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A common measure of a newspaper’s health is market penetration. Market penetration is expressed as a percentage of households that receive a copy of the newspaper against the total number of households in the paper’s market area. In the 1920s, on a national basis in the U.S., daily newspapers achieved market penetration of 130 percent (meaning the average U.S. household received 1.3 newspapers). As other media, such as radio and television, began to compete with newspapers, and as printing became easier and less expensive giving rise to a greater diversity of publications, market penetration began to decline. It wasn't until the early 1970s, however, that market penetration dipped below 100 percent. By 2000, it was 53 percent [http://www.stateofthenewsmedia.org/narrative_newspapers_audience.asp?cat=3&media=2 1].

 

Most newspapers make nearly all their money from [[advertising]]; the income from the customer’s payment at the news-stand is small in comparison. For that reason, newspapers are inexpensive to buy, and some are free. The portion of the newspaper that is not advertising is called ''editorial content'', ''editorial matter'', or simply ''editorial'', although the last term is also used to refer specifically to those articles in which the newspaper and its guest writers express their opinions. In recent years, the [[advertorial]] emerged. Advertorials are most commonly recognized as an [[Editorial|opposite-editorial]] which third-parties pay a fee to have included in the paper. [[Advertorial]]s commonly [[advertise]] new products or techniques, such as a new design for golf equipment, a new form of laser surgery, or weight-loss drugs. The tone is usually closer to that of a [[press release]] than of an objective [[news story]].