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Published May 04, 2009 05:58 pm - Get it straight: Newspapers' struggle is revenue, not readership By Donna Barrett Enough already. Partial facts and misinformation about newspapers are distorting the view for everyone, including readers and advertisers. Let's set the record straight: Newspapers still enjoy considerable readership and deliver strong results for advertisers. More Americans read printed newspapers than own dogs. More Americans read printed newspapers than watch the Super Bowl. Newspapers and their Web sites reach a larger audience than ever before. The crisis facing newspapers is not an audience problem. It is a revenue problem. Newspapers deliver vital information to communities, as they have since this country was settled. But something has to pay for all of that news. Advertising has traditionally supported the valuable content provided by newspapers. Two developments have devastated that revenue. The first is the recession. Newspapers are no different than television, radio, Internet, Major League Baseball, NASCAR and all businesses that rely on other businesses for money from advertising and promotion. The recession has led to a significant decrease in ad spending. Everyone is hurting. Newspapers just talk about it more. Free Internet sites such as Craigslist are the other factor. These sites siphon off considerable classified advertising. It is tough to compete against free, and free doesn’t pay for journalists.
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