The Rapidly Changing

Media Landscape

Tony Pederson

Belo Distinguished Chair in Journalism

Historic Newspaper Penetration

Source: Editor and Publisher Yearbook

Average Newspaper Circulation

Source: Editor and Publisher Yearbook

Newspaper Circulation by Age Group

Source: Scarborough Research

Total Newspaper Revenue

Source: Newspaper Association of America

Total Newspaper Workforce

Source: ASNE Employment Census

Online News Consumption

Source: Pew Internet & American Life Project

Print vs. Online Newspaper Revenue

Source: Newspaper Association of America

Network News Ratings Decline

Source: Nielsen Media Research

Network Share Decline

Source: Nielsen Media Research

Network News Total Viewers Decline

Source: Nielsen Media Research

Median Age of Network News Viewers

Source: Nielsen Media Research

Cable News Viewers by Channel

Source: Nielsen Media Research

Cable News Median Audience

Source: Nielsen Media Research

Cable News Audience During Big Events

Source: Nielsen Media Research

Year Program Network Rating Share

1950 Texaco Star Theater NBC 61.6 81

1954 I Love Lucy CBS 49.3 66

1960 Gunsmoke CBS 37.3 62

1965 Bonanza NBC 31.8 48

1970 Marcus Welby M.D. ABC 29.6 52

1975 All in the Family CBS 30.1 44

1980 Dallas CBS 31.2 52

1990 Cheers CBS 21.6 34

1995 ER NBC 22 36

2002 Friends NBC 15.3 25

2004 CSI CBS 16.3 25

2006 American Idol Fox 17.5 27

2008 American Idol Fox 14.4 22

TV Audience Fragmentation

Program Rating Share

American Idol (Tue.) 12.8 19.9

American Idol (Wed.) 12.4 19.8

Dancing With the Stars 12.2 18.7

NBC Sunday Night Football 11.3 18.1

NCIS 10.6 16.8

Dancing With the Stars 9.5 15.0

The Mentalist 9.3 15.9

Undercover Boss 9.2 14.4

NCIS: Los Angeles 9.0 14.0

CSI 8.8 11.0

TV Audience Fragmentation, 2009-10

Source: Nielsen Media Research