says in a new post today on the Nieman Journalism Lab blog.
Now, as advertising revenue continues to fade, and companies raise subscription and newsstand prices, circulation revenue accounts for an increasingly larger share.
Gannett, for example, drew only 67% of its $1.027 billion in second-quarter newspaper revenue from advertising. That's down from a 76% share five years ago, according to Gannett's regulatory filings with the U.S. Securities and Exchange Commission.
Circulation revenue, meanwhile, was 26% during this year's second quarter, up from 18% in the same quarter of 2005, the filings show. (See table, above.)
To be sure, the biggest change evident over the past five years is the plunge in overall newspaper revenue. The second-quarter's $1.027 billion is down a whopping 41% from $1.739 billion in 2005.
The figures in this table are only for Gannett's newspaper revenues; they don't reflect the broadcasting division or CareerBuilder and other digital businesses. (Total second-quarter revenue this year was $1.365 billion. Five years ago: $1.936 billion.)