- NAA projects that of the $38.6 billion in total revenue in 2012, $18.9 billion came from print advertising, $3.4 billion from digital advertising, $2.9 billion from advertising from direct marketing/niche and non-daily publications, $10.4 billion from circulation and $3 billion from new revenue sources. In 2011, of the total revenue of $39.6 billion, NAA projects $20.7 billion came print newspaper advertising, $3.2 billion from digital advertising, $3 billion from direct marketing/niche and non-daily publications, $10 billion from circulation and $2.7 billion from new revenue sources. (The projections do not include revenue from weekly papers not owned by daily newspaper companies.)
Note: Based from detailed breakouts from 15 companies
- Advertising in printed daily and Sunday newspapers dropped 9% in total for 2012, according to data from 15 companies that provided detailed breakouts by category. Retail advertising was off 8%, national advertising dropped 15%, and classified advertising declined 9%. Within the classified category, automotive slumped 9%, real estate fell 12%, recruitment fell 8%, and all other classified edged down 5%.
- Circulation revenue rose 5% in 2012 for the total newspaper industry in 2012.
- Digital agency and marketing: More than half of the companies (nine of the 15 reporting detailed data) reported revenue from digital agency and marketing activities, in which they help local businesses market their products, particularly digitally, in social and mobile. Revenue from digital agency and marketing services from those nine companies rose 91% during the year.
- NAA for years has provided industry projections for circulation and advertising revenue, based on a broad sample of private and public company data. This year, NAA derived data from 17 different companies, including 10 privately held. Due to the level of detail requested, companies provided data with the assurance of confidentiality.