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Regional Newspapers - UK - November 2005

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
Lifestage and Special Groups
ACORN
Advertising Association Yearbook
Nielsen Media Research
 ABBREVIATIONS
PREMIER INSIGHT
Interactive readership
A local focus
EXECUTIVE SUMMARY
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
Household composition
Figure 1: UK households and one-person households, 2000-09
Households up but newspaper sales down
The population structure by age
Figure 2: Trends and projections in UK population, by age group, 2000-09
Growth potential
Younger age groups
Newspapers and transport
Figure 3: Passenger kilometres travelled in GB, by mode of transport, 1971-2003
Pockets of growth
Free titles
Internet and electronics ownership
Figure 4: Ownership of technology and media products, 2002-05
Multitasking and leisure time
Shopping, information and the Internet
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
Long-term declines from long-term changes
Weeklies benefit
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
Figure 8: Average regional newspaper cover prices, by type, 2000-05
Advertising revenue outpaces consumer expenditure
Figure 9: Cover-price revenue and advertising revenue in regional newspapers, at current and constant 2000 prices, 2001-05
Advertising revenue
Figure 10: Regional newspaper advertising expenditure, by type of advertisement, at current prices, 2000-05
Rising display
Revenue to rise
Hot property
Figure 11: Regional newspaper classified advertising revenue, by type, 2001-05
Competition from print
The online challenge
MARKET SEGMENTATION
Figure 12: Total weekly circulation for regional newspaper market, by type of title, 2005
Figure 13: Total number of regional newspaper titles, by type, 2000-04
THE SUPPLY STRUCTURE
Figure 14: Top daily paid-for titles by circulation*, by type, January-June 2003-05
Bucking the trend
 MAJOR PUBLISHERS
Figure 15: Top ten regional newspaper publishers, by circulation, 2003 and 2005*
More titles, less circulation
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
Figure 17: Top ten regional newspaper publishers’ market share of daily titles, July 2005
Weekly paid-for
Figure 18: Top ten regional newspaper publishers’ market share of weekly paid-for titles, July 2005
Weekly free titles
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
ADVERTISING AND PROMOTION
Figure 20: Main monitored media advertsing expenditure by regional newspapers, 2000-05**
Key advertisers
Figure 21: Leading advertisers, 2000-04
Growing support
Variation year on year
Below the line
DISTRIBUTION
CTNs continue to dominate
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
Background trends
Figure 23: Attitudes towards newspapers, 2001-05
Devaluation of local news
Redirecting advertising
Newspaper readership
Figure 24: Regular newspaper readership, 2001-05
More stability in regional
Readership profile
Figure 25: Regular newspaper readership, 2005
It’s a London thing
Main sources for news
Figure 26: Main sources for news, July 2005
TV dominates
Figure 27: Main sources for news, July 2005
Radio profile
Figure 28: Radio as main source of news, by gender, age and socio-economic group, July 2005
Daily newspaper profile
Figure 29: Daily newspaper as main source of news, by gender, age and socio-economic group, July 2005
Online profile
Figure 30: Online media as main source of news, by gender, age and socio-economic group, July 2005
Purchase habits and purchase criteria
Figure 31: Newspaper purchase habits and purchase criteria, July 2005
How do consumers vary?
Figure 32: Purchasing influences for buying newspapers, by age and socio-economic group, July 2005
Key trends
Personal interests
Figure 33: Topics of interest in regional/local papers, 2005
Personal relevance
THE CONSUMER – DETAILED DEMOGRAPHICS
Newspaper readership
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
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
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
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
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
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
 CONSUMER TARGET GROUPS – LOCAL AND REGIONAL TOPICS
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
Figure 41: Consumer target groups, by types of newspaper read, July 2005
Typology and purchasing
Figure 42: Consumer target groups, newspaper purchase habits and purchase criteria, July 2005
Trading on tradition and loyalty
Global tailoring
How resourceful?
Figure 43: Repertoire of sources of news, by consumer target groups, July 2005
CONSUMER TARGET GROUPS – DETAILED DEMOGRAPHICS
Figure 44: Consumer target groups, by gender, age, socio-economic group, ACORN categories and lifestage, July 2005
Figure 45: Consumer target groups, by detailed lifestage groups, July 2005
Figure 46: Consumer target groups, by region, presence of children, Mintel's Special Groups and media usage, July 2005
Figure 47: Consumer target groups, by supermarket usage and commercial TV viewing, July 2005
Typology by national readership
Figure 48: Consumer target groups, by paper regularly read, July 2005
Typology by main source for news
Figure 49: Consumer target groups, by main source for news, July 2005
Figure 50: Repertoire of types of papers used, by consumer target groups, July 2005
THE FUTURE
The present position
Looking forward
Market Forecast
Figure 51: Forecast of the UK regional newspaper market, by value, 2005-10
Volume sales in decline
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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