industry snapshot 2015. a cross-platform medium local newsbrands, in print and online, are among the...
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Industry Snapshot 2015
A cross-platform medium
• Local newsbrands, in print and online, are among the UK’s most popular media, reaching 40 million people every week
• 28 million frequently (4-5 times+ a week) read local media via print, online or through an app
Source: JICREG (April 2015), GB TGI Q3 2015
Of the 40 million, the reach is split
Print26.7m
Online26.4m
Source: JICREG (April 2015)
Cross-platform
39.6m
A
B
C1ABC1C2
D
E
Local newsbrands social split
12.2m of the ABC1 population reads a local newspaper
Source: GB TGI Q3 2015
Did you know:
4%
23.5%
26.8%
54.3%
20.7%
15.5%
9.6%
11%
12%
14%
17%15%
31%Local newspapers reach more 15-24 year-olds than commercial radio
Source: GB TGI Q3 2015
Read by a variety of ages
Did you know:
65+
55-64
45-54
35-44
25-34
15-24
90-100%
80-90%
70-80%
60-70%
50-60%
40-50%
%
%
Online
44%
52%
48%
60%
42% 44
%
58% 57
%
51%70
%
77%
52%
52%
55%
58%
56%
66% 80
%
93%44
%
83% 58%
33%
28%
Local newsbrands in print or online reach 98% of Central Scotland
A vast, nationwide reach
Did you know:
Source: GB TGI Q3 2015
Key decision makers read local
61% of local readers are chief income earners
of local readers believe adverts in their local paper help them make decisions
local readers believe advertising helps them choose what to buy4million
44% of all main shoppers read a local newspaperDid you know:
65%
Source: GB TGI Q3 2015
£
A loyal audience
would not change
the local newspaper
they read
rely on local newspapers to keep them informed
Read their newspaper to find what’s happening locally
20m
9m 55%
Source: GB TGI Q3 2015
who read a newspaper most days read a local
61%
30% of local readers (6.7m) are heavy newspaper readers (7.1+ hours per week)
Did you know:
Advertising locally
local readers pay most attention to adverts
64%
Source: GB TGI Q3 2015
believe advertising
fits best within a
newspaper medium
of local newspaper readers notice ads in newspapers/magazines
6.2million
4.7 million
Advertising locally
Look for a bargain in local first
“Local newspaper ads often alert me to new
products and services”
Source: GB TGI Q3 2015
5.4million
50% of local readers respond to promotions
Did you know:
An action medium
Of those local readers who see a promotion:
• 53% request more information on products or services
• 47% follow up with research on the internet
• 48% use coupons/vouchers
• 48% speak to others about products/services
Source: GB TGI Q3 2015
Newsbrands online
regularly visit newsbrands websites
…. have downloaded a local newspaper app for their device
12m
million 1.3
Source: GB TGI Q3 2015
Local media is 20% more likely to drive readers online through press articles
Did you know:
Local readers are deal hunters
look for food & drink promotions
look for toiletries
look for household products
look for multi-buy offers (food + drink)
89%
65%
85%
86%
Source: GB TGI Q3 2015
Readers are more than twice as likely to act on ads in local media than
ads on TV and social media.
Local media is nearly four times more trusted to
provide relevant information about the local area than commercial TV and radio.
Local media – in print and online – is the
most effective combination for
driving consumer action.
Source: Local Media Works, Consumer Catalyst (2014)
Local newsbrands – A catalyst for consumers
Local Media Works, 2nd Floor, 292 Vauxhall Bridge Road, London, SW1V 1AET: +44 (0)20 7963 7200 W: www.localmediauk.org
Contact Justin Fenton ([email protected]) or Ian Sweeney ([email protected])
for more information