New data that ties together the mature business of circulation and print advertising with the growing online ad business predicts that the newspaper industry could face a revenue shortfall of $20 billion by 2010.
The "Deadline with Destiny" report, released by media research firm Outsell, predicts revenue trends for the next five years and shows that the decline of paid circulation revenue for print newspapers will speed up as 18-39-year-olds continue to go online for news, writes BtoB Online (via MediaBuyerPlanner).
The report also shows that the online ad revenue growth rate of 30 percent will not be enough to replace lost print revenue.
In an effort to increase ad revenue, several major newspapers, including the Los Angeles Times and the Boston Globe have recently begun accepting ads on section fronts, while the Wall Street Journal has begun offering advertising on the paper's front page.
