08-05-2010 OLD 80-20 NEWSPAPER RULE MAY BE OUT WINDOW Traditionally, the rule for newspapers was that 80% of their revenues came from advertising and about 20% from circulation. However, according to an article in the Nieman Journalism Lab at Harvard University, as ad revenues continue to decline it now looks as if that rule may be obsolete as many newspapers are trying to generate higher revenues from circulation. Here is the breakdown from a few newspaper groups (McClatchy is the parent of the Kansas City Star):
New York Times: Circ: 40%, Ads: 53%, Other: 7%
Scripps: Circ: 28%; Ads: 67%; Other: 5%
Gatehouse: Circ: 27% , Ads: 71%, Other 2%
Lee: Circ: 24%, Ads: 70%, Other: 6%
McClatchy: Circ: 20%; Ads: 76%, Other: 4%
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