Transcript Industry Snapshot 2016

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
Cross-platform
39.6m
Source: JICREG (April 2015)
Local newsbrands social split
E
8.7%
B
D
15.1%
ABC1
C2
20.7%
24.5%
45.7%
26.6%
A
4.4%
Did you
know:
12.8m of the ABC1 population reads a local newspaper
Source: GB TGI Q4 2015
C1
Read by a variety of ages
15-24
65+
Did you
know:
Local newspapers
reach more
15-24 year-olds
than commercial
radio
10.3%
12.5%
28.3%
14.4%
35-44
16.5%
55-64
18%
45-54
Source: GB TGI Q4 2015
25-34
Key decision makers read local
65%
£ 59%
2.4
of local readers believe adverts in their local paper
help them make decisions
of local readers are chief income earners
readers believe advertising helps them choose what
million local
to buy
Did you
know:
32% of all main shoppers read a local newspaper
Ninety per cent of people are proud of the area they live in.
Source: GB TGI Q4 2015/ (Consumer Catalyst, Think Media)
A loyal audience
39%
rely on local newspapers to keep
them informed
20m
Read their
newspaper to
find what’s
happening
locally
Did you
know: 19% of local readers (3m) are heavy newspaper readers (7.1+ hours
per week)
Source: GB TGI Q4 2015
Advertising locally
4.2
million
million
5.2
million
local readers pay most attention to adverts
26%
Look for a bargain in local first
Source: GB TGI Q4 2015
of local newspaper readers
notice ads in local
newspapers/magazines
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
• 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.
Traffic to local
newspaper
websites rose by a
third over 2015.
• 70% of local media consumers agree that the content on
local media websites is trustworthy
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
Source: GB TGI Q4 2015, Comscore/ 1XL/ ABC
Did you
know:
Fifty-one per cent of local media
site users took an action as a
result of seeing an
advertisement in the last month
SME’s
• 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
Local newsbrands – A catalyst for consumers
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.
Source: Local Media Works, Consumer Catalyst (2014)
Local media – in print and
online – is the most
effective combination for
driving
consumer action.
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
Contact Justin Fenton ([email protected])
for more information
Local Media Works, 2nd Floor, 292 Vauxhall Bridge Road, London, SW1V 1AE
T: +44 (0)20 7963 7200 W: www.localmediauk.org