Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries: The Newspaper Publishing Industry

Statistical, Ecosystems and Competitiveness Analysis of the Media and Content Industries 
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Figure 23: Circulation top 100 paid-for dailies 
Source: TNO, based on WAN-IFRA data, 2010. 
In Japan and the USA, every day approximately 53 million newspaper copies are printed. 
Similar to most European countries, between 2005 and 2009, circulation dropped in these 
countries. In many OECD countries the number of physical newspaper titles, circulation and 
readership numbers are falling. The OECD states that the impact of the economic crisis on the 
newspaper publishing sector is more severe in English speaking OECD countries such as the 
United States and the UK than in Asian countries. The publishing industry in countries like 
India and China is less influenced by the economic crisis. Due to their large population, 
increasing literacy and economic growth in recent years, more newspapers are printed in these 
countries than ever before (OECD, 2010). In India and China, the thriving newspaper markets 
can also be attributed to low internet penetration and state support mechanisms (Moro & 
Aikat, 2010). The observation that Asian countries do relatively well with respect to 
newspaper publishing is supported by data on worldwide circulation. The circulation of paid-
for dailies in Europe and North America was down 8 and 10% respectively in 2009 compared 
to 2005. In Asia, circulation was up more than 13% (WAN IFRA, 2010).
Figure 24: Total average circulation pad-for=dailies (in millions) 2005-2009 China, Inda, Japan, 
the US and EU27
0
20
40
60
80
100
120
China
India
Japan
US
EU27
(*million)
2005
2009
10,4%
39,7%
‐4,2%
‐13,3%
‐12,9%
Source: TNO based on WAN-IFRA data, 2010. 

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