Table of Contents
Executive Summary
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- The market
- Already struggling print market to be hit hard by coronavirus crisis
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- Figure 1: Trend in total annual UK print national newspaper circulation, 2014-24
- Impact of COVID-19 on national newspapers
- Hastening the digital shift
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on national newspapers, 15 May 2020
- Key Players
- Apple News+ launches in the UK but national newspapers are wary
- Mail+ launches with plans to charge for content
- The Times introduces radio station
- The environment becomes greater focus for newspapers, led by the Guardian
- The consumer
- Just over half of people still read a print newspaper
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- Figure 3: National newspaper print readership, 6-18 February 2020
- Figure 4: Print national newspaper purchases, 6-18 February 2020
- The BBC’s dominance continues as penetration of newspapers edges up
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- Figure 5: Online news sources, 6-18 February 2020
- Over half of online newspaper readers listen to a newspaper podcast
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- Figure 6: National newspaper podcast topics, 6-18 February 2020
- One in four pays for a national newspaper subscription
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- Figure 7: National newspaper behaviour, 6-18 February 2020
- Many feel newspapers focus too much on entertainment/celebrity and the Royal Family
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- Figure 8: Perception of newspapers’ topic coverage, 6-18 February 2020
- The view that print newspapers are bad for the environment could accelerate circulation declines
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- Figure 9: Attitudes towards national newspapers, 6-18 February 2020
- What we think
Issues and Insights
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- COVID-19 outbreak heightens appetite for news but newspapers are struggling
- The facts
- The implications
- Circulation of print newspapers further hit by coronavirus
- Publishers need to fast-track digital strategies…
- …but must not paywall important content
- Keeping a balance of content is crucial
- National newspapers look to reduce environmental impact and boost coverage of environmental issues
- The facts
- The implications
The Market – What You Need to Know
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- Already struggling print market to be hit hard by coronavirus crisis
- The government responds to Cairncross review recommendations
- The CMA recommends regulator for online platforms
- VAT on online newspapers abolished
- Print newspapers make further price increases
- Caroline Flack’s death leads to criticism of tabloids
- Prince Harry and Meghan Markle’s conflict with press plays role in them stepping down as senior royals
The Impact of COVID-19 on National Newspapers
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- Short-, medium- and long-term impact on the industry
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on national newspapers, 15 May 2020
- Opportunities and Threats
- Hastening the digital shift
- Delivery options important to limit declines in print
- High digital engagement presents opportunities for digital innovation
- People’s need to protect mental health could see reduction in news consumption
- Impact on the market
- 2020 to see faster decline in already-falling print circulation
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- Figure 11: Trend in total annual UK print national newspaper circulation, 2014-24
- Circulation of Sunday titles falls less than dailies during lockdown
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- Figure 12: Daily national newspapers’ average print circulation per issue, Jan-Apr 2020
- Figure 13: Sunday national newspapers’ average print circulation per issue, Jan-Apr 2020
- Growth in browsers, subscribers and circulation of digital editions
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- Figure 14: National newspaper digital editions/publications, average circulation and active views, Jan – Apr 2020
- Digital advertising revenue drops despite increased browsers
- Publishers make cuts to cope with revenue loss
- Shifts in consumer behaviour
- People limit use of public transport and shopping trips
- Older demographics likely to be more hesitant to return to old behaviour
- People show greater willingness to pay through subscriptions and donations
- How a COVID-19 recession will reshape the market
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- Figure 16: National newspapers market size forecast (volume), 2005-15
- Recession could limit online subscriptions
- Publishers will be scrapping harder for a share of limited digital adspend
- Impact on the marketing mix
- New appetite for data-driven journalism as people look for facts and expertise to help understand the outbreak
- Building stronger ties through focus on accountability, community and charity
- Being the voice of the people
- Reader input helps create sense of community
- Newspapers set up charity campaigns
- COVID-19: Market context
Market Size and Forecast
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- Already struggling print market to be hit hard by coronavirus crisis
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- Figure 17: Trend in total annual UK print national newspaper circulation, 2014-24
- Figure 18: Trend in total annual UK print national newspaper circulation, 2014-24
- Pre-COVID-19 forecast highlights the struggles of the market before outbreak
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- Figure 19: Trend in total annual UK print national newspaper circulation, 2014-24
- Figure 20: Trend in total annual UK print national newspaper circulation, 2014-24
- Note
Market Drivers
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- The government responds to Cairncross review recommendations
- The CMA recommends regulator for online platforms
- Print newspapers make further price increases
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- Figure 21: Basic UK cover price for national newspapers, December 2018-19
- VAT on online newspapers abolished
- UK newspapers under more scrutiny for treatment of public figures
- Caroline Flack’s death leads to criticism of tabloids
- Prince Harry and Meghan Markle’s conflict with press plays role in them stepping down as senior royals
Key Players – What You Need to Know
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- Market ShareAll titles see print declines as closer ties are formed between dailies and Sundays
- Significant drop in circulation as lockdown begins
- Growth seen for most digital editions of newspapers
- Mail+ launches with plans to charge for content
- Apple News+ launches in the UK but national newspapers are wary
- The Times introduces radio station
- The environment becomes greater focus for newspapers, led by the Guardian
- The Financial Times is viewed as the most authoritative and least biased
Market Share
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- All titles see print declines as closer ties are formed between dailies and Sundays
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- Figure 22: Daily print national newspapers’ average print circulation per issue, 2016-19
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- Figure 23: Sunday national newspapers’ average print circulation per issue, 2016-19
- Significant drop in circulation as lockdown begins
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- Figure 24: Daily print national newspapers’ average print circulation per issue, Jan-Apr 2020
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- Figure 25: Sunday national newspapers’ average print circulation per issue, Jan-Mar 2020
- Growth seen for most digital editions of newspapers in 2019
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- Figure 26: National newspaper digital editions/publications, 2018-19
- Growth in those reading digital editions of national newspapers following lockdown
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- Figure 27: National newspaper digital editions/publications, Jan – Apr 2020
- Daily Mail and General Trust given go-ahead with i purchase
- The Telegraph no longer part of ABC audit as it focuses on subscription-first model
- COVID-19’s impact
- The Sun records loss of £68 million due to print declines and on-going phone hacking consequences
- Times newspapers grow digital-only subscriptions by 19%
- Reach reports rise in profits thanks to digital advertising growth
- COVID-19’s impact
- The Guardian reports another year of revenue growth
- COVID-19’s impact
- The FT digital subscription strategy drives significant revenue growth
- COVID-19’s impact
- The Independent has third year of profits after becoming digital-only
- COVID-19’s impact
- The Guardian has the largest social media presence across platforms
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- Figure 28: National newspapers’ social media followings, 21 March 2020
Launch Activity and Innovation
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- Newspapers introduce more subscription options
- The Guardian introduces new app for subscribers
- i launches new paid-for app
- Mail+ launches with plans to charge for content
- Apple News+ launches in the UK but national newspapers are wary
- The Times introduces radio station
- The environment becomes greater focus for newspapers, led by the Guardian
- The Guardian and others take steps to reduce environmental impact
- Newspapers look to boost coverage of environmental issues
- Newspapers introduce schemes to improve newsroom diversity
- Newspapers mark occasions by temporarily dropping paywall
Brand Research
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- Brand map
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- Figure 29: Attitudes towards and usage of selected brands, March 2020
- Key brand metrics
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- Figure 30: Key metrics for selected brands, March 2020
- Brand attitudes: People feel the Guardian and Daily Mail address them as individuals
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- Figure 31: Attitudes, by brand, March 2020
- Brand personality: The Financial Times is associated with being boring and exclusive
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- Figure 32: Brand personality – macro image, March 2020
- The Telegraph is considered aspirational
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- Figure 33: Brand personality – micro image, March 2020
- Brand analysis
- Guardian readers are most satisfied
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- Figure 34: User profile of the Guardian, March 2020
- The Times is considered the most consistently high quality
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- Figure 35: User profile of the Times, March 2020
- The Financial Times is viewed as the most authoritative and least biased
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- Figure 36: User profile of Financial Times, March 2020
- The Daily Telegraph has the weakest brand image of the quality titles
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- Figure 37: User profile of the Daily Telegraph, March 2020
- Daily Mail almost level with the Daily Telegraph for trust
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- Figure 38: User profile of Daily Mail, March 2020
- Daily Mirror ahead of Sun in credibility
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- Figure 39: User profile of Daily Mirror, March 2020
- The Daily Express doesn’t stand out
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- Figure 40: User profile of Daily Express, March 2020
- The Sun is considered the most unethical
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- Figure 41: User profile of the Sun, March 2020
The Consumer – What You Need to Know
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- Just over half of people still read a print newspaper
- Declines in those using devices other than a smartphone to access national news
- The BBC’s dominance continues as penetration of newspapers edges up
- Over half of online newspaper readers listen to a newspaper podcast
- One in four pay for a national newspaper subscription
- Many feel newspapers focus too much on entertainment/celebrity and the Royal Family
- People believe national newspapers are too narrow politically and have become less factually accurate
- The view that print newspapers are bad for the environment could accelerate circulation declines
- Entertainment value and quality are the primary reasons people choose a newspaper
Print Newspapers
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- Just over half of people still read a print newspaper
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- Figure 42: National newspaper print readership, 6-18 February 2020
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- Figure 43: Print national newspaper purchases, 6-18 February 2020
- Coronavirus will significantly reduce number buying print newspapers
Online News Sources and Devices
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- Declines in those using devices other than a smartphone to access national news
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- Figure 44: Devices used for online national news, 6-18 February 2020
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- Figure 45: Repertoire of devices used for online national news, 6-18 February 2020
- The BBC’s dominance continues as penetration of newspapers edges up
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- Figure 46: Online news sources, 6-18 February 2020
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- Figure 47: Online news sources accessed in the last three months (NET), 6-18 February 2020
- Facebook new news tab could boost traffic to newspapers …
- … but caution should be shown
National Newspaper Podcasts
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- Over half of online newspaper readers listen to a newspaper podcast
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- Figure 48: National newspaper podcast topics, 6-18 February 2020
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- Figure 49: Repertoire of national newspaper podcast topics listened to in the last three months, 6-18 February 2020
- Podcasts can be used to boost subscriptions
National Newspaper Behaviour
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- One in four pays for a national newspaper subscription
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- Figure 50: National newspaper behaviour, 6-18 February 2020
- Older people show greater willingness to register online
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- Figure 51: National newspaper behaviour [Answered Yes], by age, 6-18 February 2020
- Intrusive advertising is turning people away from newspapers
National Newspaper Coverage
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- Many feel newspapers focus too much on entertainment/celebrity and the Royal Family
- Most people are happy with the volume of sports coverage
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- Figure 52: Perception of newspapers’ topic coverage, 6-18 February 2020
- Nearly half of people feel there has been too much Brexit coverage in the last year
- Overwhelming COVID-19 coverage could begin to drive readers away
- Few think that there has been too much coverage of environmental issues
Attitudes towards National Newspapers
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- People believe national newspapers are too narrow politically and have become less factually accurate
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- Figure 53: Attitudes towards national newspapers, 6-18 February 2020
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- Figure 54: Attitudes towards national newspapers (agree), by age, February 2020
- The view that print newspapers are bad for the environment could accelerate circulation declines
- Nearly half think national newspapers are unfairly critical of celebrities
National Newspaper Purchase Drivers
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- Entertainment value and quality are the primary reasons people choose a newspaper
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- Figure 55: Purchase drivers for national newspapers, 6-18 February 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Pre-Covid-19 Market Size and Forecast
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- Market Forecast
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- Figure 56: Total UK annual print circulation, 2019-24
- Forecast methodology for pre-COVID-19 Fan chart
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