Abstract
In an increasingly crowded environment, there is a spirit of optimism in the regional press.
This is a time of rapid change and transition with publishers responding to a quickly changing media environment and extending choices to their local audience - delivering content across a range of formats including traditional and online newspapers, audio, videocasts and niche local magazines.
While Advertising Association/WARC data shows paid-for sales down by an estimated 10% on 2005, they also show the free titles to have grown circulation by 7% over the period. Newspaper Society data show total weekly circulation to have risen by 1% on 2005- the vital factor here has been the strength of the free titles in attracting transient younger readers.
The established measures for assessing audiences are in the process of being adapted to respond to changes in media consumption patterns.
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