The NAA report noted that newspapers are starting to exploit a number of supplemental revenue streams:
- Digital agency and marketing - helping local businesses with digital (including social and mobile) marketing efforts
- E-commerce and transactions (for themselves, and/or through using their platforms to let local advertisers connect directly with customers)
- Event marketing - producing events tied to coverage areas as another way of getting information to audiences
- Commercial delivery of non-newspaper products (fliers, phone books, etc.)
- Commercial printing revenue - using presses when idle for other print jobs.
54% of adults 18-24 consume newspaper content in print or on conventional computers, according to the Scarborough data. When combined with the audience for that same group who uses smartphones or tablets exclusively to connect with newspaper content in an average month, the 18-to-24 audience rises to almost 6 in 10 (59%).In essence, the report notes that while print is in decline, digital media of all sorts is extending the reach of newspapers and other legacy media, particularly among younger audiences - the demographic that has bottomed out at around 20% regular readership of printed newspapers.
Sources - Free-fall: Adjusted for inflation, print newspaper advertising revenue in 2012 was lower than in 1950, AEI-Ideas.org
The American Newspaper Media Industry Revenue Profile 2012, NAA report
Accros Platforms, 7 in 10 Adults Access Content from Newspaper Media Each Week, NAA report.