Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Lifestage and Special Groups
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Attracting younger adults for the shorter and longer term
- Facilitating easier (and quicker) sales
- What makes newspapers different
Executive Summary
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- The factors behind the market
- Changing operating conditions
- The market as a whole
- Change brings new opportunities
- Not all bad news
- Real net growth or not?
- Market supplied by 12 publishers
- Independent, Times and Guardian increase adspend
- Slight gain for grocery multiples
- Consumer behaviour
- Sources of news
- The future
Market Drivers
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- Household size
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- Figure 1: UK households and one-person households, 2000-09
- Households up but newspaper sales down
- Population trends
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- Figure 2: Trends and projections in UK population, by age group, 2000-09
- Shorter term potential
- Younger age groups
- Newspapers and transport
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- Figure 3: Passenger kilometres travelled in GB, by mode of transport, 1971, 1981, 1991 and 2001-03
- Pockets of growth
- Internet and electronics ownership
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- Figure 4: Ownership of technology and media products, 2002-05
- Information sources
- Multitasking and leisure time
- Free titles
- OFT recommendations
Market Size and Trends
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- A steady decline in the face of competition
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- Figure 5: Annual sales of national daily and Sunday newspapers, by volume, 2000-05
- Limiting sales losses or stimulating growth
- The old favourites
- Exclusives
- Price promotion
- Other shorter-term tactics
- Promoting longer-term growth
- Adding value and targeting
- Colour
- Format – radical innovation
- Cover prices and advertising revenue
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- Figure 6: Average cover prices of national daily and Sunday newspapers, 2000-05
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- Figure 7: Share of consumer expenditure on national newspapers and advertising revenue at current and constant 2000 prices, 2000-05
- Display and classified advertising both enjoy recent growth
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- Figure 8: National newspaper advertising revenue, by type of advertisement, at current prices, 2000-05
- Online newspapers
- New opportunities
- Costs and revenues
Market Segmentation
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- Circulation for national daily and Sunday papers
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- Figure 9: Trends in average circulation/issue for national daily and Sunday newspapers, 2000-05
- Popular, mid-market and quality
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- Figure 10: Trends in average circulation for popular, mid-market and quality newspapers, 2003-05
- Figure 11: 2003-2005 percentage change in growth for trends in average circulation for popular, mid-market and quality newspapers
- Comparability
- The quality titles
- The mid-market titles
- The popular titles
- The giveaways
- Adding value and targeting
The Supply Structure
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- Publishers in the UK newspaper market
- Bulk copies
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- Figure 12: Bulk copies as percentage of average net circulation, 2003-2005
- Share of market by title and segment – dailies
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- Figure 13: National daily newspaper circulation*, 2003-05
- Quality dailies
- Growth or substitution?
- Mid-market dailies
- Popular dailies
- Share of market by title and segment – Sunday
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- Figure 14: National Sunday newspaper circulation, 2003-2005
- Publishers’ shares
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- Figure 15: Market shares of national newspaper publishers, by total volume, 2003-05
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- Figure 16: Market shares of national daily newspapers, by publisher, 2003-05
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- Figure 17: Market shares of national Sunday newspapers, by publisher, 2003-05
- Major publishers
- News International
- Trinity Mirror
- Associated Newspapers
- Northern & Shell – Express Newspapers
- Press Holdings – Telegraph Group
- Press Holdings – Scotsman Publications
- Press Holdings – The Business
- Guardian Media Group
- Independent Newspapers
- Pearson – Financial Times
- Newsquest
- Sport Newspapers
- Online publishing
- The quality websites
- The mid-market websites
- The popular websites
Advertising and Promotion
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- Above-the-line advertising substantial despite visibility
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- Figure 18: Main monitored media advertising expenditure by national newspapers, 2000-05
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- Figure 19: Main monitored media advertising expenditure by national newspapers, by publisher and title, 2000-04
- Below-the-line activity vital in all forms
Distribution
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- Figure 20: Retail sales* of national newspapers, by outlet, 2003-05
- CTNs steady with inroads from the multiples
- But multiples show stronger growth
- Other sources doing well
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The Consumer
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- Newspaper readership
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- Figure 21: Regular newspaper readership, 2001-05
- Main sources for news
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- Figure 22: Main sources for news, July 2005
- The dominance of TV
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- Figure 23: Regular newspaper readership, by main sources for news, July 2005
- Purchase habits and purchase criteria
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- Figure 24: Newspaper purchase habits and purchase criteria, July 2005
- Indifference?
- The habitual purchase
- Prompts to purchase
The Consumer – Detailed Demographics
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- Regular newspaper readership
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- Figure 25: Newspaper readership, by detailed demographics, July 2005
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- Figure 26: Regular national newspaper readership, by type, July 2005
- Main source for news
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- Figure 27: Main sources for news, July 2005
- Newspaper buying habits
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- Figure 28: Newspaper buying habits, July 2005
- Criteria for purchase
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- Figure 29: Criteria for purchase, July 2005
The Consumer – Enthusiasm and Buying Patterns
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- Cross-analysis of readership
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- Figure 30: Regular newspapers readership, by purchase habits, July 2005
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- Figure 31: Main sources for news, by purchase habits, July 2005
- Repertoire of readership
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- Figure 32: Repertoire of newspapers read, July 2005
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- Figure 33: Repertoire of newspapers read, by types of newspaper, July 2005
- Repertoire – number of sources for news
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- Figure 34: Repertoire of news sources, July 2005
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- Figure 35: Repertoire of news sources, by types of news source, July 2005
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- Figure 36: Repertoire of news sources, by types of news source, July 2005
- Exploring usage
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- Figure 37: Repertoire of news sources, by repertoire of newspapers, July 2005
The Future
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- The position now
- Looking forward
- The online edition
Forecast
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- Figure 38: Forecast of consumer expenditure on national newspapers and advertising revenue, 2005-10
- Figure 39: Forecast of consumer expenditure on national newspapers and advertising revenue, at current prices, 2005-10
- Figure 40: Forecast of annual sales of national daily and Sunday newspapers, by volume, 2005-10
- Some encouraging signs…
- Know thy reader…
- The future’s online…
- Factors used in the forecast
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