It’s not secret that U.S. newspapers print circulation is declining and will continue to do so since consumers are constantly going online for their news, according to Outset. The form is predicting that there will be a 3.5 percent annual drop in both the daily and Sunday circulation, leading to 43 million Sunday newspaper readers as opposed to the 62 million in the early 90s. “Among the aggregators, Google’s effect on the newspaper industry is particularly striking,” said Outsell analyst Ken Doctor.
He also added that even though Google is driving some traffic to newspapers, “it’s also taking a significant share away. A full 44 percent of visitors to Google News scan headlines without accessing newspapers’ individual sites.”