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Newspapers Market Report 2006
Key Note Publications Ltd, Dec 2006, Pages: 184
This Market Report examines the newspaper industry in the UK. In 2005, the total UK market for national and regional newspapers combined, as measured by total net revenue, was worth £8.02bn, a decrease of 1.4% on 2004. We estimate that, in 2006, the market will rise by 1.1%, to £8.11bn.
Seven newspaper publishers own the national press in the UK. In contrast, there are 87 regional press publishers, although the top six publishers dominate the market. Four of the newspaper groups in the top ten regional press list are associated with the national press.
The newspaper industry is struggling with declining circulation numbers and advertising revenues, and is having to innovate to combat this. Trends in the national press include increasing cover charges, developing new supplements and sections, offering giveaway promotions and developing websites. In the regional press, trends include the acquisition and development of specialist websites, the publication of niche supplements and price wars. Free daily newspapers are growing, as is the presence of newspaper websites.
Newspaper companies are finding that they need to diversify in order to maintain a position in the evolving media market: they can no longer depend on newsprint alone. Strategies for survival include the expansion of their business on to other platforms of news delivery, including online and mobile telephones.
Our exclusive consumer research shows that the two most important factors that influence a consumer's decision to read a particular newspaper by content are news coverage and sports coverage. 35.6% of respondents agreed that they prefer to read a local or regional newspaper rather than a national newspaper, and 43.4% indicated that they are more likely to buy a quality newspaper now that they are available in the newer/compact format. The findings also revealed that price is not a significant influencing factor in the decision to purchase a newspaper — free access to newspapers in places such as libraries, cafés, hairdressers, etc. seems to have more of an influence on buying habits than price does.
Between 2006 and 2010, we forecast that the UK newspaper market will increase in value by 3.8%. The national newspaper sector is expected to account for most of this growth, with the regional sector forecast to remain relatively flat.
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