[ClearCase_guy]

Very true. But the rate that can be charged to advertisers is based, in part, on circulation levels. This is one reason why a lot of free newspapers are distributed. The publisher can then approach an advertiser and say, "We publish 300,000 papers a day, so the rate we charge you is well worth it!"

As circulation drops, the publisher ends up with a weaker argument, and then ad revenue starts dropping -- and that is death.

[Tarpon]

I don’t think most advertisers are getting much for their newspaper ad money, and know it, that’s the real problem. The newspaper readership is decidedly dumbed down, and has little money. Demographics of the readers is what advertisers focus on, not eyeballs.

Internet is where it’s at, but so far the advertisers haven’t been able to capture the audience.

Same thing is happening with TV ad revenues, just not as severe ... There is a fellow on the net who tracks such stuff, I don’t have a link, but will look for it.

[kabar]

87% of the revenue for US newspapers comes from advertising. The ABC figures are key and they are not that easy to fudge. There are rules on what can and cannot be counted.