1,340,093,592   1,543,192,579   1,619,901,663   1,757,507,735   1,689,172,560 

36.29 35.91 38.70 39.59 40.66 34.74 33.83 38.05 39.34 41.50 40.46

 00: 34: 23  00: 35: 05  00: 39: 22  00: 37: 55  00: 36: 22  00: 33: 03  00: 32: 11  00: 33: 52  00: 36: 14  00: 37: 39  00: 35: 52

6.91 6.99 7.28 7.26 6.96 6.89 6.80 7.27 7.33 7.67 7.05

$5.0 $5.0

5 5

$70.7 $78.7

$1.2 $1.3

Jan­04  41,445,617 

27.51

Source: Nielsen Online, MegaPanel Data

 1,749,957,171 

42.22

 00: 38: 09

7.45

NATIONAL Year

$Mill

RETAIL

%Change

$Mill

CLASSIFIED %Change

$Mill

%Change

PRINT TOTAL

ONLINE TOTAL

PRINT AND ONLINE TOTAL

$Mill

$Mill

$Mill

%change

1950

$518

11.9%

$1,175

6.3%

$377

9.9%

$2,070

8.3%

1951

$529

2.1%

$1,259

7.1%

$463

22.8%

$2,251

8.7%

1952

$537

1.5%

$1,411

12.1%

$516

11.4%

$2,464

9.5%

1953

$606

12.8%

$1,455

3.1%

$571

10.7%

$2,632

6.8%

1954

$607

0.2%

$1,539

5.8%

$539

-5.6%

$2,685

2.0%

1955

$712

17.3%

$1,755

14.0%

$610

13.2%

$3,077

14.6%

1956

$768

5.9%

$1,808

3.0%

$661

8.4%

$3,223

4.7%

1957

$738

0.8%

$1,835

1.5%

$665

0.6%

$3,268

1.4%

1958

$724

-4.7%

$1,802

-1.8%

$650

-2.3%

$3,176

-2.8%

1959

$774

6.9%

$2,014

11.8%

$738

13.5%

$3,526

11.0%

1960

$778

0.5%

$2,100

4.3%

$803

8.8%

$3,681

4.4%

1961

$744

-4.4%

$2,053

-2.2%

$804

0.1%

$3,601

-2.2%

1962

$722

-3.0%

$2,103

2.4%

$834

3.7%

$3,659

1.6%

1963

$702

-2.8%

$2,211

5.1%

$867

4.7%

$3,780

3.3%

1964

$773

10.1%

$2,344

6.0%

$1,003

15.7%

$4,120

9.0%

1965

$783

1.3%

$2,429

3.6%

$1,214

21.0%

$4,426

7.4%

1966

$887

13.3%

$2,645

8.9%

$1,333

9.8%

$4,865

9.9%

1967

$846

-4.6%

$2,760

4.3%

$1,304

-2.2%

$4,910

0.9%

1968

$889

5.1%

$2,919

5.8%

$1,424

9.2%

$5,232

6.6%

1969

$943

6.1%

$3,166

8.5%

$1,605

12.7%

$5,714

9.2%

1970

$891

-5.5%

$3,292

4.0%

$1,521

-5.2%

$5,704

-0.2%

1971

$972

9.1%

$3,565

8.3%

$1,630

7.2%

$6,167

8.1%

1972

$1,062

9.3%

$3,964

11.2%

$1,913

17.4%

$6,939

12.5%

1973

$1,049

-1.2%

$4,245

7.1%

$2,187

14.3%

$7,481

7.8%

1974

$1,105

5.3%

$4,563

7.5%

$2,174

-0.6%

$7,842

4.8%

1975

$1,109

0.4%

$4,966

8.8%

$2,159

-0.7%

$8,234

5.0%

1976

$1,342

21.0%

$5,668

14.1%

$2,608

20.8%

$9,618

16.8%

1977

$1,472

9.7%

$6,241

10.1%

$3,038

16.5%

$10,751

11.8%

1978

$1,541

4.7%

$7,023

12.5%

$3,649

20.1%

$12,213

13.6%

1979

$1,770

14.9%

$7,845

11.7%

$4,248

16.4%

$13,863

13.5%

1980

$1,963

10.9%

$8,609

9.7%

$4,222

-0.6%

$14,794

6.7%

1981

$2,258

15.0%

$9,686

12.5%

$4,583

8.6%

$16,527

11.7%

1982

$2,452

8.6%

$10,390

7.3%

$4,852

5.9%

$17,694

7.1%

1983

$2,734

11.5%

$11,841

14.0%

$6,006

23.8%

$20,581

16.3%

%change

%Change

1984

$3,081

12.7%

$12,784

8.0%

$7,657

27.5%

$23,522

14.3%

1985

$3,352

8.8%

$13,443

5.2%

$8,375

9.4%

$25,170

7.0%

1986

$3,376

0.7%

$14,311

6.5%

$9,303

11.1%

$26,990

7.2%

1987

$3,494

3.5%

$15,227

6.4%

$10,691

14.9%

$29,412

9.0%

1988

$3,821

2.6%

$15,790

4.0%

$11,586

10.1%

$31,197

6.1%

1989

$3,948

3.3%

$16,504

4.5%

$11,916

2.9%

$32,368

3.8%

1990

$4,122

4.4%

$16,652

0.9%

$11,506

-3.5%

$32,280

-0.3%

1991

$3,924

-4.8%

$15,839

-4.9%

$10,587

-8.0%

$30,349

-6.0%

1992

$3,834

-2.3%

$16,041

1.3%

$10,764

1.7%

$30,639

1.0%

1993

$3,853

0.5%

$16,859

5.1%

$11,157

3.7%

$31,869

4.0%

1994

$4,149

7.7%

$17,496

3.8%

$12,464

11.7%

$34,109

7.0%

1995

$4,251

2.5%

$18,099

3.4%

$13,742

10.3%

$36,092

5.8%

1996

$4,667

9.8%

$18,344

1.4%

$15,065

9.6%

$38,075

5.5%

1997

$5,315

13.9%

$19,242

4.9%

$16,773

11.3%

$41,330

8.5%

1998

$5,721

7.7%

$20,331

5.7%

$17,873

6.6%

$43,925

6.3%

1999

$6,732

17.7%

$20,907

2.8%

$18,650

4.3%

$46,289

5.4%

2000

$7,653

13.7%

$21,409

2.4%

$19,608

5.1%

$48,670

5.1%

2001

$7,004

-8.5%

$20,679

-3.4%

$16,622

-15.2%

$44,305

-9.0%

2002

$7,210

2.9%

$20,994

1.5%

$15,898

-4.3%

$44,102

-0.5%

2003

$7,797

8.1%

$21,341

1.7%

$15,801

-0.6%

$44,939

1.9%

$1,216

2004

$8,083

3.7%

$22,012

3.1%

$16,608

5.1%

$46,703

3.9%

$1,541

26.7%

$48,244

2005

$7,910

-2.2%

$22,187

0.8%

$17,312

4.2%

$47,408

1.5%

$2,027

31.5%

$49,435

2.5%

2006

$7,505

-5.1%

$22,121

-0.3%

$16,986

-1.9%

$46,611

-1.7%

$2,664

31.5%

$49,275

-0.3%

2007

$7,005

-6.7%

$21,018

-5.0%

$14,186

-16.5%

$42,209

-9.4%

$3,166

18.8%

$45,375

-7.9%

2008

$5,996

-14.4%

$18,769

-10.7%

$9,975

-29.7%

$34,740

-17.7%

$3,109

-1.8%

$37,848

-16.6%

$46,156 4.5%