Newspapers: more titles and higher circulation

The newspaper world is going through a contradictory development. On one hand the advertisers are more and more turning away from newspapers as a medium to advertise their brands. (Newspapers' share of total ad spend was down from 38% in 1996 to 31% in 2006). At the same time plenty of innovation is taking place in the newspaper industry. Just to mention the two most important: the reduction of the size and the growth of the free-newspaper category.
During the period between 2001 and 2005 the number of paid-for dailies worldwide jumped over the 10,000 mark the first time, representing a total circulation of over 450 million copies (+13%). The free newspaper market includes 189 titles with a total circulation of over 28 million in 2005 (+137%). This upswing in circulation includes the decline of one-size-fits-all newspapers. Newspaper are becoming more targeted and complementary to broader audience newspapers.
Now they have secured readership print publishers will need to rethink how to position their brands towards the advertisers and agencies audience. The advertising revenue model will need some rethinking to regain share of the advertising spend.