In general, press readership is down by 1% vs the 2009 readership or JNRS report. Those most affected are the dailies – 3% down vs ’09 book and the Sunday’s are 1% down.
Daily Papers
In general, the Dailies have seen a drop of 3% vs the last report and YOY. The National Newspapers of Ireland Group blamed higher unemployment and emigration for the declines.
It seems that the tabloids have been affected more than the broadsheets with most of them to have double digit drops in their readership YOY.
The Evening Herald has experienced the biggest drop of all with a 10% loss vs the last report and a 19% loss YOY.
The Irish Independent (16% of all adults) still remains the leader in the category followed by The Irish Daily Star (12%).
The Irish Daily Mail was the only title that saw an increase – up 1% or 2,000 readers.
On the contrary, most of the daily supplements have experienced an increase in readership versus the last book, probably reflecting a reduced spend by consumers on other magazines.
The Irish Indo’s supplement, Health and Living, gained 41,000 readers – that’s a 9% increase from the last book.
The only losers were the Sun’s TV Mag and the HQ with Evening Herald. HQ has been replaced by The Dubliner, the city guide that used to be distributed on its own weekly, so we expect that the newspaper will gain some figures back.
Sunday Papers
In the Sunday market the trend is more optimistic than the Daily one, since most of the titles have increased their readership especially if you compare this report YOY.
The Sunday Independent comes out on top by far, with a readership of 992,000 which is 4% down vs the 2009 book and -1% YOY. 28% of all adults read the Sunday Indo.
The Sunday Times continue to make gains with an additional 7,000 readers v’s the last book, that’s an increase of 2% and a considerable 14% YOY.
The Sunday World reversed the trend in this book by increasing its readership to 843,000, that’s an increase of 4% vs the last book, but comparing this book YOY it has a decrease of a 5%.
News of the World have also regained some of the readers they lost in the last book with a 3% increase, to 533,000 readers.
The biggest winner in the category was the Irish Daily Mail that gained 30,000 readers, a considerable increase of 10% v’s the last book and a 13% YOY.
The biggest loser in the category was S Tribune with a 10% loss vs the last book and a -3% YOY.
