National Newspapers - UK - October 2007

Table of Contents

• 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