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Newspapers Market Report 2008
Key Note Publications Ltd, Jan 2008, Pages: 178
In 2006, the total UK market for national and regional newspapers combined, as measured by total net revenue, was worth £6.44bn, a decrease of 2.5% on 2005. Key Note estimates that, in 2007, the market will rise by 1%, to be worth £6.51bn.
In the UK, seven newspaper publishers own the national press. 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 has been struggling with declining circulation numbers and advertising revenues for several years, and has had to innovate in order to combat this. Newspaper companies can no longer depend on newsprint alone and are finding that they need to diversify in order to maintain a position in the evolving media market. Strategies for survival include the expansion of their business to other platforms of news delivery, including the Internet and mobile telephones.
The key trend in the national press is for the newspapers to be established as multimedia brands in an attempt to leverage their brand names and to retain business in the developing media environment. Other trends related directly to the paper products continue to be increasing cover charges, developing new supplements and sections, and offering giveaway promotions. These tactics have worked to boost sales for several years and continued to do so in 2006. In the regional press, trends include the acquisition and development of specialist websites and the publication of niche supplements.
Our exclusive consumer research shows that the two most important factors that influence a consumer's decision to read a particular newspaper by content in 2007 are news coverage and accurate/thorough reporting. 28.4% of respondents agreed that they prefer to read a local or regional newspaper rather than a national newspaper, and 47.2% 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, although 46.8% of respondents said they would buy a newspaper even if they could get free access to one.
Between 2007 and 2011, we forecast that the UK newspaper market, as measured by net revenue, will increase in value by 2%.
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