JNRS SURVEY NEWSLETTER

Jan Dec 2011

Introduction
3,082 2,961

National Readership - All Adults

2,890 2,489 1,990 1,794 2,434 2,252
Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011
Readership (000s)

Comparisons are made against Jan Dec 2010 Readership of any newspaper saw a decline of -2.4% year on year However, 81% of Irish adults still read a newspaper title during the week, which equates to 2.89 million people There is a significant decline among younger readers (64,000 fewer 15-24 year olds and 72,000 fewer 25-34 year olds) 1.75 million people, or 49% of all adults, read a daily newspaper a decline of 2.2 % yoy The loss of readers in Sunday titles is much more pronounced, however, with average declines of 7.4%. Of the population, 63% (2.252 million) read a Sunday newspaper each week. Irelands readership habits are in line with the similar trend witnessed in the UK (-3.4% yoy source:nrs.co.uk)
Note: The News of the World ceased in July 2011 and has been excluded from the JNRS survey; Metro Herald is no longer part of JNRS.

1,755 1,566 1,490 1,423

Any Newspaper

Any Daily

Any Sunday

Any Regional

Daily Newspaper & Supplement Market

People are seeking more entertainment-based coverage from newspapers with broadsheets losing readers and TV supplements growing significantly

Sunday Newspaper & Supplement Market Spotlight on

Sunday newspaper readership is in decline as the impact of closures hits the sector Adults 15-34 and Main Shoppers, key markets for newspapers, indicating readership habits and trends

Summary
Find out the top 25 publications from last year and the latest news and developments in the evolving newspaper market in Ireland

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DAILY NEWSPAPER & SUPPLEMENT MARKET

Overall Daily Newspapers
The overall Daily Newspaper market has seen a continued drop in readership with an annual decline of -2.2%. The Irish Independent maintains its position as the most read daily newspaper in the country with 477,000 readers with a market share of 21.6% - down 2 share points The Irish Times average readership is 310,000 representing a loss of 29,000 readers (-8.6%). This decline is primarily evident in the key 25-54 age bracket (-26,000 readers yoy) The Irish Mirror (+11.5%), The Irish Examiner (+3.4%) and the Irish Sun (+1.1%) have bucked the trend and all increased their Adult readership yoy. The increase in the Irish Mirror readership has come primarily from 27,000 more female readers (+30%) and 15,000 extra 45+ readers (+16.8%) The Irish Examiner has recovered from 2010 when it lost 33,000 readers and this period shows gain of 6,000 readers was primarily driven by gains of 22,000 extra female readers (+28%) and 7,000 extra 65+ readers (+20%) The Evening Herald has held its own across the Adult audience with the loss of only 2,000 readers (-0.8% yoy)

Daily Supplements
The total readership of Daily supplements has increased (+0.9%) for the period, which is in contrast with the overall decline of the daily press market Saturdays Weekend supplement in the Irish Independent remains the most read supplement of the week, although it has lost almost 1% market share (15.9% to 15.0%)

ow? Health & Liv Independent is ing in the Irish now the second read daily supp most Adults in Irelan lement across All d behind Saturd Weekend supplem ays ent, als Irish Independe o in the nt

Did you kn

Among The Irish Times supplements, there were declines seen in the Go supplement (-6.0%) and The Ticket (-4.4%) yoy, with Health Plus (+4.9%) showing growth for the year among all adults

Top 5 Daily Supplements

The Irish Indepen ver an Weekend supplement deli readers average of over one million ch is (1,047,000) each week whi rated more than watched the top Late Late TV show last year The Toy Show (1,012,900)

Did you know? dent and

Supplement Weekend Health & Living Saturday Magazine TV Magazine Star Chic Source: JNRS 2012

Newspaper Irish Independent Irish Independent Irish Times The Irish Sun The Star

Readership 570,000 484,000 365,000 331,000 317,000

The overall growth in popularity of the Irish Mirror is also reflected in its supplements, with We Love Telly recording significant growth of 82,000 readers (+48.5%) Other supplements making strides in 2011 include The Suns TV Magazine(+16.5%), the Daily Mails You Magazine (+11.9%) and both health supplements in the broadsheets Irish Times Health Plus(+4.9%) and the Irish Independents Health & Living (+1.7%)

National Daily Readership - All adults

581 539 477 420 369 339 310
Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011
Readership (000s)

Market Share 2011 - All adults

Evening Herald 11% (+1%) Irish Daily Mail 6% (NC) Irish Independent 22% (-1%)
605

Daily Supplements Readership - All adults

Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011
Readership (000s)

599
570 476 484 445

385

373

295
272 275
208

289
236 234 142 148 145 84

211
175 181

214

Irish Sun 12% (NC) Irish Times 14% (NC) Irish Daily Mirror 10% (+2%) Irish Examiner 8% (+1%)

369 368365 365 342 305

192

322 317 291 238 252 241

285 299 254 195 188

297 331 284 233 211 219 146151

169

251
169

240 163 110 164

Irish Independent

Irish Times

Irish Examiner

Irish Daily Star

Irish Daily Mirror

Irish Sun

Irish Daily Mail

Evening Herald

Metro Herald

Irish Daily Star 17% (+1%)

Weekend Irish Day & (I. Indep) Times Mag Night

The Ticket

Star Chic

Health & Health Foinse TV Mag Living Plus (I. (I. Indep) (Sun) (I. Indep) Times)

You (Daily Mail)

Go We Love The Farming Weekend Feelgood (Irish Telly Dubliner (I. Exam) (I.Exam) (I.Exam) Times) (Mirror) (Herald)

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SUNDAY NEWSPAPER MARKET

Sunday Papers
2011 was a difficult year for the Sunday paper market, with the loss of three titles - News of the World, Sunday Tribune and Star on Sunday. As a result, readership of any Sunday paper fell by 7.4% in 2011, significantly more than the 2.2% decline seen in 2010 The Sunday Independent readership fell by 67,000 readers (-6.6%), slightly less than the overall market decline, with The Sunday Times losing 32,000 readers (-7.7%) and Sunday Business Post losing 33,000 readers (-18%) The main winners in the Sunday market are the Sunday Mirror adding 42,000 readers (+30%), the main increase coming from 36,000 extra male readers (+ 7%) Market share has seen the greatest shake up in recent years. The Sunday Independent continues to hold the greatest share of the Sunday market with 33% share, an increase of 5 points on 2010, while all of the Sunday titles have recorded an increase in market share, bar the Sunday Business Post. News of the Worlds market share has been broadly apportioned in line with previous market share It was a particularly strong survey for the Mail on Sunday, growing readership by 9,000, driven by TV Week which saw an increase of 26,000 readers (+11%)

Sunday Supplements
Overall readership of Sunday supplements saw an increase of 4.4%, compared to an overall decline in main paper readership. This indicates readers becoming more inclined to read more of the paper than in previous years Sunday Independents Life remains the most read supplement on a Sunday, increasing its readership by 5,000 to an average readership of 710,000 (+1%)

w? Overall Sund ay more that re and Daily readership ad fe This illustrat ership of Any Newspap ll es duplication in that there is now le er. readers choo the market, with m ss ore sing or a Sunday to read either a daily paper, but no t both.

Did you kn o

The Sunday World Magazine saw the largest increase in readership, adding 30,000 readers (+5.3%), bringing its readership up to 596,000. TV Weekwith the Mail on Sunday also saw their readership increase to by 26,000 (+11%), bringing its readership to 257,000 The only Sunday supplement to record a decline was the Sunday Business Posts Agenda which recorded 3,000 fewer readers (-2.5%)

Sunday Newspaper Readership All Adults

1,031 1,006 939 812 821 819
Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011
Readership (000s)

Sunday National Newspaper Market Share All Adults

Irish Mail on Sunday 12% (+3%) Irish Sunday Mirror 7% (+3%) Sunday Independent 33% (+5%)
714

Sunday Supplements Readership All Adults

705 710
596

Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011

Readership (000s)

565 566

Sunday Times 14% (+3%)

415 418 386 302 329 338

193 187 154

302 293 303

282 278 291

250 248 252

257 211 231 179 121 120 117

142 145

147 141

183

Sunday Business Post 5% (NC) Irish Mail on Sunday Sunday World 29% (+6%)
Sunday Life Sunday World Magazine Sunday Times Magazine Sunday Times Culture Sunday Times Style TV Week (Mail on Sunday) Agenda (Sunday Business Post) Irish Country Living (IFJ)

Sunday Independent

Sunday World

Sunday Business Post

Sunday Times

Irish Sunday Mirror

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SPOTLIGHT ON. MAIN SHOPPERS & 15-34S

15-34 Daily Papers & Supplements
The readership of Daily Newspapers in the 15-34 age group is down -9.6% yoy The Irish Mirror (+7.4%) and Irish Daily Mail (+3.3%) buck the trend of an overall decline in readership for this demographic
Adults in Ireland now re ad newspaper (533 a national ,000 JNRS 2011/Telmar) th national radio an listen to any sta JNLR 2012 Liste tion (445,000 ned Yesterday)

Main Shoppers Daily Papers and Supplements

Did you More 15-34 year know? old
Among main shoppers, the Irish Independent remains the first choice, delivering a market share of 22% with The Star and The Irish Times following with 15.4%. However, this overall market has seen a decline (-2.9%) yoy, with the Irish Independent losing 36,000 readers (-11.2%) The Irish Examiner added 12,000 readers (+12.2%) among main shoppers, reflecting the appeal of the three supplements feelgood, Farming and weekend - to female readers The Irish Mirror again makes a great increase among the main shoppers market, adding 20,000 readers (+18% yoy) in this demographic While overall readership of any Sunday paper has fallen by 7.4%, readership for main shoppers has fared slightly better, falling by only 3.8% YOY Sunday Independent remains the most read title for main shoppers, with 570,000 reading the paper on average each week The Sunday World readership has remained relatively static, and is the second most read Sunday title for Main Shoppers

Overall, readership of 15-34 year olds on a Sunday is down 6.7% YOY, although this decline is less than the overall decline in the Sunday market Sunday World remains the most read Sunday paper for the 15-34 market, with 319,000 readers(-2.7%), followed by the Sunday Independent with a readership of 244,000 (-12.8%) The Sunday World Magazine increased its readership YOY in this age group, adding 8,000 readers (+3.5%), the only Sunday supplement to increase readership against this audience

National Daily Readership All 15-34 Year Olds

208 170 178 155 143 139 127 102
95
Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011
Readership (000s)

Sunday Newspaper Readership All 15-34 Year Olds

339 328 319 288 280 244
Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011
Readership (000s)

National Daily Readership Main Shoppers

349 320 284 232 207
Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011
Readership (000s)

Sunday Newspaper Readership Main Shoppers

Jan - Dec 2009 Jan - Dec 2010 Jan - Dec 2011

608 605 570

Readership (000s)

132 121
83 71 58 45 40 68 73

199

207 199 192 131 139 110 111 142 139 420

466 456

121
148 144

158

82 77 54
33 30 31

121

124 98 110

146 137
255 248 199 115 98 229

52 46 35

65 53

72

68

78 76

84

93 93
47

181 73 82 98

201 200

Irish Independent

Irish Irish Irish Times Examiner Daily Star

Irish Daily Mirror

Irish Sun

Irish Daily Mail

Evening Metro Herald Herald

Sunday Sunday Independent World

Sunday Business Post

Sunday Times

Irish Sunday Irish Mail on Mirror Sunday

Irish Independent

Irish Irish Irish Times Examiner Daily Star

Irish Daily Mirror

Irish Sun

Irish Daily Mail

Evening Metro Herald Herald

Sunday Sunday Independent World

Sunday Business Post

Sunday Times

Irish Sunday Irish Mail on Mirror Sunday

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SUMMARY
Top 25 Publications
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Publication Sunday Independent Sunday World Sunday Life Sunday World Magazine Weekend (I. Indep) Health and Living (I. Indep) Irish Independent Sunday Times Irish Daily Star Irish Times Mag Irish Mail on Sunday TV Mag (Sun) Star Chic Irish Times Day and Night Sunday Times Magazine Health Plus (I. Times) Sunday Times Culture Irish Sun TV Week (Mail on Sunday) Sunday Times Style We Love Telly (Mirror) The Ticket Weekend (I. Exam) Evening Herald Readership (000s) 939 819 710 596 570 484 477 386 373 365 338 331 317 310 305 303 299 291 275 257 252 251 241 240 234

Latest News
Daily Supplements
Irish Times launched daily business supplements from 20th February, 2012 with each supplement themed to a specific commercial sector Innovation (Monday), Pricewatch (Tuesday), Commercial Property (Wednesday), Technology (Thursday) and Business This Week (Friday)

Sunday
The closure of the News Of The World on 10th July last year left a gap in the Sunday tabloid market which News International filled by launching The Sun on Sunday on February 26th, 2012. Initial sales figures of 105,000 ROI indicate the launch will likely have a significant impact on the Sunday market

Digital
The Sunday Business Post launched an iPad version of the paper in October, coinciding with the website changing to - www.businesspost.ie - which carries the masthead Daily Business Post. The iPad version had 6,109 downloads within the first month of launch

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