Irish Newspaper Readership

The JNRS survey hit the streets and made for some fairly depressing reading in some quarters. Overall readership of newspapers was down only marginally with the morning titles gaining slightly. Notably it’s the first time that the full figures of the Free newspapers came into the survey. 
It shows that, after two and a half years, they have a decent readership in the morning and perhaps a slight issue with loyalty to any particular title which is understandable. The ‘fear and loathing’ that was bellowed from some corners about the erosion of the established titles to the new freshet entrants looks like, on these set of figures, to have been unnecessary. In the Morning market The Mail would seem to have gained at the expense certainly of the Irish Independent and to a lesser extent the Examiner.
 
The Examiner having a torrid time in these figures, something that is not fully reflected as dramatically in their circulation figures over the same period which has fallen about 5%. However, newspaper circulation figures and newspaper readership results have always been strange bedfellows and I am sure, that like many a newspaper management team in the past faced with the exact same conundrum, The Examiners team will be preparing some rebuttal to these.
 
The Sundays showed that the readership of the tabloids, mainly The Sunday Mirror and People has dropped – which is reflected to a greater extent in their circulations over the same period (not that we are comparing as they are mutually exclusive!).
 
The Sunday Tribune lost a chunk of readers most likely to the Mail on Sunday, which would be fighting for some of the Tribunes market. The Regional’s took a knock as did the Farmers Journal. The Guide was down and Image lost 30% of its readership in the past 12 months.
2008 2007
Universe (000s) 3526 3483
AIR – Any newspaper 3050 86.5% 3079 87.3%
Morning Titles
Irish Independent 520 14.7% 570 16.4% -50
The Irish Times 317 9.0% 325 9.3% -8
Irish Examiner 202 5.7% 267 7.7% -65
Irish Daily Star 482 13.7% 441 12.7% 41
Irish Daily Mirror 206 5.8% 204 5.9% 2
Irish Sun 301 8.5% 309 8.9% -8
Irish Daily Mail 139 3.9% 117 3.4% 22
Any Daily 2037 57.8% 2009 57.7% 28
Any Morning 1883 53.4% 1852 53.2% 31
Evening Titles
Evening Herald 317 9.0% 315 9.0% 2
Free Titles
Herald AM 100 2.8%
Metro 90 2.6%
Any Free Newspaper 126 3.6%
Sunday Titles
Sunday Independent 941 26.7% 1019 29.3% -78
Sunday Tribune 152 4.3% 218 6.3% -66
Sunday World 919 26.1% 922 26.5% -3
Sunday Business Post 155 4.4% 159 4.6% -4
Sunday Times 337 9.6% 363 10.4% -26
Irish News of the World 569 16.1% 571 16.4% -2
Irish Sunday Mirror 137 3.9% 162 4.7% -25
Irish People 78 2.2% 94 2.7% -16
Irish Mail on Sunday 268 7.6% 252 7.2% 16
Irish Daily Star Sunday 207 5.9% 178 5.1% 29
Any Sunday 2517 71.4% 2523 72.4% -6
WEEKLY NEWSPAPERS
Irish Farmers Journal 220 6.2% 239 6.9% -19
Any RNAI /Mediaforce 1504 42.7% 1630 46.8% -126
Magazines
RTE Guide 285 8.1% 342 9.8% -57
Hot Press 35 1.0% 42 1.2% -7
Image 72 2.0% 103 3.0% -31