Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: National newspapers print market size and forecast, 2005-15
- Print market contracts significantly
- Digital audiences growing strongly
- Managing the transition to digital is biggest challenge for future
- Market factors
- Print readership levels on steady downward trajectory
- Competition on the up
- Paywall or not to paywall, that is the question
- Companies, brands and innovation
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- Figure 2: Market shares of national newspaper publishers, by total volume, 2010
- News International dominates
- No new players but plenty of innovation
- The consumer
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- Figure 3: Types of national newspapers read regularly (hard copy or online), November 2010
- Popular tabloids lead the way
- A desire to rebalance content?
- Two in five prepared to pay for online content
- What we think
Issues in the Market
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- How can national newspapers respond to continued economic weakness?
- How can national newspapers respond to declining print circulations?
- What are the prospects for newspapers wishing to charge for website access?
- What else can newspapers do to try and develop new revenue streams?
Future Opportunities
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- Making the step from informers to educators?
- Regaining a clear political voice
Internal Market Environment
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- Key points
- Print readership on a linear downward trajectory
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- Figure 4: Trends in the readership* of national daily newspapers, 1971-2010
- Competition hots up…
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- Figure 5: Trends in average weekly TV viewing per person, Jan 2005-11
- Figure 6: Trends in weekly viewing of TV news channels per person, January 2005-11
- Figure 7: Trends in average weekly hours of radio listening per listener, March 2005-December 2010
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- Figure 8: Trends in average weekly hours of radio listening per listener by broad sector, March 2005-December 2010
- …particularly online
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- Figure 9: Trends in broadband penetration, 2004-10
- Figure 10: Trends in monthly unique visitors to news and information websites in the UK, January 2005-January 2011
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- Figure 11: Device ownership for smartphones and e-book readers, July 2009-October 2010
- Newspaper publishers continue develop their own online presence
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- Figure 12: Multi-platform data*, February 2010 and January 2011
- A variety of strategies to boost circulation
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- Figure 13: Lesser-rate and prepaid subscriptions sales, bulk copies, and sales outside UK and RoI as percentage of average circulation, December 2010
- The price is right?
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- Figure 14: Basic UK cover prices for national dailies and Sundays, December 2010
- Paid-for or free – the consumer will decide
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- Figure 15: Trends in monthly unique visitors to selected news international news websites, November 2009-January 2011
- Newspapers seen as good for depth and accuracy
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- Figure 16: Attitudes towards news sources, April 2010
Broader Market Environment
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- Key points
- Slow economic recovery in prospect
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- Figure 17: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
- Figure 18: GDP quarterly percentage change, Q1 2005-Q4 2010
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- Figure 19: Gfk NOP Consumer confidence index, January 2008-February 2011
- Recession prompts switch to free media
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- Figure 20: Things people are doing in response to the recession, November 2009
- Ageing population suits mid-market and quality titles… for now
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- Figure 21: Trends in the age structure of the UK population, 2005-15
- AB growth is positive for newspapers
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- Figure 22: Forecast adult population trends, by socio-economic group, 2005-15
- Retired lifestage has good spending power
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- Figure 23: Forecast adult population trends, by lifestage, 2005-15
- Higher education growth good for newspapers
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- Figure 24: Qualifications obtained by students on HE courses at HEIs in the UK, by level of study, 2005/06 - 2009/10
Competitive Context
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- Key points
- Internet and TV provide stiff competition
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- Figure 25: Agreement with attitudes towards news and newspapers, 2010
- Pure-play sites eat into generalists’ business
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- Figure 26: Selected examples of websites and blogs, by topic*, January 2011
- Not just the internet but free titles too
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- Figure 27: Average daily distribution of audited free dailies, 2005-10
- Regional titles provide alternative to nationals
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- Figure 28: Total number of regional newspaper titles, by type, 2011*
Strengths and Weaknesses in the Market
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- Strengths
- Brand/reputation
- Values
- Trust
- Analysis
- Simplicity
- Weaknesses
- Lack of immediacy
- Vulnerability to online competition
- Perceptions of business ethics
- Time, or the lack of it
- Too much focus on celebrities and gossip
Who’s Innovating?
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- Key points
- New print title enters the fray
- New dedicated iPad title launches but only in US for now
- Apps offer potential to extend reach and develop new revenue streams
- Paying for website access
- Can the freesheet model be made to work?
Market Size and Forecast
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- Key points
- Print market contracts significantly
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- Figure 29: Total annual sales of national daily and sunday newspapers, 2005-15
- Monetising the shift to multi-platform
- Forecast
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- Figure 30: National newspapers market size forecast (value), 2005-15
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- Figure 31: National newspapers market size forecast (volume), 2005-15
Segment Performance
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- Key points
- Dailies outperform Sundays
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- Figure 32: Trends in circulations of national newspapers by broad sector, 2005-10
- Figure 33: Trends in average circulation of national newspapers by broad sector, 2005-10
- Quality titles hit hard
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- Figure 34: Trends in average circulation/issue of newspapers by segment, 2006, 2008 and 2010
Market Share
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- Key points
- The dailies
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- Figure 35: National daily newspaper circulations, 2006, 2008 and 2010
- The Sundays
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- Figure 36: National sunday newspaper circulations, 2006, 2008 and 2010
- Online
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- Figure 37: Leading online news sites by numbers of UK unique monthly browsers, February 2011
- Overall market shares
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- Figure 38: Market shares of national newspaper publishers, by total volume, 2006-10
Companies and Products
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- Key points
- Associated Newspapers
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- Figure 39: Key financial data for Associated Newspapers, 2005-09
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- Figure 40: Breakdown of turnover, 2008-09
- Express Newspapers
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- Figure 41: Express Newspapers results, 2005-09
- Financial Times Ltd
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- Figure 42: Key financial data for Financial Times Ltd, 2005-09
- Guardian Media Group plc
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- Figure 43: Key financial data for Guardian News and Media Ltd, 2006-10
- Independent Print Ltd
- News International
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- Figure 44: Key financial data for News Group Newspapers Ltd, 2006-10
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- Figure 45: Key financial data for Times Newspapers ltd, 2006-10
- Telegraph Media Group
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- Figure 46: Key financial data for Telegraph Media Group Ltd, 2006-10
- Trinity Mirror Group
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- Figure 47: Key financial data for Trinity Mirror Plc, 2006-11
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- Figure 48: Trinity mirror plc turnover by broad segment, 2007-11
Brand Research
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- Brand map
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- Figure 49: Attitudes towards and usage of newspaper brands, December 2010
- Brand attitudes
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- Figure 50: Attitudes by newspaper brand, December 2010
- Brand personality
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- Figure 51: newspaper brand personality – macro image, December 2010
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- Figure 52: newspaper brand personality – micro image, December 2010
- Correspondence analysis
- Brand experience
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- Figure 53: newspaper brand usage, December 2010
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- Figure 54: Satisfaction with various newspaper brands, December 2010
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- Figure 55: Consideration of newspaper brands, December 2010
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- Figure 56: Consumer perceptions of current newspaper brand performance, December 2010
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- Figure 57: newspaper brand recommendation – Net Promoter Score, December 2010
- Brand index
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- Figure 58: newspaper brand index, December 2010
- Figure 59: newspaper brand index vs. recommendation, December 2010
- Target group analysis
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- Figure 60: Target groups, December 2010
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- Figure 61: newspaper brand usage, by target groups, December 2010
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
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- Key points
- TV is favoured medium for newspaper promotion
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- Figure 62: Main monitored media adspend for national newspapers by media type, 2005/06-2009/10
- Spend levels broadly reflect market position
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- Figure 63: Main monitored media adspend for national newspapers, by publisher, 2005/06-2009/10
- Telegraph and Independent groups plough a different furrow
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- Figure 64: Main monitored adspend by publisher, by media type, 2009/10*
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- Figure 65: Main monitored adspend for national newspapers by title, by media type, 2009/10*
- Switch in focus from sales promotion to customer retention
What National Newspapers Do People Read?
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- Key points
- Almost six in ten read a national newspaper in hard copy or online
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- Figure 66: National newspapers read regularly (hard copy or online), November 2010
- How do readers of different types of newspaper compare?
- How much overlap is there between genres and titles?
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- Figure 67: National newspapers read regularly (hard copy or online) by national newspapers read regularly (hard copy or online), November 2010
What Are People’s Attitudes Towards National Newspapers?
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- Key points
- A desire to rebalance content?
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- Figure 68: Attitudes towards national newspapers, November 2010
- Inform and keep in check but don’t insult the reader’s intelligence
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- Figure 69: Attitudes towards national newspapers, by national newspapers read regularly (hard copy or online), November 2010
How Much Would People Be Prepared to Pay to Access Newspaper Websites?
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- Key points
- Almost two in five prepared to pay to access newspaper websites
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- Figure 70: Amount per week people are prepared to pay to access website of newspaper they read most often, November 2010
- Quality newspaper readers prepared to pay more for website access
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- Figure 71: Amount people are prepared to pay to access website of newspaper they read most often by national newspapers read regularly (hard copy or online), November 2010
- Scope for combined hard copy and digital offers?
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- Figure 72: Amount people are prepared to pay to access website of newspaper they read most often by attitudes towards national newspapers, November 2010
Appendix – Internal Market Environment
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- Figure 73: Trends in average weekly TV viewing per person, January 2005-February 2011
- Figure 74: Trends in weekly viewing of TV news channels per person, January 2005-February 2011
- Figure 75: Trends in average weekly hours of radio listening per listener, March 2005-December 2010
- Figure 76: Trends in average weekly hours of radio listening per listener, by broad sector, March 2005-December 2010
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- Figure 77: Trends in monthly unique visitors to news and information websites in the UK, January 2005-February 2011
- Figure 78: Trends in monthly unique visitors to selected news international news websites, November 2009-February 2011
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Appendix – Market Size Forecast
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- Figure 79: market size and forecast for national newspapers, 2005-15
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Appendix – What National Newspapers Do People Read?
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- Figure 80: National newspapers read regularly (hard copy or online), by demographics, November 2010
- Repertoire analysis
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- Figure 81: Repertoire of national newspapers read regularly (hard copy or online), November 2010
- Figure 82: National newspapers read regularly (hard copy or online), by repertoire of national newspapers read regularly (hard copy or online), November 2010
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- Figure 83: Repertoire of national newspapers read regularly (hard copy or online), by demographics, November 2010
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Appendix – What Are People’s Attitudes Towards National Newspapers?
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- Figure 84: Attitudes towards national newspapers, by demographics, November 2010
- Figure 85: Attitudes towards national newspapers, by attitudes towards national newspapers, November 2010
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Appendix – How Much Would People Be Prepared to Pay to Access Newspaper Websites?
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- Figure 86: Amount per week people are prepared to pay to access website of newspaper they read most often, November 2010
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