Ideas Blog

Ideas Blog

UK national news brands have audience opportunities for the taking

25 July 2013 · By Matthew Patchett

Research shows national news brands in the UK do a good job of reaching men and the ABC1 demographic, but could use some work with female and younger audiences.

If you ask a media planner, “What is the best medium for reaching men on a large scale?” the answer will usually come back as national press.

The total readership of newsbrands is somewhat biased to men, some titles more than others, and the place they can be reached most efficiently is, of course, the sports section.

Men who are interested in sport typically look at the front page of a newspaper and then start reading from the back (the canny media planner knows this).

Newspapers are also famous for reaching ABC1s (upper-middle-class, middle-class, and lower-middle-class readers). They are in short supply in most other media, and they are a very high-value segment because of their spending power.

As the graphic shows, the ABC1 profile of national newspapers is unusually high – and this is likely to be even higher for the digital platforms because of the up-market profile of smartphones and particularly tablets. 

Advertisers in certain sectors also point to some important consumer audiences, which are covered very effectively by newspapers. They not only read newspapers, but in the newsbrand environment, they have the opportunity to read at length, if they wish, about the item they are interested in buying.

But there are some audiences we are not famous for reaching:

• Women: The extent to which women read national newspapers is sometimes forgotten – perhaps because newsbrands have such high reach of men or perhaps because women’s magazines have historically been so strong.

However, it’s worth remembering that if the newsbrands audience is 52% male, then 48% of them are female — pretty much half of them. All national news titles have content that is principally aimed at women.

Also, in a week, newsbrands reach more than five million more women than women’s magazines do. And they reach them far more quickly, mainly on the first day, whereas magazines take a long time to build up coverage as they are first picked up at different times across the week/month.

• Young people: Young people ages 18 to 34 represent about 28% of the UK population, and they represent 24% of the readership of print newspapers (source: NRS), which is far higher than most people think.

The huge scale of newsbrands’ audience means that this translates into serious coverage. For example, The Sun reaches 50% more young people ages 16 to 34 each day than the popular TV programme Take Me Out.

The age profile of newsbrands is changing rapidly with the advent of digital platforms and here are some examples of why:

• Across print and online, newsbrands reach 8 out of 10 young people each month, 66% each week and 37% each day.

• Of the people who downloaded a national newspaper app onto their phone/tablet, 45% are ages 18 to 34 (source: TGI); this is far higher than the 25% of newspaper readers we saw above.

• The average age of people accessing newsbrand content via mobile is far lower than the average age of the newspaper readership. In the case of the Telegraph, they are half the age of the print readers on average.

print article send to friend

blog comments powered by Disqus
About this blog

The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.

Blog editor

Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


RSS feed

Blog archives

October 2015 ( 3 )
September 2015 ( 17 )
August 2015 ( 22 )
July 2015 ( 14 )
June 2015 ( 9 )
May 2015 ( 4 )
April 2015 ( 10 )
March 2015 ( 12 )
February 2015 ( 9 )
January 2015 ( 11 )
December 2014 ( 5 )
November 2014 ( 10 )
October 2014 ( 7 )
September 2014 ( 14 )
August 2014 ( 12 )
July 2014 ( 16 )
June 2014 ( 15 )
May 2014 ( 4 )
April 2014 ( 9 )
March 2014 ( 7 )

Blog roll

Advertising case studies
Audience case studies
Digital case studies
Leadership case studies
Marketing case studies
Product case studies
Research case studies

Join INMA Today
Upcoming Events
INMA European News Media Conference
Budapest, Hungary
18-20 October 2015
INMA Silicon Valley Study Tour
San Francisco, United States
02-06 November 2015
INMA Seminário Internacional - Brasil
São Paulo, Brazil
09-10 November 2015
INMA South Asia News Media Conference
New Delhi, India
18-19 November 2015
INMA Ideas Day on Digital
Berlin, Germany
20 November 2015
INMA Global Media Awards
Dallas, United States
29 January 2016
INMA World Congress
London, United Kingdom
22-24 May 2016

More Events

Member Profiles

  • Ross McPherson

  • Robert Silvy
    United States

  • Stella Soedibjo

  • Laura Glockseisen

  • Julio Perotti

  • Paulina Holm

©2015 INMA | Home | About | Contact | RSS | Privacy