Gannett Co., Inc. plans to announce disappointing quarterly earnings this Thursday, reports The Wall Street Journal.

Amid the expected decline in newspaper circulation, analysts will be looking for signs of hope among ad revenue. As advertising generated earnings have been on the decline, their role in the lifespan of certain newspapers has become vital. Signs of continued drops in the revenue source could push publishers to implement more cuts or closures of papers.

Gannett has already enforced several cost-cutting measures, including a series of layoffs and furlough programmes. The company's flagship paper, USA Today, is expected to see a 100,000 drop in circulation, mostly due to hotels canceling subscriptions.

Shares in the company are down by 53 percent since January, slightly helped by the recent doubling of holdings by Ariel Investments LLC.