An Analysis of the Content of Local and Regional Newspapers (PDF

An analysis of the content of local and regional newspapers A report prepared for Ofcom Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 7: Glasgow area (Paisley) Section 3: Lincoln . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content Section 8: Belfast Section 4: Mansfield . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

2 GUILDFORD Summary

…the local press in Guildford dominates the supply of local content and also takes the vast majority of specifically locally available advertising, given the tight focus of the Surrey Advertiser and Surrey Times on Guildford itself…

TV RADIO PRESS WEB

ITV1 broadcasts 47 100% Surrey Advertiser 11% local news and traffic / 100% GetSurrey content is LOCAL CONTENT minutes of regional news and Surrey Times content travel locally focused on Surrey per day Surrey focused

About 30% of each 13% of “GetSurrey” content GUILDFORD FOCUSSED CONTENT NONE 20% of wider Surrey Output newspapers content is is Guildford focused Guildford focused

TOTAL GUILDFORD TARGETED ADVERTISING REDACTED

GUILDFORD SOURCED ADVERTISING

Source: Oliver & Ohlbaum 3 CONTENT PROVISION Newspapers – Surrey Advertiser

…there has been a noticeable decline in the volumes of classified advertising at the Surrey Advertiser, down 30% since 2003, mostly driven by declines in the jobs and motors sector…

Surrey Advertiser: total book content by type, 2003 Surrey Advertiser: total book content by type, 2008

Proportion of content by type (%) Proportion of content by type (%)

TOTAL COLUMN INCHES = 9511 TOTAL COLUMN INCHES = 8861 OTHER INVESTIGATIVE INVESTIGATIVE EDUCATION 9% 15% 10% EDUCATION 15% JOBS LEGAL 17% 7% 23% LEGAL 2% JOBS MOTORS OPINION, OPINION, JOBS 7% 6% EDITORIAL EDITORIAL & & FEATURES 16% FEATURES PROPERTY 9% MOTORS 31% 22% MOTORS 19% 7% PROPERTY

39% SELF PROMOTION SELF PROMOTION

BASIC OTHER STORY PROPERTY PROPERTY 67% BASIC STORY 63% 61% 57% 59%

OTHER

38%

EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Surrey Advertiser, Oliver & Ohlbaum Analysis 4 CONTENT PROVISION Newspapers – Surrey Advertiser editorial

…there has been little change in the mix of editorial content in the Surrey Advertiser in the last 5 years…

Surrey Advertiser: Editorial content by story genre, 2003 and 2008

% • The overall genre mix is also broadly consistent 100% • An increase in Culture content – some 90% 25% OTHER of which can also be syndicated – is the 28% only noticeable change 80%

5% BUSINESS 70% 8% 6% INFO/EVENTS

60% 9% 14% CULTURE 5% 50%

40% 21% SPORT 28%

30% 5% POLITICS

20% 2%

24% 10% 20% NEWS

0% 2003 2008

Source: Surrey Advertiser, Oliver & Ohlbaum Analysis 5 CONTENT PROVISION Newspapers – Surrey Times

…the merger of the Guildford Times with the Cranleigh and Godalming Times has actually led to an increase in the amount of high quality investigative journalism / opinion…

Surrey Times (then Guildford times): Total book content by type, 2003 Surrey Times: Total book content by type, 2008

Proportion of content by type (%) Proportion of content by type (%)

TOTAL COLUMN INCHES = 4038 TOTAL COLUMN INCHES = 4427 JOBS JOBS INVESTIGATIVE JOBS EDUCATION 4% 7% 5% 2% 3% MOTORS MOTORS PROPERTY OPINION, EDITORIAL 5% 6% 9% & FEATURES 13% MOTORS 16% JOBS

11% OTHER 23% OTHER PROPERTY 15% 14%

BASIC STORY

100% OTHER BASIC STORY SELF PROMOTION SELF PROMOTION 67% 82%

PROPERTY PROPERTY OTHER 67% 67% 66%

EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Surrey Times, Guildford Times, Oliver & Ohlbaum Analysis 6 CONTENT PROVISION Newspapers – Surrey Times editorial

…the increase in opinion & editorial pages has led to an increase in culture, info & events content, increasing and improving the overall editorial offering…

Surrey Times/Guildford Times: editorial content by type, 2003 and 2008

100% • The overall genre mix is broadly consistent 17% OTHER 90% 20% • An increase in culture content and 0% 80% 0% BUSINESS decrease in news are the only noticeable changes

70% 33% 33% INFO/EVENTS 60%

50% 8%

40% 9% 20% CULTURE 0% 30% SPORT 8% 20% POLITICS 34% 2%

10% 17% NEWS

0% 2003 2008

Source: Surrey Times, Guildford Times, Oliver & Ohlbaum 7 CONTENT PROVISION Websites by type

…there are 61 websites focused on providing local content and classified advertising to the Surrey/Guildford region…

Number of Guildford/Surrey focused websites providing local content by type, February 2009

Number of websites

New media only outlets 1 12

Sites owned by 10 traditional offline media Local Government owned/ sponsored 8 5 3

11 6

4 8 6 4 5

5 5 2 1 3

1 1 1 1 0 CLASSIFIEDS LOCAL ISSUES DIRECTORIES ARTS LOCAL NEWS LOCAL COUNCIL RADIO & CAMPAIGNS & CULTURE INFORMATION & MAGAZINES INFORMATION

Source: Oliver & Ohlbaum Analysis 8 CONTENT PROVISION Websites by type

…there are 61 websites focused on providing local content and classified advertising to the Surrey/Guildford region…

Number of Guildford/Surrey focused websites providing local content by type, February 2009

Number of websites

14 Local govt. owned sites

1 12 Non commercially focused sites 10

8 5

6 12 4 7 3 1 Commercial sites

4 1

5 5 5 2 4 1 3 3

1 0 CLASSIFIEDS LOCAL ISSUES DIRECTORIES ARTS LOCAL NEWS LOCAL COUNCIL RADIO & CAMPAIGNS & CULTURE INFORMATION & MAGAZINES INFORMATION

Source: Oliver & Ohlbaum Analysis 9 CONTENT PROVISION Localness of website content

…the main websites focusing on news provision in Surrey cover a wide range of stories and issues from across the region with Guildford under-represented compared to the population proportion it accounts for…

Get Surrey and Surrey Life: website editorial content by story locality, March 2009

Share of website editorial content • GetSurrey has 13% of its editorial output 100% focused on Guildford, compared to a 6% LOCAL (GUILFORD) CONTENT population which represents 20% of 13% 90% Surrey

80% • Surrey Life provides even less Guildford specific content, again with a broad

70% range of stories and content from across the county

60%

50% 94% 87% REGIONAL (SURREY) CONTENT 40%

30%

20%

10%

0% getsurrey.co.uk surreylife.co.uk

Source: Get Surrey website, Surrey Life website, Oliver & Ohlbaum Analysis 10 Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

11 SALFORD Summary

…Manchester is a large and vibrant local media market, gaining a disproportionate amount of national advertising spend due to its position as one of the UK’s most important cities…

LOCAL TV: NETWORK TV RADIO PRESS WEB CHANNEL M The Manchester ITV1 broadcasts 47 Evening News is but 80% of MEN online is Local content 11% local news and LOCAL CONTENT minutes of regional for a small amount of focused on local throughout the day traffic / travel news per day national stories, 100% content Manchester focused

Vast majority of the Manchester Evening 50-90% of the above, MANCHESTER FOCUSSED CONTENT NONE EXPLICITLY 100% of above News. Small borough See above depending on station publications even more targeted

TOTAL MANCHESTER TARGETED ADVERTISING REDACTED

MANCHESTER SOURCED ADVERTISING

Source: Oliver & Ohlbaum 12 CONTENT PROVISION Newspapers – Manchester Evening News

…The Manchester Evening News has remained fairly consistent in content supply by type, although it has seen a reduction in investigative journalism in recent years…

Manchester Evening News: total book content by type, 2003 Manchester Evening News: total book content by type, 2008

Proportion of Proportion of content by type % TOTAL COLUMN INCHES= 2948 content by type % TOTAL COLUMN INCHES= 4242 JOBS 2% INVESTIGATIVE 1% JOBS 2% 100% JOBS 4% 100% INVESTIGATIVE PROPERTY 12% 6% PROPERTY MOTORS 1% OPINION, EDITORIAL 13% EDUCATION 1% 90% PROPERTY EDUCATION 90% & FEATURES 7% OPINION, EDITORIAL & 18% 18% FEATURES 8% MOTORS 80% 80% 10%

MOTORS 9% 70% 70%

60% 60% OTHER 95%

50% OTHER 50% 85%

OTHER PROMOTION SELF 40% BASIC NEWS OTHER PROMOTION SELF 40% BASIC NEWS 80% 69% 81% 76%

30% 30%

20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY Source: Manchester Evening News, Oliver & Ohlbaum Analysis 13 CONTENT PROVISION Newspapers – Manchester Evening News editorial

…sport stories have been introduced to the main paper, whilst cultural events reporting has been dropped…

Manchester Evening News: editorial content by story genre, 2003 and 2008 The sport section moved from a supplement to the main paper between 2003 and 2007, and Share of column inches as a consequence changed the genre mix

100% . The main consequence of the integration of the sports 7% CULTURE 7% BUSINESS section was the complete removal of culture in 4% POLITICS 90% 5% editorial content 4% . Coverage of most of the other key genres has 80% 19% INFO/EVENTS remained fairly consistent

70% 24%

16% OTHER 60%

50% 25% 23% SPORT 40%

30%

20% NEWS 34% 32%

10%

0% 2003 2008

Source: Manchester Evening News, Oliver & Ohlbaum Analysis 14 CONTENT PROVISION Websites by type

…there are 69 websites focused on providing local content and classified advertising to the Greater Manchester and Salford region…

Number of Greater Manchester and Salford focused websites providing local content by type, March 2009

Number of websites

4 20

Local Government owned/sponsored 15 Sites owned by traditional offline media

10 19

2 13 New media only 5 outlets 9 6 2 4 3 2 2 2 1 0 LOCAL COUNCIL & LOCAL ISSUES LOCAL ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO EDUCATION SPORTS POLITICS & CAMPAIGNS INFORMATION

Source: Oliver & Ohlbaum Analysis 15 CONTENT PROVISION Websites by type

…there are 69 websites focused on providing local content and classified advertising to the Greater Manchester and Salford region…

Number of Greater Manchester & Salford focused websites providing local content by type, March 2009

Number of websites

4 20

Local Government 15 owned/sponsored Commercial sites

10 19 Non commercially focused 2 13 sites 5 9 6 1 4 3 2 2 2 2 0 LOCAL COUNCIL & LOCAL ISSUES LOCAL ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO EDUCATION SPORTS POLITICS & CAMPAIGNS INFORMATION

Source: Oliver & Ohlbaum Analysis 16 CONTENT PROVISION Localness of website content

…the main websites focusing on news and information provision in Greater Manchester have a heavy focus on regional content with wider UK content being largely under represented…

Manchester Evening News & Greater Manchester Online: website editorial content by locality, March 2009

Share of website editorial content • Greater Manchester online has no UK 100% wide content, it focuses on regional news, information and events UK WIDE CONTENT 90% 20% • Manchester evening news has some UK

80% content but it is dominated by regional editorial content

70%

60%

50% 100%

REGIONAL (GREATER MANCHESTER) 40% 80% CONTENT

30%

20%

10%

0% manchestereveningnews.co.uk greatermanchester.com

Source: Manchester Evening News online, Greater Manchester online, Oliver & Ohlbaum Analysis 17 CONTENT PROVISION Localness of website advertisement content

…they carry a mix of both regional and national advertising…

Manchester Evening News & Greater Manchester Online: website advertisement content by locality, March 2009

Share of website advertising content • Manchester Evening News has a higher 100% proportion of UK wide advertisements while the opposite is true for Greater

90% Manchester Online

80% 40% UK WIDE ADVERTISEMENTS

70% 62%

60%

50%

40%

30% 60% REGIONAL (GREATER MANCHESTER) ADVERTISEMENTS

20% 38%

10%

0% manchesterevening.co.uk greatermanchester.com

Source: Manchester Evening News Online & Greater Manchester Online, Oliver & Ohlbaum Analysis 18 Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

19 LINCOLN Summary

… the local press in Lincoln dominates the supply of local content and also takes the vast majority of specifically locally available advertising as the major radio stations have a wider Lincolnshire focus …

TV RADIO PRESS WEB

Vast majority of the Lincoln ITV1 broadcasts 47 11% local news and traffic / 41% of thisislincolnshire is Target is Lincoln focused while LOCAL CONTENT minutes of regional news travel local focused content the Lincolnshire Echo is per day regional

The Lincoln Target offers 100% Lincolnshire news, with nearly 80% being Lincoln Only Siren FM, the community focused. The Lincolnshire LINCOLN FOCUSSED CONTENT NONE radio station, is completely SEE ABOVE Echo gives more focus to dedicated to Lincoln Lincolnshire news and some national content

TOTAL LINCOLN TARGETED ADVERTISING REDACTED

LINCOLN SOURCED ADVERTISING

Source: OFCOM, Oliver & Ohlbaum Analysis 20 CONTENT PROVISION Newspapers – Lincolnshire Echo

…the proportion of classified and displayed content has increased in the book, this has been driven by property advertising, previously this appeared in a separate supplement accompanying the paper…

Lincolnshire Echo: total book content by type, 2003 Lincoln Echo: total book content by type, 2007

Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 3727 TOTAL COLUMN INCHES = 4733 type% type% LEGAL 3% LEGAL 13% 100% 100% INVESTIGATIVE 5% PROPERTY OPINION, 5% EDITORIAL & MOTORS 90% JOBS 24% 90% FEATURES 15% OPINION, 17% EDITORIAL & FEATURES EDUCATION 11% 19% 80% 80%

JOBS 18% 70% 70% PROPERTY 15%

60% OTHER 60% 76% MOTORS 10%

50% 50% SELF PROMOTION BASIC NEWS 40% OTHER

SELF PROMOTION BASIC NEWS 40% 83% 75% 92% OTHER 66% 30% 30% OTHER 51%

20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Lincolnshire Echo, Oliver & Ohlbaum Analysis 21 CONTENT PROVISION Newspapers - Lincolnshire Echo editorial

…political content is no longer part of the editorial content but business content has risen significantly…

Lincolnshire Echo: editorial content by story genre, 2003 & 2007 . Percent of column Politics was not featured in the editorial inches content of the 2007 Lincolnshire Echo 100% 5% POLITICS 3% . Business content rose by 16% between 90% 19% BUSINESS OTHER 2003 and 2007 14% 80% 8% OTHER . Otherwise the genre mix remained fairly consistent over the two periods 70% 25% 20% INFO/EVENTS 60%

50%

22% SPORT 40% 26%

30%

20% 31% NEWS 27% 10%

0% 2003 2007

Source: Lincolnshire Echo, Oliver & Ohlbaum Analysis 22 CONTENT PROVISION Websites by type

…there are 16 websites focused on providing local content and classified advertising to the Lincoln region…

Number of Lincoln focused websites providing local content by type, April 2009

Number of websites

4.5

3.5

3 Sites owned by New media only outlets Local Government traditional offline media owned/ sponsored 2.5 1

2 4

1.5

1 2 2 2 2 2

0.5 1

0 LOCAL COUNCIL & LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE NEWSPAPERS RADIO EDUCATION POLITICS & CAMPAIGNS

Source: Oliver & Ohlbaum Analysis 23 CONTENT PROVISION Websites by type

…majority of Lincoln websites are content focused…

Number of Lincoln focused websites providing local content by type, April 2009

Number of websites Commercial sites 4.5

3.5

3 Content focused sites 2.5 3

1.5 3

1 2 2 2 2

0.5 1 1

0 LOCAL COUNCIL LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE NEWSPAPERS RADIO EDUCATION INFORMATION & CAMPAIGNS

Source: Oliver & Ohlbaum Analysis 24 CONTENT PROVISION Localness of website content

…both websites have a strong regional/wider UK focus …

thisislincolnshire , visitlincolnshire: website editorial content by story locality, March 2009

Share of website editorial content • Thisislincolnshire is the website for the 100% Lincoln Target newspaper and all

UK WIDE & INTERNATIONAL Lincolnshire Media Ltd’s Lincolnshire CONTENT 90% 18% based newspapers thus explaining the inclusion of local, regional and UK wide

80% editorial content

70% REGIONAL (LINCOLNSHIRE) 70% CONTENT 41% 60%

50%

40%

30%

20% 41% 30% LOCAL (LINCOLN) CONTENT 10%

0% thisislincolnshire.co.uk visitlincolnshire.com

Source: thisislincolnshire, visitlincolnshire, Oliver & Ohlbaum Analysis 25 CONTENT PROVISION Localness of website advertisement content

…visitlincolnshire only carries regional advertisements where as thisislincolnshire carries both regional and UK – wide advertisements… thisislincolnshire , visitlincolnshire: website advertising content by story locality, March 2009

Share of website . Thisislincolnshire carries both regional and editorial content UK wide advertisements 100% . There are no local, Lincoln focused 90% advertisements on thisislincolnshire because it is not just the website for the Lincoln based 80% UK-WIDE newspaper but also other towns that make up 43% ADVERTISEMENTS the region of Lincolnshire 70%

60%

50% 100% REGIONAL (LINCOLNSHIRE) CONTENT

40%

30% 57%

20%

10%

0% thisislincolnshire.co.uk visitlincolnshire.com

Source: thisislincolnshire, visitlincolnshire, Oliver & Ohlbaum Analysis 26 Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

27 MANSFIELD Summary

… the local press in Mansfield takes the vast majority of specifically locally available advertising…

TV RADIO PRESS WEB

ITV1 broadcasts 47 The Chad offers 68% of local, 11% local news and traffic / Mansfield news, the Observer There are 20 websites LOCAL CONTENT minutes of regional news travel and the Recorder produce at focussed on Mansfield per day least a third of Mansfield news

Mansfield FM is strongly The vast majority of the Chad Mansfield focussed. Mansfield is Mansfield focussed while the MANSFIELD FOCUSSED CONTENT NONE has an online community SEE ABOVE other two papers are more station that is completely regional dedicated to Mansfield

TOTAL MANSFIELD TARGETED ADVERTISING REDACTED

MANSFIELD SOURCED ADVERTISING

Source: OFCOM, Oliver & Ohlbaum 28 CONTENT PROVISION Newspapers – Mansfield & Ashfield Chad (Ashfield edition)

…the book content has remained fairly consistent with a notable increase in both jobs and property classifieds…

Ashfield Chad: total book content by type, 2003 Ashfield Chad: total book content by type, 2007

Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 8256 TOTAL COLUMN INCHES = 7243 type% type% LEGAL 1% 100% 100% LEGAL 2% INVESTIGATIVE 9% LEGAL 6% INVESTIGATIVE PROPERTY 13% 17% JOBS 16% 90% 90% OPINION, PROPERTY EDITORIAL & JOBS 21% 21% FEATURES MOTORS 8% OPINION, 16% 80% 80% EDITORIAL & FEATURES EDUCATION 4% 11% PROPERTY 23% 70% 70%

60% 60%

OTHER 50% PROPERTY 53% 50% 79% SELF PROMOTION OTHER 40% BASIC NEWS MOTORS 40% SELF PROMOTION BASIC NEWS 37% 74% 76% 72%

30% 30%

20% 20% MOTORS 19%

OTHER 10% 21% 10% OTHER 10% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Mansfield & Ashfield Chad, Oliver & Ohlbaum 29 CONTENT PROVISION Newspapers – Mansfield & Ashfield Chad editorial

…there has been a marked decrease in Info/Events reporting and an increase in Sports and News reporting…

Mansfield & Ashfield Chad: editorial content by story genre, 2003 and 2007 . The increase in News reporting, Percent of column from 28% of total editorial content inches to 34%, could be correlated to the 100% 2% 2% POLITICS 2% 5% BUSINESS 18% increase in investigative 6% 90% 5% CULTURE editorial content 10% 10% OTHER . 80% Sports reporting has increased by 13% 7% INFO/EVENTS 70% 26% . Info/events content is taking up a

60% smaller proportion of editorial content, this could be linked to an 38% SPORT 50% increase in more investigative journalism

40% 25% . Otherwise the genre mix of editorial content has remained 30% fairly consistent

20% 34% 28% NEWS 10%

0% 2003 2007

Source: Mansfield & Ashfield Chad, Oliver & Ohlbaum 30 CONTENT PROVISION Websites by type

…there are 20 websites focussed on providing local content and classified advertising to the Mansfield region…

Number of Mansfield focussed websites providing local content by type, April 2009

Number of websites Sites owned by 7 traditional offline media

Local Government 6 owned/ sponsored

4 New media only outlets

3 6

2 4

3 1 1

1 2

1 1

0 LOCAL COUNCIL & POLITICS LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE NEWSPAPERS RADIO & CAMPAIGNS

Source: Oliver & Ohlbaum 31 CONTENT PROVISION Websites by type

…there are 20 websites focussed on providing local content and classified advertising to the Mansfield region…

Number of Mansfield focussed websites providing local content by type, April 2009

Number of websites

Non commercially focused sites 6

4 2

Local Government Commercial sites 3 owned/ sponsored 6 1

3 1 1

1 2 2

1 1

0 LOCAL COUNCIL & POLITICS LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE NEWSPAPERS RADIO & CAMPAIGNS

Source: Oliver & Ohlbaum 32 CONTENT PROVISION Localness of website content

…thinkmansfield is similar to the majority of Mansfield based websites offering purely local content…

Thechad, thinkmansfield.com: website editorial content by story locality, March 2009 . Share of website Chad.co.uk has a mix of local, regional editorial content and UK wide editorial content. This is 100% because the chad.co.uk is one website UK WIDE & INTERNATIONAL carrying content from a number of 14% CONTENT 90% newspapers in the Nottinghamshire area

80% . Thinkmansfield.com is a completely local website, introducing and selling the 70% Mansfield area to readers

60% 53% REGIONAL (NOTTINGHAMSHIRE) CONTENT

LOCAL (MANSFIELD) CONTENT 50% 100%

40%

30%

20% 33%

10%

0% chad.co.uk thinkmansfield.com

Source: chad.co.uk, thinkmansfield.com, Oliver & Ohlbaum 33 CONTENT PROVISION Localness of website advertisement content

…there are no advertisements on thinkmansfield.com but thechad.co.uk takes a considerable amount of wider regional advertising…

Chad.co.uk: website advertisement content by story locality, March 2009 . Share of website There are no advertisements on the advertisement content thinkmansfield website - it is supported 100% by the local council

90% UK WIDE & INTERNATIONAL . CONTENT Chad.co.uk carries mainly regional or 30% UK and international advertisements, 80% again this is because this website carries the news for multiple areas in 70% Nottinghamshire

60%

50%

40% 62% REGIONAL (NOTTINGHAMSHIRE) CONTENT

30%

20%

10%

8% LOCAL (MANSFIELD) CONTENT 0% chad.co.uk

Source: chad.co.uk, Oliver & Ohlbaum 34 Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

35 NORWICH Summary

… the local press in Norwich seems to dominate the supply of local content as well as carrying the vast majority of specifically locally available advertising …

TV RADIO PRESS WEB

The Eastern Daily Press is a ITV1 broadcasts 47 11% local news and traffic / regional paper while the There are 39 websites LOCAL CONTENT minutes of regional news travel Norwich Advertiser and dedicated to providing local per day Norwich Evening News are content to the Norwich area strongly Lincoln focussed

66% of the Norwich 51% of advertiser24.co.uk is Radio Norwich and Future Advertiser’s content is Lincoln local (Norwich) content and NORWICH FOCUSSED CONTENT NONE Radio, the community station, focussed as is around 30% to 47% of eveningnews24.co.uk are dedicated to Norwich 40% of the Evening News’ is local content content

TOTAL NORWICH TARGETED ADVERTISING REDACTED

NORWICH SOURCED ADVERTISING

Source: OFCOM, Oliver & Ohlbaum 36 CONTENT PROVISION Newspapers – Eastern Daily Press

…the composition of the book content by type has remained fairly static, the most notable change being a reduction in Motors classifieds over the two periods…

Eastern Daily Press: total book content by type, 2003 Eastern Daily Press: total book content by type, 2007

Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 2883 TOTAL COLUMN INCHES = 2671 type% type% MOTORS 7% 100% EDUCATION 3% 100% LEGAL 7%

INVESTIGATIVE 15% INVESTIGATIVE 19% JOBS 4% 90% PROPERTY 19% 90%

80% 80% PROPERTY 33% OPINION, EDITORIAL & OPINION, MOTORS 20% 70% FEATURES 70% EDITORIAL & 27% FEATURES 27% 60% 60% OTHER MOTORS 3% 97%

50% 50% OTHER 93% 40% 40% SELF PROMOTION SELF PROMOTION

30% OTHER 30% BASIC NEWS BASIC NEWS OTHER 57% 58% 61% 54%

20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Eastern Daily Press, Oliver & Ohlbaum 37 CONTENT PROVISION Newspapers – Eastern Daily Press editorial

…Sports content has been introduced to the paper and News editorial content has increased….

Eastern Daily Press: editorial content by story genre, 2003 and 2007 . Percent of column Sports reporting has been introduced to inches the paper over the two periods. This can 100% 2% be explained by the reduction in size of 3% its Sports supplement from 20 pages to 90% 9% 8 pages between 2003 and 2007 29% SPORT 80% . The News content has increased significantly partially compensating for 70% 2% POLITICS the decrease in Other content BUSINESS 41% 4% 2% CULTURE 60%

50% 25% OTHER

40% 16% 1% INFO/EVENTS

30%

20% 37% NEWS 29% 10%

0% 2003 2007

Source: Eastern Daily Press, Oliver & Ohlbaum 38 CONTENT PROVISION Newspapers – Norwich Evening News

…in both years editorial content has made up the majority of total book content but in 2007 classified content had reduced significantly…

Norwich Evening News: total book content by type, 2003 Norwich Evening News: total book content by type, 2007 Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 3774 TOTAL COLUMN INCHES = 3086 type% PROPERTY 6% type% 100% 100% INVESTIGATIVE 5%

OPINION, JOBSLEGAL 4% 18% 90% MOTORS 8% 90% INVESTIGATIVE 23% EDITORIAL & FEATURES 15% 80% 80%

OPINION, EDITORIAL & PROPERTY 23% 70% 70% FEATURES 12% 60% 60%

50% 50%

BASIC NEWS OTHER 100% OTHER 80%

40% SELF PROMOTION 40% OTHER1 00% OTHER1 SELF PROMOTION

BASIC NEWS 65% 30% 30% OTHER 59% OTHER 87% 20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Norwich Evening News, Oliver & Ohlbaum 39 CONTENT PROVISION Newspapers – Norwich Evening News

…the genre mix of editorial content has remained fairly consistent…

Norwich Evening News: editorial content by story genre, 2003 and 2007

Percent of column inches .The genre mix has remained fairly 100% 1% POLITICS 5% consistent 7% CULTURE 90% 7% .The only noticeable changes being a 11% OTHER 9% slight increase in Sport and a decrease 80% in News content

18% INFO/EVENTS 70% 16%

60%

17% NEWS 50% 27%

40%

30%

45% SPORT 20% 36%

10%

0% 2003 2007

Source: Norwich Evening News, Oliver & Ohlbaum 40 CONTENT PROVISION Websites by type

…there are 39 websites focussed on providing local content and classified advertising to the Norwich area…

Number of Norwich focussed websites providing local content by type, April 2009

Number of websites

12 2 Local Government owned/ sponsored 10

1 8 Sites owned by traditional offline media

6 New media only outlets 11

4 8 1

2 4 4 3 3 2

0 LOCAL COUNCIL & LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE DIRECTORIES NEWSPAPERS RADIO POLITICS & CAMPAIGNS

Source: Oliver & Ohlbaum 41 CONTENT PROVISION Websites by type

…the majority of these 39 websites are commercially focussed…

Number of Norwich focussed websites providing local content by type, April 2009

Number of websites

12 2 Local Government owned/ sponsored 10

4 1 8

3 6 Non commercially focused sites

4 Commercial sites 7 1

5 2 4 4 3 3 2

0 LOCAL COUNCIL & LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE DIRECTORIES NEWSPAPERS RADIO POLITICS & CAMPAIGNS

Source: Oliver & Ohlbaum 42 CONTENT PROVISION Localness of website content

…both websites have a near even split of regional and local editorial content…

Advertiser24 and Evening News24: website editorial content by story locality, March 2009 . Percent Though both are local newspaper websites they cater for both Norwich 100% and the Norfolk region in their editorial content 90%

80% 49% 53% REGIONAL (NORFOLK) CONTENT 70%

60%

50%

40%

30% 51% LOCAL (NORWICH) 47% CONTENT 20%

10%

0% advertiser24.co.uk eveningnews24.co.uk

Source: Norwich Evening News website, Norwich Advertiser website, Oliver & Ohlbaum 43 CONTENT PROVISION Localness of website advertisement content

…the advertiser24 caters more for Norfolk regional and national advertisers…

Advertiser24 and Evening News24: website advertisement content by locality, March 2009 . Percent 87% of the advertisements on advertiser24 are regional or UK wide 100% where as only 48% of the 11% UK-WIDE ADVERTISEMENTS advertisements on eveningnews24 are 90% 20% regional or UK wide

80% REGIONAL (NORFOLK) ADVERTISEMENTS 70% 37%

60%

50% 67%

40%

30% LOCAL (NORWICH) 52% ADVERTISEMENTS

20%

10% 13%

0% advertiser24.co.uk eveningnews24.co.uk

Source: Norwich Evening News website, Norwich Advertiser website, Oliver & Ohlbaum 44 Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

45 CARDIFF Summary

…the local press in Cardiff dominates the supply of local content and also takes the vast majority of specifically locally available advertising – this is due to the tighter focus of newspapers on Cardiff itself in comparison with the major radio stations which target South Wales more widely…

TV RADIO PRESS WEB

S4C produced The Cardiff Post holds 100% ITV1 5678 hours Welsh News, with a large broadcasts of proportion being Cardiff 70% of WalesOnline content is 47 minutes 11% local news and traffic / focused. Both the South Wales Wales specific, likewise 43% of LOCAL CONTENT originations of regional travel Echo and Western Mail give Thisissouthwales content is in 2006, news per more focus to Wales-wide also Wales specific 2003 of day news and some national which were content in Welsh

The Cardiff Post is entirely Only Cardiff Radio community Cardiff focussed while the 6% of WalesOnline content is CARDIFF FOCUSSED CONTENT NONE station is completely dedicated South Wales Echo is Cardiff focused to Cardiff only predominantly focused on Wales

TOTAL CARDIFF TARGETED ADVERTISING REDACTED CARDIFF SOURCED ADVERTISING

Source: OFCOM, Oliver & Ohlbaum Analysis 46 CONTENT PROVISION Newspapers – South Wales Echo

…there has been a noticeable increase in the volume of basic news content and the volume of classifieds…

South Wales Echo: total book content by type, 2003 South Wales Echo: total book content by type, 2007

Proportion of Proportion of content by type TOTAL COLUMN INCHES = 2361 content by type TOTAL COLUMN INCHES = 2807 100% % PROPERTY 2% JOBS 2% 100% % PROPERTY 15% INVESTIGATIVE 3% PROPERTY 3% INVESTIGATIVE PROPERTY 10% 6% OPINION, MOTORS EDITORIAL & MOTORS 90% 16% 90% FEATURES 11% EDUCATION 14% 15% OPINION, EDITORIAL & 80% FEATURES 80% 20%

MOTORS 70% 70% 27%

60% 60%

50% 50% SELF PROMOTION 40% BASIC NEWS OTHER OTHER 40% BASIC NEWS OTHER OTHER 70% 81% 77% 83% 86% 58% SELF PROMOTION

30% 30%

20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: South Wales Echo, Oliver & Ohlbaum Analysis 47 CONTENT PROVISION Newspapers – South Wales Echo editorial

…there has been little change in the mix of editorial content in the South Wales Echo over the last few years…

South Wales Echo: editorial content by story genre, 2003 and 2007 . Percent of column There is an evenly distributed genre inches mix in the South Wales Echo and this 100% BUSINESS 2%1% has stayed consistent over the two 6% POLITICS periods 90% 15% 14% SPORT . The majority of editorial content is made 80% up of news and local information and events listings 70% 24% 25% OTHER

60%

50%

33% 26% INFO/EVENTS 40%

30%

20% 29% NEWS 25% 10%

0% 2003 2007

Source: South Wales Echo, Oliver & Ohlbaum Analysis 48 CONTENT PROVISION Newspapers – Western Mail

…the Western Mail is dominated by editorial content and contains more self promotion than display advertising….

Western Mail: total book content by type, 2009 . Proportion of The Western Mail is dedicated to content by type editorial content with basic news making TOTAL COLUMN INCHES = 2974 % LEGAL 5% 100% INVESTIGATIVE 3% up 75% of this

OPINION, PROPERTY 2% 90% EDITORIAL . Display advertising is a very small part & FEATURES MOTORS of the Western Mail. Together display, 21% 25% MOTORS 23% 80% classifieds and self promotion make up just over 10% of the content of the 70% paper

60%

50% SELF PROMOTION 40% BASIC NEWS OTHER 75% 67% OTHER 77% 30%

20%

10%

0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY

Source: Western Mail, Oliver & Ohlbaum Analysis 49 CONTENT PROVISION Newspapers - Western Mail editorial

…News and Sport take up a large proportion of the editorial content while Politics takes up the smallest…

Western Mail: editorial content by story genre, 2009 . Percent of column The small proportion of editorial content inches taken up by politics and business 100% 4% POLITICS correlates with the small proportion of CULTURE 1% higher level investigative journalism 90% 10% BUSINESS OTHER . News and sport make up the largest 80% proportion of editorial content for the Western Mail 70% 32%

OTHER 60%

50%

40% 25% SPORT

30%

20%

27% NEWS 10%

0% 2009

Source: Western Mail, Oliver & Ohlbaum Analysis 50 CONTENT PROVISION Newspapers – Cardiff Post

…editorial content has increased while the volume of classifieds have decreased sharply over the 6 years, display advertising still takes up a similar proportion of content but the paper itself has decreased quite radically in size…

Cardiff Post: total book content by type, 2003 Cardiff Post: total book content by type, 2009*

Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 2484 TOTAL COLUMN INCHES = 1872 type% type% 100% LEGAL 1% 100% MOTORS % OPINION, JOBS 3% JOBS 7% EDITORIAL & LEGAL FEATURES MOTORS 23% OPINION, 12% 90% 13% 90% EDITORIAL & FEATURES 27% PROPERTY 80% 80% 17%

PROPERTY 42% 70% 70%

60% 60%

OTHER OTHER 50% 50% 99% BASIC NEWS 89% 87% BASIC NEWS OTHER 73% 71% 40% 40% SELF PROMOTION SELF PROMOTION

30% 30%

OTHER 49% 20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

*Motors classified advertising moved from the main paper to a ‘Motor Wales’ supplement

Source: Cardiff Post, Oliver & Ohlbaum Analysis 51 CONTENT PROVISION Newspapers – Cardiff Post

…News content has doubled and Politics content has been introduced to the paper in the last 6 years…

Cardiff Post: editorial content by story genre, 2003 and 2009

Percent of column inches . The overall genre mix is broadly 100% consistent over the two periods CULTURE 8% 8% BUSINESS

90% . Significant changes have been the 10% POLITICS 16% removal of all cultural news and the 80% 3% SPORT insertion of political stories. This is explained by a new piece called 6% 13% OTHER 70% ‘Constituency Notes’

13% 60% . News content has increased two fold to now take up 43% of editorial content 22% INFO/EVENTS 50%

40% 35%

30%

20% 43% NEWS

10% 22%

0% 2003 2009

Source: Cardiff Post, Oliver & Ohlbaum Analysis 52 CONTENT PROVISION Websites by type

…there are 51 websites focused on providing local content and classified advertising to the Cardiff region…

Number of Cardiff focused websites providing local content by type, March 2009

Number of websites Sites owned by 12 traditional offline media

Local Government 10 owned/ sponsored 2

3 6 3 1

9 New media only outlets 4 3 6 5 5 2 4 4

2 2 1 1 0 LOCAL COUNCIL LOCAL ISSUES LOCAL ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO EDUCATION SPORTS INFORMATION & CAMPAIGNS INFORMATION

Source: Oliver & Ohlbaum Analysis 53 CONTENT PROVISION Websites by type

…there are 51 websites focused on providing local content and classified advertising to the Cardiff region…

Number of Cardiff focused websites providing local content by type, March 2009

Number of websites

1 10 Non commercially focused 2 sites

1 6 4 Commercial sites 1 1

4 8 2

Local Government 6 owned/ sponsored 3 5 5 2 4 3 2 1 1 1 0 LOCAL COUNCIL LOCAL ISSUES LOCAL ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO EDUCATION SPORTS INFORMATION & CAMPAIGNS INFORMATION

Source: Oliver & Ohlbaum Analysis 54 CONTENT PROVISION Localness of website content

…the main websites focusing on news provision in Cardiff and South Wales cover a wide range of stories and issues from across the region and some UK wide – however, Cardiff focused stories are under represented…

Wales Online and This is South Wales: website editorial content by story locality, March 2009 . Share of website Both websites are very much regionally editorial content focused though both give some 100% representation of UK wide stories and 6% LOCAL (CARDIFF) CONTENT issues 90% 12% 25% UK WIDE & INTERNATIONAL CONTENT . Cardiff focused stories and issues are 80% under represented

70% . Most Welsh focused content is based on the South Wales region, which makes 60% up about 2/3 of the total Welsh population 50%

40% 82% 75% REGIONAL (WELSH) CONTENT

30%

20%

10%

0% walesonline.co.uk thisissouthwales.co.uk

Source: Get Surrey website, Surrey Life website, Oliver & Ohlbaum Analysis 55 CONTENT PROVISION Localness of website advertisement content

…the main websites focusing on news provision in Cardiff and South Wales under represent local advertising with main focus on national and regional advertising…

Wales Online and This is South Wales: website advertisement content by locality, March 2009 . Share of website Wales Online has a much higher advertisement content regional advertising than This is South 100% Wales 5% LOCAL (CARDIFF) ADVERTISEMENTS 90% . This is South Wales has quite an even split between national and regional 80% 43% REGIONAL (WELSH) advertising , whereas Wales Online ADVERTISEMENTS carries 75% regional and local 70% advertising ,and 25% national advertising 60% 70%

50%

40%

30% UK-WIDE 57% ADVERTISEMENTS

20%

25% 10%

0% walesonline.co.uk thisissouthwales.co.uk

Source: Wales Online website, This is South Wales website, Oliver & Ohlbaum Analysis 56 Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

57 PAISLEY Summary

…radio and TV in Scotland has a wider regional focus whilst some local press seems to dominate the supply of local (Glasgow) content …

TV RADIO PRESS WEB

11% local news and traffic / The Daily Record is a region STV broadcasts local split wide newspaper whilst the travel 40% of the editorial content on LOCAL CONTENT bulletins within the evening Glasgow Evening Times and eveningtimes.co.uk is 40% news programmes. These the Glaswegian are more local last 5 minutes (Glasgow) focused

Only Sunny Govan, the community radio station, is The Glaswegian has 69% local NONE GLASGOW FOCUSSED CONTENT completely dedicated to (Glasgow) content and no SEE ABOVE Glasgow – more specifically national content the Govan area of Glasgow

TOTAL GLASGOW TARGETED ADVERTISING REDACTED

GLASGOW SOURCED ADVERTISING

Source: OFCOM, Oliver & Ohlbaum 58 CONTENT PROVISION Newspapers – Paisley Daily Express

…the Paisley Daily Express has remained fairly consistent in its content supply by type, a noticeable change has been the large increase in property advertising (both in display and classified)…

Paisley Daily Express: total book content by type, 2003 Paisley Daily Express: total book content by type, 2007

Proportion of Proportion of content by type content by type TOTAL COLUMN INCHES = 1704 TOTAL COLUMN INCHES = 1898 100% 100% OPINION, EDITORIAL OPINION, EDITORIAL & & FEATURES FEATURES 9% 10% 90% 90% PROPERTY 25%

80% 80% PROPERTY 70% 70%

70% 60% PROPERTY

60% 60% OTHER 100% 50% 50% BASIC NEWS BASIC NEWS 90% 91% 40% OTHER 40% SELF PROMOTION 75%

30% 30%

20% 20% OTHER 40% OTHER 30% 10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Paisley Daily Express, Oliver & Ohlbaum 59 CONTENT PROVISION Newspapers – Paisley Daily Express editorial

…News content has decreased significantly whilst Info/Events reporting has increased…

Paisley Daily Express: editorial content by story genre, 2003 and 2007 . Percent of column News content went from 50% of total inches editorial content to only 36% of editorial 100% content during the two periods

OTHER 17% 17% 90% . Info/Events content has increased from 11% to 28% of total editorial content 80% 11%

70% 28% INFO/EVENTS

60% 23%

50% 19% SPORT 40%

30% 50% 20% 36% NEWS

10%

0% 2003 2007

Source: Paisley Daily Express, Oliver & Ohlbaum 60 CONTENT PROVISION Newspapers – Glasgow Evening Times

…investigative journalism has decreased to 1% of the newspaper and there is no property advertising in the 2007 paper…

Glasgow Evening Times: total book content by type, 2003 Glasgow Evening Times: total book content by type, 2007

Proportion of Proportion of content by type content by type TOTAL COLUMN INCHES = 4389 TOTAL COLUMN INCHES = 8836 INVESTIGATIVE 1% 100% 100% PROPERTY 4% JOBS 4% MOTORS 4% LEGAL 7% INVESTIGATIVE MOTORS 3% 18% 90% OPINION, 90% EDITORIAL & FEATURES 24% 80% 80% MOTORS 44%

70% 70%

OPINION, PROPERTY 57% EDITORIAL & 60% FEATURES 60% 44% OTHER OTHER 50% 96% 50% 93%

40% SELF PROMOTION 40% BASIC NEWS SELF PROMOTION 75% MOTORS 30% 7% 30% OTHER 52% BASIC NEWS 20% 38% 20% OTHER 29% 10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Glasgow Evening Times, Oliver & Ohlbaum 61 CONTENT PROVISION Newspapers - Glasgow Evening Times editorial

…the genre mix of editorial content has remained fairly consistent…

Glasgow Evening Times: editorial content by story genre, 2003 & 2007 . Percent of column Culture reporting has been introduced to inches the newspaper, though this is such a 100% 2% 2% CULTURE 2% BUSINESS OTHER small percentage that it could be a one off feature 90% 16% 19% INFO/EVENTS . Noticeable change can be seen in the 80% decrease of Other editorial content

70% 26% 18% OTHER

60%

50% 29% SPORT 27% 40%

30%

20% NEWS 29% 30% 10%

0% 2003 2007

Source: Glasgow Evening Times, Oliver & Ohlbaum 62 CONTENT PROVISION Newspapers – The Daily Record

…majority of the book content is editorial, in 2003 there was a small percentage of classifieds and none in 2007…

The Daily Record: total book content by type, 2003 The Daily Record: total book content by type, 2007

Proportion of Proportion of content by type content by type TOTAL COLUMN INCHES = 3110 TOTAL COLUMN INCHES = 3748 100% 100% EDUCATION 2%

INVESTIGATIVE INVESTIGATIVE 17% 90% 19% 90%

80% 80%

OPINION, OPINION, EDITORIAL & 70% 70% EDITORIAL & FEATURES 67% FEATURES

24% MOTORS 29% 60% 60% OTHER 100% OTHER 50% 50% 98% SELF PROMOTION 40% 40% SELF PROMOTION

30% BASIC NEWS 30% BASIC NEWS 57% 54%

20% 20% 33% OTHER 10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL DISPLAY

Source: The Daily Record, Oliver & Ohlbaum 63 CONTENT PROVISION Newspapers - Daily Record editorial

…apart from the exclusion of Culture focused content in 2007 there are no noticeable changes in the genre mix of editorial content…

Daily Record: editorial content by story genre, 2003 & 2007 . Other content has increased from 17% Percent of column inches of editorial content to 28% 100% 5% CULTURE 6% POLITICS . In both years News and Sports reporting 9% iNFO/EVENTS 90% 9% make up the largest proportion of the editorial content 80% 13% OTHER

70% 28%

17% 60%

50%

SPORT 27% 27% 40%

30%

20% NEWS 28% 29% 10%

0% 2003 2007

Source: Daily Record, Oliver & Ohlbaum 64 CONTENT PROVISION Websites by type

…there are 45 websites focused on providing local content and classified advertising to the Glasgow area…

Number of Glasgow focused websites providing local content by type, April 2009

Number of websites Sites owned by 9 traditional offline media

7 3 6 1 5 Local Government owned/ sponsored 4 8 New media 3 2 4 only outlets 6 5 5 2 3 1 2 2 2 1 1 0 LOCAL COUNCIL LOCAL ISSUES LOCAL ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO EDUCATION SPORTS INFORMATION & CAMPAIGNS INFORMATION

Source: Oliver & Ohlbaum 65 CONTENT PROVISION Websites by type

…there are 45 websites focused on providing local content and classified advertising to the Glasgow area…

Number of Glasgow focused websites providing local content by type, April 2009

Number of websites

7 3 6 1 Local Government 5 owned/ sponsored

4 2 Commercial 8 sites Non commercially focused 3 2 4 6 sites 5 2 3 3 1 2 2 2 1 1 0 LOCAL COUNCIL LOCAL ISSUES LOCAL ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO EDUCATION SPORTS INFORMATION & CAMPAIGNS INFORMATION

Source: Oliver & Ohlbaum 66 CONTENT PROVISION Localness of website content

…there is roughly a 60:40 split in UK wide versus local and regional editorial content in both websites…

Daily Record and Evening News: website editorial content by story locality, March 2009 . Share of website The Daily Record’s website carries 60% editorial content of UK wide and international editorial 100% content

90% UK WIDE & INTERNATIONAL . Conversely, the Evening Times’ website CONTENT carries 60% of local and wider regional 36% 80% focused editorial content

70% 60%

60%

24% REGIONAL (SCOTTISH) CONTENT 50%

40%

30%

33% LOCAL (GLASGOW) CONTENT 20% 40%

10%

7% 0% dailyrecord.co.uk eveningtimes.co.uk

Source: Daily Record, Evening News, Oliver & Ohlbaum 67 CONTENT PROVISION Localness of website advertisement content

…the Glasgow Evening Times does not carry any wider regional advertising content…

Daily Record and Evening News : website advertisement content by locality, March 2009 . Share of website Similar to its editorial content, the Daily editorial content Record‘s website carries mainly UK 100% wide advertising content

17% REGIONAL (SCOTTISH) 90% CONTENT . The Evening Times’ website holds 67% 33% UK-WIDE worth of local, Glasgow focused 80% ADVERTISEMENTS advertisements

70%

60%

50% 66%

40%

67% LOCAL (GLASGOW) CONTENT 30%

20%

10% 17%

0% dailyrecord.co.uk eveningtimes.co.uk

Source: Daily Record, Evening News, Oliver & Ohlbaum 68 Contents

Section 1: Guildford Section 5: Norwich . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

Section 2: Greater Manchester (Salford) Section 6: Cardiff . Summary . Summary . Newspaper content analysis . Newspaper content analysis . Online content . Online content

69 BELFAST Summary

…Belfast is served by a variety of media outlets which seem to have a strong regional content focus…

TV RADIO PRESS WEB

ITV1 broadcasts 47 11% local news and traffic / Andersonstown News There are 23 websites LOCAL CONTENT minutes of regional news produces at least 67% of local focussed on providing local travel per day content content to Belfast

While Andersonstown is Citybeat is strongly Belfast strongly Belfast focussed in its focussed. Raidió Fáilte , the content, the other two titles BELFAST FOCUSSED CONTENT NONE community station is SEE ABOVE give a stronger weighting to completely dedicated to regional Northern Ireland news Belfast content

TOTAL BELFAST TARGETED ADVERTISING REDACTED

BELFAST SOURCED ADVERTISING

Source: OFCOM, Oliver & Ohlbaum 70 CONTENT PROVISION Newspapers – Andersonstown News

…from 2003 to 2007 Andersonstown has had a clear reduction in classified and display advertising with Motors and Jobs classifieds disappearing in the 2007 paper…

Andersonstown News: total book content by type, 2003 Andersonstown News: total book content by type, 2007

Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 8557 TOTAL COLUMN INCHES = 5943 type% type% 100% 100% PROPERTY 2% LEGAL 3% PROPERTY 4% LEGAL INVESTIGATIVE INVESTIGATIVE 7% 10% 15% 90% JOBS 14% 90% OPINION, EDITORIAL & 80% FEATURES 80% 17% PROPERTY 8% OPINION, PROPERTY EDITORIAL & 43% FEATURES MOTORS 70% 70% 27% 11%

60% 60%

OTHER OTHER 50% 99% 50% 96%

40% 40% SELF PROMOTION SELF PROMOTION

30% BASIC NEWS OTHER 30% BASIC NEWS 73% 64% 58% OTHER 50% 20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Andersonstown News, Oliver & Ohlbaum 71 CONTENT PROVISION Newspapers – Andersonstown News editorial

…Sports content has doubled while business reporting has been dropped…

Andersonstown News: editorial content by story genre, 2003 and 2007 . Percent of column Sports content increased by 16% while inches Info/events has fallen by 13% 100% 5% BUSINESS 4% CULTURE . Business reporting no longer make s up 90% 7% 9% POLITICS part of the editorial content of the paper 3%

80% NEWS 13% 14% . Otherwise the content by genre mix has stayed fairly consistent over the 4 years 70%

19% OTHER 60% 21%

50%

40% 23% INFO/EVENTS

36% 30%

20%

30% SPORT 10% 14%

0% 2003 2007

Source: Andersonstown News, Oliver & Ohlbaum 72 CONTENT PROVISION Newspapers – Belfast Telegraph

…since 2003 advertising content has fallen slightly while opinion, editorial and feature pages have increased and a small proportion of investigative journalism has been introduced…

Belfast Telegraph: total book content by type, 2003 Belfast Telegraph: total book content by type, 2007

Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 4874 TOTAL COLUMN INCHES = 3329 type% type% 100% 100% INVESTIGATIVE 3% PROPERTY 2% OPINION, PROPERTY 4% EDITORIAL & MOTORS 8% FEATURES 90% 11% 90% OPINION, EDITORIAL & MOTORS 80% FEATURES 80% 31% 27% MOTORS 48%

70% 70%

60% 60%

OTHER 100% OTHER 50% 50% 92% BASIC NEWS 89% SELF PROMOTION 40% 40% SELF PROMOTION BASIC NEWS OTHER 70% 64% 30% 30% OTHER 50% 20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Belfast Telegraph, Oliver & Ohlbaum 73 CONTENT PROVISION Newspapers - Belfast Telegraph editorial

…News content has decreased significantly while Political editorial content and Other have increased…

Belfast Telegraph: editorial content by story genre, 2003 and 2007 . Percent of column News content decreased by 15% in 4 inches years 100% 1% 7% POLITICS 9% . Politics has increased by 8%, though 90% 4% BUSINESS OTHER the most significant increase has been 16% the 16% increase in Other editorial 80% 14% INFO/EVENTS content

70% 14% . The increase in Other editorial content can be explained by the rise in opinion 60% and feature pages from 2003 to 2007 30% OTHER

50% 34% 40%

19% NEWS 30%

20%

28% 10% 23% SPORT

0% 2003 2007

Source: Belfast Telegraph, Oliver & Ohlbaum 74 CONTENT PROVISION Newspapers – Irish News

…the Irish News has remained fairly consistent in content supply by type from 2003 to 2007…

Irish News: total book content by type, 2003 Irish News: total book content by type, 2007

Proportion of Proportion of content by content by TOTAL COLUMN INCHES = 4499 TOTAL COLUMN INCHES = 4933 type% type% MOTORS 4% 100% 100% MOTORS 3% OPINION, OPINION, EDITORIAL & 90% EDITORIAL & 90% FEATURES FEATURES 16% 20% 80% 80%

70% 70% OTHER 96% 60% OTHER 60% 97% OTHER OTHER 100% 50% 100% 50%

BASIC NEWS 40% BASIC NEWS 40% 84% SELF PROMOTION 80% SELF PROMOTION

30% 30%

20% 20%

10% 10%

0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% EDITORIAL CLASSIFIED DISPLAY EDITORIAL CLASSIFIED DISPLAY

Source: Irish News, Oliver & Ohlbaum 75 CONTENT PROVISION Newspapers – Irish News

…content by genre in the Irish News has remained fairly consistent over time…

Irish News: editorial content by story genre, 2003 and 2007

Percent of column inches . The genre split of editorial content has 100% 6% POLITICS stayed fairly consistent over they two 9% periods 90% . The most significant change has been a 80% 33% SPORT 12% increase in Info/Events content 34% 70%

60%

15% OTHER 50% 20%

40%

28% INFO/EVENTS 30% 16%

20%

10% 22% 17% NEWS

0% 2003 2007

Source: Irish News, Oliver & Ohlbaum 76 CONTENT PROVISION Websites by type

…there are 23 websites focussed on providing local content and classified advertising to the Belfast region…

Number of Belfast focussed websites providing local content by type, April 2009

Number of websites

7 1

6 Sites owned by traditional offline media

5 1 4 Local Government owned/ sponsored

3 6

New media only outlets 2 4 4 1 1 2 1 1 1 1 0 LOCAL COUNCIL LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO INFORMATION & CAMPAIGNS

Source: Oliver & Ohlbaum 77 CONTENT PROVISION Websites by type

…most websites targeting Belfast are commercially focussed…

Number of Belfast focussed websites providing local content by type, April 2009

Number of websites Non commercially focused 8 sites

6 2

5 1 1 4 Local Government owned/ sponsored 3

2 4 Commercial sites 4 4 1 1 2 1 1 1 1 0 LOCAL COUNCIL LOCAL ISSUES LOCAL INFORMATION ARTS & CULTURE CLASSIFIEDS DIRECTORIES NEWSPAPERS RADIO INFORMATION & CAMPAIGNS

Source: Oliver & Ohlbaum 78 CONTENT PROVISION Localness of website content

…the main websites focusing on news provision in Belfast have a strong regional and UK wide/international content focus…

IrishNews and BelfastTelegraph: website editorial content by story locality, April 2009 . Share of website Despite being Belfast based news editorial content providers they both give more weighting 100% to regional (other Irish), UK wide and international editorial content 90% UK WIDE & INTERNATIONAL CONTENT 34% . Irishnews,com is more Northern Ireland 80% focussed with 66% of editorial content 53% being local or regional based, as 70% opposed to belfastetlegraph.co.uk which only has 47% of regional and 60% local content

50%

40% 57% 28% REGIONAL (IRISH) CONTENT 30%

20%

LOCAL (BELFAST) CONTENT 10% 19% 9% 0% irishnews.com belfasttelegraph.co.uk

Source: Irish News website, Belfast Telegraph website, Oliver & Ohlbaum 79 CONTENT PROVISION Localness of website advertisement content

…this pattern is also seen in the advertising content on both websites…

IrishNews and BelfastTelegraph: website advertising content by locality, April 2009 . Share of website The irishnews.com does not offer editorial content Belfast specific advertising 100% . 22% of advertising on the 90% 25% belfasttelegraph.co.uk is Belfast specific 35% UK-WIDE 80% ADVERTISEMENTS

70%

60%

50%

43% REGIONAL (IRISH) ADVERTISEMENTS 40% 75%

30%

20%

22% LOCAL (BELFAST) 10% ADVERTISEMENTS

0% irishnews.com belfasttelegraph.co.uk

Source: IrishNews and BelfastTelegraph, Oliver & Ohlbaum 80