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The print newspaper industry of the US has been witnessing revenue decline since 2005. Decreasing circulation and consequently decreasing advertising revenue, due to the increasing popularity of digital media, is said to have affected the print medium. Many newspaper companies initiated several cost cutting efforts to cope with the industry downtrend. The increasing online advertising revenue at the US newspaper websites put forth a notion that the industry will undergo a paradigm shift from the print medium to the online medium. Many analysts believed that the US newspaper organisations will retain their local franchises in print format, as it contributes significantly to their revenue. However, speculation is rife about the future of the US print newspaper industry as the focus shifts to the online medium.