Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Print declines were 8% in 2017
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- Figure 1: Trend in total UK annual print circulation, 2012-22
- Key players
- The Times is the only title to increase its print circulation
- Sunday circulation falls by 11%
- The Independent and The Sun grow online reach significantly
- Trinity Mirror moves forward with attempts to take over Daily Express
- The consumer
- More than one in four are registered to an online newspaper
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- Figure 2: National newspaper online behaviour, November 2017
- Facebook’s News Feed change to impact discovery
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- Figure 3: Methods of discovering national newspaper articles, November 2017
- People want more feel-good stories
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- Figure 4: Attitudes towards national newspapers, November 2017
- One in 10 trust every national newspaper they read
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- Figure 5: Trust in national newspapers, November 2017
- Only one in four want broadsheets to become smaller
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- Figure 6: Print newspaper preferences, November 2017
- What we think
Issues and Insights
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- Facebook’s News Feed change highlights the importance of diversifying platforms
- The facts
- The implications
- Fake news and divisive politics offer boost for quality newspapers
- The facts
- The implications
The Market – What You Need to Know
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- Print declines were 8% in 2017
- The Times and The Telegraph raise print prices by 20p
- Facebook changes News Feed after further fake news controversy
- Virgin Trains tries to stop selling the Daily Mail
- UK government introduces response unit to tackle fake news
- IPSO creates new logo
Market Size and Forecast
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- Print volumes down 8% in 2017
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- Figure 7: Trend in total UK annual print circulation, 2012-22
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- Figure 8: Trend in total UK annual print circulation, 2012-22
- Forecast methodology
Market Drivers
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- The Times and The Telegraph raise print prices by 20p
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- Figure 9: Basic UK cover prices for national newspapers, January 2017 and December 2017
- Facebook changes News Feed after growing controversy
- Organisations look to tackle the issue of fake news
- UK government introduces response unit
- IPSO creates new logo
- Brands under pressure regarding tabloids
- UK publishers receive donations from Google’s innovation fund
Key Players – What You Need to Know
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- Quality newspapers are the best performing print segment
- Sunday circulation falls by 11%
- The Independent and The Sun grow online reach significantly
- Trinity Mirror moves forward with attempts to take over Daily Express
- The Telegraph concentrates on registered users
- The Guardian goes tabloid
- Publishers band together to launch new advertising marketplace
Market Share
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- Quality newspapers are the best performing print segment
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- Figure 10: Daily national newspapers’ average print circulation per issue, 2016 and 2017
- Sunday circulation falls by 11%
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- Figure 11: Sunday national newspapers’ average print circulation per issue, 2016 and 2017
- The Independent and The Sun grow online reach significantly
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- Figure 12: Average daily unique visits to national newspaper websites, 2015-17
- Financial Times read more than ever before
- The Guardian boosts digital revenue
- The Times grows subscription numbers by 10%
- Trinity Mirror moves forward with attempts to take over Daily Express
- The Guardian and Mail lead the way on social media
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- Figure 13: Social media presence of select major UK newspapers, 2016-18
Launch Activity and Innovation
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- The Telegraph concentrates on registered users
- The Guardian goes tabloid
- Publishers band together to launch new advertising marketplace
- MailOnline includes new video player in sidebar
- The Telegraph and Amazon partner to create Echo show
- iWeekend re-launched by Johnston Press
- The Guardian continues to invest in VR
- The Times launches new subscription legal service
- Daily Mail expands role with TV launch in US
Brand Research
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- Brand map
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- Figure 14: Attitudes towards and usage of selected brands, November 2017
- Key brand metrics
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- Figure 15: Key metrics for selected brands, November 2017
- Brand attitudes: The i is considered the most innovative brand
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- Figure 16: Attitudes, by brand, November 2017
- Brand personality: The Sun is viewed as more unethical than other newspapers
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- Figure 17: Brand personality – Macro image, November 2017
- The Telegraph and The Times are considered the most authoritative
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- Figure 18: Brand personality – Micro image, November 2017
- Brand analysis
- The Guardian is the most trusted newspaper
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- Figure 19: User profile of The Guardian, November 2017
- i stands above other quality newspapers in terms of value and entertainment
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- Figure 20: User profile of i, November 2017
- The Times is thought to offer the most consistent quality
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- Figure 21: User profile of The Times, November 2017
- Perceptions of The Telegraph are not as positive as for other quality newspapers
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- Figure 22: User profile of The Telegraph, November 2017
- Daily Mail inspires similar levels of trust to quality newspapers
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- Figure 23: User profile of Daily Mail, November 2017
- Daily Express fails to stand out
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- Figure 24: User profile of Daily Express, November 2017
- Daily Mirror has similar, but weaker, image to The Sun
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- Figure 25: User profile of Daily Mirror, November 2017
- The Sun inspires strong associations
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- Figure 26: User profile of The Sun, November 2017
The Consumer – What You Need to Know
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- Six in 10 read a daily print newspaper
- Over half of people read national news on a smartphone
- More than one in four are registered to an online newspaper
- Directly visiting websites/apps is still the main way people find articles
- People want more feel-good stories
- One in four search out particular journalists
- Only one in 10 trust every national newspaper they read
- One in three prefer reading print for major events
Print National Newspaper Readership
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- One in four read the Daily Mail in print
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- Figure 27: Daily print national newspaper readership, November 2017
- One in three read only one print newspaper
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- Figure 28: Repertoire of daily national print newspapers read, November 2017
- Less than half read a Sunday print newspaper
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- Figure 29: Sunday print national newspaper readership, November 2017
Online National News Websites and Devices
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- Over half of people read national news on a smartphone
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- Figure 30: Devices used to read national news, November 2017
- Smart-speakers offer new platform for news as audio grows in importance
- The BBC remains most popular online news source
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- Figure 31: National news websites/apps visited, November 2017
National Newspaper Online Behaviour
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- More than one in four are registered to an online newspaper
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- Figure 32: National newspaper online behaviour, November 2017
- One in five will voluntarily donate money
- There is an audience willing to pay for VR journalism
- Tailored editions take social media use to next level
Methods of Discovering Articles
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- Facebook’s News Feed change to impact discovery
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- Figure 33: Methods of discovering national newspaper articles, November 2017
- Publishers have mixed experiences with aggregators
- Publishers are in a stronger position to negotiate with aggregators
Attitudes towards National Newspapers
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- People want more feel-good stories
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- Figure 34: Attitudes towards national newspapers, November 2017
- One in four search out particular journalists
- Many are looking for more diverse political views from newspapers
Trust in National Newspapers
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- Only one in 10 trust every national newspaper they read
- Campaigns run to boost trust in national newspapers
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- Figure 35: Trust in national newspapers, November 2017
Print Newspaper Preferences
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- One in three prefer reading print for major events
- Success of news magazines could indicate the future of print newspapers
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- Figure 36: Print newspaper preferences, November 2017
- Only one in four want broadsheets to become smaller
- 16-34-year-olds are more open to using QR codes
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- Figure 37: Print newspaper preferences, by age, November 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Market forecast
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- Figure 38: Total UK annual print circulation, 2017-22
- Forecast methodology
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