National Newspapers - UK - February 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Print circulation falls by 10% in 2018
Figure 1: Trend in total annual UK print national newspaper circulation, 2013-23
Newspapers express concern for freedom of the press after Cliff Richard BBC ruling
The government explores options for helping UK newspapers in Cairncross Review
Key players
MailOnline’s 15% browser drop blamed on Facebook’s News Feed algorithm change
Trinity Mirror acquires Express and Star titles and rebrands as Reach
Joint newspaper advertising scheme expands further
The Independent introduces partial paywall
The consumer
Growing use of delivery apps presents opportunity for more newspaper deliveries
Figure 2: Purchasing print newspapers, October 2018
Younger people are purchasing newspapers in more varied locations
Figure 3: Locations print newspapers are purchased, October 2018
The FT looks to diversify appeal
Figure 4: Online news sources, October 2018
Lifestyle and sport are the content topics people are most willing to pay for
Figure 5: Willingness to pay for newspaper content, October 2018
The Sun is the least trusted national newspaper
Figure 6: Perception of national newspapers, October 2018
National newspapers explore subscription options as younger people show greater willingness to pay for online news
Figure 7: National newspaper behaviour, October 2018
High interest in news updates on voice activation services indicates significant investment will be worthwhile
Figure 8: Attitudes towards national newspapers, October 2018
What we think
ISSUES AND INSIGHTS
Investing in sophisticated voice activation content will prove worthwhile
The facts
The implications
National newspapers should introduce more tiered subscription options
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Print circulation falls by 10% in 2018
Many more cover price increases implemented at newspapers
Newspapers express concern for freedom of the press after Cliff Richard BBC ruling
The government explores options for helping UK newspapers in Cairncross Review
Publishers and Google negotiate over new GDPR policies
Footballer Raheem Sterling puts scrutiny on national newspaper sports reporting
MARKET SIZE AND FORECAST
Print circulation falls by 10% in 2018
Figure 9: Trend in total annual UK print national newspaper circulation, 2013-23
Figure 10: Trend in total annual UK print national newspaper circulation, 2013-23
Note
Forecast methodology
MARKET DRIVERS
Many more cover price increases implemented at newspapers
Figure 11: Basic UK cover prices for national newspapers, December 2017 and 2018
Newspapers express concern for freedom of the press after Cliff Richard BBC ruling
The government explores options for helping UK newspapers in Cairncross Review
Publishers and Google negotiate over new GDPR policies
Footballer Raheem Sterling puts scrutiny on national newspaper sports reporting
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Consistent declines across newspaper sectors
MailOnline’s 15% browser drop blamed on Facebook’s News Feed algorithm change
Trinity Mirror acquires Express and Star titles and rebrands as Reach
The Guardian works its way towards a sustainable model
New editor could see Daily Mail changing its tone
Joint newspaper advertising scheme expands further
The Independent introduces partial paywall
Publishers invest in audio journalism
The Guardian and Times inspire greatest levels of trust
MARKET SHARE
Consistent declines across newspaper sectors
Figure 12: Daily national newspapers’ average print circulation per issue, 2016-18
Figure 13: Sunday national newspapers’ average print circulation per issue, 2016-18
MailOnline’s 15% browser drop blamed on Facebook’s News Feed algorithm change
Figure 14: Average daily unique visits to national newspaper websites, 2016-18
Trinity Mirror acquires Express and Star titles and rebrands as Reach
The Guardian works its way towards a sustainable model
New editor could see Daily Mail changing its tone
Digital revenue overtakes print at the Mail
Instagram an underexplored platform for newspaper publishers
Figure 15: National newspapers’ social media followings, January 2018-19
LAUNCH ACTIVITY AND INNOVATION 
Joint newspaper advertising schemes expands further
More subscription options introduced
The Independent introduces partial paywall
The Guardian launches subscription tier based on user experience rather than exclusive content
The New European introduces micro-paywall
Publishers invest in audio journalism
The FT creates interactive audio experience for Google Assistant
The Guardian launches Voice Lab
The Guardian also continues investment in documentaries
The Times updates comments section
The i begins incorporating Economist articles
BRAND RESEARCH
Brand map
Figure 16: Attitudes towards and usage of selected brands, January 2019
Key brand metrics
Figure 17: Key metrics for selected brands, January 2019
Brand attitudes: The i stands out for innovation
Figure 18: Attitudes, by brand, January 2019
Brand personality: The Guardian is viewed as the most ethical
Figure 19: Brand personality – Macro image, January 2019
The Daily Star is considered the most low-brow
Figure 20: Brand personality – Micro image, January 2019
Brand analysis
The Guardian is considered more innovative than quality rivals
Figure 21: User profile of The Guardian, January 2019
The Times is viewed as the most authoritative newspaper
Figure 22: User profile of The Times, January 2019
The i falls behind other quality newspapers in perception of intelligence
Figure 23: User profile of the i, January 2019
The Daily Telegraph has a weaker brand image than the Times
Figure 24: User profile of The Daily Telegraph, January 2019
The Daily Mail leaves a surprisingly weak impression
Figure 25: User profile of Daily Mail, January 2019
The Daily Mirror is viewed slightly more positively than the Star
Figure 26: User profile of Daily Mirror, January 2019
The Sun has strong positive and negative associations
Figure 27: User profile of The Sun, January 2019
The Daily Star has the most negative brand image
Figure 28: User profile of Daily Star, January 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Environmental concerns put more pressure on print
Younger people are having newspapers delivered
Half of people visit national newspapers via smartphones
Lifestyle and sport are the content topics people are most willing to pay for
The Sun is the least trusted national newspaper
National newspapers explore subscription options as younger people show greater willingness to pay for online news
High interest in news updates on voice activation services indicate significant investment will be worthwhile
PRINT NEWSPAPER PURCHASES
Environmental concerns put more pressure on print
Figure 29: Print national newspaper purchases, October 2018
Growing use of delivery apps presents opportunity for more newspaper deliveries
Figure 30: Purchasing print newspapers, October 2018
Younger people are purchasing newspapers in more varied locations
Figure 31: Locations print newspapers are purchased, October 2018
ONLINE NATIONAL NEWS AND DEVICES 
Half of people access national news via smartphones
Figure 32: Devices used for national news, October 2018
The FT looks to diversify appeal
Figure 33: Online news sources, October 2018
WILLINGNESS TO PAY FOR NEWSPAPER CONTENT 
Lifestyle and sport are the content topics people are most willing to pay for
Figure 34: Willingness to pay for newspaper content, October 2018
Figure 35: Willingness to pay for newspaper content, by gender, October 2018
Technology/science could be a good way to attract younger subscribers
PERCEPTION OF NATIONAL NEWSPAPERS 
The Sun is the least trusted national newspaper
Figure 36: Perception of national newspapers, October 2018
NATIONAL NEWSPAPERS – QUALITATIVE RESEARCH 
The Sun
Guardian
Daily Mail
Financial Times
The Times
i
Telegraph
NATIONAL NEWSPAPER BEHAVIOUR 
Comment sections are an important aspect of national newspapers
Figure 37: National newspaper behaviour, October 2018
National newspapers explore subscription options as younger people show greater willingness to pay for online news
More than one in four online newspaper readers are registered with a title
The popularity of podcasts highlights the growing importance of audio news
ATTITUDES TOWARDS NATIONAL NEWSPAPERS 
People are sceptical of headlines
Figure 38: Attitudes towards national newspapers, October 2018
Figure 39: Attitudes towards national newspapers, by age, October 2018
High interest in news updates on voice activation services indicate significant investment will be worthwhile
Nearly half believe social media networks should support national newspapers
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Market forecast
Figure 40: Total UK annual print circulation, 2018-23
Forecast methodology