Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Lifestage and Special Groups
- ACORN
- Advertising Association Yearbook
- Nielsen Media Research
- Abbreviations
Premier Insight
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- Interactive readership
- A local focus
Executive Summary
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- Growing competition
- Favourable demographic shifts
- Changing operating conditions
- Market performance
- Advertising revenues
- Consolidate to accumulate
- The Standard impact
- Current distribution patterns
- Consumer behaviour
- Offsetting the decline
Market Drivers
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- Household composition
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- Figure 1: UK households and one-person households, 2000-09
- Households up but newspaper sales down
- The population structure by age
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- Figure 2: Trends and projections in UK population, by age group, 2000-09
- Growth potential
- Younger age groups
- Newspapers and transport
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- Figure 3: Passenger kilometres travelled in GB, by mode of transport, 1971-2003
- Pockets of growth
- Free titles
- Internet and electronics ownership
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- Figure 4: Ownership of technology and media products, 2002-05
- Multitasking and leisure time
- Shopping, information and the Internet
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- Figure 5: Websites browsed for information purposses in the last three months, 2002 and 2005
- OFT influence
- Cannibalisation in the media
Market Size and Trends
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- Long-term declines from long-term changes
- Weeklies benefit
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- Figure 6: Annual sales of paid-for regional newspapers, by volume, 2000-05
- Figure 7: Annual indexed sales of paid-for regional newspapers (base year 2000), by volume, 2000-05
- Reducing bulk
- Stimulating growth – shorter term
- Stimulating growth – longer term
- Format and content
- Quality of product
- Variety and choice
- Online newspapers
- Online variation
- Morning rise
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- Figure 8: Average regional newspaper cover prices, by type, 2000-05
- Advertising revenue outpaces consumer expenditure
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- Figure 9: Cover-price revenue and advertising revenue in regional newspapers, at current and constant 2000 prices, 2001-05
- Advertising revenue
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- Figure 10: Regional newspaper advertising expenditure, by type of advertisement, at current prices, 2000-05
- Rising display
- Revenue to rise
- Hot property
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- Figure 11: Regional newspaper classified advertising revenue, by type, 2001-05
- Competition from print
- The online challenge
Market Segmentation
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- Figure 12: Total weekly circulation for regional newspaper market, by type of title, 2005
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- Figure 13: Total number of regional newspaper titles, by type, 2000-04
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The Supply Structure
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- Figure 14: Top daily paid-for titles by circulation*, by type, January-June 2003-05
- Bucking the trend
- Major publishers
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- Figure 15: Top ten regional newspaper publishers, by circulation, 2003 and 2005*
- More titles, less circulation
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- Figure 16: Total top ten UK regional newspaper publishers’ number of titles and weekly circulation, 2003 and 2005
- Trends and composition
- Segment standing
- Daily share
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- Figure 17: Top ten regional newspaper publishers’ market share of daily titles, July 2005
- Weekly paid-for
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- Figure 18: Top ten regional newspaper publishers’ market share of weekly paid-for titles, July 2005
- Weekly free titles
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- Figure 19: Top ten regional newspaper publishers’ market share of weekly free titles, July 2005
- Trinity Mirror
- Spread betting
- Digital commitment
- Newsquest Media Group
- Northcliffe Newspapers Group
- First bid
- Johnston Press plc
- Associated Newspapers Ltd
- The Evening Standard and the Metro effect
- Archant
- Guardian Media Group plc
- The Midland News Association Ltd
- Scotsman Publications Ltd
- DC Thomson & Co
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Advertising and Promotion
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- Figure 20: Main monitored media advertsing expenditure by regional newspapers, 2000-05**
- Key advertisers
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- Figure 21: Leading advertisers, 2000-04
- Growing support
- Variation year on year
- Below the line
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Distribution
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- CTNs continue to dominate
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- Figure 22: Sales* of regional newspapers, by type of outlet, 2003 and 2005
- Grocery multiples’ dual role
- Multiple newsagents: WH Smith
- Other sources of news
The Consumer
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- Background trends
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- Figure 23: Attitudes towards newspapers, 2001-05
- Devaluation of local news
- Redirecting advertising
- Newspaper readership
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- Figure 24: Regular newspaper readership, 2001-05
- More stability in regional
- Readership profile
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- Figure 25: Regular newspaper readership, 2005
- It’s a London thing
- Main sources for news
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- Figure 26: Main sources for news, July 2005
- TV dominates
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- Figure 27: Main sources for news, July 2005
- Radio profile
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- Figure 28: Radio as main source of news, by gender, age and socio-economic group, July 2005
- Daily newspaper profile
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- Figure 29: Daily newspaper as main source of news, by gender, age and socio-economic group, July 2005
- Online profile
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- Figure 30: Online media as main source of news, by gender, age and socio-economic group, July 2005
- Purchase habits and purchase criteria
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- Figure 31: Newspaper purchase habits and purchase criteria, July 2005
- How do consumers vary?
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- Figure 32: Purchasing influences for buying newspapers, by age and socio-economic group, July 2005
- Key trends
- Personal interests
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- Figure 33: Topics of interest in regional/local papers, 2005
- Personal relevance
The Consumer – Detailed Demographics
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- Newspaper readership
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- Figure 34: Regular newspaper readership, by gender, age, socio-economic group, region, marital status, working status, presence of children, ACORN categories, lifestage, Mintel's Special Groups, media usage and supermarket usage, July 2005
- Main source for news
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- Figure 35: Main sources for news, by gender, age, socio-economic group, region, marital status, working status, presence of children, ACORN categories, lifestage, Mintel's Special Groups, media usage and supermarket usage, July 2005
- Newspaper buying habits
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- Figure 36: Newspaper buying habits, by gender, age, socio-economic group, region, marital status, working status, presence of children, ACORN categories, lifestage, Mintel's Special Groups, media usage and supermarket usage, July 2005
- Criteria for purchase
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- Figure 37: Criteria for purchase, by gender, age, socio-economic group, region, marital status, working status, presence of children, ACORN categories, lifestage, Mintel's Special Groups, media usage and supermarket usage, July 2005
- Topics of interest – local papers
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- Figure 38: Topics of interest – local papers, by gender, age, socio-economic group, region, marital status, working status, presence of children, ACORN categories, lifestage, Mintel's Special Groups, media usage, commercial TV viewing and supermarket usage, July 2005
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- Figure 39: Further topics of interest – local papers, by gender, age, socio-economic group, region, marital status, working status, presence of children, ACORN categories, lifestage, Mintel's Special Groups, media usage, commercial TV viewing and supermarket usage, July 2005
Assessing Enthusiasm and Buying Patterns
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- Consumer target groups – local and regional topics
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- Figure 40: Consumer target groups, July 2005
- Sport Enthusiasts
- Humanists
- The threat of local television
- The Human Touch
- Global Affairs
- Functionalists
- Cool Targets
- Typology by type of newspaper readership
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- Figure 41: Consumer target groups, by types of newspaper read, July 2005
- Typology and purchasing
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- Figure 42: Consumer target groups, newspaper purchase habits and purchase criteria, July 2005
- Trading on tradition and loyalty
- Global tailoring
- How resourceful?
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- Figure 43: Repertoire of sources of news, by consumer target groups, July 2005
Consumer Target Groups – Detailed Demographics
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- Figure 44: Consumer target groups, by gender, age, socio-economic group, ACORN categories and lifestage, July 2005
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- Figure 45: Consumer target groups, by detailed lifestage groups, July 2005
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- Figure 46: Consumer target groups, by region, presence of children, Mintel's Special Groups and media usage, July 2005
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- Figure 47: Consumer target groups, by supermarket usage and commercial TV viewing, July 2005
- Typology by national readership
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- Figure 48: Consumer target groups, by paper regularly read, July 2005
- Typology by main source for news
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- Figure 49: Consumer target groups, by main source for news, July 2005
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- Figure 50: Repertoire of types of papers used, by consumer target groups, July 2005
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The Future
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- The present position
- Looking forward
- Market Forecast
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- Figure 51: Forecast of the UK regional newspaper market, by value, 2005-10
- Volume sales in decline
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- Figure 52: Forecast of the UK regional newspaper market, by volume, 2005-10
- Advertising – the local key
- The online edition
- Online and print editions
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