Newspapers remain a vital and relevant part of Irish society, with more than 80% of adults in Ireland regularly reading a national newspaper. The latest Joint National Readership Survey (JNRS) for 2011 shows that newspapers continue to be sought out by the majority of the population as a source of information, education and entertainment.

“Newspaper publishing is all about original content; we place a very high value on quality, original journalism and I think the latest JNRS shows that most people in Ireland do as well,” said Frank Cullen, coordinating director of National Newspapers of Ireland (NNI).

“In spite of our economic problems, Irish readers have remained remarkably loyal to their favourite newspapers and this is down primarily to the quality of news coverage, analysis and other reporting that you can only find in a newspaper,” Mr Cullen said. “Good journalism is the reason people buy newspapers, and that will not change.”

One of the more interesting trends identified by the latest JNRS is the growing popularity of newspaper magazines, which are increasingly seen as representing good value for money.

“Newspapers have invested heavily in the technology required to publish a range of specialist magazines and supplements, and they have become a central part of the newspaper offering,” said Frank Cullen. “Customers love them because they deliver loads of additional content at no extra cost; exactly what people are looking for in these tough times.”

In spite of our economic difficulties, the JNRS shows that newspaper readership remains steady across the spectrum of demographics. While readership levels for adults are highest amongst those working full time (82%), this figure dips only slightly (80%) amongst those who are not working.

In addition, readership among younger groups remains strong, with almost 80% of 19-24 year olds and more than 70% of 25-34 year olds reading a newspaper on a regular basis. Amongst the student population, almost 76% regularly read a newspaper.

“We’re very encouraged by our readership profile among younger people,” says NNI’s Frank Cullen, “it’s one of the first statistics I look for when the JNRS is published, and once again it’s very pleasing to see that newspapers have maintained their popularity and relevance, even among today’s digital generation.”

Investors read newspapers: 90% of people who own stocks and shares read a newspaper regularly

Mortgage holders read newspapers: 86% of mortgage holders read a newspaper regularly

Car buyers read newspapers: Almost 85% of those who plan to buy a car within the next 12 months read a newspaper regularly

Job seekers read newspapers: 76% of those who plan to change jobs within the next 12 months read a newspaper regularly

Farmers read newspapers: 96% of farmers read a newspaper regularly

Sports enthusiasts read newspapers: 86% of people who attend sports events monthly read a newspaper regularly

Travel enthusiasts read newspapers: 86% of people who stayed in a hotel last year read a newspaper regularly

Internet users read newspapers: 80% of people with access to the Internet in their home read a newspaper regularly

Newspaper readers spend time with their newspaper: Half of all newspaper readers spend over 3 hours every week reading their newspaper