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National Newspapers - UK - March 2009

ISSUES IN THE MARKET
Main issues
Definition
Abbreviations
FUTURE OPPORTUNITIES
Refreshing the page
Mintel Inspire
Opportunities
How to read a newspaper
Mintel Inspire
Opportunities
UGC in the mainstream media
Mintel Inspire
Opportunities
MARKET IN BRIEF
A market in decline
Innovations bring immediate and future benefits
A more demanding newspaper consumer
Bulking up
How companies are performing
Looking forward
INTERNAL MARKET ENVIRONMENT
Key points
Share of attention
Online from strength to strength
Figure 1: Internet penetration at home/work/place of study or elsewhere, by demographic sub-group, 2003-09
How is the internet used?
Figure 2: Types of websites browsed for information purposes in the last three months, October 2008 and January 2009
Bringing opportunities to the old world of print
Figure 3: Multi-platform data*, March 2008 and January 2009
Getting the paper in front of readers
Figure 4: Where newspapers are purchased, 2008
The price issue
Figure 5: Basic UK cover prices for national dailies and Sundays, February 2009
BROADER MARKET ENVIRONMENT
Key points
Ageing is good news – for the present at least
Figure 6: Age structure of the UK population, 2003-13
The rise and rise of the middle classes
Figure 7: UK population, by socio-economic group, 2003-13
Education is another aspect
Figure 8: Higher education qualifications obtained in UK, by level of study, 1996/97-2006/07
Cash in hand
Figure 9: Trends in GDP, PDI and consumer expenditure, 2003-13
COMPETITIVE CONTEXT
Key points
A snapshot of consumer views
Figure 10: Agreement with attitudes to news and newspapers, 2008
Significance for print
A brief look at online competitors
Figure 11: Selected examples of websites and blogs, by topic*, March 2009
Print competition – the freesheets
Figure 12: Average daily distribution of audited free dailies, 2005-09
More on the print front
Figure 13: Total number of regional newspaper titles, by type, 2009
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Gives depth and detail
Great mix of topics in one package
Can read anywhere, any time
Newspapers offer more content than ever before
The look and feel is appealing
Weaknesses
Too busy to read
Why pay when I can get it free?
Cover prices are too high
The news is out of date
Tired of sensationalism
WHO'S INNOVATING?
Key points
Increasing readership
Just a few examples here
How to make digital pay?
Another money spinner?
Print initiatives
Seizing opportunities
MARKET SIZE AND FORECAST
Key points
Growing pressures take their toll
Figure 14: Total annual sales of national daily and Sunday newspapers, by volume, 2003-13
Average circulation
Figure 15: Trends in average circulation/issue for national daily and Sunday newspapers, 2003-09
Future prospects
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
A snapshot view of the sectors
Figure 16: Trends in average circulation/issue for popular, mid-market and quality newspapers, 2003, 2006 and 2008
The titles in figures
The dailies
Figure 17: National daily newspaper circulation*, 2006-08
The Sundays
Figure 18: National Sunday newspaper circulation*, 2006-08
Special notes on sales performance
Keeping the title fresh
They don’t always succeed
Even more changes in the qualities
Cover prices play their part…
…as do price promotions
Subscriptions come into their own
Looking behind the curtain
Figure 19: Lesser-rate and prepaid subscriptions sales, bulk copies, and sales outside UK and RoI as percentage of average circulation, February 2009
COMPANIES AND PRODUCTS
Key points
Section introduction
Market share and recent performance
Figure 20: Market shares of national newspaper publishers, by total volume, 2006-08
News International
Associated Newspapers
Trinity Mirror Group
Express Newspapers
Telegraph Group
Guardian Media Group
Independent Newspapers
Financial Times Ltd
Other publishers
BRAND ELEMENTS
 BRAND MAP
Figure 21: Attitudes and usage of national newspaper brands, January 2009
 FINANCIAL TIMES
What the brand is trying to achieve
What the consumer thinks
Figure 22: Attitudes towards the Financial Times brand, January 2009
 METRO
What the brand is trying to achieve
What the consumer thinks
Figure 23: Attitudes towards the METRO brand, January 2009
 THE SUN
What the brand is trying to achieve
What the consumer thinks
Figure 24: Attitudes towards The Sun brand, January 2009
 DAILY MAIL
What the brand is trying to achieve
What the consumer thinks
Figure 25: Attitudes towards the Daily Mail brand, January 2009
 THE GUARDIAN
What the brand is trying to achieve
What the consumer thinks
Figure 26: Attitudes towards The Guardian brand, January 2009
 THE SUNDAY TIMES
What the brand is trying to achieve
What the consumer thinks
Figure 27: Attitudes towards The Sunday Times brand, January 2009
 BRAND QUALITIES OF NATIONAL NEWSPAPER BRANDS
The Financial Times most authoritative, popular press for entertainment
Figure 28: Personalities of various national newspaper brands, January 2009
 EXPERIENCE OF NATIONAL NEWSPAPER BRANDS
The Sun and Daily Mail most frequently read, METRO least known
Figure 29: Consumer usage of various national newspaper brands, January 2009
 BRAND INTENTIONS FOR NATIONAL NEWSPAPER BRANDS
Express beats Sun for consideration
Figure 30: Consideration of various national newspaper brands, January 2009
 BRAND MOMENTUM FOR NATIONAL NEWSPAPER BRANDS
METRO gaining most ground, but Mirror lagging behind
Figure 31: Momentum of various national newspaper brands, January 2009
 BRAND SATISFACTION FOR NATIONAL NEWSPAPER BRANDS
Quality titles most satisfying
Figure 32: Satisfaction with various national newspaper brands, January 2009
 BRAND COMMITMENT TO NATIONAL NEWSPAPER BRANDS
Independent among the most recommended
Figure 33: Commitment to various national newspaper brands, January 2009
 ROUND UP
BRAND COMMUNICATION AND PROMOTION
Key points
Reinforcing dominance
Figure 34: Main monitored media adspend for national newspapers, by publisher, 2008
Reaching bigger audience numbers
Figure 35: Main monitored media adspend for national newspapers, by medium, 2008
Recent campaigns big and smaller
Is this a final farewell to the DVD?
NEWSPAPER READERSHIP
Key points
Shifting balance
Figure 36: Type of newspaper regularly read, 1999-2008
The rise of the Saturdays
Mixed blessings
And the downs
The variations
Lack of multiple reading
Figure 37: How many different types of newspapers people regularly read*, December 2008
FAVOURED CONTENT
Key points
Priority topics
Figure 38: Important factors when choosing a national newspaper to read, December 2008
Consistent differences ease targeting
Figure 39: Important factors when choosing a national newspaper to read, key demographic groups, December 2008
Shifting interests reflecting media change
Figure 40: Newspaper topics adults are ‘very interested’ in, 2004-08
ATTITUDES TOWARDS NATIONAL NEWSPAPERS
Key points
Word of warning on content
Figure 41: Attitudes towards national newspapers, December 2008
Paper still well to the fore…
…but change is likely
Delivering the news
What of the next generation?
Figure 42: Agreement with selected lifestyle statements, 7-10s and 11-14s, 2004-08
The under-20s online
Figure 43: 11-19s who use the internet for newspapers/news, 2004-08
TARGETING OPPORTUNITIES
Key points
Variety an essential formula for nationals
Figure 44: How many different types of newspaper subject areas people regularly read, December 2008
Who wants the widest choice
Figure 45: How many different types of newspaper subject areas people regularly read, by demographic sub-group, December 2008
Identifying targets
How the groups differentiate attitudinally
Figure 46: How target groups differ on key statements, December 2008
Old school (21% or 11 million adults aged 15+)
Turned off by tat (41% or 21 million adults aged 15+)
Fickle (37% or 19 million adults aged 15+)
Old school readers boost all sectors
Figure 47: Newspaper target groups, by which types they read, December 2008
Summary of each group’s importance to market
Figure 48: Newspaper target groups, by how many types they read, December 2008
Different priorities
Figure 49: Newspaper target groups, by which types of newspaper subject areas people regularly read, December 2008
Summary of each group’s importance to market
Figure 50: Newspaper target groups, by how many newspaper subject areas people regularly read, December 2008
APPENDIX – COMPETITIVE CONTEXT
Figure 51: Agreement with newspaper lifestyle statements, by demographic sub-group, 2008
APPENDIX – NEWSPAPER READERSHIP
Figure 52: Regular newspaper readership, by demographic sub-group, December 2008
Figure 53: How many different tpes of newspapers people regularly read, by type, December 2008
Figure 54: How many different tpes of newspapers people regularly read, by demographics, December 2008
APPENDIX – FAVOURED CONTENT
Figure 55: Important factors when choosing a national newspaper to read, by demographic sub-group, December 2008
Figure 56: Further important factors when choosing a national newspaper to read, by demographic sub-group, December 2008
Figure 57: Further important factors when choosing a national newspaper to read, by demographic sub-group, December 2008
APPENDIX – ATTITUDES TOWARDS NATIONAL NEWSPAPERS
Figure 58: Attitudes towards national newspapers, by demographic sub-group, December 2008
Figure 59: Further attitudes towards national newspapers, by demographic sub-group, December 2008
Figure 60: Youths who use the internet for newspaper/news, by demographic sub-group, 11-19s, 2008
Figure 61: Agreement with selected lifestyle statements, by demographic sub-group, 11-14s, 2008
Figure 62: Agreement with selected lifestyle statements, by demographic sub-group, 7-10s, 2008
APPENDIX – TARGETING OPPORTUNITIES
Figure 63: How many different types of newspaper subject areas people regularly read, by demographic sub-group, December 2008
Figure 64: Newspaper target groups, by demographic sub-group, December 2008

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