Table of Contents
Issues in the Market
-
- Main issues
- Definition
- Abbreviations
Future Opportunities
-
- Refreshing the page
- Mintel Inspire
- Opportunities
- How to read a newspaper
- Mintel Inspire
- Opportunities
- UGC in the mainstream media
- Mintel Inspire
- Opportunities
Market in Brief
-
- A market in decline
- Innovations bring immediate and future benefits
- A more demanding newspaper consumer
- Bulking up
- How companies are performing
- Looking forward
Internal Market Environment
-
- Key points
- Share of attention
- Online from strength to strength
-
- Figure 1: Internet penetration at home/work/place of study or elsewhere, by demographic sub-group, 2003-09
- How is the internet used?
-
- Figure 2: Types of websites browsed for information purposes in the last three months, October 2008 and January 2009
- Bringing opportunities to the old world of print
-
- Figure 3: Multi-platform data*, March 2008 and January 2009
- Getting the paper in front of readers
-
- Figure 4: Where newspapers are purchased, 2008
- The price issue
-
- Figure 5: Basic UK cover prices for national dailies and Sundays, February 2009
Broader Market Environment
-
- Key points
- Ageing is good news – for the present at least
-
- Figure 6: Age structure of the UK population, 2003-13
- The rise and rise of the middle classes
-
- Figure 7: UK population, by socio-economic group, 2003-13
- Education is another aspect
-
- Figure 8: Higher education qualifications obtained in UK, by level of study, 1996/97-2006/07
- Cash in hand
-
- Figure 9: Trends in GDP, PDI and consumer expenditure, 2003-13
Competitive Context
-
- Key points
- A snapshot of consumer views
-
- Figure 10: Agreement with attitudes to news and newspapers, 2008
- Significance for print
- A brief look at online competitors
-
- Figure 11: Selected examples of websites and blogs, by topic*, March 2009
- Print competition – the freesheets
-
- Figure 12: Average daily distribution of audited free dailies, 2005-09
- More on the print front
-
- Figure 13: Total number of regional newspaper titles, by type, 2009
Strengths and Weaknesses in the Market
-
- Strengths
- Gives depth and detail
- Great mix of topics in one package
- Can read anywhere, any time
- Newspapers offer more content than ever before
- The look and feel is appealing
- Weaknesses
- Too busy to read
- Why pay when I can get it free?
- Cover prices are too high
- The news is out of date
- Tired of sensationalism
Who's Innovating?
-
- Key points
- Increasing readership
- Just a few examples here
- How to make digital pay?
- Another money spinner?
- Print initiatives
- Seizing opportunities
Market Size and Forecast
-
- Key points
- Growing pressures take their toll
-
- Figure 14: Total annual sales of national daily and Sunday newspapers, by volume, 2003-13
- Average circulation
-
- Figure 15: Trends in average circulation/issue for national daily and Sunday newspapers, 2003-09
- Future prospects
- Factors used in the forecast
Segment Performance
-
- Key points
- A snapshot view of the sectors
-
- Figure 16: Trends in average circulation/issue for popular, mid-market and quality newspapers, 2003, 2006 and 2008
- The titles in figures
- The dailies
-
- Figure 17: National daily newspaper circulation*, 2006-08
- The Sundays
-
- Figure 18: National Sunday newspaper circulation*, 2006-08
- Special notes on sales performance
- Keeping the title fresh
- They don’t always succeed
- Even more changes in the qualities
- Cover prices play their part…
- …as do price promotions
- Subscriptions come into their own
- Looking behind the curtain
-
- Figure 19: Lesser-rate and prepaid subscriptions sales, bulk copies, and sales outside UK and RoI as percentage of average circulation, February 2009
Companies and Products
-
- Key points
- Section introduction
- Market share and recent performance
-
- Figure 20: Market shares of national newspaper publishers, by total volume, 2006-08
- News International
- Associated Newspapers
- Trinity Mirror Group
- Express Newspapers
- Telegraph Group
- Guardian Media Group
- Independent Newspapers
- Financial Times Ltd
- Other publishers
Brand Elements
-
- Brand map
-
- Figure 21: Attitudes and usage of national newspaper brands, January 2009
- Financial Times
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 22: Attitudes towards the Financial Times brand, January 2009
- METRO
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 23: Attitudes towards the METRO brand, January 2009
- The Sun
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 24: Attitudes towards The Sun brand, January 2009
- Daily Mail
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 25: Attitudes towards the Daily Mail brand, January 2009
- The Guardian
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 26: Attitudes towards The Guardian brand, January 2009
- The Sunday Times
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 27: Attitudes towards The Sunday Times brand, January 2009
- Brand qualities of national newspaper brands
- The Financial Times most authoritative, popular press for entertainment
-
- Figure 28: Personalities of various national newspaper brands, January 2009
- Experience of national newspaper brands
- The Sun and Daily Mail most frequently read, METRO least known
-
- Figure 29: Consumer usage of various national newspaper brands, January 2009
- Brand intentions for national newspaper brands
- Express beats Sun for consideration
-
- Figure 30: Consideration of various national newspaper brands, January 2009
- Brand momentum for national newspaper brands
- METRO gaining most ground, but Mirror lagging behind
-
- Figure 31: Momentum of various national newspaper brands, January 2009
- Brand satisfaction for national newspaper brands
- Quality titles most satisfying
-
- Figure 32: Satisfaction with various national newspaper brands, January 2009
- Brand commitment to national newspaper brands
- Independent among the most recommended
-
- Figure 33: Commitment to various national newspaper brands, January 2009
- Round up
Brand Communication and Promotion
-
- Key points
- Reinforcing dominance
-
- Figure 34: Main monitored media adspend for national newspapers, by publisher, 2008
- Reaching bigger audience numbers
-
- Figure 35: Main monitored media adspend for national newspapers, by medium, 2008
- Recent campaigns big and smaller
- Is this a final farewell to the DVD?
Newspaper Readership
-
- Key points
- Shifting balance
-
- Figure 36: Type of newspaper regularly read, 1999-2008
- The rise of the Saturdays
- Mixed blessings
- And the downs
- The variations
- Lack of multiple reading
-
- Figure 37: How many different types of newspapers people regularly read*, December 2008
Favoured Content
-
- Key points
- Priority topics
-
- Figure 38: Important factors when choosing a national newspaper to read, December 2008
- Consistent differences ease targeting
-
- Figure 39: Important factors when choosing a national newspaper to read, key demographic groups, December 2008
- Shifting interests reflecting media change
-
- Figure 40: Newspaper topics adults are ‘very interested’ in, 2004-08
Attitudes towards National Newspapers
-
- Key points
- Word of warning on content
-
- Figure 41: Attitudes towards national newspapers, December 2008
- Paper still well to the fore…
- …but change is likely
- Delivering the news
- What of the next generation?
-
- Figure 42: Agreement with selected lifestyle statements, 7-10s and 11-14s, 2004-08
- The under-20s online
-
- Figure 43: 11-19s who use the internet for newspapers/news, 2004-08
Targeting Opportunities
-
- Key points
- Variety an essential formula for nationals
-
- Figure 44: How many different types of newspaper subject areas people regularly read, December 2008
- Who wants the widest choice
-
- Figure 45: How many different types of newspaper subject areas people regularly read, by demographic sub-group, December 2008
- Identifying targets
- How the groups differentiate attitudinally
-
- Figure 46: How target groups differ on key statements, December 2008
- Old school (21% or 11 million adults aged 15+)
- Turned off by tat (41% or 21 million adults aged 15+)
- Fickle (37% or 19 million adults aged 15+)
- Old school readers boost all sectors
-
- Figure 47: Newspaper target groups, by which types they read, December 2008
- Summary of each group’s importance to market
-
- Figure 48: Newspaper target groups, by how many types they read, December 2008
- Different priorities
-
- Figure 49: Newspaper target groups, by which types of newspaper subject areas people regularly read, December 2008
- Summary of each group’s importance to market
-
- Figure 50: Newspaper target groups, by how many newspaper subject areas people regularly read, December 2008
Appendix – Competitive Context
-
-
- Figure 51: Agreement with newspaper lifestyle statements, by demographic sub-group, 2008
-
Appendix – Newspaper Readership
-
-
- Figure 52: Regular newspaper readership, by demographic sub-group, December 2008
- Figure 53: How many different tpes of newspapers people regularly read, by type, December 2008
- Figure 54: How many different tpes of newspapers people regularly read, by demographics, December 2008
-
Appendix – Favoured Content
-
-
- Figure 55: Important factors when choosing a national newspaper to read, by demographic sub-group, December 2008
- Figure 56: Further important factors when choosing a national newspaper to read, by demographic sub-group, December 2008
-
- Figure 57: Further important factors when choosing a national newspaper to read, by demographic sub-group, December 2008
-
Appendix – Attitudes towards National Newspapers
-
-
- Figure 58: Attitudes towards national newspapers, by demographic sub-group, December 2008
- Figure 59: Further attitudes towards national newspapers, by demographic sub-group, December 2008
-
- Figure 60: Youths who use the internet for newspaper/news, by demographic sub-group, 11-19s, 2008
- Figure 61: Agreement with selected lifestyle statements, by demographic sub-group, 11-14s, 2008
-
- Figure 62: Agreement with selected lifestyle statements, by demographic sub-group, 7-10s, 2008
-
Appendix – Targeting Opportunities
-
-
- Figure 63: How many different types of newspaper subject areas people regularly read, by demographic sub-group, December 2008
- Figure 64: Newspaper target groups, by demographic sub-group, December 2008
-
Back to top