This article presents an analysis of developments over the period 1968
-1991 on both the reader and advertising markets of Dutch newspapers.
We are interested in the characteristics of both markets and in the in
teractions between the two markets. Our analysis shows that newspaper
revenue is mainly influenced by macroeconomic developments. A negative
influence of TV advertising on revenue from the advertising market ex
ists, but is fairly limited. The newspaper industry as a whole seems t
o be able to deal with these threats to their revenue by raising the r
eal prices they charge for their products.