Even before the Covid-19 crisis, the advertising market for newspapers was in a tense situation. Together with our cooperation partner Schwäbisch Media, a German regional newspaper publisher, we developed a model to identify endangered advertising customers at an early stage. This enables the client to allocate sparse resources effectively for taking countermeasures. In addition to static facts, the model uses the customers’ historical bookings. Peer groups that reflect both the commercial environment and booking behaviour allow us to also handle small and new customers, which are particularly interesting from a business perspective. In production, our approach provides revenue-driven and frequency-driven risk scores via dashboards to support the ad sales team and to improve their advertising revenues.