National Newspapers - UK

As all media jostle for attention in an increasingly crowded and varied environment, newspapers are losing copy sales while other media like the Internet and radio are gaining users.

Publishers need to focus hard on how, where and when consumers want to read their news. They can no longer regard print as a key source of information for people. They need to assess how best to offer content across a range of complementary formats, varying by the type of reader.

As circulation shrinks and consumers broaden their media repertoire, it is inevitable that eventually some unprofitable titles will close. Publishers need to focus on the future, developing new products that respond to changing media consumption habits.

Issues in the Market

Key themes

Definition

Market in Brief

Where are we now

Changing behaviour and attitudes

Innovation for the future

The prize winners

Future prospects

Internal Market Environment

Key points

Multiplicity and immediacy

The Internet

Figure 1: Selected websites browsed for information 2002-07

The Internet moves on

The future will depend on the young

Figure 2: 11-19s who use the Internet for newspapers/news, 2002, 2004 and 2006

The advance of the free titles

Figure 3: Average daily distribution of audited free titles, 2004-07

Downside specifics

Other possible scenario

Where’s it all coming from?

Figure 4: TV viewership in UK households*, 2002-06

The UK and beyond

Broader Market Environment

Key points

Ageing - a good fit

Figure 5: Trends and projections in UK population, by age group, 2002-12

But what about the young?

The middle classes on the rise

Figure 6: Forecast adult population trends, by socio-economic group, 2002-12

No more leisure for you

Figure 7: Time spent on occupation per day in an average week by full-time workers, 2002 and 2006

Competitive Context

Key points

Moving ever forward

Media convergence

Access on the move

More than just news, current affairs and sports results

Older media hold their own

Figure 8: UK total sales of books, by volume and value, 2002-07

The book in a digital world

Magazines another major contender

Figure 9: UK retail sales of magazines, by value, 2002-07

Music on the move

Strengths and Weaknesses in the Market

Strengths

Weaknesses

Market Size and Forecast

Key points

The challenges ahead

Reading between the lines

Figure 11: Annual sales of national daily and Sunday newspapers, by volume, 2002-07

Revenue sources

Figure 12: Share of consumer expenditure on national newspapers and advertising revenue, at current and constant 2002 prices, 2003-07

Average cover prices

Advertising revenue

The future of the market

Over the shorter term

Over the longer term

Further decrease in volume sales by 11%

Figure 13: Forecast Annual sales of national daily and Sunday newspapers, by volume, 2002-12

Factors incorporated in the forecast

Segment Performance

Key points

Average circulation for dailies and Sundays

Figure 14: Trends in average circulation/issue for national daily and Sunday newspapers, 2002-07

Average circulation for each sector

Figure 15: Trends in average circulation for popular, mid-market and quality newspapers, 2003-07

Divisions become entrenched

Why are the populars losing it?

Meanwhile, further upmarket

Adding value

Sundays’ woes

Market Share

Key points

Market share by title

Below the topline

The dailies

Figure 16: National daily newspaper circulation*, 2005-07

It’s all relative

But the Daily Mail sails on regardless

Trouble across the border

The Sundays

Figure 17: National Sunday newspaper circulation, 2005-07

The populars and the mid-market

A sudden squall among the qualities

Market share by publisher

Figure 18: Market shares of national newspaper publishers, by total volume, 2005-07

Companies and Products

News International

A switch in policy

News Group Newspapers

The Sun

Promotions

Times Newspapers

Online developments

Promotion

Associated Newspapers

Consistency and strength

Promotions

The digital world

Trinity Mirror

A troubled present

Better prospects ahead

Other opportunities

Express Newspapers

Telegraph Group

Fluidity and change

Integration

Guardian Media Group

Innovation and identity

Distinctive promotions

Additions to print

Independent Newspapers

Independence in print

More print innovation

Financial Times

Home and abroad

Consolidating its strengths

Other publishers

DC Thomson

Johnston Press

Newsquest

Sport Newspapers

Brand Communication and Promotion

Key points

The overall picture

Figure 19: Main monitored media advertising expenditure by national newspapers, 2003-07*

Adspend by medium

Figure 20: Main monitored media advertising expenditure on national newspapers, by medium, 2003-07*

The cost of below-the-line

Adspend by advertiser

Figure 21: Main monitored media advertising expenditure on national newspapers, by publisher, 2004-06

Strategic or tactical

DVDs/CDs or alternatives

Direction for the future

Channels to Market

Key points

Changing patterns in distribution

Figure 38: Retail sales* of national newspapers, by outlet, 2005 and 2007

Traditional strength of the newsagent

The further shift to convenience

Smaller grocers

Retail promotion

The Consumer - Readership Habits and Attitudes

Key points

Internet increases in popularity

Figure 39: Agreement with selected lifestyle statements, 2003-07

The youth view of newspapers

Figure 40: Agreement with selected lifestyle statements, 7-10s and 11-14s, 2002-06

Newspaper readership

Figure 41: Type of newspaper regularly read, 2003-07

Growth of the free dailies

Appendix

Advertising data

Abbreviations

Internal market environment

Figure 48: Used the Internet at home or elsewhere in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007

Figure 49: 7-14s who use the Internet, 2002-06

Market share

Figure 50: Bulk copies as percentage of average net circulation, 2005 and 2007

Figure 51: Sales outside UK and RoI as a percentage of average net circulation, 2005 and 2007

Market share by publisher

Market share in dailies

Figure 52: Market shares of national daily newspapers, by publisher, 2005-07

Market share in Sundays

Figure 53: Market shares of national Sunday newspapers, by publisher, 2005-07

Brand communication and promotion

Figure 54: Main monitored media advertising expenditure on national newspapers, by medium, 2003-07*

Figure 55: Main monitored media advertising expenditure on national newspapers, by medium, 2004 and 2006

The consumer - Readership habits and attitudes: Detailed demographics

Figure 56: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007

Figure 57: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007

Figure 58: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007

The consumer - Readership: Detailed demographics

Figure 59: Type of newspaper regularly read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 60: Type of newspaper regularly read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 61: Type of newspaper regularly read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 62: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 63: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 64: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 65: Important factors when choosing a newspaper to read, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 66: Cross-analysis of type of newspaper read, by important factors when choosing a newspaper to read, July 2007

Figure 67: Agreement with statements about newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 68: Agreement with statements about newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 69: Agreement with statements about newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 70: Agreement with statements about newspapers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 71: Cross-analysis of type of newspaper read, by agreement with statements about newspapers, July 2007

Figure 72: Where news is sourced from, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 73: Where news is sourced from, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 74: Where news is sourced from, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2007

Figure 75: Cross-analysis of type of newspaper read, by where news sourced from, July 2007

Further analysis - Consumer typologies: Detailed demographics

Figure 76: Cluster groups, by gender, age, socio-economic group, marital status, lifestage, working status, tenure, ACORN category, commercial TV viewing, region, newspaper readership, supermarket usage, detailed lifestage groups, presence of children and Mintel’s Special Groups, July 2007

Figure 77: Cluster groups, by agreement with statements about newspapers, July 2007

Figure 78: Cluster groups, by type of newspaper read, July 2007

Figure 79: Cluster groups, by important factors when choosing a newspaper, July 2007

Figure 80: Cluster groups, by where news sourced from, July 2007