Source: Newspaper Association of America

(estimates) (estimates) (estimates)

Print Online Print Online Print (Daily) Print (Sunday) Print (total Online Print ad rev per Online
Ad rev/yr Ad revenue/yr Ad rev/mo. Ad rev/mo. Readers/mo. Readers/mo. unique readers Readers/mo. daily reader/mo. Ad rev/reader/mo.
$ mm $ mm $ mm $ mm mm mm per mo.), mm mm $ $
50%
1990 $32,280 $2,690 $0
1991 $30,349 $2,529 $0
1992 $30,639 $2,553 $0
1993 $31,869 $2,656 $0 (assuming 1/2
1994 $34,109 $2,842 $0 of Sunday
1995 $36,092 $3,008 $0 readers are
1996 $38,075 $3,173 $0 incremental to
1997 $41,330 $3,444 $0 daily readers)
1998 $43,925 $3,660 $0 79 92 125
1999 $46,289 $3,857 $0 78 91 123
2000 $48,670 $4,056 $0 77 90 122
2001 $44,305 $3,692 $0 76 90 121
2002 $44,102 $3,675 $0 80 91 125
2003 $44,939 $1,216 $3,745 $101 79 92 125 $30 N/A
2004 $46,703 $1,541 $3,892 $128 78 91 124 41 $31 $3.1
2005 $47,408 $2,027 $3,951 $169 78 90 123 46 $32 $3.7
2006 $46,611 $2,664 $3,884 $222 76 87 120 56 $32 $3.9
2007 $42,209 $3,166 $3,517 $264 75 86 117 60 $30 $4.4
2008 $34,740 $3,109 $2,895 $259 N/A N/A N/A 67 N/A $3.8
 Pages  Time Per 
Unique  Active  Web Page  Per  Person  Visits Per 
Month Audience  Reach % Views  Person (hh:mm:ss) Person (in mm) (in mm)
2009 CPM Ads/pg Rev/mo Rev/uu/mo.
Jan­09  74,811,622  44.34  3,725,769,971  49.80  00: 45: 58 8.48 $5.0 5 $93.1 $1.2

2008
Dec­08  66,671,638  40.13  2,959,555,244  44.39  00: 42: 18 8.46 $5.0 5 $74.0 $1.1
Nov­08  69,051,075  40.77  3,276,170,196  47.45  00: 45: 02 8.69 $5.0 5 $81.9 $1.2
Oct­08  68,968,125  42.17  3,537,248,971  51.29  00: 49: 08 9.27 $5.0 5 $88.4 $1.3
Sep­08  67,703,978  41.53  3,686,180,159  54.45  00: 49: 20 9.20 $5.0 5 $92.2 $1.4
Aug­08  69,313,361  41.52  3,421,605,140  49.36  00: 43: 18 8.52 $5.0 5 $85.5 $1.2
Jul­08  67,952,516  41.21  3,410,220,416  50.19  00: 44: 49 8.48 $5.0 5 $85.3 $1.3
Jun­08  65,419,560  39.89  3,137,650,162  47.96  00: 40: 23 8.17 $5.0 5 $78.4 $1.2
May­08  69,405,629  41.70  3,040,566,286  43.81  00: 39: 51 7.91 $5.0 5 $76.0 $1.1
Apr­08  64,341,029  39.11  2,851,466,740  44.32  00: 41: 13 8.15 $5.0 5 $71.3 $1.1
Mar­08  65,685,195  39.90  3,111,859,189  47.38  00: 43: 37 8.30 $5.0 5 $77.8 $1.2
Feb­08  66,546,096  41.00  3,064,613,644  46.05  00: 43: 09 8.07 $5.0 5 $76.6 $1.2
Jan­08  66,880,280  41.32  3,228,542,924  48.27  00: 45: 49 8.48 $5.0 5 $80.7 $1.2

2007
Dec­07  63,052,143  38.20  2,888,760,593  45.82  00: 41: 57 7.83 $5.0 5 $72.2 $1.1
Nov­07  62,279,018  38.88  2,939,499,698  47.20  00: 42: 20 7.94 $5.0 5 $73.5 $1.2
Oct­07  63,209,003  39.77  3,240,780,669  51.27  00: 46: 44 8.59 $5.0 5 $81.0 $1.3
Sep­07  58,160,770  36.96  2,836,328,492  48.77  00: 43: 44 8.15 $5.0 5 $70.9 $1.2
Aug­07  59,278,593  37.42  2,828,613,489  47.72  00: 41: 52 8.22 $5.0 5 $70.7 $1.2
Jul­07  59,635,245  37.05  2,735,019,015  45.86  00: 40: 07 8.00 $5.0 5 $68.4 $1.1
Jun­07  58,624,422  36.74  2,507,508,944  42.77  00: 39: 55 7.55 $5.0 5 $62.7 $1.1
May­07  60,252,458  37.78  2,726,832,647  45.26  00: 40: 16 7.91 $5.0 5 $68.2 $1.1
Apr­07  58,680,127  37.40  2,761,303,356  47.06  00: 42: 01 8.01 $5.0 5 $69.0 $1.2
Mar­07  59,596,337  37.74  2,987,841,885  50.13  00: 44: 09 8.56 $5.0 5 $74.7 $1.3
 Feb­07  58,762,875  37.47  2,827,940,729  48.12  00: 43: 33 7.94 $5.0 5 $70.7 $1.2
Jan­07  58,897,922  37.56  3,149,859,906  53.48  00: 49: 11 8.67 $5.0 5 $78.7 $1.3

2006
Dec­06  56,013,742  34.68  2,688,692,759  48.00  00: 42: 55 7.80
Nov­06  58,129,985  36.33  2,792,081,066  48.03  00: 41: 59 7.93
Oct­06  58,717,539  37.18  2,975,449,790  50.67  00: 44: 04 8.16
Sep­06  58,186,363  37.03  2,781,408,028  47.80  00: 42: 01 7.94
Aug­06  57,962,930  37.23  2,779,654,273  47.96  00: 43: 17 8.21
Jul­06  54,649,433  35.29  2,550,837,300  46.68  00: 39: 19 7.92
Jun­06  54,499,768  34.99  2,532,263,431  46.46  00: 39: 10 8.01
May­06  56,490,054  36.55  2,555,477,529  45.24  00: 39: 38 7.94
Apr­06  53,943,322  35.13  2,467,046,455  45.73  00: 39: 40 7.90
Mar­06  57,891,526  37.61  2,725,803,499  47.08  00: 40: 19 8.07
Feb­06  53,852,860  35.69  2,545,631,675  47.27  00: 40: 14 7.96
Jan­06  56,514,236  36.59  2,693,921,202  47.67  00: 42: 16 8.17

2005
Dec­05  52,406,635  34.44  2,352,773,119  44.89  00: 40: 39 7.75
Nov­05  55,341,440  36.29  2,468,267,202  44.60  00: 40: 23 7.52
Oct­05  53,137,506  34.95  2,657,141,982  50.01  00: 45: 14 8.18
Sep­05  47,378,321  31.87  1,925,737,160  40.65  00: 37: 52 7.41
Aug­05  47,452,991  31.51  1,921,053,958  40.48  00: 36: 40 7.31
Jul­05  43,070,526  28.68  1,728,956,708  40.14  00: 37: 49 7.41
Jun­05  42,015,818  27.68  1,683,315,586  40.06  00: 37: 12 7.56
May­05  43,704,725  29.54  1,635,119,778  37.41  00: 35: 54 7.38
Apr­05  41,760,176  28.77  1,654,303,031  39.61  00: 37: 55 7.62
Mar­05  43,677,542  29.09  2,090,867,328  47.87  00: 39: 19 7.47
Feb­05  40,172,333  27.46  1,510,944,378  37.61  00: 37: 16 7.10
Jan­05  43,329,665  28.98  1,643,578,850  37.93  00: 37: 12 7.22

2004
Dec­04  38,969,158  26.04  1,414,249,638  36.29  00: 34: 23 6.91
Nov­04  42,522,496  28.54  1,526,845,007  35.91  00: 35: 05 6.99
Oct­04  41,962,179  28.38  1,623,915,738  38.70  00: 39: 22 7.28
Sep­04  40,898,804  27.99  1,618,991,565  39.59  00: 37: 55 7.26
Aug­04  41,004,015  27.73  1,667,201,590  40.66  00: 36: 22 6.96
Jul­04  39,796,414  27.11  1,382,536,514  34.74  00: 33: 03 6.89
Jun­04  39,607,151  26.55  1,340,093,592  33.83  00: 32: 11 6.80
May­04  40,559,902  26.56  1,543,192,579  38.05  00: 33: 52 7.27
Apr­04  41,174,593  26.85  1,619,901,663  39.34  00: 36: 14 7.33
Mar­04  42,349,319  27.51  1,757,507,735  41.50  00: 37: 39 7.67
Feb­04  41,746,655  27.53  1,689,172,560  40.46  00: 35: 52 7.05
 Jan­04  41,445,617  27.51  1,749,957,171  42.22  00: 38: 09 7.45

Source: Nielsen Online, MegaPanel Data

 PRINT AND ONLINE
NATIONAL RETAIL CLASSIFIED PRINT TOTAL ONLINE TOTAL TOTAL
Year $Mill %Change $Mill %Change $Mill %Change $Mill %change $Mill %change $Mill %Change

1950 $518 11.9% $1,175 6.3% $377 9.9% $2,070 8.3%

1951 $529 2.1% $1,259 7.1% $463 22.8% $2,251 8.7%
1952 $537 1.5% $1,411 12.1% $516 11.4% $2,464 9.5%
1953 $606 12.8% $1,455 3.1% $571 10.7% $2,632 6.8%
1954 $607 0.2% $1,539 5.8% $539 -5.6% $2,685 2.0%
1955 $712 17.3% $1,755 14.0% $610 13.2% $3,077 14.6%
1956 $768 5.9% $1,808 3.0% $661 8.4% $3,223 4.7%
1957 $738 0.8% $1,835 1.5% $665 0.6% $3,268 1.4%
1958 $724 -4.7% $1,802 -1.8% $650 -2.3% $3,176 -2.8%
1959 $774 6.9% $2,014 11.8% $738 13.5% $3,526 11.0%
1960 $778 0.5% $2,100 4.3% $803 8.8% $3,681 4.4%
1961 $744 -4.4% $2,053 -2.2% $804 0.1% $3,601 -2.2%
1962 $722 -3.0% $2,103 2.4% $834 3.7% $3,659 1.6%
1963 $702 -2.8% $2,211 5.1% $867 4.7% $3,780 3.3%
1964 $773 10.1% $2,344 6.0% $1,003 15.7% $4,120 9.0%
1965 $783 1.3% $2,429 3.6% $1,214 21.0% $4,426 7.4%
1966 $887 13.3% $2,645 8.9% $1,333 9.8% $4,865 9.9%
1967 $846 -4.6% $2,760 4.3% $1,304 -2.2% $4,910 0.9%
1968 $889 5.1% $2,919 5.8% $1,424 9.2% $5,232 6.6%
1969 $943 6.1% $3,166 8.5% $1,605 12.7% $5,714 9.2%
1970 $891 -5.5% $3,292 4.0% $1,521 -5.2% $5,704 -0.2%
1971 $972 9.1% $3,565 8.3% $1,630 7.2% $6,167 8.1%
1972 $1,062 9.3% $3,964 11.2% $1,913 17.4% $6,939 12.5%
1973 $1,049 -1.2% $4,245 7.1% $2,187 14.3% $7,481 7.8%
1974 $1,105 5.3% $4,563 7.5% $2,174 -0.6% $7,842 4.8%
1975 $1,109 0.4% $4,966 8.8% $2,159 -0.7% $8,234 5.0%
1976 $1,342 21.0% $5,668 14.1% $2,608 20.8% $9,618 16.8%
1977 $1,472 9.7% $6,241 10.1% $3,038 16.5% $10,751 11.8%
1978 $1,541 4.7% $7,023 12.5% $3,649 20.1% $12,213 13.6%
1979 $1,770 14.9% $7,845 11.7% $4,248 16.4% $13,863 13.5%
1980 $1,963 10.9% $8,609 9.7% $4,222 -0.6% $14,794 6.7%
1981 $2,258 15.0% $9,686 12.5% $4,583 8.6% $16,527 11.7%
1982 $2,452 8.6% $10,390 7.3% $4,852 5.9% $17,694 7.1%
1983 $2,734 11.5% $11,841 14.0% $6,006 23.8% $20,581 16.3%
1984 $3,081 12.7% $12,784 8.0% $7,657 27.5% $23,522 14.3%
1985 $3,352 8.8% $13,443 5.2% $8,375 9.4% $25,170 7.0%
1986 $3,376 0.7% $14,311 6.5% $9,303 11.1% $26,990 7.2%
1987 $3,494 3.5% $15,227 6.4% $10,691 14.9% $29,412 9.0%
1988 $3,821 2.6% $15,790 4.0% $11,586 10.1% $31,197 6.1%
1989 $3,948 3.3% $16,504 4.5% $11,916 2.9% $32,368 3.8%
1990 $4,122 4.4% $16,652 0.9% $11,506 -3.5% $32,280 -0.3%
1991 $3,924 -4.8% $15,839 -4.9% $10,587 -8.0% $30,349 -6.0%
1992 $3,834 -2.3% $16,041 1.3% $10,764 1.7% $30,639 1.0%
1993 $3,853 0.5% $16,859 5.1% $11,157 3.7% $31,869 4.0%
1994 $4,149 7.7% $17,496 3.8% $12,464 11.7% $34,109 7.0%
1995 $4,251 2.5% $18,099 3.4% $13,742 10.3% $36,092 5.8%
1996 $4,667 9.8% $18,344 1.4% $15,065 9.6% $38,075 5.5%
1997 $5,315 13.9% $19,242 4.9% $16,773 11.3% $41,330 8.5%
1998 $5,721 7.7% $20,331 5.7% $17,873 6.6% $43,925 6.3%
1999 $6,732 17.7% $20,907 2.8% $18,650 4.3% $46,289 5.4%
2000 $7,653 13.7% $21,409 2.4% $19,608 5.1% $48,670 5.1%
2001 $7,004 -8.5% $20,679 -3.4% $16,622 -15.2% $44,305 -9.0%
2002 $7,210 2.9% $20,994 1.5% $15,898 -4.3% $44,102 -0.5%
2003 $7,797 8.1% $21,341 1.7% $15,801 -0.6% $44,939 1.9% $1,216 $46,156
2004 $8,083 3.7% $22,012 3.1% $16,608 5.1% $46,703 3.9% $1,541 26.7% $48,244 4.5%
2005 $7,910 -2.2% $22,187 0.8% $17,312 4.2% $47,408 1.5% $2,027 31.5% $49,435 2.5%
2006 $7,505 -5.1% $22,121 -0.3% $16,986 -1.9% $46,611 -1.7% $2,664 31.5% $49,275 -0.3%
2007 $7,005 -6.7% $21,018 -5.0% $14,186 -16.5% $42,209 -9.4% $3,166 18.8% $45,375 -7.9%
2008 $5,996 -14.4% $18,769 -10.7% $9,975 -29.7% $34,740 -17.7% $3,109 -1.8% $37,848 -16.6%