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National Newspapers - UK - May 2014

“For the popular tabloids sector, a more effective strategy than using a full paywall is likely to lie in some kind of ‘freemium’ offering, whereby the basic news content can be accessed for free, but additional features (perhaps breaking sports and celebrity news or specific video content eg of football goals etc.) have to be paid for.”

– Michael Oliver, Senior Leisure and Media Analyst

Some questions answered in this report include:

  • Are Britons losing their passion for the news?
  • Can a strong digital presence help to maintain print circulation?
  • Is going behind a paywall the inevitable long-term outcome for all newspaper titles?
  • What do changing device ownership trends mean for digital content providers?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK annual national newspaper print circulation, 2008-18
              • Figure 2: Trends in selected national newspaper website visits*, 2009-13
            • Market drivers
              • Figure 3: Trends in the readership* of national daily newspapers**, 1971-2013
              • Figure 4: Household ownership levels of selected digital devices, April and December 2013
            • Companies, brands and innovation
              • Figure 5: Overall national newspaper publisher market shares by circulation, 2013
            • The consumer
              • Daily newspaper readership
                • Figure 6: Daily newspapers read regularly, December 2013
              • Sunday newspaper readership
                • Figure 7: Sunday newspapers read regularly, December 2013
              • Devices used to access national news online
                • Figure 8: Devices used to access national news online, December 2013
              • Online news sources used
                • Figure 9: Online news sources used, December 2013
              • Attitudes towards national newspapers
                • Figure 10: Attitudes towards national newspapers, December 2013
              • What we think
              • Issues and Insights

                  • Are Britons losing their passion for the news?
                    • The facts
                      • The implications
                        • Can a strong digital presence help to maintain print circulation?
                          • The facts
                            • The implications
                              • Is going behind a paywall the inevitable long-term outcome for all newspaper titles?
                                • The facts
                                  • The implications
                                    • What do changing device ownership trends mean for digital content providers?
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Trend: Prove It
                                              • Trend: Slow It All Down
                                                • Mintel futures: Generation Next
                                                • Market Drivers

                                                  • Key points
                                                    • Just a third of adults read a national daily
                                                      • Figure 11: Trends in the readership* of national daily newspapers**, 1971-2013
                                                    • Growing mobile device ownership alters news consumption patterns
                                                      • Figure 12: Household ownership levels of selected digital devices, September and December 2013
                                                    • Digital-first beckons
                                                      • Figure 13: Trends in monthly unique visitors to national newspaper websites using PCs*, February 2013-February 2014
                                                      • Figure 14: Trends in monthly unique visitors to national newspaper websites using mobiles, February 2013-February 2014
                                                    • Cost increases push cover prices up further
                                                      • Figure 15: Basic UK cover prices for national newspapers, May 2014
                                                    • Three main strategies emerging for digital business models
                                                      • The Sun opts for full paywall …
                                                        • …while Telegraph goes for metered paywall
                                                          • New York Times begins to segment its metered paywall offering
                                                            • Canada’s Globe and Mail opts for metered paywall too
                                                              • Free to access sites also doing well
                                                                • Digital first, followed by digital-only?
                                                                  • Life after Leveson
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • FT aims to fill the gap between Twitter and traditional news websites
                                                                        • Guardian’s algorithmic newspaper
                                                                          • Robotic news
                                                                            • Facebook brings out a challenger to Flipboard
                                                                              • Independent’s hybrid digital newspaper
                                                                                • News UK incentivises paywalls
                                                                                  • Off-beat news from Trinity Mirror
                                                                                    • Mobile payment for newspapers
                                                                                      • Buy what you read about
                                                                                        • HuffPost heads outdoors
                                                                                          • The Sun seeks to increase engagement through use of hashtags
                                                                                            • Blendle: iTunes for newspaper articles
                                                                                            • Market Size and Forecast

                                                                                              • Key points
                                                                                                • Print circulations drop by a third in five years…
                                                                                                  • Figure 16: Trends in total UK annual newspaper circulation, 2008-18
                                                                                                • …but tripling of digital browsers indicates where industry future lies
                                                                                                  • Figure 17: Trends in selected national newspaper website visits*, 2009-13
                                                                                                • Forecast
                                                                                                  • Figure 18: Forecast UK annual national newspaper print circulation, 2013-18
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Circulation decline is uniform
                                                                                                    • Figure 19: Trends in circulation of national newspapers by broad sector, 2008-13
                                                                                                  • Popular titles see biggest declines in circulation
                                                                                                    • Figure 20: Trends in average circulation/issue of newspapers, by segment, 2011-13
                                                                                                  • Saturday is the new Sunday
                                                                                                    • Figure 21: Indexed comparison of sales of weekday and weekend editions of national newspaper print titles, December 2013
                                                                                                • Market Share

                                                                                                  • Key points
                                                                                                    • Daily Mail closes the gap on The Sun
                                                                                                      • Figure 22: National daily newspaper UK circulations, 2012-13
                                                                                                    • The Sun on Sunday has assumed the mantle of its predecessor
                                                                                                      • Figure 23: National Sunday newspaper UK circulations, 2010-13
                                                                                                    • News UK retains dominant position as market leader
                                                                                                      • Figure 24: Overall national newspaper publisher market shares by circulation, 2012-13
                                                                                                  • Companies and Products

                                                                                                    • DMG Media
                                                                                                      • Figure 25: Key financial data for Associated Newspapers*, 2008-12
                                                                                                    • Express Newspapers
                                                                                                      • Figure 26: Key financial data for Express Newspapers, 2008-12
                                                                                                    • Financial Times
                                                                                                      • Figure 27: Key financial data for Financial Times Ltd, 2008-12
                                                                                                    • Guardian Media Group
                                                                                                        • Figure 28: Key financial data for Guardian News & Media Ltd, 2009-13
                                                                                                      • Independent Print
                                                                                                        • Figure 29: Key financial data for Independent Print Ltd, 2011-12
                                                                                                      • News International/News UK
                                                                                                          • Figure 30: Key financial data for News Group Newspapers, 2009-13
                                                                                                          • Figure 31: Key financial data for Times Newspapers, 2009-13
                                                                                                        • Telegraph Media Group
                                                                                                          • Figure 32: Key financial data for Telegraph Media Group, 2008-12
                                                                                                        • Trinity Mirror
                                                                                                          • Figure 33: Key financial data for Trinity Mirror plc, 2008-12
                                                                                                      • Brand Research

                                                                                                        • Brand map
                                                                                                            • Figure 34: Attitudes towards and usage of brands in the newspaper sector, February 2014
                                                                                                          • Correspondence analysis
                                                                                                            • Brand attitudes
                                                                                                              • Figure 35: Attitudes, by newspaper brand, February 2014
                                                                                                            • Brand personality
                                                                                                              • Figure 36: Newspaper brand personality – Macro image, February 2014
                                                                                                              • Figure 37: Newspaper brand personality – Micro image, February 2014
                                                                                                            • Brand experience
                                                                                                              • Figure 38: Newspaper brand usage, February 2014
                                                                                                              • Figure 39: Satisfaction with various newspaper brands, February 2014
                                                                                                              • Figure 40: Consideration of newspaper brands, February 2014
                                                                                                              • Figure 41: Consumer perceptions of current newspaper brand performance, February 2014
                                                                                                            • Brand recommendation
                                                                                                              • Figure 42: Recommendation of selected newspaper brands, February 2014
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Publishers pull in their adspend horns
                                                                                                                • Figure 43: Main monitored media adspend for national newspapers, by category, 2010-13
                                                                                                              • TV and outdoor take biggest hits
                                                                                                                • Figure 44: Main monitored media adspend for national newspapers, by media type, 2010-13
                                                                                                              • News UK has made biggest cutbacks
                                                                                                                • Figure 45: Main monitored media adspend for national newspapers, by leading publishers, 2010-13
                                                                                                              • TV is the main focus of advertising activity
                                                                                                                • Figure 46: Main monitored media adspend for newspapers, by media type for leading publishers, 2013
                                                                                                              • Daily Mail and The Sun biggest backed titles
                                                                                                                • Figure 47: Main monitored media adspend for newspapers, by media type for top 20 titles, 2013
                                                                                                              • Quality titles are most adept at harnessing social media
                                                                                                                • Figure 48: Leading national newspapers, by number of Twitter followers and Facebook likes, February 2014*
                                                                                                            • Daily Newspaper Readership

                                                                                                              • Key points
                                                                                                                • Four in ten adults read a daily newspaper
                                                                                                                  • Figure 49: Daily newspapers read regularly, December 2013
                                                                                                                • Most readers are loyal to one daily print title
                                                                                                                • Sunday Newspaper Readership

                                                                                                                  • Key points
                                                                                                                    • Just over a quarter read a Sunday newspaper
                                                                                                                      • Figure 50: Sunday newspapers read regularly, December 2013
                                                                                                                    • Quality Sunday title readers tend to be especially loyal
                                                                                                                    • Devices Used to Access National News Online

                                                                                                                      • Key points
                                                                                                                        • Laptops and smartphones main devices for accessing national news online
                                                                                                                          • Figure 51: Devices used to access national news online, December 2013
                                                                                                                        • Online news, and all device types, have strong male bias
                                                                                                                          • Figure 52: Devices used to access national news online, by gender, December 2013
                                                                                                                        • Laptops and smartphones more popular among younger users
                                                                                                                          • Figure 53: Devices used to access national news online, by age group, December 2013
                                                                                                                        • Quality print title readers most likely to access national news online
                                                                                                                          • Consumers taking a multi-device approach to digital news
                                                                                                                            • Figure 54: Devices used to access national news online, by devices used to access national news online, December 2013
                                                                                                                        • Online News Sources Used

                                                                                                                          • Key points
                                                                                                                            • BBC dominates online news
                                                                                                                              • Figure 55: Online news sources used, December 2013
                                                                                                                            • BBC and Sky more likely to attract solus users
                                                                                                                              • Most consumers visit a number of different newspaper websites
                                                                                                                                • The Sun struggles to migrate print readers to digital
                                                                                                                                • Attitudes Towards National Newspapers

                                                                                                                                  • Key points
                                                                                                                                    • Substantial proportion of consumers still express a preference for print
                                                                                                                                      • Figure 56: Attitudes towards national newspapers, December 2013
                                                                                                                                    • Half of regular print daily newspaper readers still prefer print
                                                                                                                                      • Figure 57: Attitudes towards national newspapers, by most popular daily newspapers read regularly, December 2013
                                                                                                                                      • Figure 58: Attitudes towards national newspapers, by next most popular daily newspapers read regularly, December 2013
                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                      • Figure 59: UK annual national newspaper print circulation forecast scenarios, 2013-18
                                                                                                                                  • Appendix – Brand Research

                                                                                                                                      • Figure 60: Brand usage, February 2014
                                                                                                                                      • Figure 61: Brand commitment, February 2014
                                                                                                                                      • Figure 62: Brand momentum, February 2014
                                                                                                                                      • Figure 63: Brand diversity, February 2014
                                                                                                                                      • Figure 64: Brand satisfaction, February 2014
                                                                                                                                      • Figure 65: Brand recommendation, February 2014
                                                                                                                                      • Figure 66: Brand attitude, February 2014
                                                                                                                                      • Figure 67: Brand image – Macro image, February 2014
                                                                                                                                      • Figure 68: Brand image – Micro image, February 2014
                                                                                                                                  • Appendix – Daily Newspaper Readership

                                                                                                                                      • Figure 69: Most popular daily newspapers read regularly, by demographics, December 2013
                                                                                                                                      • Figure 70: Next most popular daily newspapers read regularly, by demographics, December 2013
                                                                                                                                      • Figure 71: Other daily newspapers read regularly, by demographics, December 2013
                                                                                                                                      • Figure 72: Daily newspapers read regularly, by most popular daily newspapers read regularly, December 2013
                                                                                                                                      • Figure 73: Daily newspapers read regularly, by next most popular daily newspapers read regularly, December 2013
                                                                                                                                  • Appendix – Sunday Newspaper Readership

                                                                                                                                      • Figure 74: Most popular Sunday newspapers read regularly, by demographics, December 2013
                                                                                                                                      • Figure 75: Next most popular Sunday newspapers read regularly, by demographics, December 2013
                                                                                                                                      • Figure 76: Other Sunday newspapers read regularly, by demographics, December 2013
                                                                                                                                      • Figure 77: Least popular Sunday newspapers read regularly, by demographics, December 2013
                                                                                                                                      • Figure 78: Sunday newspapers read regularly, by most popular Sunday newspapers read regularly, December 2013
                                                                                                                                      • Figure 79: Sunday newspapers read regularly, by next most popular Sunday newspapers read regularly, December 2013
                                                                                                                                      • Figure 80: Daily newspapers read regularly, by most popular Sunday newspapers read regularly, December 2013
                                                                                                                                      • Figure 81: Daily newspapers read regularly, by next most popular Sunday newspapers read regularly, December 2013
                                                                                                                                      • Figure 82: Sunday newspapers read regularly, by most popular daily newspapers read regularly, December 2013
                                                                                                                                      • Figure 83: Sunday newspapers read regularly, by next most popular daily newspapers read regularly, December 2013
                                                                                                                                  • Appendix – Devices Used to Access National News Online

                                                                                                                                      • Figure 84: Most popular devices used to access national news online, by demographics, December 2013
                                                                                                                                      • Figure 85: Next most popular devices used to access national news online, by demographics, December 2013
                                                                                                                                      • Figure 86: Devices used to access national news online, by most popular daily newspapers read regularly, December 2013
                                                                                                                                      • Figure 87: Devices used to access national news online, by next most popular daily newspapers read regularly, December 2013
                                                                                                                                      • Figure 88: Devices used to access national news online, by most popular Sunday newspapers read regularly, December 2013
                                                                                                                                      • Figure 89: Devices used to access national news online, by next most popular Sunday newspapers read regularly, December 2013
                                                                                                                                  • Appendix – Online News Sources Used

                                                                                                                                      • Figure 90: Most popular online news sources used, by demographics, December 2013
                                                                                                                                      • Figure 91: Next most popular online news sources used, by demographics, December 2013
                                                                                                                                      • Figure 92: Other online news sources used, by demographics, December 2013
                                                                                                                                      • Figure 93: Online news sources used, by most popular online news sources used, December 2013
                                                                                                                                      • Figure 94: Online news sources used, by next most popular online news sources used, December 2013
                                                                                                                                      • Figure 95: Online news sources used, by most popular daily newspapers read regularly, December 2013
                                                                                                                                      • Figure 96: Online news sources used, by next most popular daily newspapers read regularly, December 2013
                                                                                                                                      • Figure 97: Online news sources used, by Sunday newspapers read regularly, December 2013
                                                                                                                                  • Appendix – Attitudes Towards National Newspapers

                                                                                                                                      • Figure 98: Most popular attitudes towards national newspapers, by demographics, December 2013
                                                                                                                                      • Figure 99: Next most popular attitudes towards national newspapers, by demographics, December 2013
                                                                                                                                      • Figure 100: Other attitudes towards national newspapers, by demographics, December 2013
                                                                                                                                      • Figure 101: Attitudes towards national newspapers, by most popular Sunday newspapers read regularly, December 2013
                                                                                                                                      • Figure 102: Attitudes towards national newspapers, by next most popular Sunday newspapers read regularly, December 2013
                                                                                                                                      • Figure 103: Attitudes towards national newspapers, by most popular attitudes towards national newspapers, December 2013
                                                                                                                                      • Figure 104: Attitudes towards national newspapers, by next most popular attitudes towards national newspapers, December 2013
                                                                                                                                      • Figure 105: Attitudes towards national newspapers, by other attitudes towards national newspapers, December 2013

                                                                                                                                  Companies Covered

                                                                                                                                  • Amazon.com Inc
                                                                                                                                  • Associated Newspapers Ltd
                                                                                                                                  • Daily Express
                                                                                                                                  • Daily Mail
                                                                                                                                  • Daily Mail and General Trust Group plc
                                                                                                                                  • Daily Mirror (The)
                                                                                                                                  • Daily Record & Sunday Mail
                                                                                                                                  • Daily Star (The)
                                                                                                                                  • dmg world media
                                                                                                                                  • Emap plc
                                                                                                                                  • Evening Standard
                                                                                                                                  • Express Newspapers plc
                                                                                                                                  • Financial Times Group
                                                                                                                                  • Guardian Media Group
                                                                                                                                  • Independent (The)
                                                                                                                                  • Independent News & Media PLC
                                                                                                                                  • Independent Newspapers (UK) Ltd
                                                                                                                                  • London Stock Exchange plc
                                                                                                                                  • Metro (The)
                                                                                                                                  • News Corporation (The)
                                                                                                                                  • News International PLC
                                                                                                                                  • Northern & Shell plc
                                                                                                                                  • Observer (The)
                                                                                                                                  • Pearson plc
                                                                                                                                  • Public Broadcasting Service
                                                                                                                                  • talkSPORT
                                                                                                                                  • Telegraph Group Limited
                                                                                                                                  • The Sun
                                                                                                                                  • The Times Newspaper
                                                                                                                                  • Trader Media Group Ltd.
                                                                                                                                  • Trinity Mirror plc
                                                                                                                                  • Unilever Bestfoods UK Ltd
                                                                                                                                  • YouView TV Ltd

                                                                                                                                  National Newspapers - UK - May 2014

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