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Trends and Facts on Newspapers | State of the News Media

MORE FACT SHEETS: STATE OF THE NEWS MEDIA

Newspapers are a critical part of the American news landscape, but they have been hit hard as more and more Americans consume news digitally. The industry’s financial fortunes and subscriber base have been in decline since the mid-2000s, and website audience traffic, after some years of growth, has leveled off. Explore the patterns and longitudinal data about U.S. newspapers below.

Audience

The estimated total U.S. daily newspaper circulation (print and digital combined) in 2018 was 28.6 million for weekday and 30.8 million for Sunday, down 8% and 9%, respectively, from the previous year.

Weekday print circulation decreased 12% and Sunday print circulation decreased 13%.

(Note that in this fact sheet and in the chart below, data through 2014 is from Editor & Publisher, which was published on the website of the News Media Alliance (NMA), known at the time as the Newspaper Association of America (NAA). Since then, the NMA/NAA no longer supplies this data, so the Center determined the year-over-year change in total circulation for those daily U.S. newspapers that report to the Alliance for Audited Media and meet certain criteria, as detailed in the note of the chart below. This percentage change was then applied to the total circulation from the prior year – thus the use of the term “estimated total circulation.”)

Total estimated circulation of U.S. daily newspapers

Year Weekday Sunday Weekday (estimated) Sunday (estimated)
1940 41,132,000 32,371,000
1945 48,384,000 39,860,000
1946 50,928,000 43,665,000
1947 51,673,000 45,151,000
1948 52,285,000 46,308,000
1949 52,846,000 46,399,000
1950 53,829,000 46,582,000
1951 54,018,000 46,279,000
1952 53,951,000 46,210,000
1953 54,472,000 45,949,000
1954 55,072,000 46,176,000
1955 56,147,000 46,448,000
1956 57,102,000 47,162,000
1957 57,805,000 47,044,000
1958 57,418,000 46,955,000
1959 58,300,000 47,848,000
1960 58,882,000 47,699,000
1961 59,261,000 48,216,000
1962 59,849,000 48,888,000
1963 58,905,000 46,830,000
1964 60,412,000 48,383,000
1965 60,358,000 48,600,000
1966 61,397,000 49,282,000
1967 61,561,000 49,224,000
1968 62,535,000 49,693,000
1969 62,060,000 49,675,000
1970 62,108,000 49,217,000
1971 62,231,000 49,665,000
1972 62,510,000 50,001,000
1973 63,147,000 51,717,000
1974 61,877,000 51,679,000
1975 60,655,000 51,096,000
1976 60,977,000 51,565,000
1977 61,495,000 52,429,000
1978 61,990,000 53,990,000
1979 62,223,000 54,380,000
1980 62,202,000 54,676,000
1981 61,431,000 55,180,000
1982 62,487,000 56,261,000
1983 62,645,000 56,747,000
1984 63,340,000 57,574,000
1985 62,766,000 58,826,000
1986 62,502,000 58,925,000
1987 62,826,000 60,112,000
1988 62,695,000 61,474,000
1989 62,649,000 62,008,000
1990 62,328,000 62,635,000
1991 60,687,000 62,068,000
1992 60,164,000 62,160,000
1993 59,812,000 62,566,000
1994 59,305,000 62,295,000
1995 58,193,000 61,229,000
1996 56,983,000 60,798,000
1997 56,728,000 60,486,000
1998 56,182,000 60,066,000
1999 55,979,000 59,894,000
2000 55,773,000 59,421,000
2001 55,578,000 59,090,000
2002 55,186,000 58,780,000
2003 55,185,000 58,495,000
2004 54,626,000 57,754,000
2005 53,345,000 55,270,000
2006 52,329,000 53,179,000
2007 50,742,000 51,246,000
2008 48,597,000 49,115,000
2009 45,653,000 46,164,000
2010
2011 44,421,000 48,510,000
2012 43,433,000 44,821,000
2013 40,712,000 43,292,000
2014 40,420,000 42,751,000
2015 37,711,860 40,955,458
2016 34,657,199 37,801,888
2017 30,948,419 33,971,695
2018 28,554,137 30,817,351

Pew Research Center

Digital circulation is more difficult to gauge. Three of the highest-circulation daily papers in the U.S. – The New York Times, The Wall Street Journal and The Washington Post – have in recent years not fully reported their digital circulation to the Alliance for Audited Media (AAM), the group that audits the circulation figures of many of the largest North American newspapers and other publications. Two of these papers report such digital circulation elsewhere: The New York Times in their financial statements and The Wall Street Journal in reports available on the Dow Jones website. (The Washington Post does not fully report digital circulation in any forum.) But because they may not be counted under the same rules used by AAM, these independently produced figures cannot easily be merged with the AAM data.

Taking these complexities into account, using only the AAM data, digital circulation in 2018 is projected to have risen, with weekday up 6% and Sunday up 8%. According to the independently produced reports from The New York Times and The Wall Street Journal, both companies experienced substantial gains in digital circulation in the past year: 27% for the Times and 23% for the Journal, on top of large gains in 2017. If these independently produced figures were included with the AAM data in both 2017 and 2018, weekday digital circulation would have risen by 17%.

The addition of these figures would also change the overall picture for combined print and digital circulation. The digital boost driven by these two large, national brands would still result in an overall drop in circulation year over year, but a smaller one: Overall weekday circulation would have fallen by 1% in 2018 rather than 8%.

Unique visitors of newspaper websites

Year Average monthly unique visitors
Q4 2014 8,233,544
Q4 2015 9,709,071
Q4 2016 11,734,536
Q4 2017 11,527,744
Q4 2018 11,600,124

Pew Research Center

Gauging digital audience for the entire newspaper industry is difficult since many daily newspapers do not receive enough traffic to their websites to be measured by Comscore, the data source relied on here. Thus, the figures offered above reflect the top 50 U.S. daily newspapers based on circulation. In the fourth quarter of 2018, there was an average of 11.6 million monthly unique visitors (across all devices) for these top 50 newspapers. This is nearly the same as in Q4 2017 (11.5 million) and 2016 (11.7 million); following two years of growth from 2014 to 2016, newspapers’ website traffic has leveled off. (The list of top 50 papers is based on Sunday circulation but also includes The Wall Street Journal, which does not report Sunday circulation to AAM. It also includes The Washington Post and The New York Times, which make the top 50 even though they do not fully report their digital circulation to AAM. For more details and the full list of newspapers, see our methodology.)

Visit duration of newspaper websites

Year Average minutes per visit
Q4 2014 2.59
Q4 2015 2.59
Q4 2016 2.45
Q4 2017 2.44
Q4 2018 2.32

Pew Research Center

Average minutes per visit for the top 50 U.S. daily newspapers, based on circulation, is about 2 1/3 minutes in Q4 2018. This is down 5% from Q4 2017.

Economics

The total estimated advertising revenue for the newspaper industry in 2018 was $14.3 billion, based on the Center’s analysis of financial statements for publicly traded newspaper companies. This is down 13% from 2017. Total estimated circulation revenue was $11.0 billion, compared with $11.2 billion in 2017.

Estimated advertising and circulation revenue of the newspaper industry

Year Advertising Circulation Advertising (estimated) Circulation (estimated)
1956 $3,223,000,000 $1,344,492,000
1957 $3,268,000,000 $1,373,464,000
1958 $3,176,000,000 $1,459,013,000
1959 $3,526,000,000 $1,549,576,000
1960 $3,681,000,000 $1,604,228,000
1961 $3,601,000,000 $1,684,319,000
1962 $3,659,000,000 $1,819,840,000
1963 $3,780,000,000 $1,901,820,000
1964 $4,120,000,000 $1,983,809,000
1965 $4,426,000,000 $2,023,090,000
1966 $4,865,000,000 $2,109,050,000
1967 $4,910,000,000 $2,180,242,000
1968 $5,232,000,000 $2,288,215,000
1969 $5,714,000,000 $2,425,446,000
1970 $5,704,000,000 $2,634,402,000
1971 $6,167,000,000 $2,833,320,000
1972 $6,939,000,000 $2,929,233,000
1973 $7,481,000,000 $3,037,820,000
1974 $7,842,000,000 $3,581,733,000
1975 $8,234,000,000 $3,921,515,000
1976 $9,618,000,000 $4,087,303,000
1977 $10,751,000,000 $4,310,236,000
1978 $12,213,000,000 $4,534,779,000
1979 $13,863,000,000 $4,950,542,000
1980 $14,794,000,000 $5,469,589,000
1981 $16,527,000,000 $6,206,141,000
1982 $17,694,000,000 $6,656,661,000
1983 $20,581,000,000 $7,044,098,000
1984 $23,522,000,000 $7,368,158,000
1985 $25,170,000,000 $7,659,297,000
1986 $26,990,000,000 $8,052,148,000
1987 $29,412,000,000 $8,399,032,000
1988 $31,197,000,000 $8,046,287,000
1989 $32,368,000,000 $8,370,324,000
1990 $32,280,000,000
1991 $30,349,000,000 $8,697,679,000
1992 $30,639,000,000 $9,163,534,000
1993 $31,869,000,000 $9,193,802,000
1994 $34,109,000,000 $9,443,217,000
1995 $36,092,000,000 $9,720,186,000
1996 $38,075,000,000 $9,969,240,000
1997 $41,330,000,000 $10,065,642,000
1998 $43,925,000,000 $10,266,955,000
1999 $46,289,000,000 $10,472,294,000
2000 $48,670,000,000 $10,540,643,000
2001 $44,305,000,000 $10,783,078,000
2002 $44,102,000,000 $11,025,896,000
2003 $46,156,000,000 $11,224,362,000
2004 $48,244,000,000 $10,988,651,000
2005 $49,435,000,000 $10,746,901,000
2006 $49,275,402,572 $10,548,344,000
2007 $45,375,000,000 $10,294,920,096
2008 $37,848,257,630 $10,086,956,940
2009 $27,564,000,000 $10,066,783,026
2010 $25,837,698,822 $10,049,360,689
2011 $27,078,473,864 $9,989,064,525
2012 $25,316,461,215 $10,448,561,493
2013 $23,587,097,435 $10,641,662,892
2014 $22,077,809,951 $10,744,324,061
2015 $20,362,238,293 $10,870,292,720
2016 $18,274,943,567 $10,910,460,499
2017 $16,476,453,084 $11,211,011,020
2018 $14,346,024,182 $10,995,341,920

Pew Research Center

In the chart above, data through 2012 comes from the trade group formerly known as the Newspaper Association of America (NAA), now known as the News Media Alliance (NMA). Data from 2013 onward is based on the Center’s analysis of financial statements from publicly traded U.S. newspaper companies, which now number seven and account for more than 300 U.S. daily newspapers, from large national papers to midsize metro dailies and local papers. From 2013 onward, the year-over-year percentage change in advertising and circulation revenue for these companies is calculated and then applied to the previous year’s revenue totals as reported by the NMA/NAA. In testing this method, changes from 2006 through 2012 generally matched those as reported by the NMA/NAA; for more details, see our 2016 report.

Share of newspaper advertising revenue coming from digital advertising

Year Advertising revenue coming from digital advertising
2011 17%
2012 19%
2013 20%
2014 21%
2015 25%
2016 29%
2017 31%
2018 35%

Pew Research Center

Digital advertising accounted for 35% of newspaper advertising revenue in 2018, based on this analysis of publicly traded newspaper companies. The portion stood at 31% in 2017 – but at 17% in 2011, the first year it was possible to perform this analysis.

Newsroom investment

According to data from the Bureau of Labor Statistics’ Occupational Employment Statistics, 37,900 people worked as reporters, editors, photographers, or film and video editors in the newspaper industry in 2018. That is down 14% from 2015 and 47% from 2004. Median wages for editors in 2018 were about $49,000, while for reporters, the figure was about $35,000.

Employment in newspaper newsrooms

Find out more

This fact sheet was compiled by Senior Researcher Michael Barthel.

Read the methodology.

Find more in-depth explorations of U.S. newspapers by following the links below:


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