Table of Contents
Executive Summary
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- The market
- Print circulation continues its downward trend
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- Figure 1: Trends in total UK annual newspaper circulation, 2009-19
- Market share
- Popular newspapers see greatest declines
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- Figure 2: Daily national newspapers average circulation, six months to December 2013-14
- Who’s innovating?
- The Economist Espresso offers five-minute news digest
- FT launches FT Antenna and FirstFT
- The Independent launches user-focused i100
- The consumer
- Less than a third read a daily newspaper regularly
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- Figure 3: Daily print newspapers read regularly, January 2015
- Under a quarter read a Sunday newspaper regularly
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- Figure 4: Sunday print newspapers read regularly, January 2015
- Almost three quarters of newspaper readers read at home
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- Figure 5: Print newspaper behaviour, January 2015
- Majority have looked at online news in last three months
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- Figure 6: Devices used for online national news, January 2015
- Mail Online and Guardian.com lead the way online
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- Figure 7: Online newspapers visited, January 2015
- Over a third read comments sections
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- Figure 8: Online newspapers behaviour, January 2015
- More than a third feel quality is worth payment
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- Figure 9: Attitudes towards national newspapers, January 2015
- What we think
Issues and Insights
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- Is the paywall the answer?
- The facts
- The implications
- How are newspapers adapting their products for the digital world?
- The facts
- The Implications
Trend Application
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- Trend: FSTR HYPR
- Trend: Collective Intelligence
- Mintel Futures: Brand Intervention
Market Drivers
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- Key points
- National daily newspaper readership falls below a third
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- Figure 10: Trends in readership* of national daily newspapers, 1971-2014
- Growth in smartphone/tablet ownership increases shift to online news
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- Figure 11: Household ownership levels of selected digital devices, September 2013 – October 2014
- Mail Online still leads the way
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- Figure 12: Trends in monthly unique visitors to national newspaper websites using PCs*, December 2013 – December 2014
- Cover prices remain fairly static
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- Figure 13: Basic UK cover prices for national newspapers, Jan 2015
- IPSO is established
Who's Innovating?
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- Key points
- Online newspapers keeping people briefed
- FT launches FT Antenna and FirstFT
- The Economist Espresso offers similar five-minute news digest
- The Independent launches user-focused i100
- Guardian launches three-tier membership scheme
- Guardian and FT launch new looks
Market Size and Forecast
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- Key points
- Print circulation continues its declining trend
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- Figure 14: Trends in total UK annual newspaper circulation, 2009-19
- Further significant growth in digital browsers
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- Figure 15: Trends in selected national newspapers website visits*, 2010-14
- Forecast
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- Figure 16: Trends in total UK annual newspaper circulation, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Sunday newspapers see greater declines than dailies
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- Figure 17: Trends in circulation of national newspapers by broad sector, 2009-14
- Popular nationals perform poorly
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- Figure 18: Trends in average circulation/issue of newspapers, by segment, 2011-14
- Only The Times and The Independent see Sunday edition outperforming Saturday
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- Figure 19: Indexed comparison of sales of weekday and weekend editions of national newspaper print titles, December 2014
Market Share
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- Key points
- The Times only newspaper to see circulation gains
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- Figure 20: National newspaper UK circulations, 2011-14
- Popular Sunday titles drop significantly more
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- Figure 21: National Sunday newspapers UK circulations, 2011-14
- Three quarters of circulation from big three
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- Figure 22: Overall national newspaper publisher market share by circulation, 2013-14
Companies and Products
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- DMG Media
- Background
- Financials
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- Figure 23: Key financial data for DMG Media, 2013-14
- Express Newspapers
- Background
- Financial performance
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- Figure 24: Key financial data for Express Newspapers, 2009-13
- Recent activity
- Financial Times
- Background
- Financials
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- Figure 25: Key financial data for Financial Times Ltd, 2009-13
- Recent activity
- Guardian Media Group
- Background
- Financials
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- Figure 26: Key financial data for Guardian News & Media Ltd. 2010-14
- Recent activity
- Independent Print
- Background
- Financials
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- Figure 27: Key financial data for Independent Print Ltd, 2011-13
- Recent activity
- News UK
- Background
- Financials
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- Figure 28: Key financial data for News Group Newspapers, 2010-14
- Figure 29: Key financial data for Times Newspapers, 2010-14
- Telegraph Media Group
- Background
- Financials
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- Figure 30: Key financial data for Telegraph Media Group, 2010-13
- Recent activity
- Trinity Mirror
- Background
- Financials
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- Figure 31: Key financial data for Trinity Mirror plc, 2010-13
- Recent activity
Brand Communication and Promotion
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- Key points
- Publishers continue to reduce adspend
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- Figure 32: Main monitored media adspend for national newspapers, by category. 2011-14
- Only FT has increased adspend
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- Figure 33: Main monitored media adspend for national newspapers, by leading publishers, 2011-14
Brand Research – National Newspapers
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- What you need to know
- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, March 2015
- Key brand metrics
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- Figure 35: Key metrics for selected brands, March 2015
- Brand attitudes: Most prominent factor around red tops is value
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- Figure 36: Attitudes, by brand, March 2015
- Brand personality: The Sun and Daily Mirror’s less serious offering promotes fun brand image
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- Figure 37: Brand personality – macro image, March 2015
- Quality newspapers associated more strongly with sophistication, authority and credibility
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- Figure 38: Brand personality – micro image, March 2015
- Brand analysis
- The Guardian has stronger image of social responsibility than other titles
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- Figure 39: Reader profile of The Guardian, March 2015
- The Times is associated with quality
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- Figure 40: User profile of The Times, March 2015
- Daily Mail enjoys strongest level of penetration and favouritism
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- Figure 41: User profile of Daily Mail, March 2015
- The Daily Telegraph seen as similar to The Times
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- Figure 42: User profile of The Daily Telegraph, March 2015
- Daily Express sits in between quality newspapers and red tops
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- Figure 43: User profile of Daily Express, March 2015
- The Sun has strong level of readership despite certain negative associations
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- Figure 44: User profile of The Sun, March 2015
- Daily Mirror lacks the same strength of image as The Sun
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- Figure 45: User profile of Daily Mirror, March 2015
- Daily Star most likely to be seen as tacky
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- Figure 46: User profile of Daily Star, March 2015
The Consumer – Newspaper readership
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- Key points
- Less than third read a daily newspaper regularly
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- Figure 47: Daily print newspapers read regularly, January 2015
- Under a quarter regularly read Sunday newspaper
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- Figure 48: Sunday print newspapers read regularly, January 2015
The Consumer – Print Newspaper Behaviour
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- Key points
- Almost three quarters of newspaper readers read at home
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- Figure 49: Print newspaper behaviour, January 2015
The Consumer – Devices Used
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- Key points
- Majority have looked at online news in last three months
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- Figure 50: Devices used for online national news, January 2015
- Smartphone is preferred device for online news
The Consumer – Online Newspapers Visited
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- Key points
- Mail Online and Guardian.com well ahead of competitors
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- Figure 51: Online newspapers visited, January 2015
The Consumer – Online Newspapers Behaviour
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- Key points
- Over a third read comment sections
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- Figure 52: Online Newspapers Behaviour, January 2015
- Only one in 10 willing to pay
- Over a fifth enjoy online news while commuting
The Consumer – Attitudes towards National Newspapers
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- Key points
- More than a third feels quality is worth payment
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- Figure 53: Attitudes towards national newspapers, January 2015
- Mixed concerns about extent of press regulation
- Ease and speed of finding content advantage for online newspapers
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