SIC 2711 Newspapers: Publishing, or Publishing and Printing

Encyclopedia of American Industries | 2005 | Copyright

SIC 2711
NEWSPAPERS: PUBLISHING, OR PUBLISHING AND PRINTING

This category includes establishments primarily engaged in publishing newspapers or in publishing and printing newspapers. These establishments carry on the various operations necessary for issuing newspapers, including the gathering of news and the preparation of editorials and advertisements but may or may not perform their own printing. Commercial printing is frequently carried on by establishments engaged in publishing and printing newspapers, but even though the commercial printing may be of major importance, such establishments are included in this industry. Establishments not engaged in publishing newspapers but that print newspapers for publishers are classified in SIC 2759: Commercial Printing, Not Elsewhere Classified. News syndicates are classified in SIC 7383: News Syndicates.

NAICS Code(s)

511110 (Newspaper Publishers)

Industry Snapshot

Since the 1960s, newspaper management has under-gone a transformation from essentially family-run companies to the concerns of multimedia corporations. According to Ellis Cose, author of The Press, 1963 brought the first sign that the newspaper industry was in for a change. That year, the Chandler family, owner of The Times Mirror Company, whose chief holding was the Los Angeles Times, listed the company on the New York Stock Exchange. Soon other newspapers went public, making their actions accountable to shareholders and not just the families that ran them. This trend led to the growth of newspaper chains and the proliferation of a corporate culture, which stressed profits and growth over conventions of journalism. By 1989 five companies—Washington Post Company; Times Mirror Company; The New York Times Company; Gannett Co., Inc.; and Knight-Ridder, Inc.—were responsible for one-fourth of the newspapers read each day in the United States. Almost 10 years later, the top 10 newspaper companies owned more than 270 newspapers, accounting for 45 percent of total daily circulation. In keeping with the transformations of the industry, corporations that controlled newspapers began to branch out into other related ventures such as book publishing and marketing, and as a result their newspapers became part of entire communications systems, rather than self-contained enterprises.

The newspaper industry has been feeling pressure since the late 1980s. Many papers with long histories have been forced to shut down, and many others have reported financial losses. To counteract this crisis, publishers reduced editorial and production staffs through layoffs and hiring freezes, raised newspaper prices and advertising rates, experimented with new layouts, and increased automated processes. The terrorist attacks against the United States on September 11, 2001 served to exacerbate an already worsening economic climate during the early 2000s. This situation had negative implications for newspaper advertising levels. The industry's advertising revenues fell from $48.7 billion in 2000 to an estimated $44.3 billion in 2001, a 9.9 percent decrease.

Circulation figures have declined steadily since 1987 at a rate averaging 1 percent a year. In 2001, total daily circulation was projected to reach 55.6 million, the lowest level since the mid-1950s. In the six months preceding September 30, 2002, Advertising Age reported that 48 of the leading 100 U.S. daily newspapers saw their circulation levels decline, while 46 achieved gains. Overall newspaper readership—the percentage of adults who read newspapers—also has been declining, falling from 77.6 percent of adults in 1970 to 61.5 percent in 2002, according to the Newspaper Association of America. However, 2002 levels were higher than 1998 (58.6 percent). This increase probably could be attributed to a heightened interest in news following the events of September 11 and rising...

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