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Industry Snapshot 2016
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
• The total audited print weekly circulation of local media is approximately 34.7 million (Local Media Works 2016)
Source: JICREG (April 2015), GB TGI Q4 2015/ LMW
Of the 40 million, the reach is split
Source: JICREG (April 2015)
Cross-platform 39.6m
A
B
C1 ABC1
C2
D
E
Local newsbrands social split
12.8m of the ABC1 population reads a local newspaper
Source: GB TGI Q4 2015
Did you know:
4.4%
24.5%
26.6% 45.7%
20.7%
15.1%
8.7%
10.3%
12.5%
14.4%
18%
16.5%
28.3% Local newspapers reach more 15-24 year-olds than commercial radio
Source: GB TGI Q4 2015
Read by a variety of ages
Did you know:
65+
55-64
45-54
35-44
25-34
15-24
Key decision makers read local
59% 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 buy 2.4 million
32% of all main shoppers read a local newspaper Ninety per cent of people are proud of the area they live in.
Did you know:
65%
Source: GB TGI Q4 2015/ (Consumer Catalyst, Think Media)
£
A loyal audience
rely on local newspapers to keep them informed
Read their newspaper to find what’s happening locally
20m
Source: GB TGI Q4 2015
39%
19% of local readers (3m) are heavy newspaper readers (7.1+ hours per week)
Did you know:
Advertising locally
local readers pay most attention to adverts
26%
Source: GB TGI Q4 2015
of local newspaper readers notice ads in local newspapers/magazines million
4.2 million
5.2 million
Look for a bargain in local first
An action medium
Of those local readers who see a promotion:
• 54% use coupons/vouchers
• 83% speak to others about products/services
• Readers are more than twice as likely to act on the ads in local media than those on TV and social media
• Local media advertising generates an incremental 30 per cent of revenue for retailers.
• Local media advertising has a 7:1 return on investment ratio for retailers.
Source: GB TGI Q4 2015/ Think Media/ Archant Prove It!
Newsbrands online
Source: GB TGI Q4 2015, Comscore/ 1XL/ ABC
Fifty-one per cent of local media site users took an action as a result of seeing an advertisement in the last month
Did you know:
• 80% of local media consumers agree that the local media
website is an essential source of news and information
• 50% believe that advertising and brands featuring on local
media websites are trustworthy, compared to 42 per cent for national news sites ,41 per cent for portals and 23 per cent for social media.
• 70% of local media consumers agree that the content on
local media websites is trustworthy
Traffic to local newspaper websites rose by a third over 2015.
Digital ad spend in local media is forecast to grow faster than other published media - behind only video on demand out of all sectors measured
• Forty-five per cent of SME owners who consider themselves to be digitally savvy advertise in print.
• Twenty-eight per cent of digitally savvy SME owners say print supports the business and brand perception.
Source:MTM Johnston Press 2015
SME’s
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
JICREG
What is Jicreg? - Audience currency for Local Newsbrands in print and online
Who uses it? - Media agencies, publishers, sales houses and advertisers
Why? - It’s Independent, trusted, transparent and agreed by an industry board who all have input
What does it provide? – Audiences by demographic at postcode sector level across print and digital
How can it help you? – Accountability and credibility to the sales proposition, demonstrating how many people are exposed to the advertising message, who they are and where they live
Local Media Works, 2nd Floor, 292 Vauxhall Bridge Road, London, SW1V 1AE T: +44 (0)20 7963 7200 W: www.localmediauk.org
Contact Justin Fenton (justin@localmediauk.org) for more information
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