2016 Q4 Results

The JNLR Radio research for Q4 2016 is available .

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It’s a bit much in terms of data, but none the less very interesting given the happenings across the pond over the last twelve months. The UK NRS readership data was released this week giving a plethora of data across various media where publications are available.

It’s worth pointing out that the categories are not exclusive: print is not print only. A person answering that the saw a print edition of a paper may also have seen it via a PC or mobile/tablet. And the same applies across all categories.

I’ve concentrated on print but want to pause at the overall market briefly. Every month, the newsbrands under the microscope here reach 49m people across all media in the UK and this year, mirroring markets elsewhere, mobile is the dominant medium. More people use their mobiles/tablets to access newsbrands than print whereas last year the reverse was true showing a definite shift in tastes.

[tables don't really like the 'responsive web'! They refuse to conform - these tables just wont fit into a sensible screen size so you can download them here as a pdf]

  Total   Print   PC   Mobile
  Sep-16 Sep-15 Ch Ch   Sep-16 Sep-15 Ch Ch   Sep-16 Sep-15 Ch Ch   Sep-16 Sep-15 Ch Ch
Market 49,364 48,732 632 1%   41,393 42,335 -942 -2%   16,214 17,581 -1,367 -8%   36,459 33,400 3,059 9%
Newsbrands 47,704 46,832 872 2%   34,626 35,680 -1,054 -3%   14,635 16,153 -1,518 -9%   36,288 33,091 3,197 10%
Magazines 37,782 38,016 -234 -1%   30,377 31,675 -1,298 -4%   8,340 9,054 -714 -8%   16,002 14,643 1,359 9%

Readership of newsbrands has risen whereas the readership of magazines has fallen marginally (there were fewer magazines surveyed in 2016 which might have a small influence on the overall figure in terms of robustness). Print readership and PC readership declined and mobile increased but in the case of the magazines not enough to cover the losses elsewhere.

A raging question (in my own head anyway): do magazines make the ‘whole’ transition to online. What people dismiss outwardly as dis-likeable in a print magazine may, in fact, be an integral part of the reading experience. The ‘intrusive’ advertising for example, which they pause and look at for example – is it actually intrusive or part of the experience? (at £28,000 for a run of paper FPA in Vogue UK – publishers pray you pause and have a look!).

  Total   Print   PC   Mobile/Tablet
  Sep-16 Sep-15 Ch Ch   Sep-16 Sep-15 Ch Ch   Sep-16 Sep-15 Ch Ch   Sep-16 Sep-15 Ch Ch
Daily Mail 29,263 26,833 2,430 9%   10,068 10,320 -252 -2%   7,418 8,808 -1,390 -16%   20,437 16,910 3,527 21%
Guardian 26,197 23,080 3,117 14%   4,037 3,930 107 3%   6,972 8,922 -1,950 -22%   21,839 16,505 5,334 32%
Daily Mirror 24,969 22,951 2,018 9%   5,902 6,122 -220 -4%   4,374 4,575 -201 -4%   19,256 16,067 3,189 20%
The Sun 24,022 13,026 10,996 84%   10,661 11,531 -870 -8%   2,077 1,090 987 91%   16,544 1,640 14,904 909%
Daily Telegraph 22,223 22,926 -703 -3%   3,819 3,840 -21 -1%   6,740 8,031 -1,291 -16%   16,600 16,097 503 3%
Metro 17,639 16,877 762 5%   10,582 10,488 94 1%   1,517 2,068 -551 -27%   9,374 7,753 1,621 21%
independent.co.uk 16,940 17,190 -250 -1%   0 2,196 -2,196 -100%   4,211 4,666 -455 -10%   14,569 12,881 1,688 13%
Daily Express 12,033 11,180 853 8%   2,724 2,793 -69 -2%   3,104 2,398 706 29%   7,646 7,023 623 9%
Evening Standard 11,012 8,967 2,045 23%   4,986 5,267 -281 -5%   1,530 1,443 87 6%   7,069 4,081 2,988 73%
Daily Star 6,362 5,618 744 13%   2,569 2,608 -39 -1%   1,069 784 285 36%   3,383 2,658 725 27%
Times 5,763 4,907 856 17%   4,378 4,399 -21 0%   662 316 346 109%   1,487 517 970 188%
Daily Record 4,561 3,835 726 19%   1,230 1,168 62 5%   588 677 -89 -13%   3,650 2,651 999 38%
The Scotsman 1,302 1,698 -396 -23%   336 355 -19 -5%   412 581 -169 -29%   729 994 -265 -27%

The UK nationals had mixed fortunes. The Sun made the biggest strides adding 85% to its total footprint. But they did tear down the paywall in December 2015 and the survey relates to readership between October ’16 and September 16 and comscore data from September 2016. So the year on year comparisons is slightly skewed in its case.

It dropped 870k from its print readership figure but more than compensated through a 1.4m increase in their mobile readership and 987k in the PC figure.

However, many of the 870k that got out of the print reading habit would have been paying customers (and the same would be true of all print publications). So let’s hope that they can monetize the increased readership from PC/Mobile to the same value as the forgone circulation revenue (doubtful).

The Independent is the other big mover but that as well can be explained away. Over the survey period they ceased the printed product and moved completely to digital which accounts for the digital gains.

The brand with the biggest footprint is the Daily Mail reaching 29m people every month. This is followed by the Guardian at 26m and the Daily Mirror at 24m.