- ISSUES IN THE MARKET
- Key themes
- Definition
- INTERNAL MARKET ENVIRONMENT
- Key points
- Multiplicity
- Accessing the world
- The connected consumer
- The future will depend on the young
- Figure 1: 11-19-year-olds who use the internet for newspapers/news, 2002-06
- Local issues
- The value of classifieds
- BROADER MARKET ENVIRONMENT
- Key points
- Ageing population - good news for the present
- Figure 2: Trends and projections in UK population (000s), by age group, 2002-12
- Will today’s younger consumers keep reading?
- Home delivery opportunities
- Figure 3: Number of UK households, by size, 2002-12
- Sheer pressure on time
- Figure 4: Time spent on occupation per day by full-time workers, 2002 and 2006
- Women at work
- Figure 5: Working population by gender, 2002-12
- An active housing market
- Figure 6: Home buying indicators, 2002-12
- COMPETITIVE CONTEXT
- Key points
- Issues common to regionals and nationals
- Unceasing change
- Media convergence
- Access on the move
- Threat of encroachment, from TV?
- More than just news, current affairs and sports results
- The oldest print medium holds its own
- Figure 7: UK total sales of books, by volume and value, 2002-07
- Magazines another contender
- Figure 8: UK retail sales of magazines, by value, 2002-07
- Spending priorities
- Figure 9: Breakdown of total consumer expenditure, 2006
- STRENGTHS AND WEAKNESSES IN THE MARKET
- Strengths
- Weaknesses
- MARKET SIZE AND FORECAST
- Key points
- Revenue sources
- Copy sales and circulation
- Figure 10: Annual circulation of paid-for and free regional newspapers, by volume, 2002-07
- Figure 11: Annual indexed sales of paid-for and free regional newspapers (base year 2002), by volume,
- 2002-07
- Data limitations
- Sales losses
- The paid-for sector: advertising revenues
- Figure 12: Regional newspaper advertising revenue, by type of advertisement, at current prices, 2002-07
- Adsales resilient
- The importance of classified
- Figure 13: Regional newspaper classified advertising revenue, by type, 2003-07
- The return of the recruiters
- A few brief points
- The future of the market
- Figure 14: Forecast of the UK regional newspaper market, by volume, 2002-12
- Figure 15: Annual indexed sales a nd forecast of the UK regional newspaper market, by volume, 2002-12
- Factors incorporated in the forecast
- SEGMENT PERFORMANCE
- Key points
- The structure of the regional press
- Figure 16: Actual number of free and paid-for titles, 2002-07
- Paid-for and free titles
- Figure 17: Total number of regional newspaper titles, grouped by type, 2002-07
- Publishing frequency
- Where competition bites hardest
- Circulation by type
- Figure 18: Circulation by type, 2005 and 2007
- Circulation increases for the few
- Frees are one way forward
- MARKET SHARE
- Key points
- SALES OF LEADING PAID-FOR TITLES
- Recent circulation trends
- Figure 19: Top daily paid-for titles, by circulation, January-June 2005-07
- Some observations
- The Manchester Evening News
- The Evening Standard
- Concentration of ownership
- Figure 20: Top ten regional newspaper publishers by circulation, July 2005 and July 2007
- Three major changes
- Titles and circulation
- Figure 21: Summary of circulation and title distribution*, by publisher, 2007
- Changes in circulation and titles
- Figure 22: Total top ten UK regional newspaper publishers’ number of titles and weekly circulation, July
- 2005 and 2007
- The ups and downs
- COMPANIES AND PRODUCTS
- Trinity Mirror
- Newsquest Media
- DMGT
- Associated Newspapers
- Northcliffe Media
- Johnston Press
- Archant
- Guardian Media Group
- News International
- Midland News Association
- DC Thomson
- BRAND COMMUNICATION AND PROMOTION
- Key points
- Promotion slump
- Figure 23: Main monitored media advertising expenditure by regional newspapers, 2003-07
- The importance of TV
- Figure 24: Proportion of main monitored media advertising expenditure on regional newspapers, by
- medium, 2003-07*
- The largest spenders above-the-line
- Figure 25: Leading advertisers, 2005-07
- Regional or national?
- Moving away from above the line
- CHANNELS TO MARKET
- Key points
- Distribution pattern
- Figure 26: Volume circulation* of regional newspapers, by type of outlet, 2005 and 2007
- The paid-for element
- Traditional strength of the newsagent
- The grocery trade
- Reaching the reader
- The new model
- Issues for the future?
- THE CONSUMER - READERSHIP HABITS AND ATTITUDES
- Key points
- Attitudes to local media and advertising
- Figure 27: Agreement with selected lifestyle statements, 2003-07
- Local newspapers and the Internet
- The value of advertising
- Figure 28: Views of advertisements on websites, July 2004 and May 2007
- The value of online ads
- Children’s views of newspapers
- Figure 29: Agreement with selected lifestyle statements, 7-10s and 11-14s, 2002-06
- Children now and in the future
- Figure 30: Type of newspaper regularly read, 2003-07
- Growth of the frees
- Readership in brief
- Figure 31: Regular newspaper readership, July 2007
- Profile of readers
- How much does readership vary
- APPENDIX
- Advertising data
- Abbreviations
- Internal market environment
- Figure 32: TV viewing in UK households, 2002-06
- Figure 33: Used the Internet at home or elsewhere in the last 12 months, 2003-07
- Figure 34: Used the Internet at home or elsewhere in the last 12 months, by demographic sub-group, by
- demographic sub-group by gender, age, socio-economic group, marital status, lifestage, presence of
- children, mintel’s special groups, working status, tenure, region, ACORN category, media usage,
- supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, 2007 . 56
- Figure 35: Frequency of using the Internet, 2003-07
- Figure 36: Websites browsed for information purposes in the last three months, Nov 2002-July 2007
- Segment performance
- Figure 37: Total number of regional newspaper titles, by type, 2002-07
- Market share
- Figure 38: Circulation distribution summary, by publisher and type, 2007
- Figure 39: Title distribution summary, by publisher and type, 2007
- Figure 40: Top ten regional newspaper publishers’ market share of paid & free daily titles, July 2007
- Figure 41: Top ten regional newspaper publishers’ market share of weekly paid-for titles, July 2007
- Figure 42: Top ten regional newspaper publishers’ market share of weekly free titles, July 2007
- Brand communication
- Figure 43: Main monitored media advertising expenditure on regional newspapers, by medium, 2003-07*
- The consumer - Readership habits and attitudes: Detailed demographics
- Figure 44: Agreement with selected lifestyle statements, by demographic sub-group, by demographic subgroup
- by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special
- Groups, working status, tenure, region, ACORN category, household size, car usage, detailed lifestage,
- 2007
- Figure 45: Agreement with selected lifestyle statements, by demographic sub-group, by demographic subgroup
- by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special
- Groups, working status, tenure, region, ACORN category, household size, car usage, detailed lifestage,
- 2007
- The consumer - attitudes and motivations: Detailed demographics
- Figure 46: 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 47: 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 48: 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 49: Regular newspaper readership, 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 50: 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 51: 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 52: 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 53: 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 54: 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 55: 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 56: 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 57: Attitudes to 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 58: Attitudes to 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 59: Attitudes to 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 60: Attitudes to 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
- Further analysis - Repertoire analysis detailed demographics
- Figure 61: Repertoire analysis, 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: Repertoire of newspapers read, by important factors when choosing a paper, July 2007
- APPENDIX: RESEARCH METHODOLOGY
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