Business performance of Croatian, US and EU publishing industry

The main purpose of this paper is to provide an overview of the financial ‘health’ of the Croatian publishing market in the five-year period (2010-2015) considering the continental (EU) as well as the global context (USA) in regard to phenomenon called ‘cannibalization’. The statistical analysis of losses in revenue incurred on printed books, periodicals and newspapers and gains in revenue acquired on online and other media books, periodicals and newspapers in the US publishing industry in the five-year period (2010-2015)was conducted. The results indicatethat theproliferation of alternative types of publishing revenues in the US does not substitute (‘cannibalize’) for the evident decline of revenues incurred from the decrease in sales of printed books, periodicals and newspapers. Accumulated losses from printed items in the five-year period (2010 - 2015) are more than three times larger than the growth in the new sector.