Table of Contents
Issues in the Market
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- Key themes
- Definition
Insights and Opportunities
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- The regional press in the community
- A fitter future
Fast Forward Trends
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- Fast Forward Trends – an explanation
- Re-Birth of Cities
- Location, Location, Location
Market in Brief
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- Where are we now?
- Changing behaviour and attitudes
- Response and innovation
- The leaders and consolidators
- What is to come?
Internal Market Environment
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- Key points
- Multiplicity
- Accessing the world
- The connected consumer
- The future will depend on the young
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- Figure 1: 11-19-year-olds who use the internet for newspapers/news, 2002-06
- Local issues
- The value of classifieds
Broader Market Environment
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- Key points
- Ageing population – good news for the present
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- Figure 2: Trends and projections in UK population (000s), by age group, 2002-12
- Will today’s younger consumers keep reading?
- Home delivery opportunities
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- Figure 3: Number of UK households, by size, 2002-12
- Sheer pressure on time
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- Figure 4: Time spent on occupation per day by full-time workers, 2002 and 2006
- Women at work
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- Figure 5: Working population by gender, 2002-12
- An active housing market
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- Figure 6: Home buying indicators, 2002-12
Competitive Context
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- Key points
- Issues common to regionals and nationals
- Unceasing change
- Media convergence
- Access on the move
- Threat of encroachment, from TV?
- More than just news, current affairs and sports results
- The oldest print medium holds its own
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- Figure 7: UK total sales of books, by volume and value, 2002-07
- Magazines another contender
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- Figure 8: UK retail sales of magazines, by value, 2002-07
- Spending priorities
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- Figure 9: Breakdown of total consumer expenditure, 2006
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Change and transformation
- Keeping up with readers and consumers
- Building on local strength
- Reaching the more elusive
- Bringing print together
- Bringing print and online together
- Pay the easy way
Market Size and Forecast
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- Key points
- Revenue sources
- Copy sales and circulation
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- Figure 10: Annual circulation of paid-for and free regional newspapers, by volume, 2002 -07
- Figure 11: Annual indexed sales of paid-for and free regional newspapers (base year 2002), by volume, 2002-07
- Data limitations
- Sales losses
- The paid-for sector: advertising revenues
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- Figure 12: Regional newspaper advertising revenue, by type of advertisement, at current prices, 2002-07
- Adsales resilient
- The importance of classified
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- Figure 13: Regional newspaper classified advertising revenue, by type, 2003-07
- The return of the recruiters
- A few brief points
- The future of the market
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- Figure 14: Forecast of the UK regional newspaper market, by volume, 2002-12
- Figure 15: Annual indexed sales a nd forecast of the UK regional newspaper market, by volume, 2002-12
- Factors incorporated in the forecast
Segment Performance
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- Key points
- The structure of the regional press
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- Figure 16: Actual number of free and paid-for titles, 2002-07
- Paid-for and free titles
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- Figure 17: Total number of regional newspaper titles, grouped by type, 2002-07
- Publishing frequency
- Where competition bites hardest
- Circulation by type
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- Figure 18: Circulation by type, 2005 and 2007
- Circulation increases for the few
- Frees are one way forward
Market Share
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- Key points
- Sales of leading paid-for titles
- Recent circulation trends
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- Figure 19: Top daily paid-for titles, by circulation, January-June 2005-07
- Some observations
- The Manchester Evening News
- The Evening Standard
- Concentration of ownership
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- Figure 20: Top ten regional newspaper publishers by circulation, July 2005 and July 2007*
- Three major changes
- Titles and circulation
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- Figure 21: Summary of circulation and title distribution*, by publisher, 2007
- Changes in circulation and titles
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- Figure 22: Total top ten UK regional newspaper publishers’ number of titles and weekly circulation, July 2005 and 2007
- The ups and downs
Companies and Products
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- Trinity Mirror
- Newsquest Media
- DMGT
- Associated Newspapers
- Northcliffe Media
- Johnston Press
- Archant
- Guardian Media Group
- News International
- Midland News Association
- DC Thomson
Brand Communication and Promotion
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- Key points
- Promotion slump
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- Figure 23: Main monitored media advertising expenditure by regional newspapers, 2003-07*
- The importance of TV
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- Figure 24: Proportion of main monitored media advertising expenditure on regional newspapers, by medium, 2003-07*
- The largest spenders above-the-line
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- Figure 25: Leading advertisers, 2005-07
- Regional or national?
- Moving away from above the line
Channels to Market
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- Key points
- Distribution pattern
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- Figure 26: Volume circulation* of regional newspapers, by type of outlet, 2005 and 2007
- The paid-for element
- Traditional strength of the newsagent
- The grocery trade
- Reaching the reader
- The new model
- Issues for the future?
The Consumer – Readership Habits and Attitudes
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- Key points
- Attitudes to local media and advertising
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- Figure 27: Agreement with selected lifestyle statements, 2003-07
- Local newspapers and the Internet
- The value of advertising
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- Figure 28: Views of advertisements on websites, July 2004 and May 2007
- The value of online ads
- Children’s views of newspapers
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- Figure 29: Agreement with selected lifestyle statements, 7-10s and 11-14s, 2002-06
- Children now and in the future
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- Figure 30: Type of newspaper regularly read, 2003-07
- Growth of the frees
- Readership in brief
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- Figure 31: Regular newspaper readership, July 2007
- Profile of readers
- How much does readership vary
The Consumer – Attitudes and Motivations
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- Key points
- Main areas of interest
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- Figure 32: Important factors when choosing a newspaper to read, July 2007
- What do regional readers look for?
- News, sport, and something fluffier
- Some things don’t change
- The main sources for news
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- Figure 33: Where news items are usually sourced from, July 2007
- Primacy
- How regional and local readers vary
- How all readers vary
- Attitudes to print and online
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- Figure 34: Attitudes to newspapers, by newspaper readership, July 2007
- Print strengths
- Threats
- How regionals, locals and nationals compare
Further Analysis – Repertoire Analysis
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- Cross analysis
- Repertoire analysis
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- Figure 35: Repertoire of newspapers read, July 2007
- Who reads most
- How the categories rank
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- Figure 36: Repertoire of newspapers read, by type of paper read, July 2007
- Sourcing news
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- Figure 37: Repertoire of newspapers read, by where news items are usually sourced from, July 2007
- Attitudes to newspapers
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- Figure 38: Repertoire of newspapers read, by attitudes to newspapers, July 2007
- Consensus
- Shades of opinion
Appendix
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- Advertising data
- Abbreviations
- Internal market environment
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- Figure 39: TV viewing in UK households, 2002-06
- Figure 40: Used the Internet at home or elsewhere in the last 12 months, 2003-07
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- Figure 41: Used the Internet at home or elsewhere in the last 12 months, by demographic sub-group, by demographic sub-group by gender, age, socio-economic group, marital status, lifestage, presence of children, mintel’s special groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, 2007
- Figure 42: Frequency of using the Internet, 2003-07
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- Figure 43: Websites browsed for information purposes in the last three months, Nov 2002-July 2007
- Segment performance
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- Figure 44: Total number of regional newspaper titles, by type, 2002-07
- Market share
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- Figure 45: Circulation distribution summary, by publisher and type, 2007
- Figure 46: Title distribution summary, by publisher and type, 2007
- Figure 47: Top ten regional newspaper publishers’ market share of paid & free daily titles, July 2007
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- Figure 48: Top ten regional newspaper publishers’ market share of weekly paid-for titles, July 2007
- Figure 49: Top ten regional newspaper publishers’ market share of weekly free titles, July 2007
- Brand communication
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- Figure 50: Main monitored media advertising expenditure on regional newspapers, by medium, 2003-07*
- The consumer – Readership habits and attitudes: Detailed demographics
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- Figure 51: Agreement with selected lifestyle statements, by demographic sub-group, by demographic sub-group by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, household size, car usage, detailed lifestage, 2007
- Figure 52: Agreement with selected lifestyle statements, by demographic sub-group, by demographic sub-group by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, household size, car usage, detailed lifestage, 2007
- The consumer – attitudes and motivations: Detailed demographics
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- Figure 53: Type of newspaper regularly read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 54: Type of newspaper regularly read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
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- Figure 55: Type of newspaper regularly read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 56: Regular newspaper readership, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
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- Figure 57: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 58: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
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- Figure 59: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 60: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
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- Figure 61: Where news is sourced from, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 62: Where news is sourced from, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
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- Figure 63: Where news is sourced from, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 64: Attitudes to newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
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- Figure 65: Attitudes to newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 66: Attitudes to newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
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- Figure 67: Attitudes to newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Further analysis – Repertoire analysis detailed demographics
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- Figure 68: Repertoire analysis, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007
- Figure 69: Repertoire of newspapers read, by important factors when choosing a paper, July 2007
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