How Do Newspapers Make Money? The Real Story Behind the Headlines

If you’ve ever picked up a newspaper at the corner shop or scrolled through a UK news site, you might’ve wondered: how do these folks actually get paid? There’s no magic money tree behind the headlines—it’s a constant juggle of new tricks and old-school hustles.

At first glance, you might think it’s all about the cover price. But those 99p coins barely make a dent. Most UK newspapers make their real cash elsewhere—in places most readers never notice. And the game keeps changing, especially since digital news took over.

Let’s pull back the curtain and see how papers—from the big London dailies to the smallest local tabloids—keep money flowing in, even as print sales drop. Whether you’re a news junkie or just curious about why paywalls suddenly pop up all over, this is the inside scoop you won’t find on the front page.

• Advertising: The Old Staple
• Subscriptions and Paywalls
• Breaking Into Digital and Sponsored Content
• Other Surprising Revenue Streams

Advertising: The Old Staple

Advertising is what keeps most newspapers running. Even with fewer people buying papers these days, ad money still makes up a huge chunk of their income. The big UK names—like The Sun or The Daily Mail—pull in millions just from companies wanting their brand in front of your eyes, whether you’re flipping through pages or scrolling on your phone.

It isn’t just one-size-fits-all. Here’s what ad revenue usually looks like for a newspaper:

• Display ads: The full-page supermarket deals or gadget sales slapped across the centre spread. Advertisers pay more for premium spots or bigger spaces.
• Classified ads: Still alive, just smaller than before. Think job posts, rental ads, or car sales—these used to be a goldmine for local papers.
• Inserts: The pamphlets and coupons tucked inside your weekend paper. Shops pay to have these delivered straight to your coffee table.
• Digital ads: Banner ads, sponsored stories, and video slots that show up online. Rates here can change daily based on clicks and how many eyeballs see them.

More people get their news on phones and laptops now. That shift hit print ad sales hard. The big number? In 2024, UK publishers made just under £600 million from print advertising—down from around £1.7 billion a decade earlier. Digital ads helped fill the gap, hitting £680 million in the same year.

Still, the competition is fierce. Social media and search engines like Google and Facebook swallow up more of the ad pie every year. Newspapers have to get creative—offering sponsored content that blurs the line between news and advertising, or bundling print and online deals to win bigger clients.

For any newspaper, landing steady advertisers is what keeps the newsroom lights on. The fight for ad money isn’t going anywhere, and you’ll spot it every time you glance at a sidebar or see a story marked as 'sponsored.'

Subscriptions and Paywalls

Remember when you could read every news story online for free? That ship sailed years ago. Today, most big-name UK newspapers use some type of paywall or subscription model to survive. In fact, The Times put up its paywall all the way back in 2010, and many others like The Telegraph and The Guardian (for donations and premium content) quickly followed.

There are a few different types of paywalls. The 'hard paywall' means you can't see a single article without signing up. The Times is strict with this—no free ride. Then you’ve got 'metered paywalls' like The Telegraph, where you might get three or five articles for free every month before they block you out. A few, like the i newspaper, offer premium extras—fancier analysis or early access to stories—if you fork out for a subscription.

So, why do papers bother with this? Ads alone just don’t cut it anymore, especially as loads of people use ad blockers or skip banners altogether. A steady stream of readers who pay every month is much more reliable. Subscribers also tend to read more stories and stick around longer, which makes advertisers happier too.

• Annual subscriptions usually offer a cheaper rate per month.
• Some papers throw in perks, like newsletters, ad-free reading, or bonus podcasts.
• Student and trial deals are super common—don’t pay full whack if you’re eligible.

The main thing to remember: for most newspapers, subscriptions are now the backbone of their digital income. Without them, even the biggest names would be in trouble. Whether you’re paying for a weekend paper or reading online behind a login, you’re actually helping keep the news business rolling.

Breaking Into Digital and Sponsored Content

The days of making money just by selling a paper at the shop are gone. UK newspapers had to move fast when everyone went online. Suddenly, it wasn’t about tomorrow’s news at breakfast—it was about getting your clicks now.

This is where digital ads come in. Newspapers realised pretty quick that slapping banner ads across their websites could rake in some cash, especially since millions today scroll news on their phones. According to the Press Gazette, UK publishers pulled in close to £3 billion from digital advertising in 2024 alone. Simple sponsored articles—usually marked as “paid partnership” or “advertiser content”—are another trick. These look a lot like regular stories, but brands pay big for this slot, hoping to blend in and catch readers off guard.

There’s also affiliate marketing. Ever notice a gadget roundup or ‘best deals’ piece? If you buy through one of those links, the news site could pocket a small cut. It’s subtle, but it adds up especially with high-traffic sites like The Independent raking in thousands from these links every month.

Besides ads and sponsorships, many major newspapers—think The Times or The Telegraph—now put up paywalls for their online content. Some stories stay free to lure you in, but you’ll hit a paywall if you want more. The Guardian, on the other hand, keeps the site open and instead asks for donations. This approach brought them over a million supporters worldwide by early 2025.

So, the real action now is online. If you want to spot how newspapers are making money, check how many ads, sponsored posts, or “Buy now” links you run into next time you scroll the news. Every click counts, and every click is worth money to someone.

Other Surprising Revenue Streams

Here’s where UK newspapers get creative. Beyond the obvious ads and subscriptions, they have cooked up plenty of side hustles. Some of them might surprise you, but they all add up—especially when the traditional stuff starts drying up.

One clever trick is hosting events. National dailies like The Guardian and The Times run festivals, panel talks, and even wine tastings. In 2024, The Times generated over £7 million from business seminars and live Q&A shows, all branded and ticketed. These events bring in ticket sales and land extra sponsorships.

Merchandise is another area you might not expect. The Sun, for example, pushes branded football kits, mugs, and calendars. Even smaller local papers sell archive photo prints of old street scenes—nostalgia sells, especially at Christmas.

Some papers get even more niche. The Financial Times offers paid courses and certifications for professionals who want to brush up on finance skills. The Guardian runs a successful bookshop, shifting thousands of copies during lockdown reading booms.

• Licensing deals: Newspapers license cartoons, puzzles, and crosswords to other publishers and even mobile apps.
• Syndication: Exclusive scoops or columns get sold on to other outlets. Think of it as renting out the juiciest stories after they’re first published.
• Affiliate marketing: Many sites now sprinkle links to partner products—if readers buy, the paper gets a cut. Recipe stories often feature links to buy the exact pan or ingredient mentioned, tracking sales for a commission.

Check out how these numbers stack up for a few big UK papers in 2024:

All these extra streams matter a lot. In fact, for some papers, this stuff now covers what used to come from traditional print newspapers sales. The next time you see a crossword app, a panel event, or a “buy now” link in a news story, you’ll know: it’s not just journalism—it’s business too.