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 - February 2019

“Audio media is becoming an increasingly important aspect of newspapers’ digital offerings. Capitalising on the possibilities of voice activation is more complex than creating other audio news content, such as podcasts, but high consumer interest indicates investment will be worthwhile.”
– Rebecca McGrath, Senior Media Analyst

This Report looks at the following areas:

  • Investing in sophisticated voice activation content will prove worthwhile
  • National newspapers should introduce more tiered subscription options

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. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Print circulation falls by 10% in 2018
              • Figure 1: Trend in total annual UK print national newspaper circulation, 2013-23
            • Newspapers express concern for freedom of the press after Cliff Richard BBC ruling
              • The government explores options for helping UK newspapers in Cairncross Review
                • Key players
                  • MailOnline’s 15% browser drop blamed on Facebook’s News Feed algorithm change
                    • Trinity Mirror acquires Express and Star titles and rebrands as Reach
                      • Joint newspaper advertising scheme expands further
                        • The Independent introduces partial paywall
                          • The consumer
                            • Growing use of delivery apps presents opportunity for more newspaper deliveries
                              • Figure 2: Purchasing print newspapers, October 2018
                            • Younger people are purchasing newspapers in more varied locations
                              • Figure 3: Locations print newspapers are purchased, October 2018
                            • The FT looks to diversify appeal
                              • Figure 4: Online news sources, October 2018
                            • Lifestyle and sport are the content topics people are most willing to pay for
                              • Figure 5: Willingness to pay for newspaper content, October 2018
                            • The Sun is the least trusted national newspaper
                              • Figure 6: Perception of national newspapers, October 2018
                            • National newspapers explore subscription options as younger people show greater willingness to pay for online news
                              • Figure 7: National newspaper behaviour, October 2018
                            • High interest in news updates on voice activation services indicates significant investment will be worthwhile
                              • Figure 8: Attitudes towards national newspapers, October 2018
                            • What we think
                            • Issues and Insights

                              • Investing in sophisticated voice activation content will prove worthwhile
                                • The facts
                                  • The implications
                                    • National newspapers should introduce more tiered subscription options
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Print circulation falls by 10% in 2018
                                            • Many more cover price increases implemented at newspapers
                                              • Newspapers express concern for freedom of the press after Cliff Richard BBC ruling
                                                • The government explores options for helping UK newspapers in Cairncross Review
                                                  • Publishers and Google negotiate over new GDPR policies
                                                    • Footballer Raheem Sterling puts scrutiny on national newspaper sports reporting
                                                    • Market Size and Forecast

                                                      • Print circulation falls by 10% in 2018
                                                        • Figure 9: Trend in total annual UK print national newspaper circulation, 2013-23
                                                        • Figure 10: Trend in total annual UK print national newspaper circulation, 2013-23
                                                      • Note
                                                        • Forecast methodology
                                                        • Market Drivers

                                                          • Many more cover price increases implemented at newspapers
                                                            • Figure 11: Basic UK cover prices for national newspapers, December 2017 and 2018
                                                          • Newspapers express concern for freedom of the press after Cliff Richard BBC ruling
                                                            • The government explores options for helping UK newspapers in Cairncross Review
                                                              • Publishers and Google negotiate over new GDPR policies
                                                                • Footballer Raheem Sterling puts scrutiny on national newspaper sports reporting
                                                                • Companies and Brands – What You Need to Know

                                                                  • Consistent declines across newspaper sectors
                                                                    • MailOnline’s 15% browser drop blamed on Facebook’s News Feed algorithm change
                                                                      • Trinity Mirror acquires Express and Star titles and rebrands as Reach
                                                                        • The Guardian works its way towards a sustainable model
                                                                          • New editor could see Daily Mail changing its tone
                                                                            • Joint newspaper advertising scheme expands further
                                                                              • The Independent introduces partial paywall
                                                                                • Publishers invest in audio journalism
                                                                                  • The Guardian and Times inspire greatest levels of trust
                                                                                  • Market Share

                                                                                    • Consistent declines across newspaper sectors
                                                                                      • Figure 12: Daily national newspapers’ average print circulation per issue, 2016-18
                                                                                      • Figure 13: Sunday national newspapers’ average print circulation per issue, 2016-18
                                                                                    • MailOnline’s 15% browser drop blamed on Facebook’s News Feed algorithm change
                                                                                      • Figure 14: Average daily unique visits to national newspaper websites, 2016-18
                                                                                    • Trinity Mirror acquires Express and Star titles and rebrands as Reach
                                                                                      • The Guardian works its way towards a sustainable model
                                                                                        • New editor could see Daily Mail changing its tone
                                                                                          • Digital revenue overtakes print at the Mail
                                                                                            • Instagram an underexplored platform for newspaper publishers
                                                                                              • Figure 15: National newspapers’ social media followings, January 2018-19
                                                                                          • Launch Activity and Innovation

                                                                                            • Joint newspaper advertising schemes expands further
                                                                                              • More subscription options introduced
                                                                                                • The Independent introduces partial paywall
                                                                                                  • The Guardian launches subscription tier based on user experience rather than exclusive content
                                                                                                    • The New European introduces micro-paywall
                                                                                                      • Publishers invest in audio journalism
                                                                                                        • The FT creates interactive audio experience for Google Assistant
                                                                                                          • The Guardian launches Voice Lab
                                                                                                            • The Guardian also continues investment in documentaries
                                                                                                              • The Times updates comments section
                                                                                                                • The i begins incorporating Economist articles
                                                                                                                • Brand Research

                                                                                                                    • Brand map
                                                                                                                      • Figure 16: Attitudes towards and usage of selected brands, January 2019
                                                                                                                    • Key brand metrics
                                                                                                                      • Figure 17: Key metrics for selected brands, January 2019
                                                                                                                    • Brand attitudes: The i stands out for innovation
                                                                                                                      • Figure 18: Attitudes, by brand, January 2019
                                                                                                                    • Brand personality: The Guardian is viewed as the most ethical
                                                                                                                      • Figure 19: Brand personality – Macro image, January 2019
                                                                                                                    • The Daily Star is considered the most low-brow
                                                                                                                      • Figure 20: Brand personality – Micro image, January 2019
                                                                                                                    • Brand analysis
                                                                                                                      • The Guardian is considered more innovative than quality rivals
                                                                                                                        • Figure 21: User profile of The Guardian, January 2019
                                                                                                                      • The Times is viewed as the most authoritative newspaper
                                                                                                                        • Figure 22: User profile of The Times, January 2019
                                                                                                                      • The i falls behind other quality newspapers in perception of intelligence
                                                                                                                        • Figure 23: User profile of the i, January 2019
                                                                                                                      • The Daily Telegraph has a weaker brand image than the Times
                                                                                                                        • Figure 24: User profile of The Daily Telegraph, January 2019
                                                                                                                      • The Daily Mail leaves a surprisingly weak impression
                                                                                                                        • Figure 25: User profile of Daily Mail, January 2019
                                                                                                                      • The Daily Mirror is viewed slightly more positively than the Star
                                                                                                                        • Figure 26: User profile of Daily Mirror, January 2019
                                                                                                                      • The Sun has strong positive and negative associations
                                                                                                                        • Figure 27: User profile of The Sun, January 2019
                                                                                                                      • The Daily Star has the most negative brand image
                                                                                                                        • Figure 28: User profile of Daily Star, January 2019
                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                      • Environmental concerns put more pressure on print
                                                                                                                        • Younger people are having newspapers delivered
                                                                                                                          • Half of people visit national newspapers via smartphones
                                                                                                                            • Lifestyle and sport are the content topics people are most willing to pay for
                                                                                                                              • The Sun is the least trusted national newspaper
                                                                                                                                • National newspapers explore subscription options as younger people show greater willingness to pay for online news
                                                                                                                                  • High interest in news updates on voice activation services indicate significant investment will be worthwhile
                                                                                                                                  • Print Newspaper Purchases

                                                                                                                                    • Environmental concerns put more pressure on print
                                                                                                                                      • Figure 29: Print national newspaper purchases, October 2018
                                                                                                                                    • Growing use of delivery apps presents opportunity for more newspaper deliveries
                                                                                                                                      • Figure 30: Purchasing print newspapers, October 2018
                                                                                                                                    • Younger people are purchasing newspapers in more varied locations
                                                                                                                                      • Figure 31: Locations print newspapers are purchased, October 2018
                                                                                                                                  • Online National News and Devices

                                                                                                                                    • Half of people access national news via smartphones
                                                                                                                                      • Figure 32: Devices used for national news, October 2018
                                                                                                                                    • The FT looks to diversify appeal
                                                                                                                                      • Figure 33: Online news sources, October 2018
                                                                                                                                  • Willingness to Pay for Newspaper Content

                                                                                                                                    • Lifestyle and sport are the content topics people are most willing to pay for
                                                                                                                                      • Figure 34: Willingness to pay for newspaper content, October 2018
                                                                                                                                      • Figure 35: Willingness to pay for newspaper content, by gender, October 2018
                                                                                                                                    • Technology/science could be a good way to attract younger subscribers
                                                                                                                                    • Perception of National Newspapers

                                                                                                                                      • The Sun is the least trusted national newspaper
                                                                                                                                        • Figure 36: Perception of national newspapers, October 2018
                                                                                                                                    • National Newspapers – Qualitative Research

                                                                                                                                        • The Sun
                                                                                                                                          • Guardian
                                                                                                                                            • Daily Mail
                                                                                                                                              • Financial Times
                                                                                                                                                • The Times
                                                                                                                                                  • i
                                                                                                                                                    • Telegraph
                                                                                                                                                    • National Newspaper Behaviour

                                                                                                                                                      • Comment sections are an important aspect of national newspapers
                                                                                                                                                        • Figure 37: National newspaper behaviour, October 2018
                                                                                                                                                      • National newspapers explore subscription options as younger people show greater willingness to pay for online news
                                                                                                                                                        • More than one in four online newspaper readers are registered with a title
                                                                                                                                                          • The popularity of podcasts highlights the growing importance of audio news
                                                                                                                                                          • Attitudes towards National Newspapers

                                                                                                                                                            • People are sceptical of headlines
                                                                                                                                                              • Figure 38: Attitudes towards national newspapers, October 2018
                                                                                                                                                              • Figure 39: Attitudes towards national newspapers, by age, October 2018
                                                                                                                                                            • High interest in news updates on voice activation services indicate significant investment will be worthwhile
                                                                                                                                                              • Nearly half believe social media networks should support national newspapers
                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                  • Abbreviations
                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                      • Market forecast
                                                                                                                                                                        • Figure 40: Total UK annual print circulation, 2018-23
                                                                                                                                                                      • Forecast methodology

                                                                                                                                                                      National Newspapers - UK - February 2019

                                                                                                                                                                      US $2,552.20 (Excl.Tax)