For years, American dailies have relied on a traditional business model in which about 80 percent of revenue comes from advertising and 20 percent from circulation. But now, according to a study conducted by Harvard University, the old rule of thumb has changed, The Guardian reported on Friday.

"We're moving into an era of 'reader revenue,' one that will roll up print subscriptions, single print copies, digital pay per view, digital subscriptions, all-access (across platform) subscriptions, memberships and more," said Ken Doctor, who leads the research.

As ad revenues have declined from $50 billion in 2000 to $24 billion in 2009, newspapers have increased their single copy and subscription prices and have started to look at other ways to gain revenue. The overall effect is greater circulation revenue, El Mundo informed.

Based on data from the second-quarter reports, the survey shows, for instance, that The New York Times revenue is 40 percent from circulation and 53 percent from ads. Other American publishers that are moving away from the old business model are:
- Scripps: Circ: 28 percent, Ads: 67 percent, Other: 5 percent
- Gatehouse: Circ: 27 percent, Ads: 71 percent, Other 2 percent