Key facts

The Northern Echo provides tailored advertising platforms, which local, regional and national businesses use to engage with our readers.

Reputable: First published on the 1st January 1870. The Northern Echo is one of the country’s leading regional, daily, morning newspapers.

Comprehensive news: Provides an international, national, regional and local news service.

4 distinct editions: Serving County Durham, Tees Valley and North Yorkshire, maintaining a local feel to its editorial coverage.

Affluent readership: 62,600 (54%) of The Northern Echo readers are social grade ABC1 who have large amounts of disposable income. 2

Award winning journalists: Top quality writing on issues from current affairs to lifestyle and leisure. Online: northernecho.co.uk is one of the regions leading newspaper websites in the north east.

Circulation area

Newcastle Upon Tyne Gateshead Key: Sunderland Tees Valley & North Yorkshire Edition Stanley Consett Chester Le Street Durham County Durham Edition Peterlee South Durham Edition Crook Spennymoor Hartlepool Darlington Edition Bishop Auckland Newton Aycliffe Sedgefield Redcar Stockton-On-Tees Middlesbrough Saltburn By The Sea Barnard Castle Darlington Yarm Guisborough Kirkby Stephen Whitby

Richmond Northallerton Leyburn Hawes Bedale Scarborough Pickering Thirsk Filey Ripon Malton

Harrogate York

Source: ABC (January to June 2010), circulation 44,062, 100% paid. 2 JICREG (May 2010). Readership information

The Northern Echo maintains its position as the paper for County Durham and covers the wider Tees Valley and North Yorkshire area.

Readership: There are 1.7 million adults in The Northern Echo total circulation area, of which 114,787 Readership details adults read the publication each day, with 194,256 2&4 readers weekly. Daily readership: 114,787 2

Reach: In The Northern Echo core marketing area Daily circulation: 44,062 1 93,035 adults read the publication daily, reaching 23% 2 of all adults in the area. 10% readership area: 93,035 2

Reader profile: The Northern Echo readership is 10% population reach: 23% 2 skewed slightly towards male readers (52%) and readers aged 55+ (41%). Whilst, 54% of readers are Weekly reach: 194,256 4 social grade ABC1, which is over represented compared to the area average. 2

The top 5 locations by reach: Shildon (36%), Bishop Area details

Auckland Rural Area (35%), Darlington (31%), Ferryhill 2 2 Area population: 1,749,417 Chilton (30%) and Crook (30%). Area households: 912,693 2 The top 5 locations by readership: Darlington

(22,646), Bishop Auckland Rural Area (11,567), 2 Spennymoor (6,023), Newton Aycliffe (5,613) and Crook 10% population: 406,323 (5,395). 2 Reader profile2

Profile Readership Readership % Area Area % Male: 59,563 52 850,817 49 Female: 55,224 48 898,600 51 Aged 15 to 34: 30,033 26 531,221 30 Aged 35 to 54: 37,283 32 584,398 33 Aged 55+: 47,471 41 633,798 36 AB: 31,292 27 384,756 22 C1: 31,339 27 457,949 26 C2: 23,786 27 370,069 21 DE: 28,370 25 536,643 31

Source: 1 ABC (January to June 2010), circulation 44,062, 100% paid. 2 JICREG (May 2010). 4 TELMAR (May 2010). Readership by location 2

Town Population Readership Reach % Darlington 72,099 22,646 31 Bishop Auckland 32,932 11,567 35 Spennymoor 20,476 6,023 29 Newton Aycliffe 22,895 5,613 25 Crook 17,972 5,395 30 Durham 44,888 5,356 12 Ferryhill Chilton 15,844 4,754 30 Darlington Rural 16,595 3,986 24 Peterlee 47,692 3,690 8 Shildon 8,880 3,227 36 Barnard Castle 10,791 2,890 27 Stanhope Rural Area 11,458 2,885 25 Richmond Rural 16,090 2,484 18 Coxhoe Trimdon Rural Area 15,214 2,704 18 Lanchester 20,241 2,223 11 Northallerton 13,316 2,132 16 Northallerton Rural 12,467 2,090 17 Richmond 15,860 2,033 13 Stockton On Tees 69,682 1,959 3 Middlesbrough 145,790 1,821 1 Leyburn Bedale Rural Area 16,223 1,783 11

Reach by location 2

Town Population Readership Reach % Shildon 8,880 3,227 36 Bishop Auckland Rual 32,932 11,567 35 Darlington 72,099 22,646 31 Crook 17,972 5,395 30 Ferryhill Chilton 15,844 4,754 30 Spennymoor 20,476 6,023 29 Barnard Castle 10,791 2,890 27 Stanhope Rural Area 11,458 2,885 25 Newton Aycliffe 22,895 5,613 25 Darlington Rural 16,595 3,986 24 Sedgefield Rural Area 6,702 1,295 19 Coxhoe Trimdon Rural Area 15,214 2,704 18 Richmond Rural 16,090 2,848 18 Northallerton Rural 12,467 2,090 17 Northallerton 13,316 2,223 16 Richmond 15,860 2,033 13 Durham 44,888 5,356 12 Leyburn Bedale Rural Area 16,223 1,783 11 Lanchester Rural Area 20,241 2,223 11 Brandon 15,380 1,585 10 Thirsk 7,474 706 9

Source: 1 ABC (January to June 2010), circulation 44,062, 100% paid. 2 JICREG (May 2010). Regular daily platforms

Regular weekly platforms circulated in The Northern Echo are well received and expected by both advertisers and readers alike.

Monday: Football Thursday: 7DAYS Football comprises of all the A 28-page weekly television and weekends football reports, results entertainment guide circulated and league tables from our regions with The Northern Echo on teams including Newcastle, Thursdays, which is now The Middlesbrough, Sunderland, Northern Echo’s best selling day. Hartlepool, Darlington and all of the This is testimony to the quality of regions non league teams. 7 Days which is packed with all the latest news on theatres, soaps, video releases, music, cinema, walks, events, pubs & clubs, TV listings, reviews, and competitions. Tuesday: Business Echo Friday: Weekend Motors The award-winning Business Echo is Weekend Motors is published every committed to providing its readers Friday and contains 16 pages on with the very latest business news average. Including high quality and information from across the editorial, advertising from local North-East and North Yorkshire. dealers and private sales. Packed with news stories, features Weekend Motors is the perfect way and business platforms, from eco to reach the region’s car buyers. and farming to law, technology and personal finance.

Wednesday: Echo Jobs Saturday: Sport Wednesday’s Northern Echo is one The Northern Echo ‘Sport’ of the biggest selling day of the supplement is packed with all the week, a reflection of Echo Jobs regions pre match football news, popularity. We offer an extensive national sporting stories as well as portfolio of both in-paper and a full colour racing section. A must online platforms, which can make read for the regions sports fans. your advertisement work harder, thus offering you the best possible opportunity to secure the right person, right now!

Wednesday: Homes&Property Saturday: Local Heroes Homes & Property is the definitive Homes & Property is the definitive property guide serving Darlington property guide serving Darlington & South West Durham. Circulated & South West Durham. Circulated free with The Northern Echo and free with The Northern Echo and distributed with the Advertiser distributed with the Advertiser South Series, Homes & Property South Series, Homes & Property offers advertisers almost blanket offers advertisers almost blanket coverage in its distribution area. coverage in its distribution area.

Source: ABC (January to June 2010), circulation 44,062, 100% paid. JICREG (May 2010). Digital: northernecho.co.uk northernecho.co.uk is the online brand of our daily newspaper The Northern Echo, one of the leading newspaper websites in the North East of England.

Up to date news: Including international, national, regional, local and community news.

Interactive: Site includes video clips, blogs, readers comments and competitions.

Jobs, Homes & Cars: Our site contains 1,000’s of local job opportunities, homes and cars for sale.

Local Business Directory: Our directory allows our audience to search for local businesses by business name, type and location.

Local internet users: 55% (156,939) of our internet users live in the local area covered by The Northern Echo.4

Drive traffic to your website:Leaderboards, banners, MPU’s and buttons will link directly to your website increasing visitors to your website.

Targeted advertising: Your online advert can appear on sections relative to your business, increasing response. Audience

Growing audience: On average 313,919 adults view The Northern Echo online each month, which has Online audience grown by more than 28% in 1 year. 4 Monthly unique users: 313,919 1

Combined reach: 4 inserts in The Northern Echo and 1 1 month advertising online (run of site) will reach a total Weekly unique users: 78,479 local audience of 274,454 adults.4&5 Monthly page impressions: 1,901,106 5 Increased exposure: 1 month online advertising can increase local exposure of a 4 insert campaign by 55% Combined print & online audience (97,961 adults). 4&5 Monthly, local reach 4&5 Integrated marketing communication: Build a strong Print: 4 inserts 274,454 and coherent advertising campaign by using print and Online: 1 month (run of site) online advertising with The Northern Echo. Monthly, local reach 4&5 Print: 24 inserts 345,114 Online: 1 month (run of site) Source: 1 ABCe (January to June 2010), Unique Users: 313,919. 4 TELMAR (May 2010). 5 Omniture (January to June 2010). Digital: marketing facts 6

Recent reasearch shows the exceptional online reach The Northern Echo has into the marketplace. It attracts affluent, family audiences who regard northernecho.co.uk as an essential tools for finding jobs, homes and cars as well as news, sport and other information. Profile: Jobs: Mature audience: 71% of users of northernecho.co.uk northernecho.co.uk is seen as the most important are over 40. places in the search for a new job. Most readers say they would use northernecho.co.uk (26%) and local Young families: The Northern Echo has strong appeal newspapers (44%) when looking for a job rather than to young families: 25% of users come from households commercial jobs board sites. with children under the age of 15. When looking for a new job, which of the following would Affluent audience: The Northern Echo audience you use? is relatively affluent, too: 26% of your newspapers’ Local newspaper 44% website audience come from households earning over northernecho.co.uk 26% £40,000. Commercial jobs board 18% Social media (Facebook/Twitter) 3% Attitudes & Homes: Behaviour: Nearly half of those surveyed use their local newspaper Reinforced values of online audience: 40% of those when browsing for new property. When combined surveyed said northernecho.co.uk was their main way as a package our digital and print solutions offer the they interacted The Northern Echo brand. greatest local audience to our advertisers.

Online and in print content complement each other: When looking for a new home, which of the following 45% of your readers stated their time on would you use? northernecho.co.uk does not affect the time they spend reading The Northern Echo. Local newspaper 48% Commercial property website 30% Regular users: Our online users are very confident Local property publication 24% and internet savvy audience, 89% or nearly 9 out 10 northernecho.co.uk 21% respondents use the internet every day. Online purchasing: Our readers are really embracing Cars: online shopping, 89% say they now buy products When looking for a car The Northern Echo brand is still online. considered amongst the best for results. Just under a third of our readers turn to The Northern Echo. When Increasing engagement with local audiences: 68% combined as a package our digital and print solutions of visitors interact with northernecho.co.uk sites several offer the greatest local audience to our advertisers. times a week. Not only is our audience local, it is loyal too. When looking for a new car, which of the following would you use?

Local newspaper 28% Commercial motoring website 27% northernecho.co.uk 12% Local motoring publication 11%

Source: 6 Newsquest Media Sales Research: North East 2010 Online Survey Results. Sample: 3247 adults. Combined audience

35% of northernecho.co.uk unique users don’t read a print version of the publication, which means you can increase your advertising exposure by up to 55% . 4&5

Page Monthly Unique Monthly Print Unique Unduplicated Run Of Site 5 5 4 Users Only View 4&5 impressions Users (4 inserts) Online 4 Audience Run Of Site: 1,901,106 314,255 176,763 97,692 274,455 News: 772,264 160,752 176,763 55,253 232,016 Sport: 220,379 74,567 176,763 25,456 202,219 Jobs: 114,164 10,409 176,763 3,182 179,945 Search: 70,035 19,853 176,763 6,198 182,961 Features: 63,651 22,966 176,763 6,926 183,689 Leisure: 33,237 21,116 176,763 5,905 182,668 Business: 27,667 13,654 176,763 4,343 181,106 Homes: 26,584 2,706 176,763 910 177,673 Local Information: 24,270 9,812 176,763 2,671 179,434 Cars: 17,124 2,143 176,763 629 177,392

Audience profile

Monthly Online Monthly Print Combined % Increase By Profile 4 Audience (4 inserts) Unduplicated Adding 1 Month Local Audience 4 Audience 4&5 Online 4&5 Male: 73,140 89,747 135,004 50% Female: 83,799 87,016 139,450 60% Aged 15 to 34: 39,984 47,750 72,700 52% Aged 35 to 54: 71,672 57,319 102,070 78% Aged 55+: 45,282 71,695 99,684 39% AB: 63,249 46,758 86,779 86% C1: 44,271 48,570 76,604 58% C2: 21,716 37,025 50,860 37% DE: 27,696 44,414 62,228 40% Total Audience 156,939 176,763 274,454 55%

Source: 1 ABCe (January to June 2010), Unique Users: 313,919. 4 TELMAR (May 2010). 5 Omniture (January to June 2010).