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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

In 1998, the newspaper market was worth an estimated £6.83bn, having risen year-on-year since 1993. The market is usually divided on the basis of coverage, into national and regional titles, although some regional newspapers actually outsell some of the nationals.
Newspapers receive their revenue from two main sources: cover price and advertising sales. The latter accounts for the bulk of net income for both sectors of the market. National newspapers have seen a steady rise in advertising revenue since the early 1990s, despite falling circulations for the majority of titles. Quality daily newspapers have the largest share of this revenue.
Regional and local newspapers are distributed within well-defined areas within the UK. Daily papers tend to be regional in coverage, while weeklies, including both free and paid-for titles, often cover a much smaller locality. Paid-for titles account for the bulk of advertising revenue. However, while the circulation of many free newspapers is falling, the large number of launches in the free sector has stifled growth in the paid-for weekly and daily sectors to some extent.
The national newspaper publishing market is in the hands of just a few companies. The biggest shake-up in the market for some time came when Trinity PLC merged with Mirror Group PLC in 1999. There has been more activity in the regional newspaper sector. The sector as a whole has seen a shift towards companies which are dedicated to newspaper publishing, rather than those which regard it as peripheral to other interests. In 1998, the top 20 regional newspaper publishers accounted for over three-quarters of regional newspaper circulation.
In the short to medium term, the newspaper market is likely to maintain, rather than increase, its sales. There is intense competition in news provision from television, radio and the Internet, all of which will affect circulation. However, advertising revenues should continue to increase, as newspapers offer advertisers a fairly well-defined target audience. Product launches are likely to be restricted to the regional -- and particularly the local -- press, due to the high costs involved in larger-scale introductions. However, acquisitions and mergers will continue to provide a favoured route to increasing market share for many companies.
Taking these factors into account, Key Note forecasts that the total newspaper market will increase in value from just under £7bn in 1999 to £7.71bn in 2003.

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: The Newspaper Market by Sector by Revenue ( percent), 1998

Table 2: UK Gross Domestic Product and Newspaper Advertising Revenue at Current Prices (indices 1994=100), 1994-1998

Market Size

THE TOTAL MARKET

BY MARKET SECTOR

Table 3: The Newspaper Market by Sector by Value (£m), 1993-1998

Table 4: National Newspaper Advertising Revenue by Sector at Current Prices (£m), 1993-1998

Table 5: National Newspaper Advertising Revenue by Sector at Constant 1990 Prices (£m), 1993-1998

Table 6: Purchasers' Expenditure on National Daily and Sunday Newspapers at Current and Constant 1990 Prices (£m), 1993-1998

Table 7: Purchasers' Expenditure on National Popular, Mid-Market and Quality Newspapers at Current Prices (£m), 1993-1998

Table 8: Average Net Circulation of National Daily Newspapers (copies per day), January to June 1993-1999

Table 9: Average Net Circulation of National Sunday Newspapers (copies per day), January to June 1993-1999

Table 10: Regional Newspaper Advertising Revenue by Sector at Current Prices (£m), 1993-1998

Table 11: Regional Newspaper Advertising Revenue by Sector at Constant 1990 Prices (£m), 1993-1998

Table 12: Purchasers' Expenditure on Regional Newspapers by Type at Current Prices (£m), 1993-1998

Table 13: Average Net Circulation of Selected Paid-For Regional Morning Papers (copies per day), January to June 1993-1999

Table 14: Average Net Circulation of Selected Paid-For Regional Evening Papers (copies per day), January to June 1993-1999

Table 15: Average Net Circulation of Selected Paid-For Regional Weekly Papers (copies per week), January to June 1993-1999

Table 16: Average Net Circulation of Leading Free Weekly Newspaper Groups/Series (copies per week), January to June 1993-1999

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 17: UK Newspaper Publishers by Turnover (£000, number and percent), 1998

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 18: National Newspaper Publishers and Their Titles, 1999

Table 19: The Ten Largest Regional Newspaper Publishers by Circulation and Number of Titles, July 1999

Table 20: Main Media Advertising Expenditure by Newspapers (£000), Years to June 1998 and 1999

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

THE CORPORATE MARKET

THE CONSUMER MARKET

Table 21: Penetration of National Newspapers ( percent of adults), 1997 and 1999

Table 22: Penetration of National Newspapers by Sex ( percent of adults), 1999

Table 23: Penetration of National Newspapers by Age ( percent of adults), 1999

Table 24: Penetration of National Newspapers by Social Grade ( percent of adults), 1999

Table 25: Penetration of National Newspapers by Region - South ( percent of adults), 1999

Table 26: Penetration of National Newspapers by Region - North ( percent of adults), 1999

Outside Suppliers to the Industry

NEWSPAPER PRINTING AND PUBLISHING

ADVERTISING

Current Issues

PRESS COMPLAINTS

TRINITY/MIRROR GROUP MERGER

NEW INTERNET SERVICE

NEW SCOTTISH NEWSPAPER

Forecasts

FORECAST 1999 TO 2003

DEMOGRAPHICS

MARKET SEGMENTATION

NEW PRODUCT DEVELOPMENT

COMPETITOR FORECAST

Table 27: The Forecast Newspaper Market by Sector by Value (£m), 1999-2003

Table 28: The UK Population by Age Group (000), 1996 and 2006

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HOPPENSTEDT BONNIER INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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Last updated by Jacob van Eldik 22th February 2000