With 54% of UK consumers reading a local paper, solid re-investment in core newspaper titles from the specialist regional media groups is paying dividends as a stable circulation is stemming the overall decline. Building on a trusted reputation, the localised newspaper industry is effectively a controller of local information and advertising, with over 1,300 regional titles in the UK. Heavily reliant on classified advertising sales, local newsprint is an ideal source for advertisers gaining access to a community and utilising brand heritage. Regional newspapers attracted an advertising spend of over £2,300 billion in 1998, with only TV attracting more revenue. Of nearly 120 regional publishers, the top 20 account for 78% of all regional circulation in the UK, which is indicative of the current industry status with major takeovers and mergers shaping recent history. With larger media concerns at stake, there is a refreshing investment increase in the core product, and driven by specialised coverage of local sports news and well-targeted job sections, weekly titles especially are achieving notable results.

· Over 56% of regional newspapers have increased sales in 1999.

· Internet versions of local newspapers are achieving additional success in keeping consumers 'in touch' from afar.

With the launch of high profile titles such as Metro, and threats such as regional entertainment guides from the nationals, will the onset of an increased multimedia publishing environment further the importance of newspaper branding? Regional Newspapers concentrates on the publishing consolidation within the UK market, looking at local and regional newspapers, multimedia competition and alliances, and the dependence on advertising revenue. How is the industry embracing new media? This report highlights the relationship between newsprint and its online versions, as well as future advertising possibilities.

Mintel also publish a complementary Market Intelligence Report entitled National Newspapers.