Sagging Ad Revenues Not Only Problem Newspapers Face

Implications: Declining ad revenues and falling circulation are often cited as reasons for the financial and other problems facing many newspapers in the United States. But another major issue is the public's growing perception that many newspapers have a hidden "agenda" in their reporting, and can no longer be trusted as "the" news source.

Analysis: Contrasted with talk radio shows, or Internet blogs, which are usually quite up front about their biases or positions, most newspapers have maintained an attitude and posture of impartiality -- like old Dragnet shows, they say they report "just the facts."  But thanks to the the availability of other sources, it has become clear that there is quite a bit of behind-the-scenes selectivity in what newspapers report, and how it is presented. Certain topics always seem to hit the front page with blaring headlines, while other equally news-worthy subjects routinely find their way to page 27, if they show up at all. Attendees at city council sessions find only part of the meeting covered, or. While there is still little competition in the arena for purely local news, for national or international topics, especially younger readers are "tuning out" and getting their news elsewhere. This lack of relevance and trust-worthiness is at least as big a problem as advertisers going elsewhere.