Finally, a newspaper sets the record straight about industry's problems -- it's lack of revenue

In today's edition of The Edmond Sun, Donna Barrett clearly defines the real reasons behind the newspaper industry's struggles. Instead of the popular belief (that newspapers are losing readers), Barrett correctly blames the problems on lost advertising revenue and the industry's inability thus far to regain some of that money.

"Let's set the record straight: Newspapers still enjoy considerable readership and deliver strong results for advertisers. More Americans read printed newspapers than own dogs. More Americans read printed newspapers than watch the Super Bowl. Newspapers and their Web sites reach a larger audience than ever before. The crisis facing newspapers is not an audience problem. It is a revenue problem," writes Barrett in the Oklahoma newspaper.

The monumental shift in advertising revenue is a direct result of people choosing options other than newspapers for placing classified advertisements. Which online Web site gets the most recognition for asborbing the people that traditionally paid for newspaper advertisements? For the answer to that question and more in-depth analysis of advertising's central role in the newspaper industry's decline, click here.