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Deals with the continuing fall of newspaper readership in the United States in 1999. Advertising revenue of the newspaper industry in 1998; Result of the Competitive Media Index; Details on the industry's marketing initiatives; Function on the Newspaper Readership Project at Northwestern University's Newspaper Management Center.

The article reports that media analysts claim that 2008 was the worst year for the newspaper business since the Great Depression. Newspaper advertising declined, full-time newsroom personnel were cut at all major newspapers, and cost-cutting measures affected top papers like "The Los Angeles Times" and the "Chicago Tribune." Analysts state that new economic models and strategies must be created for the newspaper industry to survive.