{"id":37,"date":"2019-07-18T20:46:02","date_gmt":"2019-07-18T20:46:02","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-corningcc-massmedia\/chapter\/4-5-current-popular-trends-in-the-newspaper-industry\/"},"modified":"2019-07-18T20:46:02","modified_gmt":"2019-07-18T20:46:02","slug":"4-5-current-popular-trends-in-the-newspaper-industry","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-corningcc-massmedia\/chapter\/4-5-current-popular-trends-in-the-newspaper-industry\/","title":{"raw":"4.5 Current Popular Trends in the Newspaper Industry","rendered":"4.5 Current Popular Trends in the Newspaper Industry"},"content":{"raw":"\n
\n

Learning Objectives<\/h3>\n
  1. Identify newspapers with high circulations.<\/li>\n
  2. Describe the decline of the newspaper industry.<\/li>\n <\/ol><\/div>\n

    Popular media such as television and the Internet have forever changed the newspaper industry. To fully understand the impact that current technology is having on the newspaper industry, it is necessary to first examine the current state of the industry.<\/p>\n

    \n

    Major Publications in the U.S. Newspaper Industry<\/h2>\n

    Although numerous papers exist in the United States, a few major publications dominate circulation and, thus, exert great influence on the newspaper industry. Each of these newspapers has its own unique journalistic and editorial style, relying on different topics and techniques to appeal to its readership.<\/p>\n

    \n

    \n USA Today<\/em>\n <\/h2>\n

    USA Today<\/em> currently tops the popularity chart with a daily circulation of 2,281,831 (Newspapers). This national paper\u2019s easy-to-read content and visually focused layout contribute to its high readership numbers. Although the paper does not formally publish on weekends, it does have a partner paper titled USA Weekend<\/em>. USA Today<\/em> consists of four sections: news, money, sports, and life; for the ease of its readers, the newspaper color-codes each section. Owned by the Gannett Company, the paper caters to its audience by opting for ease of comprehension over complexity.<\/p>\n <\/div>\n

    \n

    \n The Wall Street Journal<\/em>\n <\/h2>\n

    Established in the late 1800s, The Wall Street Journal<\/em> closely trails USA Today<\/em>, with a circulation of 2,070,498 (Newspapers). In fact, USA Today<\/em> and The Wall Street Journal<\/em> have competed for the top circulation spot for many years. An international paper that focuses on business and financial news, The Wall Street Journal<\/em> primarily uses written narration with few images. Recent changes to its layout, such as adding advertising on the front page and minimizing the size of the paper slightly to save on printing costs, have not dramatically shifted this long-standing focus. The paper runs between 50 and 96 pages per issue and gives its readers up-to-date information on the economy, business, and national and international financial news.<\/p>\n <\/div>\n

    \n

    \n The New York Times<\/em>\n <\/h2>\n

    The New York Times<\/em> is another major publication, with circulation at 1,121,623 (Newspapers). Founded in 1851, the New York City\u2013based paper is owned by the New York Times Company, which also publishes several smaller regional papers. The flagship paper contains three sections: news, opinion, and features. Although its articles tend to be narrative-driven, the paper does include images for many of its articles, creating a balance between the wordier layout of The Wall Street Journal<\/em> and the highly visual USA Today<\/em>. The New York Times<\/em> publishes international stories along with more local stories in sections such as Arts, Theater, and Metro. The paper has also successfully established itself on the Internet, becoming one of the most popular online papers today.<\/p>\n <\/div>\n

    \n

    \n Los Angeles Times<\/em>\n <\/h2>\n

    The Los Angeles Times<\/em>\u2014currently the only West Coast paper to crack the top 10 circulation list\u2014has also contributed much to the newspaper industry. First published in 1881, the California-based paper has a distribution of 907,977 (Newspapers). Perhaps the most unique feature of the paper is its Column One, which focuses on sometimes-bizarre stories meant to engage readers. Known for its investigative journalistic approach, the Los Angeles Times<\/em> demands that its journalists \u201cprovide a rich, nuanced account\u201d of the issues they cover (Los Angeles Times, 2007). By 2010, the paper had won 39 Pulitzer Prizes, including five gold medals for public service (Los Angeles Times).<\/p>\n <\/div>\n

    \n

    \n The Washington Post<\/em>\n <\/h2>\n

    First published in 1877, The Washington Post<\/em> is Washington, DC\u2019s oldest and largest paper, with a daily circulation of 709,997 (Top 10 US Newspapers by Circulation). According to its editors, the paper aims to be \u201cfair and free and wholesome in its outlook on public affairs and public men (Washington Post).\u201d In this vein, The Washington Post<\/em> has developed a strong investigative journalism style, perhaps most exemplified by its prominent investigation of the Watergate Scandal.<\/p>\n

    The paper also holds the principle of printing articles fit \u201cfor the young as well as the old (Washington Post).\u201d In 2003, The Washington Post<\/em> launched a new section called the Sunday Source<\/em> which targets the 18- to 34-year-old age group in an attempt to increase readership among younger audiences. This weekend supplement section focused on entertainment and lifestyle issues, like style, food, and fashion. Although it ceased publication in 2008, some of its regular features migrated to the regular paper. Like the Los Angeles Times<\/em>, The Washington Post<\/em> holds numerous Pulitzer Prizes for journalism.<\/p>\n <\/div>\n

    \n

    \n Chicago Tribune<\/em>\n <\/h2>\n

    One other major publication with a significant impact on the newspaper industry is the Chicago Tribune<\/em>, wielding a circulation of 643,086. First established in 1847, the paper is often remembered for famously miscalling the 1948 presidential election with the headline of \u201cDewey Defeats Truman.\u201d<\/p>\n

    \n

    Figure 4.10<\/span> <\/p>\n \"4.5.0\"<\/a>

    The Chicago Tribune<\/em>\u2019s inaccurate declaration of the results of the tight 1948 presidential election has become one of the most famous headlines of all time.<\/p>\n <\/div><\/div>\n

    Despite this error, the Chicago Tribune<\/em> has become known for its watchdog journalism, including a specific watchdog section for issues facing Chicago, like pollution, politics, and more. It proudly proclaims its commitment \u201cto standing up for your interests and serving as your watchdog in the corridors of power (Chicago Tribune).\u201d<\/p>

    Dave Winer - Dewey Defeats Truman<\/a> - CC BY-SA 2.0.<\/p>\n <\/div>\n <\/div>\n

    \n

    Declining Readership and Decreasing Revenues<\/h2>\n

    Despite major newspapers\u2019 large circulations, newspapers as a whole are experiencing a dramatic decline in both subscribers and overall readership. For example, on February 27, 2009, Denver\u2019s Rocky Mountain News<\/em> published its final issue after nearly 150 years in print. The front-page article \u201cGoodbye, Colorado\u201d reflected on the paper\u2019s long-standing history with the Denver community, observing that \u201cIt is with great sadness that we say goodbye to you today. Our time chronicling the life of Denver and Colorado, the nation and the world, is over (Rocky Mountain News, 2009).\u201d<\/p>\n

    \n

    Readership Decline<\/h2>\n

    The story of Rocky Mountain News<\/em> is neither unique nor entirely unexpected. For nearly a half-century, predictions of the disappearance of print newspapers have been an ongoing refrain. The fear of losing print media began in the 1940s with the arrival of the radio and television. Indeed, the number of daily papers has steadily decreased since the 1940s; in 1990, the number of U.S. dailies was just 1,611. By 2008, that number had further shrunk to 1,408 (Newspaper Association of America). But the numbers are not as clear-cut as they appear. As one report observed, \u201cThe root problems go back to the late 1940s, when the percentage of Americans reading newspapers began to drop. But for years the U.S. population was growing so much that circulation kept rising and then, after 1970s, remained stable (State of the Media, 2004).\u201d During the 1970s when circulation stopped rising, more women were entering the workforce. By the 1990s when \u201ccirculation began to decline in absolute numbers,\u201d the number of women in the workforce was higher than had ever been previously experienced (State of the Media, 2004). With women at work, there were fewer people at home with leisure time for reading daily papers for their news. This, combined with television journalism\u2019s rising popularity and the emergence of the Internet, meant a significant decrease in newspaper circulation. With newer, more immediate ways to get news, the disconnect between newspapers and consumers deepened.<\/p>\n

    Compounding the problem is newspapers\u2019 continuing struggle to attract younger readers. Many of these young readers simply did not grow up in households that subscribed to daily papers and so they do not turn to newspapers for information. However, the problem seems to be more complex \u201cthan fewer people developing the newspaper habit. People who used to read every day now read less often. Some people who used to read a newspaper have stopped altogether (State of the Media, 2004).\u201d<\/p>\n

    Yet the most significant challenge to newspapers is certainly the Internet. As print readership declines, online readership has grown; fast, free access to breaking information contributes to the growing appeal of online news. Despite the increase in online news readers, that growth has not offset the drop in print readership. In 2008, the Pew Research Center conducted a news media consumption survey in which only<\/p>\n \n 39 percent of participants claimed to having read a newspaper (either print or online) the day before, showing a drop from 43 percent in 2006. Meanwhile, readership of print newspapers fell from 34 percent to 25 percent in that time period (Dilling, 2009).\n <\/span>\n

    The study also observed that younger generations are primarily responsible for this shift to online reading. \u201cThe changes in reader habits seem to be similar amongst both Generation X and Y demographics, where marked increases in consulting online news sources were observed (Dilling, 2009).\u201d Baby boomers and older generations do, for the most part, still rely on printed newspapers for information. Perhaps this distinction between generations is not surprising. Younger readers grew up with the Internet and have developed different expectations about the speed, nature, and cost of information than have older generations. However, this trend suggests that online readership along with the general decline of news readers may make printed newspapers all but obsolete in the near future.<\/p>\n <\/div>\n

    \n

    Joint Operating Agreements<\/h2>\n

    As readership began to decline in the 1970s and newspapers began experiencing greater competition within individual cities, Congress issued the Newspaper Preservation Act<\/a><\/span> authorizing the structure of joint operating agreements<\/a><\/span> (JOAs). The implementation of JOAs means that two newspapers could \u201cshare the cost of business, advertising, and circulation operations,\u201d which helped newspapers stay afloat in the face of an ever-shrinking readership (Milstead, 2009). The Newspaper Preservation Act also ensured that two competing papers could keep their distinct news divisions but merge their business divisions.<\/p>\n

    At its peak, 28 newspaper JOAs existed across the United States, but as the industry declines at an increasingly rapid rate, JOAs are beginning to fail. With today\u2019s shrinking pool of readers, two newspapers simply cannot effectively function in one community. In 2009, only nine JOAs continued operations, largely because JOAs \u201cdon\u2019t eliminate the basic problem of one newspaper gaining the upper hand in circulation and, hence, advertising revenue (Milstead, 2009).\u201d With advertising playing a key role in newspapers\u2019 financial survival, revenue loss is a critical blow. Additionally, \u201cin recent years, of course, the Internet has thrown an even more dramatic wrench into the equation. Classified advertising has migrated to Internet sites like craigslist.org<\/a> while traditional retail advertisers\u2026can advertise via their own web sites (Milstead, 2009).\u201d As more advertisers move away from the newspaper industry, more JOAs will likely crumble. The destruction of JOAs will, in turn, result in the loss of more newspapers.<\/p>\n <\/div>\n <\/div>\n

    \n

    Newspaper Chains<\/h2>\n

    As newspapers diminish in number and as newspaper owners find themselves in financial trouble, a dramatic increase in the consolidation of newspaper ownership has taken place. Today, many large companies own several papers across the country, buying independently owned papers to help them stay afloat. The change has been occurring for some time; in fact, \u201csince 1975, more than two-thirds of independently owned newspapers\u2026have disappeared (Free Press).\u201d However, since 2000, newspaper consolidation has increased markedly as more papers are turning over control to larger companies.<\/p>\n \n In 2002, the 22 largest newspaper chains owned 39 percent of all the newspapers in the country (562 papers). Yet those papers represent 70 percent of daily circulation and 73 percent of Sunday. And their influence appears to be growing. These circulation percentages are a full percentage point higher than 2001 (State of the Media, 2004).\n <\/span>\n

    Among the 22 companies that own the largest percentage of the papers, four chains stand out: Gannett, the Tribune Company, the New York Times Company, and the McClatchy Company. Not only do these companies each own several papers across the country, but they also enjoy a higher-than-normal profit margin relative to smaller chains.<\/p>\n

    \n

    Recent Ownership Trends<\/h2>\n

    In addition to consolidation, the decline of print newspapers has brought about several changes in ownership as companies attempt to increase their revenue. In 2007, media mogul Rupert Murdoch\u2019s News Corporation purchased The Wall Street Journal<\/em> with an unsolicited $5 billion bid, promising to \u201cpour money into the Journal<\/em> and its website and use his satellite television networks in Europe and Asia to spread Journal<\/em> content the world over (Ahrens, 2007).\u201d Murdoch has used the buyout to move the paper into the technological world, asking readers and newspapers to embrace change. In 2009, he published an article in The Wall Street Journal<\/em> assuring his readers that \u201cthe future of journalism is more promising than ever\u2014limited only by editors and producers unwilling to fight for their readers and viewers, or government using its heavy hand either to overregulate or subsidize us (Murdoch, 2009).\u201d Murdoch believes that the hope of journalism lies in embracing the changing world and how its inhabitants receive news. Time will tell if he is correct.<\/p>\n

    Despite changes in power, the consolidation trend is leveling off. Even large chains must cut costs to avoid shuttering papers entirely. In January 2009, the newspaper industry experienced 2,252 layoffs; in total, the U.S. newspaper industry lost 15,114 jobs that year (Murdoch, 2009). With the dual challenges of layoffs and decreasing readership, some in the journalism industry are beginning to explore other options for ownership, such as nonprofit ownership. As one article in the Chronicle of Philanthropy<\/em> puts it, \u201cIt may be time for a more radical reinvention of the daily newspaper. The answer for some newspapers may be to adopt a nonprofit ownership structure that will enable them to seek philanthropic contributions and benefit from tax exemptions (Stehle, 2009).\u201d<\/p>\n

    It is clear that the newspaper industry is on the brink of major change. Over the next several years, the industry will likely continue to experience a complete upheaval brought on by dwindling readership and major shifts in how individuals consume news. As newspapers scramble to find their footing in an ever-changing business, readers adapt and seek out trustworthy information in new ways.<\/p>\n

    \n

    Key Takeaways<\/h3>\n