The JNRS 2013/2014 report uses the new approach to newspaper measurement and data collection adopted in June 2012. This report is comparable with JNRS 2012/2013 (full year) and JNRS 2013 (overlap year), but it is not comparable with JNRS reports prior to 2012 (i.e. Transition report 2012 or JNRS 2011/2012)

The following pages (pp2-6) summarise the changes made to measurement of Print and Digital Readership in June 2012

The JNRS questionnaire was redesigned and extended in order to accommodate and differentiate between Print and Digital readership. It now includes online newspaper measurement of subscriber daily, Sunday, weekly titles and their magazines, and regional titles.

At the same time, the initial readership questions were defined as being for printed newspapers, while online reading was specifically excluded, until asked for later in the questionnaire.

This represents a change from previous questioning, where the newspaper readership media platform was not defined. Prior to June 2012, it was left to the respondents’ own interpretation as to whether they were referencing print, online or both, when answering these questions.

. Thursday 28 August 14 The order of questions was extended to include online measurement from June 2012

Question Sequence

. Thursday 28 August 14 The order of questions was extended to include online measurement from June 2012

Question Sequence

Dailies Dailies – Printed

Daily Magazines Sundays – Printed

Sundays Dailies – Online

Sunday Magazines Sundays – Online

Regional Titles Daily Magazines – Print vs Online vs Both

Special Interest Groups Sunday Magazines – Print vs Online vs Both

Regional Titles – Print

Regional Titles - Online

Special Interest Groups

. Thursday 28 August 14 The order of questions was extended to include online measurement from June 2012

Question Sequence

PRE JUNE 2012

Dailies Dailies – Printed

Daily Magazines Sundays – Printed

Sundays Dailies – Online

Sunday Magazines Sundays – Online

Regional Titles Daily Magazines – Print vs Online vs Both

Special Interest Groups Sunday Magazines – Print vs Online vs Both

Regional Titles – Print

Regional Titles - Online

Special Interest Groups

. Thursday 28 August 14 The order of questions was extended to include online measurement from June 2012

Question Sequence

PRE JUNE 2012 June 2012 ONWARDS

Dailies Dailies – Printed

Daily Magazines Sundays – Printed

Sundays Dailies – Online

Sunday Magazines Sundays – Online

Regional Titles Daily Magazines – Print vs Online vs Both

Special Interest Groups Sunday Magazines – Print vs Online vs Both

Regional Titles – Print

Regional Titles - Online

Special Interest Groups

. Thursday 28 August 14 Important Points re New Approach from June 2012

Online Readership Question

Online readership questions reference readership of newspaper titles online having prompted respondents with all of the ways you can access newspaper content online. “This card shows all the ways you can access newspaper content online whether directly via a newspaper website or indirectly through links posted on other sites such as Facebook or Twitter or through newspaper apps on your mobile device, or looking at an electronic replica of the printed newspaper that a subscription is paid for”. Q. How often do you access this newspaper title online, using any of the way methods we have mentioned?

Recency of Reading (A.I.R)

Measurement used to determine Average Issue Readership for the Print platform has been applied identically to Online Readership i.e. Readership of Daily online ‘yesterday’ has been equated to A.I.R., whilst readership of Sunday or Weekly newspapers online in past 7 days has also been equated to A.I.R. This enables us to provide total A.I.R. figures for each publication.

Online Measurement is Brand Led Approach

Currently, the measurement of readership on the JNRS is a brand led approach (e.g. The Irish Times, Irish Daily Mail) that aims to provide a total readership figure for each newspaper title brand. In the absence of a dedicated website for a given title, this approach may result in online readership being understated (e.g. The readership numbers provided for the Irish Daily Mail online may not be fully representative of readership of Mail Online).

. Thursday 28 August 14 Important Points re New Approach from June 2012 Cont’d

Frequency of Reading

Frequency of reading does differ between Print and Digital measurement. In order to provide a reach figure for Total print and online readership in the same way as A.I.R., we have adapted the frequencies so that ‘Almost Always’ for print corresponds to ‘Everyday, 3-4 times a week’ for online, similarly ‘Quite Often is 1-2 times a week and Once a week’ and ‘Only Occasionally’ corresponds to ‘2-3 times a month and less often’.

Print Online

Almost always Every day / most week days 3 -4 times a week

Quite often 1 – 2 times a week Once a week Only occasionally 2 – 3 times a month Less often Not in past year Never

. Thursday 28 August 14 Important Points re New Approach from June 2012 Cont’d

New Data Collection Methodology

Electronic data collection was introduced at the same time as the questionnaire re- design. Interviewers now use an electronic hand held device (HAPI) to administer questions and record answers.

This electronic method has significant advantages over the traditional pen and paper questionnaire. It enhances the quality of data collection by controlling the whole questioning procedure for interviews, including all relevant routing filters for each title.

The electronic collection has had an initial positive impact on daily readership by drawing in more occasional readers. This can be attributed to the better, more engaging prompting, with less opportunity for titles to be passed over by respondents. As would be expected, the titles that, previously, were most likely to have been overlooked by respondents are those that they read only occasionally.

. Thursday 28 August 14 Additional notes re JNRS 2013/2014

Publications

Readership of any new or ceased publications are included in the “Any Daily”, “Any Sunday” and “Any Newspaper” readership figures for the time they are on the survey. An additional question was added from February 2012, which draws in a total figure for readership of any other titles not included in the survey (UK or otherwise). This provides for a total AIR readership for “Any Daily”, “Any Sunday”, and “Any Newspaper”.

Two new newspaper magazines were added to the survey in June 2013 (Weekend – Irish Daily Mail, More – Irish Mail on Sunday) and readership figures for these two titles are published in this report. Seachtain – Irish Independent came on the survey from November 2013 and will be reported in the JNRS 2014 report.

A number of newspaper magazines have ceased trading during the year – namely Foinse and Day & Night for the Irish Independent. Although readership figures are available for Day & Night for the full reporting period and are listed in this topline report, in order to avoid any confusion for planning purposes data, this title will not be available electronically via Telmar.

Looking forward, one new newspaper magazine (Insider - Irish Independent) came on the survey from June 2014, and readership figures will be available in the JNRS 2014/2015 report. It’s Friday – Irish Daily Mail joined the survey from August 2014. Any adjustment from any of these magazines towards the parent titles will be included in the data for the time that they are on the survey.

. Thursday 28 August 14 Additional notes re JNRS 2013/2014 Cont’d

Access to data

The 2013/2014 JNRS Readership and SIG electronic data is available from Telmar using ResearchGuru and will be accessible by subscribers from Tuesday 19th August 2014. Should subscribers experience any difficulty accessing the JNRS data with any Telmar software, please contact Jason Berry at Telmar UK (0044207 5697500) or at [email protected]

The general release of the JNRS 2013/2014 will be from Friday 29st of August 2014.

For detailed information about the sampling design, methodology and content of the JNRS survey (which was previously available in the introduction and appendices to the hard copy reports), please access www.jnrs.ie, or contact Annemarie Dillon at Millward Brown (01 297 4500), [email protected]

Special Interest Groups (SIGs)

Special Interest Groups (SIGs) are available for analysis by readership titles and by demographics.

Significant changes were made to the SIG section in June 2013, for example technology, telecommunications, online purchasing as shown overleaf, which are now available for analysis purposes

. Thursday 28 August 14 Data on all of the SIG’s shown below are now available

TIME SPENT (Past Week) TECHNOLOGY OWNED TELECOMMUNICATIONS TV Radio Newspaper/Magazine Apple MAC PC PlayStation Landline, Mobile & Smartphone penetration

DVD Kindle iPod Which provider? Cinema Internet Social Media Tablet MP3 Smart TV Current uses of mobile phone

Activities on the Internet Holiday & Travel Motoring & Transport Selling personal Online Shopping Where? items Car penetration Books nd Banking New or 2 Hand How long? Electrical Frequency of using goods Mode of transport Air travel Public transport Furniture Type of holiday Clothes Groceries Cosmetics Telecommunications Booked (Direct vs Independent) Toys Activities paid for Music Bundled or On its own

. Thursday 28 August 14 Online Readership Data JNRS 2012/2013 vs JNRS 2013/2014

FrequencyTotal of Readership Reading Subscriber (Print Newspapers & Online) Online

. Thursday 28 August 14 TOTAL READERSHIP A.I.R – Total readership levels are being maintained by increase in online newspaper readers - online readership for any subscriber title has increased by 26% compared with 2012/2013 Average Issue Readership (A.I.R) JNRS 2013/2014 Any Newspaper

Total readership (print/online) 84 High cross over in readership between print and online reading – 3/4 of online Any print 80 A.I.R readers also read print newspapers Any online 16

Any Newspapers

(000’s) Total Print Online 3 million people read or accessed a printed or online 2,999 3,016 3,008

2,895 2,895 2,872 2.9 million people read a printed newspaper title

490 565 450 Over half a million read or accessed a newspaper title online yesterday (daily) or in the past week (Sundays/ JNRS 2012/2013 JNRS 2013 JNRS 2013/2014

Note : Total readership is made up readers of print or online or both. People who read both will only be counted once; thus the total is not a simple addition of print and online

. Thursday 28 August 14 DAILIES - Increase in daily online A.I.R readers of 32% in past year compensating in some way for 5% decline in print readership

Average Issue Readership (A.I.R)

JNRS 2013/2014 Any Daily Newspaper

Total readership (print/online) 61 Online readership helping to sustain Any print 54 total daily newspaper readership Any online 13

Daily Newspapers (000’s) Total Print Online

2,228 2,235 2,182 Over 2 million read or accessed a printed or online

Almost 2 million read a printed daily newspaper title 2,069 2,047 1,952 356 401 471 yesterday Online readership is up by 125,000 readers JNRS 2012/2013 JNRS 2013 JNRS 2013/2014

Note : Total readership is made up readers of print or online or both. People who read both will only be counted once; thus the total is not a simple addition of print and online

. Thursday 28 August 14 SUNDAYS – Reading of Sunday newspapers online is showing some directional increases however print readership still dominates

JNRS 2013/2014 Any Sunday Newspaper

Total readership (print/online) 60 Print readership still dominates in Any print 58 Sundays market Any online 4

Sunday Newspapers

(000’s) Total Print Online

Well over 2 million read or accessed a printed or online Sunday newspaper title in past week 2,168 2,144 2,137 Over 2 million read a printed Sunday newspaper in 2,126 2,101 2,077 the past week 140 135 153 Modest increase in online readership for Sundays JNRS 2012/2013 JNRS 2013 JNRS 2013/2014

Note : Total readership is made up readers of print or online or both. People who read both will only be counted once; thus the total is not a simple addition of print and online

. Thursday 28 August 14 Online Readership Data JNRS 2012/2013 vs JNRS 2013/2014

FrequencyFrequency of of Reading Reading SubscriberSubscriber Newspapers Newspapers Online Online

. Thursday 28 August 14 Online readership of subscriber newspapers still differs markedly by demographics but most groups show increases year on year

JNRS 2012/2013 vs. JNRS 2013/2014 JNRS 2012/2013 JNRS 2013/2014

GENDER AGE CLASS AREA

Tot al Rest of Population Male Female U45 45+ AB C1 C2 DE Farmers Dublin Ireland

23 23 21 21 18 18 17 17 15 15 14 13 12 12 12 10 9 9 Weekly Plus 8 6 online 5 5 newspaper readership

. Thursday 28 August 14 Subscriber newspapers show an increase of both online reach and frequency

JNRS 2013/2014 Any Newspaper JNRS 2012/2013 JNRS 2013/2014 YOY % change Daily 7.7 202,000 276,000 +27% Weekly+ 16.6 476,000 598,000 +26% Monthly+ 19.6 617,000 703,000 +14%

Any 21.7 735,000 780,000 +6%

YOY Any Daily Newspaper JNRS 2012/2013 JNRS 2013/2014 % change Daily 7.6 199,000 273,000 +37% Weekly+ 15.8 450,000 566,000 +26% Monthly+ 18.3 564,000 657,000 +17%

Any 20.2 662,000 725,000 +10%

Any Sunday Newspaper JNRS 2012/2013 JNRS 2013/2014 YOY % change

Weekly 3.2 95,000 114,000 +20%

Monthly+ 5.2 169,000 186,000 +10%

Any 7.4 253,000 266,000 +5%

. Thursday 28 August 14 Online Readership Data JNRS 2012/2013 vs JNRS 2013/2014

FrequencyOnline of Reading Brands Subscriber (Some Examples)Newspapers Online

. Thursday 28 August 14 ONLINE BRANDS - Irish Independent & Irish Times have highest penetration of subscriber titles and gained online readers year on year

JNRS 2013/2014 JNRS 2012/2013 % JNRS 2012/2013 JNRS 2013/2014 4.1 Daily 105,000 148,000 2.9

9.4 Weekly+ 264,000 336,000 7.3

11.1 Monthly+ 340,000 400,000 9.5

13.2 Any 431,000 475,000 12.0

% JNRS 2012/2013 JNRS 2013/2014 3.5 Daily 2.8 104,000 127,000

7.5 Weekly+ 255,000 269,000 7.1

9.2 Monthly+ 338,000 331,000 9.4

11.2 Any 410,000 404,000 11.4

. Thursday 28 August 14 Online Readership Data JNRS 2012/2013 vs JNRS 2013/2014

Frequency of Print Reading – Core vs Fringe Readers Differences by Demographic Profile Frequency of Reading(Some Subscriber Examples) Newspapers Online

. Thursday 28 August 14 Distinct demographic groupings can exist depending on frequency of reading

Base: All adults 15+; JNRS ‘13/14 Weighted data

GENDER AGE SOCIAL CLASS REGION Almost Quite Only Almost Quite Only Almost Quite Only Almost Quite Only Always Often Occasionally Always Often Occasionally Always Often Occasionally Always Often Occasionally (184) (227) (662) (184) (227) (662) (184) (227) (662) (184) (227) (662) % % % % % % % % % % % % 15-24 1% 4% 6% (15) 10% 13% 7% 11% 13% 12% 25-34 11% 24% 9% 17% (20) 13% 14% 12% AB 10% 17% 45% 45% (13) 25% Male 51% Dublin (49) (28) 18% 18% 35-54 38% 23% (36) 43% 39% 43% 35% 34% 39% 39% Rest of 55-64 C1 Leinster (13) (28) (27) 55% 55% 50% 19% 52% Female 18% 45% (51) Munster C2 32% 35% 30% 65+ (21) (27) (16) 14% 16% 17% DE 20% (31) Conn/ 5% Ulster Farmers (18) (7)

FREQUENCY OF READING PRINT DAILY NEWSPAPERS

( ) National adult population profile 15yrs+ . Thursday 28 August 14 Distinct demographic groupings can exist depending on frequency of reading

Base: All adults 15+ JNRS ‘13/14 Weighted data

GENDER AGE SOCIAL CLASS REGION Almost Quite Only Almost Quite Only Almost Quite Only Almost Quite Only Always Often Occasionally Always Often Occasionally Always Often Occasionally Always Often Occasionally (190) (294) (659) (190) (294) (659) (190) (294) (659) (190) (294) (659) % % % % % % % % % % % % AB 8% 9% 5% 5% 6% 15-24 11% (13) 14% 15% (15) 10% Dublin 21% 13% C1 (28) 15% (28) 46% 47% 37% 36% Male 50% 25-34 41% 24% (49) (20) 20% 31% 31% C2 36% (21) 34% Rest of Leinster 23% (27) 32% 35-54 27% (36) 38% 29% 32% 31% 23% 54% 50% 53% 27% DE Munster Female (31) 27% (27) (51) 55-64 23% (13) 30% 19% 22% 22% 19% Conn/ 21% 65+ 13% Ulster (16) Farmers 8% 8% (18) (7) 3%

FREQUENCY OF READING PRINT DAILY NEWSPAPERS

. ( ) National adult population profile 15yrs+ Thursday 28 August 14 Distinct demographic groupings can exist depending on frequency of reading

Base: All adults 15+ JNRS ‘13/14 Weighted data

GENDER AGE SOCIAL CLASS REGION Almost Quite Only Almost Quite Only Almost Quite Only Almost Quite Only Always Often Occasionally Always Often Occasionally Always Often Occasionally Always Often Occasionally (345) (53) (221) (345) (53) (221) (345) (53) (221) (345) (53) (221) % % % % % % % % % % % % 3% 15-24 6% 10% 5% 6% 11% (15) 15% 10% 4% 13% 9% AB 14% 28% 13% (13) Dublin 25-34 13% 17% (28) Male 44% (20) (49) 14% 27% 20% 52% 54% 18% 23% 53% 41% 35-54 42% 43% Rest of (36) C1 Leinster 24% 44% (28) (27) 40% 42% 24% Female 56% (51) 22% C2 Munster 48% 46% 55-64 17% (27) (13) 15% (21) 38% 32% 31% 25% 26% DE 20% 65+ 11% 15% 15% (31) Conn/ (16) Farmers Ulster (7) (18)

FREQUENCY OF READING PRINT SUNDAY NEWSPAPERS

. ( ) National adult population profile 15yrs+ Thursday 28 August 14 Distinct demographic groupings can exist depending on frequency of reading

Base: All adults 15+ JNRS ’13/14 Weighted data

GENDER AGE SOCIAL CLASS REGION Almost Quite Only Almost Quite Only Almost Quite Only Almost Quite Only Always Often Occasionally Always Often Occasionally Always Often Occasionally Always Often Occasionally (640) (107) (350) (640) (107) (350) (640) (107) (350) (640) (107) (350) % % % % % % % % % % % % 5% AB 15-24 12% 8% (13) 8% 7% 8% (15) 16% 16% 10% Dublin 12% C1 (28) 27% 14% (28) Male 48% 48% 25-34 (49) 54% (20) 37% 37% 34% 36% 31% 31% 34% Rest of C2 Leinster 25% 38% (21) (27)

35-54 24% (36) 27% 28% 25% 27% 32% 26% Munster 32% DE (27) Female 52% 52% (31) (51) 46% 23% 55-64 24% (13) 23% 23% 25% Conn/ 26% 21% 65+ 20% Ulster 16% (16) 12% Farmers 10% (18) (7) 5% 5%

FREQUENCY OF READING PRINT SUNDAY NEWSPAPERS

. ( ) National adult population profile 15yrs+ Thursday 28 August 14 Online Readership Data JNRS 2012/2013 vs JNRS 2013/2014

Confidence Limits are the variation we Frequencyexpect around of Reading the Subscriber readership Newspapers estimates Online

. Thursday 28 August 14 JNRS 2013/2014 – PRINT Readership Estimates Confidence Limits (95% Level) Sample = 6,953; Universe Estimate: 3,592,000 Adults Aged 15+

PRINT READERSHIP AIR No of Readers Readership Range Any Newspaper 80% 2872 2838 2906 Any Daily 54.3% 1952 1910 1994 Irish Independent 15.9% 571 540 602 Irish Times 8.4% 301 278 324 Irish Examiner 5.6% 200 181 219 Irish Daily Star 8.4% 303 280 326 Irish Daily Mirror 6.0% 216 196 236 Irish Sun (Mon-Sat) 8.9% 321 297 345 Irish Daily Mail 5.2% 187 168 206 The Herald 7.2% 259 237 281

Any Sunday 57.8% 2077 2035 2119 Sunday Independent 26.2% 941 904 978 Sunday World 20.6% 740 706 774 Sunday Business Post 3.0% 107 93 121 Sunday Times 10.8% 387 361 413 Irish Sunday Mirror 4.6% 164 146 182 Irish Mail on Sunday 9.2% 329 305 353 Irish Sun (Sunday Edition) 7.6% 272 250 294 Weekly Newspapers Irish Farmers Journal 7.9% 285 262 308 Any M.Force/RNAI 36.7% 1318 1277 1359 Any M.Force/RNAI ( excl Dublin/Cork City) 52.2% 1261 1227 1295

. Thursday 28 August 14 JNRS 2013/2014– PRINT Readership Estimates Confidence Limits (95% Level) Sample = 6,953: Universe Estimate: 3,592,000 Adults Aged 15+

As the sample survey technique provides estimates, which are reliable within measurable confidence limits, it is important to allow for these confidence limits (shown below) when interpreting and using the print data. Daily Print Newspaper Magazines AIR No of Readers Readership Range Weekend (Irish Indep ) 15.7% 564 533 595 Day and Night (Irish Indep) 7.5% 270 248 292 Health and Living (Irish Indep) 13.1% 472 443 501 Farming (Irish Indep) 6.6% 237 216 258 Fit (Irish Indep) 6.5% 234 213 255

The Irish Times Magazine 9.4% 337 312 362 The Ticket (Irish Times) 5.0% 181 163 199 Health & Family (Irish Times) 5.9% 213 193 233

Farming (Irish Examiner) 3.3% 119 104 134 Feel Good (Irish Examiner) 4.8% 172 154 190 Weekend ( Irish Examiner ) 6.5% 234 213 255 Property & Interiors (Irish Examiner) 5.8% 208 188 228

Star Chic (Daily Star) 7.5% 270 248 292

TV Mag (Irish Sun) 8.5% 307 283 331

You (Irish Daily Mail) 4.1% 146 129 163 Femail (Irish Daily Mail) 3.3% 118 103 133 Good Health (Irish Daily Mail) 4.4% 158 141 175 Weekend (Irish Daily Mail) 5.1% 182 163 201

We Love Telly (Irish Daily Mirror) 5.7% 205 185 225

. Thursday 28 August 14 JNRS 2013/2014– PRINT Readership Estimates Confidence Limits (95% Level) Sample = 6,953: Universe Estimate: 3,592,000 Adults Aged 15+

Sunday Print Newspaper Magazines Life (Sunday Independent) 17.6% 634 602 666 Living (Sunday Independent) 18.1% 651 618 684

Sunday Times Magazine 7.0% 252 230 274 Culture (Sunday Times) 7.1% 256 234 278 Style (Sunday Times) 6.2% 224 204 244 Sunday (Sunday Times) 6.6% 236 215 257

Fabulous (Irish Sun on Sunday) 4.3% 154 137 171 TV Week (Irish Mail on Sunday) 5.8% 208 188 228 More (Irish Mail on Sunday) 4.5% 161 144 178

Sunday World Magazine (Sunday World) 14.5% 522 492 552

Sunday Business Post Magazine 2.1% 74 62 86

Weekly Print Newspaper Magazine Irish Country Living 5.4% 195 176 214

. Thursday 28 August 14 Online Readership Data JNRS 2012/2013 vs JNRS 2013/2014

Frequency ofReadership Reading Subscriber Data TablesNewspapers Online

. Thursday 28 August 14

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