According to a San Jose State instructor, publications keep their subscription rates low, which used to attract a large number of readers. The publications would then use the high circulation rates to woo advertisers. This model resulted in publications making the bulk of their money through advertising. However, as circulation numbers have dropped through the years, so has the ad revenue.
The advent of websites like Craigslist has also led to the failing state of the newspaper industry as revenue generated through classified sales has declined.
“Damn Craigslist,”— Sacramento Bee Editor
According to another San Jose State instructor, newspapers have yet to figure out how to make money using the web. Keep in mind, the industry has known about this dilemma for at least eight years and has yet to figure out how to fix it. Newspapers are 20 times more lucrative per page than online sites.
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