Like the sun, newspaper circulation rises in the east and falls in the west

THE World Press Trends report collects masses of data about newspaper circulation and revenues in over 70 countries. The headline figure shows circulation falling modestly from 537m in 2008 to 530m in 2012, but that masks huge regional variations. The report makes for particularly gloomy reading if you happen to be employed by a newspaper in America or western Europe. Since 2008 circulation in America has fallen by 15% to 41m while advertising revenue has plummeted by 42%, accounting for three-quarters of the global decline in advertising revenue in the same period. In Europe, circulation and advertising revenue have both fallen by a quarter. And revenues from digital sources such as websites, apps and so on have not made up the shortfall. Digital advertising accounts for just 11% of the total revenue for American newspapers. Looking further east, though, things look brighter. Circulation in Asia has risen by 10%, offsetting much of the decline elsewhere. With 114.5m daily newspapers, China has surpassed India to become the world's biggest newspaper market.