NMA Marketplace Charts

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                                      NMA Marketplace Charts
                                      March 2009




NMA Marketplace Charts – March 2009
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        National Newspapers Daily, Weekly & 4 Weekly Reach




                                                  80%




                                                  71%




                                                  44%                         46%


                                                            All Adults


                     % Daily Reach - Mon - Sat   % Daily Reach - Sunday             % Weekly Reach   % 4 Weekly Reach


NMA Marketplace Charts – March 2009                   Source: NRS Jan 08 – Dec 08
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        National Newspapers Daily, Weekly & 4 Weekly Reach
                              by Age




                                                                                              84%              81%
                                                                         80%
                                      79%           81%
                 76%



                                                                                              77%              76%
                                                                         71%
                                      67%           70%
                 64%


                                                                                 49%          51% 53%          55%
                 34%     36%          37%   40%     38%    46%           44%                                         52%

                    15-24              25-34           35-44                45-54                55-64             65+


                     % Daily Reach - Mon - Sat    % Daily Reach - Sunday             % Weekly Reach      % 4 Weekly Reach


NMA Marketplace Charts – March 2009                    Source: NRS Jan 08 – Dec 08
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        National Newspapers Daily, Weekly & 4 Weekly Reach
                          by Social Class




                                               83%
                                                                                      76%



                                               73%
                                                                                      68%


                                                        48%                                  44%
                                               43%                                    43%

                                                     ABC1                              C2DE


                         % Daily Reach - Mon - Sat     % Daily Reach - Sunday           % Weekly Reach   % 4 Weekly Reach


NMA Marketplace Charts – March 2009                     Source: NRS Jan 08 – Dec 08
                                                                                                           Pg 5


                            % Weekly Reach by Newspaper Type –
                                      All Adults, Age


                               49
                                      42
                                                                            39
                                             34
                                                                    30
                                                                                                   25 24
                                                            20                               21




                                      Pops                       Mids                             Quals
                                                  Age:   15-34          35-54          55+


NMA Marketplace Charts – March 2009                      Source: NRS Jan 08 – Dec 08
                                                                                                   Pg 6


                           % Weekly Reach by Newspaper Type –
                                 All Adults, Social Class

                                         54



                                                                                          36
                                  32                      34

                                                                    25



                                                                                               8



                                      Pops                    Mids                        Quals
                                              Social Class:     ABC1               C2DE


NMA Marketplace Charts – March 2009                  Source: NRS Jan 08 – Dec 08
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             % Weekly & 4 Weekly Reach by Newspaper Type –
                            All Adults, Age


                               59

                                      49
                                                                            45
                                                                    41
                                             38
                                                                                                   33
                                                            30                               30           29




                                      Pops                       Mids                             Quals
                                                  Age:   15-34          35-54          55+


NMA Marketplace Charts – March 2009                      Source: NRS Jan 08 – Dec 08
                                                                                                    Pg 8


            % Weekly & 4 Weekly Reach by Newspaper Type –
                        All Adults, Social Class


                                         61


                                                          45                              45
                                  39
                                                                     32


                                                                                               13



                                      Pops                    Mids                        Quals
                                              Social Class:     ABC1               C2DE


NMA Marketplace Charts – March 2009                  Source: NRS Jan 08 – Dec 08
                                                                                           Pg 9


                                        Share of Readership
                                             by Sector



                                      Qualities
                                       22.9%

                                                                                Populars
                                                                                 46.4%
                                        Mid Markets
                                          30.7%




NMA Marketplace Charts – March 2009               Source: NRS Jan 08 – Dec 08
                                                                                                             Pg 10


                                       Total Readership Trends –
                                      Dailies – All Adults (Millions)


          23,380
                                 21,968      21,901                            22,010
                                                                  21,426                      21,146




               2005                   2006      2007                  2008     Jul - Dec 07   Jul - Dec 08

                                                 Full Year       Half Year


NMA Marketplace Charts – March 2009              Source: NRS Jan 08 – Dec 08
                                                                                                             Pg 11


                                        Total Readership Trends –
                                      Sundays – All Adults (Millions)

          25,239
                                 24,517
                                             23,738                            23,505
                                                                  22,761                      22,617




               2005                   2006      2007                  2008     Jul - Dec 07   Jul - Dec 08

                                                 Full Year       Half Year


NMA Marketplace Charts – March 2009              Source: NRS Jan 08 – Dec 08
                                                                                                                                            Pg 12


                                                   Loyalty of Readership –
                                                      Dailies – Adults



            22           23             22           25        27           29           31         32
                                                                                                                47         48      49




            78           77             78           75        73           71           69         68
                                                                                                                53         52      51




            Sun     Dai l y Mai l      Dai l y     Dai l y    Dai l y   Dai l y Star   Ti me s   Guardi anInde pe nde nt   FT   Eve ni ng
                                    Te l e graph   Mi rror   Expre ss                                                           Standard


                                                      % Almost Always       % Quite often/Occasionally


NMA Marketplace Charts – March 2009                             Source: NRS Jan 08 – Dec 08
                                                                                                                                                 Pg 13


                                                 Loyalty of Readership –
                                                    Sundays – Adults



             22                         21                       24
                           25                       27                            28         30
                                                                                                        37             38
                                                                                                                                     48




                                                                            `


             78                         79                       76
                           75                       73                            72         70
                                                                                                        63             62
                                                                                                                                     52




        Ne ws of the    Mai l on      Pe opl e    Sunday      Sunday            Sunday     Sunday    O bse rve r   Dai l y Star Inde pe nde nt
           W orl d      Sunday                     Ti me s   Te l e graph       Expre ss   Mi rror                  Sunday       on Sunday


                                                  % Almost Always       % Quite often/Occasionally


NMA Marketplace Charts – March 2009                          Source: NRS Jan 08 – Dec 08
                                                                                                                                   Pg 14


                                                              Readership –
                                                              Build by day
                                100
                                99
                                98

                                97
                                96
                                95
        % of Total Readership




                                94                                                                                  Daily Newspapers
                                                                                                                    Sunday Newspapers
                                93
                                                                                                                    Saturday Supplements
                                92                                                                                  Sunday Supplements
                                91
                                90

                                89
                                88

                                87
                                86
                                85
                                      1   2   3   4   5   6    7         8   9      10     11   12   13   14   15

                                                                   day



NMA Marketplace Charts – March 2009                           Source: NRS Accumulation Study
                                                                        Pg 15


                                            Readership
                                      by Age and Social Class
                                             Upmarket
     Young




                                                                       Old
                                           Downmarket
NMA Marketplace Charts – March 2009      Source: NRS Jan 08 – Dec 08
                                                                                                                                  Pg 16

                           National Newspapers –
       Advertising Revenue including colour supplements and classifieds
                                    (£m)


        2063
                       1930                      1974                                            1933
                                      1902                      1912           1913
                                                                                                        1817




                                                                                                                 957
                                                                                                                            871




        2001           2002           2003       2004           2005           2006              2007   2008   July - Dec July - Dec
                                                                                                                  07         08


                                                            Full Year        Half Year


NMA Marketplace Charts – March 2009      Includes classified Source: AA/WARC Jan – Dec 08 2009
                                                                                                                               Pg 17

                        National Newspapers –
 Display Advertising Revenue including coloured supps excl. classifieds
                                 (£m)

          1564                                                                                 1543
                        1469                       1494          1463          1489                   1481
                                      1436




                                                                                                              782
                                                                                                                        726




          2001          2002          2003         2004           2005         2006            2007   2008   July -   July - Dec
                                                                                                             Dec 07      08


                                                              Full Year      Half Year


NMA Marketplace Charts – March 2009     Excludes classified   Source: AA/WARC Jan – Dec 2008
                                                                                                                     Pg 18


                                      Share of Display Advertising
                                       by Medium July-Dec 2008
                                                                                   Cinema
                                                                                     1%
                                       Consumer Mags         Bus Mags
                                            5%                  6%                          Internet
                   Reg Newspapers
                                                                                              20%
                        13%




   Nat Newspapers
        12%                                                                                            Direct Mail
                                                                                                          13%
                              Outdoor
                                6%    Radio
                                       3%                                   TV
                                                                           22%

                                                                                              TOTAL DISPLAY
                                                                                            ADVERTISING SPEND:
                                                                                                  £8,101m




NMA Marketplace Charts – March 2009               Source: AA/WARC Jan – Dec 2008
                                                                                                                           Pg 19

                          National Newspapers –
    Advertising Revenue including coloured supplements and classifieds
                                (% share)



                             13.5
                 13.1                 12.8
                                                    12.5
                                                                 11.8        11.7
                                                                                         11.3
                                                                                                10.9     11       10.7




                2001        2002      2003         2004         2005        2006         2007   2008    July     July -
                                                                                                       De c 07   De c 08

                                                             Full Year       Half Year


NMA Marketplace Charts – March 2009   Includes classifieds   Source: AA/WARC Jan – Dec 2008
                                                                                                                         Pg 20

                           National Newspapers –
      Advertising Revenue including colour supplements excl. classifieds
                                 (% share)


                  11
                            10.28
                                       9.7         9.5
                                                                9           9.1        9.03   8.9      8.8       8.8




                2001        2002      2003       2004         2005        2006         2007   2008   July -    July -
                                                                                                     De c 07   De c 08

                                                          Full Year        Half Year


NMA Marketplace Charts – March 2009     Excludes classified Source: AA/WARC Jan - Dec 2008
                                                                                                                                      Pg 21
                                                 National Newspapers –
                     40
                                                  Time Spent Reading
                     35



                     30



                     25
      % of readers




                     20



                     15



                     10



                      5



                      0
                          <5 mins     about 5 mins       about 15 mins     about 30 mins       about 1hr   about 2hrs   about 3hrs+




                                                     Dailies Mon-Fri.        Dailies Sat.      Sundays


NMA Marketplace Charts – March 2009                               Source: NRS Jan 08- Dec 08