Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

National Newspapers - UK - April 2013

“Whether consumers like it or not, the only long-term sustainable business model for national newspapers’ online operations is to combine revenue from advertising with some form of subscription payment, so it is likely that we will see more brands switching to this model in the next 12-18 months.”

– Michael Oliver, Senior Leisure and Media Analyst

Some questions answered in this report include:

  • How can national newspapers best capitalise on their growing digital audience?
  • How can national newspapers enhance their appeal to female readers?
  • Does print have a future as a newspaper medium?
  • Is the separate Sunday newspaper an outdated concept?

 

The long-term decline in newspaper readership has continued in the past year, as has the migration to digital news channels. With two more brands announcing their intention to introduce a paywall, the attention of the industry is still firmly focused on the subject of how to generate sufficient revenues from the fast-growing digital audience, with a light sideshow (probably of more interest to the industry than end consumer) of the prospect of tougher statutory regulation.

With Mintel’s research showing newspaper readers to be generally favourable towards paying for digital access, it seems that consumers are gradually coming round to the point of view that good content costs money to create and that it is unsustainable for newspapers to provide it for free when they are asking other customers to pay for it in print form. Additionally, as the ratio of readers swings away from print towards digital, it is increasingly important for publishers to monetise that digital audience.

 

This report brings the market up to date with 2012 data as well as exploring consumer purchasing behaviour, general attitudes, content preference and views on paying for digital content.

For the purposes of this report, national newspapers are defined as those newspapers that are circulated throughout the UK.

The term ‘circulation’ refers to the number of copies of a newspaper that are sold or delivered to consumers. ‘Readership’ refers to the number of consumers who read a newspaper and thus is higher with the addition of pass-on readers.

The report uses the ABC classifications of Popular, Mid-market and Quality throughout.

Currently, as monitored by ABC, the three sectors include the following titles:

Popular: Daily Mirror, Daily Star, Daily Record, The Sun, The Sun on Sunday, Daily Star Sunday, News of the World, Sunday People, Sunday Mail, Sunday Mirror. The News of the World was included in this category prior to its closure in July 2011.

Mid-market: Daily Mail, Daily Express, The Mail on Sunday, Sunday Express, The Sunday Post.

Quality: The Daily Telegraph, Financial Times, The Guardian, The Independent, i, The Times, Independent on Sunday, The Observer, The Sunday Telegraph, The Sunday Times.

Mintel classifies the London Evening Standard as a regional, as does the Newspaper Society, while the Metro titles are also classified as regionals.

Specialist national sports papers such as the Racing Post are excluded.

It is not possible to write about national newspapers without discussing their digital operations, including websites and apps for use on smartphones, tablets and e-readers. While these are excluded from the main market size table in this report (which relates to print edition sales only), data are provided on website visits for the purposes of comparison and reference is made throughout the report to digital products such as apps since this is where much of the innovation in the market is taking place.

 

Take a look inside a sample report to see what you will receive: Download now.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast trends in circulation for national newspapers*, 2007-17
            • Market drivers
              • Figure 2: Technology ownership* levels, January 2013
            • Companies, brands and innovation
              • Figure 3: National daily newspaper market shares, by daily circulation numbers, six months to December 2012
              • Figure 4: Attitudes towards and usage of brands in the newspaper sector, February 2013
            • The consumer
              • National newspapers lead the way with website usage
                • Figure 5: News sources used, December 2012
              • Two thirds read a national print newspaper
                • Figure 6: National newspaper print edition readership in past three months, December 2012
              • Half take a Sunday newspaper
                • Figure 7: Sunday newspaper readership in past three months, December 2012
              • BBC News most used online news source
                • Figure 8: Digital news usage in the past three months, December 2012
              • Are newspaper readers becoming less habitual?
                • Figure 9: Newspaper usage patterns, December 2012
              • Retail channels dominate print newspaper distribution
                • Figure 10: Print newspaper purchasing patterns, December 2012
              • Consumers generally quite positive about national newspapers
                • Figure 11: Attitudes towards national newspapers (any agree), December 2012
              • Entertainment overload?
                • Figure 12: Changes to balance of content desired by readers, December 2012
              • Six in ten newspaper readers prepared to pay for digital access
                • Figure 13: Attitudes towards paying for digital national news, December 2012
              • Most people prefer the idea of an unlimited subscription
                • Figure 14: Preferred payment method for digital news, December 2012
              • What we think
              • Issues in the Market

                  • How can national newspapers best capitalise on their growing digital audience?
                    • How can national newspapers enhance their appeal to female readers?
                      • Does print have a future as a newspaper medium?
                        • Is the separate Sunday newspaper an outdated concept?
                        • Trend Application

                            • Trend: Collective Intelligence
                              • Trend: Moral Brands
                                • Mintel Futures: Access Anything, Anywhere
                                • Market Drivers

                                  • Key points
                                    • No longer a nation of news hounds?
                                      • Figure 15: Trends in the readership* of national daily newspapers**, 1971-2012
                                    • Increasing device ownership means news is accessible anywhere
                                      • Figure 16: Technology products in household, January 2013
                                      • Figure 17: Personal technology ownership, September 2012
                                    • Digital growth helps offer hope for the future
                                      • Figure 18: Multi-platform data*, December 2011 and 2012
                                    • Reliance on lesser rate sales and bulk copies is reduced
                                      • Figure 19: Lesser rate and prepaid subscriptions sales, bulk copies and sales outside UK and RoI as percentage of average circulation, December 2012
                                    • High newsprint prices force cover price rises
                                      • Figure 20: Basic UK cover prices for national dailies, December 2012
                                    • To paywall or not to paywall, that is the question…
                                      • Times opts for full paywall
                                        • Telegraph chooses a metered paywall
                                          • Sun goes behind paywall but format yet to be announced
                                            • MailOnline first to reach ‘newspaper nirvana’
                                              • Guardian also sees strong digital revenue growth
                                                • US seems to favour a metered model too
                                                  • Leveson lifts the lid on the industry…
                                                    • …and the result has the potential to threaten press freedom
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Increased focus on video content
                                                          • Telegraph looks to jump onto live stream
                                                            • Guardian News & Media’s Guardian Select Video
                                                              • The Times and The Sun score Premier League deal
                                                                • Publishers look at ways to attract and retain subscribers
                                                                  • Daily Mail Rewards Club
                                                                    • Times/Sunday Times lures subscribers with Google Nexus offer
                                                                      • iPad is still behind most digital innovation
                                                                        • Guardian augmented reality ad
                                                                          • Independent adds augmented reality content
                                                                            • Guardian relaunches iPad edition to include Observer
                                                                              • Guardian also launches new responsive mobile site
                                                                                • Daily Mirror and Daily Record catch up
                                                                                  • User Generated Content comes to the nationals
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Print circulation drops a quarter…
                                                                                        • Figure 21: Trends in total UK print national newspapers circulation, 2007-17
                                                                                      • …while digital audience grows by 148% in four years
                                                                                        • Figure 22: Trends in selected national newspaper website visits*, 2009-12
                                                                                      • Forecast
                                                                                        • Figure 23: Forecast trends in circulation for print national newspapers, 2007-17
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Sunday print editions lose more ground than dailies
                                                                                          • Figure 24: Trends in circulation of national newspapers, by broad sector, 2007-12
                                                                                        • Dailies now sell more copies on average than Sundays
                                                                                          • Figure 25: Trends in average circulation of national newspapers, by broad sector, 2007-12
                                                                                          • Figure 26: Indexed comparison of sales of weekday and weekend editions of national newspaper print titles, June 2012
                                                                                        • Mid-market shows most resilience
                                                                                          • Figure 27: Trends in average circulation/issue of newspapers, by segment, 2008-12
                                                                                      • Market Share

                                                                                        • Key points
                                                                                          • The Sun and Daily Mail tower over daily rivals
                                                                                            • Figure 28: National daily newspaper UK circulations, 2008-12
                                                                                          • Strong Mail on Sunday performance boosts mid-market Sunday segment
                                                                                            • Figure 29: National Sunday newspaper UK circulations, 2008-12
                                                                                          • News International retains clear market leadership
                                                                                            • Figure 30: Overall national newspaper publisher market shares by circulation, 2011-12
                                                                                        • Companies and Products

                                                                                            • Associated Newspapers
                                                                                              • Background
                                                                                                • Financial performance
                                                                                                  • Figure 31: Key financial data for Associated Newspapers, 2007-11
                                                                                                  • Figure 32: Associated Newspapers revenues, by brand, as reported in Daily Mail and General Trust plc annual report, 2011 and 2012
                                                                                                  • Figure 33: Associated Newspapers revenues, by business area, as reported in Daily Mail and General Trust plc annual report, 2011 and 2012
                                                                                                  • Figure 34: Associated Newspapers operating profits, by broad business area, as reported in Daily Mail and General Trust plc annual report, 2011 and 2012
                                                                                                • Recent activity and promotion
                                                                                                  • Online presence
                                                                                                    • Express Newspapers
                                                                                                      • Background
                                                                                                        • Financial performance
                                                                                                          • Figure 35: Key financial data for Express Newspapers, 2007-11
                                                                                                        • Recent activity and promotion
                                                                                                          • Online presence
                                                                                                            • Financial Times Ltd
                                                                                                              • Background
                                                                                                                • Financial performance
                                                                                                                  • Figure 36: Key financial data for Financial Times Ltd, 2007-11
                                                                                                                • Recent activity and promotion
                                                                                                                  • Online presence
                                                                                                                    • Guardian Media Group plc
                                                                                                                      • Background
                                                                                                                        • Financial performance
                                                                                                                          • Figure 37: Key financial data for Guardian News & Media Ltd, 2008-12
                                                                                                                        • Recent activity and promotion
                                                                                                                          • Online presence
                                                                                                                            • Independent Print Ltd
                                                                                                                              • Background
                                                                                                                                • Financial performance
                                                                                                                                  • Figure 38: Key financial data for Independent Print Ltd, 2010 and 2011
                                                                                                                                • Recent activity and promotion
                                                                                                                                  • Online presence
                                                                                                                                    • News International
                                                                                                                                      • Background
                                                                                                                                        • Financial performance
                                                                                                                                          • Figure 39: Key financial data for News Group Newspapers, 2008-12
                                                                                                                                          • Figure 40: Key financial data for Times Newspapers, 2008-12
                                                                                                                                        • Recent activity and promotion
                                                                                                                                          • Online presence
                                                                                                                                            • Telegraph Media Group Ltd
                                                                                                                                              • Background
                                                                                                                                                • Financial performance
                                                                                                                                                  • Figure 41: Key financial data for Telegraph Media Group Ltd, 2007-12
                                                                                                                                                • Recent activity and promotion
                                                                                                                                                  • Online presence
                                                                                                                                                    • Trinity Mirror plc
                                                                                                                                                      • Background
                                                                                                                                                        • Financial performance
                                                                                                                                                          • Figure 42: Key financial data for Trinity Mirror plc, 2007-12
                                                                                                                                                          • Figure 43: Trinity Mirror plc turnover, by business segment 2011 and 2012
                                                                                                                                                          • Figure 44: Trinity Mirror plc publishing division turnover, by segment 2011 and 2012
                                                                                                                                                        • Recent activity and promotion
                                                                                                                                                          • Online presence
                                                                                                                                                          • Brand Research

                                                                                                                                                            • Brand map
                                                                                                                                                                • Figure 45: Attitudes towards and usage of brands in the newspaper sector, February 2013
                                                                                                                                                              • Correspondence analysis
                                                                                                                                                                • Brand attitudes
                                                                                                                                                                  • Figure 46: Attitudes, by newspaper brand, February 2013
                                                                                                                                                                • Brand personality
                                                                                                                                                                  • Figure 47: Newspaper brand personality – macro image, February 2013
                                                                                                                                                                  • Figure 48: Newspaper brand personality – micro image, February 2013
                                                                                                                                                                • Brand experience
                                                                                                                                                                  • Figure 49: Newspaper brand usage, February 2013
                                                                                                                                                                  • Figure 50: Satisfaction with various newspaper brands, February 2013
                                                                                                                                                                  • Figure 51: Consideration of newspaper brands, February 2013
                                                                                                                                                                  • Figure 52: Consumer perceptions of current newspaper brand performance, February 2013
                                                                                                                                                                  • Figure 53: Newspaper brand recommendation – Net Promoter Score, February 2013
                                                                                                                                                                • Brand index
                                                                                                                                                                  • Figure 54: Newspaper brand index, February 2013
                                                                                                                                                                  • Figure 55: Newspaper brand index vs. recommendation, February 2013
                                                                                                                                                                • Target group analysis
                                                                                                                                                                  • Figure 56: Target groups, February 2013
                                                                                                                                                                  • Figure 57: Newspaper brand usage, by target groups, February 2013
                                                                                                                                                                • Group One – Conformists
                                                                                                                                                                  • Group Two – Simply the Best
                                                                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                                                                        • Group Five – Individualists
                                                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Newspapers’ advertising spends fluctuate year by year
                                                                                                                                                                              • Figure 58: Main monitored media adspend for national newspapers, by category, 2009-12
                                                                                                                                                                            • TV is the dominant advertising medium
                                                                                                                                                                              • Figure 59: Main monitored media adspend for national newspapers, by media type, 2009-12
                                                                                                                                                                            • News International spend overshadows that of rivals
                                                                                                                                                                              • Figure 60: Main monitored media adspend for national newspapers, by top 20 publishers, 2009-12
                                                                                                                                                                              • Figure 61: Main monitored media adspend for newspapers, by media type for top 10 publishers, 2012
                                                                                                                                                                            • Quality titles are heaviest users of direct mail
                                                                                                                                                                              • Figure 62: Main monitored media adspend for newspapers, by media type for top 20 titles, 2012
                                                                                                                                                                            • Quality titles quickest to embrace new media
                                                                                                                                                                              • Figure 63: Leading national newspapers, by numbers of Twitter followers and Facebook likes, April 2013*
                                                                                                                                                                          • News Sources Used

                                                                                                                                                                            • Key points
                                                                                                                                                                              • National newspapers lead the way with website usage
                                                                                                                                                                                • Figure 64: News sources used, December 2012
                                                                                                                                                                              • A strong male bias to print, website and smartphone app news use
                                                                                                                                                                                • Digital-only news providers tend to attract a younger audience
                                                                                                                                                                                • National Daily Newspaper Print Edition Readership

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Two thirds read a national print newspaper
                                                                                                                                                                                      • Figure 65: National newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                    • National newspaper readers not confined to one title
                                                                                                                                                                                      • Figure 66: National newspaper print edition readership in past three months, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                      • Figure 67: National newspaper print edition readership in past three months, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                    • Most titles have strong online to print loyalty
                                                                                                                                                                                      • Figure 68: National newspaper print edition readership in past three months, by most popular digital news usage, December 2012
                                                                                                                                                                                      • Figure 69: National newspaper print edition readership in past three months, by next most popular digital news usage, December 2012
                                                                                                                                                                                    • Correlation between newspaper readership and social network usage
                                                                                                                                                                                      • Figure 70: National newspaper print edition readership in past three months, by frequency of visiting Facebook and Twitter at least once a day, December 2012
                                                                                                                                                                                  • National Sunday Newspaper Print Edition Readership

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Half take a Sunday newspaper
                                                                                                                                                                                        • Figure 71: Sunday newspaper readership in past three months, December 2012
                                                                                                                                                                                      • Sunday newspaper overlaps with dailies
                                                                                                                                                                                        • Figure 72: Sunday newspaper readership, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                        • Figure 73: Sunday newspaper readership, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                      • Slightly weaker correlation between online usage and Sunday reading
                                                                                                                                                                                        • Figure 74: Sunday newspaper readership, by most popular digital news usage, December 2012
                                                                                                                                                                                        • Figure 75: Sunday newspaper readership, by next most popular digital news usage, December 2012
                                                                                                                                                                                      • Some Sunday titles have an issue with loyalty
                                                                                                                                                                                        • Figure 76: Sunday newspaper readership, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                        • Figure 77: Sunday newspaper readership, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                        • Figure 78: Sunday newspaper readership, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                    • Digital News Usage

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • BBC News most used online news source
                                                                                                                                                                                          • Figure 79: Digital news usage in the past three months, December 2012
                                                                                                                                                                                        • BBC provides stiffest competition for quality titles
                                                                                                                                                                                          • Figure 80: Digital news usage, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                          • Figure 81: Digital news usage, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                          • Figure 82: Digital news usage, by other national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                        • Low levels of loyalty for online news providers
                                                                                                                                                                                          • Figure 83: Digital news usage, by most popular digital news usage, December 2012
                                                                                                                                                                                          • Figure 84: Digital news usage, by next most popular digital news usage, December 2012
                                                                                                                                                                                      • Newspaper Usage Patterns

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Are newspaper readers becoming less habitual?
                                                                                                                                                                                            • Figure 85: Newspaper usage patterns, December 2012
                                                                                                                                                                                          • Saturday is the new Sunday
                                                                                                                                                                                            • Women: alienated by current formats but open to customisation
                                                                                                                                                                                              • The Sun on Sunday wins back many of NOTW’s customers
                                                                                                                                                                                              • Print Newspaper Purchasing Patterns

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Retail channels dominate print newspaper distribution
                                                                                                                                                                                                    • Figure 86: Print newspaper purchasing patterns, December 2012
                                                                                                                                                                                                  • Men and older consumers prefer convenience of subscription/delivery
                                                                                                                                                                                                  • Attitudes towards National Newspapers

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Consumers generally quite positive about national newspapers
                                                                                                                                                                                                        • Figure 87: Attitudes towards national newspapers, December 2012
                                                                                                                                                                                                      • Older people the most enthusiastic advocates of national newspapers
                                                                                                                                                                                                        • Three in ten national newspaper readers are fluid
                                                                                                                                                                                                        • National Newspaper Content Preferences

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Entertainment overload?
                                                                                                                                                                                                              • Figure 88: Changes to balance of content desired by readers, December 2012
                                                                                                                                                                                                            • Sport is most divisive content area
                                                                                                                                                                                                              • Cultural content could be used to appeal to women and younger people
                                                                                                                                                                                                                • Quality readers most hostile towards entertainment content
                                                                                                                                                                                                                • Attitudes towards Paying for Digital News

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Six in ten newspaper readers prepared to pay for digital access
                                                                                                                                                                                                                      • Figure 89: Attitudes towards paying for digital national news, December 2012
                                                                                                                                                                                                                    • Men and younger age groups most positive towards paying
                                                                                                                                                                                                                      • Quality title readers happiest to pay
                                                                                                                                                                                                                        • Existing digital users most favourably disposed towards paying
                                                                                                                                                                                                                        • Preferred Payment Method for Digital News

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Most people prefer the idea of an unlimited subscription
                                                                                                                                                                                                                              • Figure 90: Preferred payment method for digital news, December 2012
                                                                                                                                                                                                                            • Readers of the Guardian and i s most likely to favour unlimited access
                                                                                                                                                                                                                              • Quality website visitors also prefer unlimited option
                                                                                                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                                                                                                  • Figure 14: Brand usage, February 2013
                                                                                                                                                                                                                                  • Figure 15: Brand commitment, February 2013
                                                                                                                                                                                                                                  • Figure 16: Brand momentum, February 2013
                                                                                                                                                                                                                                  • Figure 17: Brand diversity, February 2013
                                                                                                                                                                                                                                  • Figure 18: Brand satisfaction, February 2013
                                                                                                                                                                                                                                  • Figure 19: Brand recommendation, February 2013
                                                                                                                                                                                                                                  • Figure 20: Brand attitude, February 2013
                                                                                                                                                                                                                                  • Figure 21: Brand image – macro image, February 2013
                                                                                                                                                                                                                                  • Figure 22: Brand image – micro image, February 2013
                                                                                                                                                                                                                                  • Figure 23: Profile of target groups, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 24: Psychographic segmentation by target groups, February 2013
                                                                                                                                                                                                                                  • Figure 25: Brand usage, by target groups, February 2013
                                                                                                                                                                                                                                • Brand index
                                                                                                                                                                                                                                  • Figure 26: Brand index, February 2013
                                                                                                                                                                                                                              • Appendix – News Sources Used

                                                                                                                                                                                                                                  • Figure 91: News sources used – national newspaper, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 92: News sources used – digital-only news provider, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 93: News sources used (national newspaper), by digital news sources used in the past three months, December 2012
                                                                                                                                                                                                                                  • Figure 94: News sources used (local/regional newspaper), by digital news sources used in the past three months, December 2012
                                                                                                                                                                                                                                  • Figure 95: News sources used (digital-only news provider), by digital news sources used in the past three months, December 2012
                                                                                                                                                                                                                                  • Figure 96: News sources used (national newspaper), by digital news sources that consumers would consider using in the future, December 2012
                                                                                                                                                                                                                                  • Figure 97: News sources used (local/regional newspaper), by digital news sources that consumers would consider using in the future, December 2012
                                                                                                                                                                                                                                  • Figure 98: News sources used (digital-only news provider), by digital news sources that consumers would consider using in the future, December 2012
                                                                                                                                                                                                                              • Appendix – National Daily Newspaper Print Edition Readership

                                                                                                                                                                                                                                  • Figure 99: Most popular national newspaper print edition readership in past three months, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 100: Next most popular national newspaper print edition readership in past three months, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 101: Other national newspaper print edition readership in past three months, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 102: National newspaper print edition readership in past three months, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 103: National newspaper print edition readership in past three months, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 104: National newspaper print edition readership in past three months, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 105: National newspaper print edition readership in past three months, by frequency of visiting Facebook, December 2012
                                                                                                                                                                                                                                  • Figure 106: National newspaper print edition readership in past three months, by frequency of visiting Twitter, December 2012
                                                                                                                                                                                                                                  • Figure 107: National newspaper print edition readership in past three months, by most popular activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 108: National newspaper print edition readership in past three months, by next most popular activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 109: National newspaper print edition readership in past three months, by other activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 110: National newspaper print edition readership in past three months, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 111: National newspaper print edition readership in past three months, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 112: National newspaper print edition readership in past three months, by other print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 113: National newspaper print edition readership in past three months, by digital news sources used in the past three months, December 2012
                                                                                                                                                                                                                                  • Figure 114: National newspaper print edition readership in past three months, by digital news sources that consumers would consider using in the future, December 2012
                                                                                                                                                                                                                              • Appendix – Sunday Newspaper Print Edition Readership

                                                                                                                                                                                                                                  • Figure 115: Most popular Sunday newspaper readership in past three months, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 116: Next most popular Sunday newspaper readership in past three months, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 117: Other Sunday newspaper readership in past three months, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 118: Sunday newspaper readership, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 119: Sunday newspaper readership, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 120: Sunday newspaper readership, by other national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 121: Sunday newspaper readership, by frequency of visiting Facebook, December 2012
                                                                                                                                                                                                                                  • Figure 122: Sunday newspaper readership, by frequency of visiting Twitter, December 2012
                                                                                                                                                                                                                                  • Figure 123: Sunday newspaper readership, by most popular activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 124: Sunday newspaper readership, by next most popular activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 125: Sunday newspaper readership, by other activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 126: Sunday newspaper readership, by digital news sources used in the past three months, December 2012
                                                                                                                                                                                                                                  • Figure 127: Sunday newspaper readership, by digital news sources that consumers would consider using in the future, December 2012
                                                                                                                                                                                                                              • Appendix – Digital News Usage

                                                                                                                                                                                                                                  • Figure 128: Most popular digital news usage, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 129: Next most popular digital news usage, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 130: Digital news usage, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 131: Digital news usage, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 132: Digital news usage, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 133: Digital news usage, by frequency of visiting Facebook, December 2012
                                                                                                                                                                                                                                  • Figure 134: Digital news usage, by frequency of visiting Twitter, December 2012
                                                                                                                                                                                                                                  • Figure 135: Digital news usage, by most popular activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 136: Digital news usage, by next most popular activities done via social networking sites, December 2012
                                                                                                                                                                                                                                  • Figure 137: Digital news usage, by other activities done via social networking sites, December 2012
                                                                                                                                                                                                                              • Appendix – Newspaper Usage Patterns

                                                                                                                                                                                                                                  • Figure 138: Most popular attitudes towards newspapers, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 139: Next most popular attitudes towards newspapers, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 140: Newspaper usage patterns, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 141: Newspaper usage patterns, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 142: Newspaper usage patterns, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 143: Newspaper usage patterns, by most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 144: Newspaper usage patterns, by next most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 145: Newspaper usage patterns, by news sources used (digital-only news provider), December 2012
                                                                                                                                                                                                                              • Appendix – Print Newspaper Purchasing Patterns

                                                                                                                                                                                                                                  • Figure 146: Print newspaper purchasing patterns, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 147: Print newspaper purchasing patterns, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 148: Print newspaper purchasing patterns, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 149: Print newspaper purchasing patterns, by other national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 150: Print newspaper purchasing patterns, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 151: Print newspaper purchasing patterns, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 152: Print newspaper purchasing patterns, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 153: Print newspaper purchasing patterns, by most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 154: Print newspaper purchasing patterns, by next most popular digital news usage, December 2012
                                                                                                                                                                                                                              • Appendix – Attitudes towards National Newspapers

                                                                                                                                                                                                                                  • Figure 155: Agreement with most popular attitudes towards national newspapers, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 156: Agreement with next most popular attitudes towards national newspapers, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 157: Attitudes towards national newspapers, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 158: Attitudes towards national newspapers, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 159: Attitudes towards national newspapers, by other national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 160: Attitudes towards national newspapers, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 161: Attitudes towards national newspapers, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 162: Attitudes towards national newspapers, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 163: Attitudes towards national newspapers, by most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 164: Attitudes towards national newspapers, by next most popular digital news usage, December 2012
                                                                                                                                                                                                                              • Appendix – National Newspaper Content Preferences

                                                                                                                                                                                                                                  • Figure 165: Changes to balance of content desired by readers of world news and national news, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 166: Changes to balance of content desired by readers of politics/current affairs and entertainment, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 167: Changes to balance of content desired by readers of motoring and culture, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 168: Changes to balance of content desired by readers of opinion columns and sport, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 169: Changes to balance of content desired by readers of business and personal finance, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 170: Changes to balance of content desired by readers of travel and fashion, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 171: Changes to balance of content desired by readers, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 172: Changes to balance of content desired by readers, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 173: Changes to balance of content desired by readers, by other national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 174: Changes to balance of content desired by readers, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 175: Changes to balance of content desired by readers, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 176: Changes to balance of content desired by readers, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 177: Changes to balance of content desired by readers, by most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 178: Changes to balance of content desired by readers, by next most popular digital news usage, December 2012
                                                                                                                                                                                                                              • Appendix – Attitudes towards Paying for Digital News

                                                                                                                                                                                                                                  • Figure 179: Most popular attitudes towards paying for national news, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 180: Next most popular attitudes towards paying for national news, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 181: Attitudes towards paying for digital news, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 182: Attitudes towards paying for digital news, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 183: Attitudes towards paying for digital news, by other national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 184: Attitudes towards paying for digital news, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 185: Attitudes towards paying for digital news, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 186: Attitudes towards paying for digital news, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 187: Attitudes towards paying for digital news, by most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 188: Attitudes towards paying for digital news, by next most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 189: Attitudes towards paying for digital news, by news sources used (national newspaper), December 2012
                                                                                                                                                                                                                                  • Figure 190: Attitudes towards paying for digital news, by news sources used (local/regional newspaper), December 2012
                                                                                                                                                                                                                                  • Figure 191: Attitudes towards paying for digital news, by news sources used (digital-only news provider), December 2012
                                                                                                                                                                                                                                  • Figure 192: Attitudes towards paying for digital news, by most popular attitudes towards newspapers, December 2012
                                                                                                                                                                                                                                  • Figure 193: Attitudes towards paying for digital news, by next most popular attitudes towards newspapers, December 2012
                                                                                                                                                                                                                              • Appendix – Preferred Payment Method for Digital News

                                                                                                                                                                                                                                  • Figure 194: Preferred payment method for digital news, by demographics, December 2012
                                                                                                                                                                                                                                  • Figure 195: Preferred payment method for digital news, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 196: Preferred payment method for digital news, by next most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 197: Preferred payment method for digital news, by most popular national newspaper print edition readership in past three months, December 2012
                                                                                                                                                                                                                                  • Figure 198: Preferred payment method for digital news, by most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 199: Preferred payment method for digital news, by next most popular Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 200: Preferred payment method for digital news, by other Sunday newspaper readership, December 2012
                                                                                                                                                                                                                                  • Figure 201: Preferred payment method for digital news, by most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 202: Preferred payment method for digital news, by next most popular digital news usage, December 2012
                                                                                                                                                                                                                                  • Figure 203: Preferred payment method for digital news, by news sources used (national newspaper), December 2012
                                                                                                                                                                                                                                  • Figure 204: Preferred payment method for digital news, by news sources used (local/regional newspaper), December 2012
                                                                                                                                                                                                                                  • Figure 205: Preferred payment method for digital news, by news sources used (digital-only news provider), December 2012
                                                                                                                                                                                                                                  • Figure 206: Preferred payment method for digital news, by most popular attitudes towards newspapers, December 2012
                                                                                                                                                                                                                                  • Figure 207: Preferred payment method for digital news, by next most popular attitudes towards newspapers, December 2012

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • A&N Media
                                                                                                                                                                                                                              • Associated Newspapers Ltd
                                                                                                                                                                                                                              • Daily Express
                                                                                                                                                                                                                              • Daily Mail
                                                                                                                                                                                                                              • Daily Star (The)
                                                                                                                                                                                                                              • Express Newspapers plc
                                                                                                                                                                                                                              • Financial Times Group
                                                                                                                                                                                                                              • Guardian Media Group
                                                                                                                                                                                                                              • News Corporation (The)
                                                                                                                                                                                                                              • News International PLC
                                                                                                                                                                                                                              • Observer (The)
                                                                                                                                                                                                                              • Pearson plc
                                                                                                                                                                                                                              • Starbucks Coffee Company UK Ltd
                                                                                                                                                                                                                              • Telegraph Group Limited
                                                                                                                                                                                                                              • The Sunday Times
                                                                                                                                                                                                                              • Trinity Mirror plc

                                                                                                                                                                                                                              National Newspapers - UK - April 2013

                                                                                                                                                                                                                              £1,995.00 (Excl.Tax)