JNRS SURVEY NEWSLETTER Jan – Dec 2012 Introduction

• The redesigned JNRS questionnaire, introduced in June 2012, now includes the measurement of digital National readership – All Adults readership in order to differentiate between online and print readership Jan - Dec 2010 • As this redesign of the JNRS survey combines data from two different surveys, Millward Brown recommend Jan - Dec 2011 5,193 Jan - Dec 2012 5,089 5,112 that we do not make direct year on year comparisons. This is a research perspective but we are comfortable Readership (000’s) to make year on year comparisons due to the similarity of the surveys • 81% of Irish adults read any newspaper title in any given week, which equates to 2.9 million people 2,902 2,891 • 11% of people in Ireland read newspapers online, while 3% solely access newspaper content online in 2,758 2,291 2,354 comparison to the 81% of Irish adults that read print newspapers 2,198 • 1.9 million, or 54 % of all adults, read any daily newspaper. The Irish Independent remains as the most read newspaper with a readership of 521,000 • 2.1 million, or 60% of all adults, read any Sunday newspaper. The Sunday Independent remains as the most popular Sunday newspaper with a readership of 905,000 Any Daily Any Sunday Any Newspaper

Daily Newspaper & Supplement Market Sunday Newspaper & Supplement Market Online Readership Summary The Daily newspaper titles show an increase in The Sunday newspaper market has shown a decline in The JNRS survey has been redesigned in order to Find out the top 10 publications and top 10 supplements readership, which has been driven by an increase in readership. The Sunday Independent maintain the capture the online and print readership of newspapers. from the last year and the latest news and readers per copy highest Sunday newspaper readership across all adults Full data will be available in the next survey in August developments in the evolving newspaper market in Ireland

Starcom, 5th Floor, Whitaker Court, Whitaker Square, Dublin 2 | [email protected] | +353 1 645 2951 | www.starcom.ie DAILY NEWSPAPER & SUPPLEMENT MARKET

Overall – Daily Newspapers Daily National Newspaper Market Share – All Adults • Overall 54% of all adults read any daily newspaper, an increase of 7% compared to 2011 Did you know? r) and ‘TV • While circulation continues to fall year on year, the amount of readers per copy for each title has significantly increased this year ‘Star Chic’ (Irish Daily Sta Irish Daily Mail popular Buzz’ (Irish Sun) are most 8% (+13.5% or +0.5), resulting in the majority of titles showing an increase in readership year on year nts among Irish Independent daily newspaper suppleme 10% Evening Herald 22% • The Irish Independent remains as the most read daily newspaper in the country with 521,000 (+9.2%) readers and a market share 15-34 year olds, capturing 11% demographic of 22%. The average reader per copy of the title has jumped from 3.7 to 4.2 this year (131,000) of the • The Irish Times’ average readership is 321,000 (+3.5%). Despite the launch of a redesigned paper and significant advertising Irish around ‘The Story of Why’ at the end of last year, this figure only allowed the title to retain 14% market share Sun 13% • The Irish Daily Star and The Irish Sun remain most popular among the young audiences with strong readership across 15-34 year olds. Di d you kn Irish Times The Irish Daily Star had the highest increase in readers per copy (+0.8) jumping from 4.6 to 5.4 ow? 14% M ore 15-24 y Irish Daily Mirror ear olds rea • 184,000 Irish adults read The Irish Daily Mail, with the majority of their readers being female (60%) Sunday n d a 9% ewspaper (4 a 9%) than Daily newsp • The Irish Examiner remains Cork’s favourite title with 84,000 more daily readers than the nearest title, as there is no room for them in aper (40%). Irish Examiner Irish Daily Star the national market. 92% of the title’s readership is based in Munster 8% 15%

National Readership – All Adults Jan - Dec 2010 Daily Supplements Readership - All Adults Jan - Dec 2010 Jan - Dec 2011 Jan - Dec 2011 Jan - Dec 2012 Jan - Dec 2012 Readership (000’s) Readership (000’s) 599 539 521 570 477 536 476 484

385 415 373 360 365 368 365 339 355 321 331 310 306 322 317 305 299 277 275 285 289 284 253 251 267 250 237 241 235 233 240 223 236 219 212 214 223 208 5 192 184 195 188 19 175 181 189 169 166 169 164 148 151 151 156 145 121 129 101 92 102

Weekend Health & Day & Farming (I. Foinse Irish The Health Go Star Chic You Femail Good We Love TV Buzz Feelgood Weekend Property (I. Indo) Living Night Examiner) (I.Indo) Times Ticket Plus (I. Times) (Daily (Daily (Daily Health Telly (Daily (I. Sun) (I. Exam- (I.Exam- & Interiors Irish Irish Irish Daily Irish Irish Daily Irish Evening Irish Daily (I. Indo) (I. Indo) Mag (I. Times) (I. Times) Star) Mail) Mail) (Daily Mail) Mirror) iner) iner) (I. Exam- Independent Times Star Examiner Mirror Sun Herald Mail iner)

Starcom, 5th Floor, Whitaker Court, Whitaker Square, Dublin 2 | [email protected] | +353 1 645 2951 | www.starcom.ie SUNDAY NEWSPAPER MARKET

Sunday Papers Did you Sunday National Newspaper Market Sunday read know ership rema ? popular wi ins significa Share – All Adults • Overall, 2.1 million people read any Sunday newspaper, which equates to 60% of Irish adults urb th rural dw ntly more anites (55% ellers (66%) Thi ), similar to than s informatio the daily m Irish Mail on Sunday dw n suggests arket. 12% ellers read that more • Similar to the Daily market, the Sunday newspaper circulation has fallen year on year by 4.6%. perh newspapers rural Sunday Independent aps indicati than urban However, the readers per copy remains relatively stable look ng that thes ites, 33% ing at other e urbanites Irish Sunday Mirror devices to are newspa access their 7% per content • The Sunday Independent remains the most read Sunday newspaper with 905,000 (-3.6%) Irish adults reading the newspaper title, this equates to a 33% market share Sunday Times 14% • The Sunday World’s readership falls marginally from 819,000 readers to 801,000 (-2.2%), however now? still maintains the second most popular Sunday newspaper title Did you k Sunday Business all Sunday ost half of Post Alm s are C2DE • The Sun on Sunday entered into the market in March 2012, however readership figures will not be aper reader 5% Newsp re ABC1 while 41% a available until the next survey in August, when a full year of data has been captured (49%) Sunday World 29%

Sunday Newspaper Readership – All Adults Jan - Dec 2010 National Readership – All Adults Jan - Dec 2010 Jan - Dec 2011 Jan - Dec 2011 Jan - Dec 2012 Jan - Dec 2012 Readership (000’s) 1,006 Readership (000’s) 710 939 905 705 821 819 598 596 801 566 555

293 303 418 278 291 386 380 254 248 252 248 257 329 338 337 219 231 223

120 117 187 183 195 96 154 140 141

Life Magazine (S. Indo) Sunday World Magazine Sunday Business Post Culture (S. Times) Style (S. Times) Sunday Times Magazine TV Week Magazine (Mail on Sunday) Sunday Sunday Sunday Business Sunday Irish Sunday Irish Mail on Independent World Post Times Mirror Sunday

Starcom, 5th Floor, Whitaker Court, Whitaker Square, Dublin 2 | [email protected] | +353 1 645 2951 | www.starcom.ie ONLINE READERSHIP

Online Readership Findings

• The JNRS survey takes a new approach to measuring readership in • 11% of Irish adults read news content online, with 3% opting to solely access their newspaper content online the latest book, now including digital readership. A new • The data shows that many readers consume news across multiple devices i.e through desktops, mobile devices or tablets. questionnaire was introduced in June 2012 in order to capture the Therefore the need for mobile optimised sites and apps is more important than ever SHOW STATS readership of the newspapers and separately the readership to the online editions of the newspapers • 75% of online readers go directly to a newspaper site or via Facebook or Twitter • 29% access newspaper content on an app via their smartphone or tablet • The full breakdown of online readership by news website will not be released until the next survey in August, when a full year of data has • Only 5% of online readers read an E-paper (Electronic Replica of the printed paper) been captured, but we do have topline data available now. The • Online readership is higher in Dublin (20%), in comparison to the rest of Ireland (10%) headlines are: • Online readership is highest amongst under 45 year olds (17%). The results also indicate that more ABC1’s read newspaper content online than any other demographic group (46%)

National Online Readership National Online Readership Demographics

Total Any print Any online 28% 84% 82%

20% 62% 61% 58% 62% 17% 18%

10% 8% 7%

11% 9% 3%

Any Newspaper Any Sunday Any Newspaper Under 45+ AB C1 C2DEF Dublin Rest of 45 Ireland

Starcom, 5th Floor, Whitaker Court, Whitaker Square, Dublin 2 | [email protected] | +353 1 645 2951 | www.starcom.ie SUMMARY

Top 10 Newspaper Supplements

Publication Readership (000’s) 1 Life Magazine (S.Indo) 598 Latest News 2 Sunday World Magazine 555 3 Weekend (I.Indo) 536 Daily Supplements

4 Health & Living (I.Indo) 415 • Newspaper titles are increasingly trying to improve their digital offerings to consumers, embracing the digital 5 Irish Times Magazine (I.Times) 355 challenge. The best example of this is the New York Times, which have significantly grown their readership to 1.6 million since the introduction of a pay-wall system, something that we think our titles should follow. Although the 6 TV Buzz (The Sun) 267 question remains whether or not readers will pay for content, it seems that this may be the future deciding factor on 7 Culture (S.Times) 254 the quality of content and place real value on a newspaper title, as most people have little trust in the free information they find online. 8 Sunday Times Magazine 248 9 Day & Night (I.Indo) 237 • TCH (Thomas Crosbie Holdings) went into receivership in early March and has since been acquired by Landmark Media Investments LTD. The acquisition has led to a financial reconstruction of the company whereby all titles acquired will 10 Health Plus (I.Times) 235 continue trading and consequently, the remains, in particular The Sunday Business Post, go into examinership without knowing what the future holds and whether or not they will go into liquidation and be forced to cease trading. Top 10 Publications Sunday Publication Readership (000’s) • “Fabulous” magazine, previously issued with News Of The World, is now issued with the Sun on Sunday and has been 1 The Sunday Independent 905 included in the latest JNRS survey as it has been in existence for longer than one year. The magazines readership of 2 The Sunday World 801 173,000 aims to give an indication of the Sun on Sunday’s readership and what results to expect in the next survey. 3 The Irish Independent 539 4 The Sunday Times 380 Digital 5 The Irish Daily Star 360 6 The Mail on Sunday 337 • The Sunday World will be having a soft launch for their new website in April coinciding with their 40th anniversary. The new site will have daily updates and video content from their journalists. The Irish Independent launched their 7 The Irish Times 321 new and improved site along with a new site for their ‘Fit Magazine’ supplement issued with the paper on Thursdays, 8 The Irish Sun 306 which will be updated daily with fresh, interesting and relevant content. 9 The Evening Herald 250 10 The Irish Daily Mirror 223

Starcom, 5th Floor, Whitaker Court, Whitaker Square, Dublin 2 | [email protected] | +353 1 645 2951 | www.starcom.ie