80% of Adults Are Regular Newspaper Readers

– People now spend more time reading their newspapers

– Three out of four 19-24 year olds read newspapers regularly

– Ireland enjoys one of the highest readership levels in Europe

August 10th 2012 – Newspapers have again been confirmed as the go-to medium for people seeking in-depth news and analysis. The Joint National Readership Survey (JNRS 2011/12), which was released today, shows that 1 in 5 of Ireland’s newspaper readers now spends more than 6 hours per week reading their newspapers.

With a further 4 out of 10 people spending more than 3 hours per week reading newspapers, the latest figures provide further evidence that newspaper readers are more attentive and less likely to be distracted than users of other media.

Furthermore, the figures demonstrate that a large quantity of people read newspapers regularly: according to the JNRS almost 8 out of 10 adults (79.8%) are now regular newspaper readers, with 6 out of 10 regularly reading a Sunday newspaper and 1 in 2 adults reading a newspaper on a daily basis.

Newspaper readership amongst young people is also impressive, with almost three-quarters (73.6%) of 19-24 year olds regularly reading a print title. The survey found that 69.4% of 15-18 year olds and 70.5% of 25-34 year olds also regularly read a newspaper.

“These figures show that Irish newspaper readership remains very strong, in spite of factors such as the continuing recession and proliferation of other media,” said Frank Cullen of National Newspapers of Ireland (NNI).

“As an industry I would say we are encouraged but not surprised by the findings of the latest JNRS,” Mr Cullen said. “Newspapers invest more in journalism than any other medium so it’s natural that more people come to us when they are looking for high quality, original news content.

“The figures also suggest that people who actively purchase a newspaper really take the time to read it,” he went on. “Our readers tend to spend quality time with their newspapers; they are relaxed, receptive and much more likely to absorb information – which is hugely important from an advertiser point of view.”

Notes for Editors

Definition of “regular readership”

“Regular readership ” is based on Average Issue Readership (AIR). The definition of average issue readership is as follows:

The principle of measuring “readership” is to attempt to establish at each interview whether or not the person interviewed has looked at any copy of the publication in question, during a period back from the day of interview equal to the interval at which the publication appears. (Reading on the actual day of interview is not included). Thus, for each daily paper, the survey established whether or not the person interviewed looked at a copy of it “yesterday”. In the case of daily newspapers, interviews conducted on Mondays treated reading on the previous Saturday as “yesterday”, in line with standard international practice. For each Sunday, regional or weekly publication (including newspaper magazines), the survey identified whether or not the respondent had looked at a copy during the 2 weeks previous and, for each monthly publication, whether or not he/she had looked at a copy during the past month. Each of these reading occurrences is described as “average issue readership”, which is commonly referred to simple as “readership”.

About the JNRS

The Joint National Readership Survey is the most definitive and respected benchmark in determining the buying and selling of advertising space in the print media in Ireland. It is Ireland’s largest random probability survey with a sample over 7000. The JNRS contains a wealth of valuable research on readership of newspapers and newspaper magazines, as well as lifestyle statements and information on over 200 product categories. In addition it provides a vast amount of information on demographics and make-up of the population.

For further information please contact:

Anna Clarke

T: 01 668 9099

E: aclarke@cullencommunications.ie