“Literacy more important than ever” as emigration, unemployment take their toll – but national newspaper readership remains strong

Irish people are among “the best-informed in Europe” according to National Newspapers of Ireland (NNI), with the latest Joint National Readership Survey confirming that 3 million people or more than 84% of the adult population regularly read a paid-for daily or Sunday newspaper.

The latest figures, whilst representing a slight overall decline in readership since the last JNRS was conducted, NNI says the survey should be seen in a positive light.

“Considering the economic climate that exists, the fact that readership has declined by less than 3% in the past two years is a remarkable demonstration of the loyalty that Irish people have to their newspapers,” said NNI’s Frank Cullen.

“During those two years, Ireland’s population has been declining steadily, mainly as a result of emigration, while the rising unemployment means there is less opportunity to share newspapers in offices and other working environments,” Mr Cullen continued.

“If there are fewer people reading newspapers it’s because there are fewer people to read them, it’s that simple,” Mr Cullen said. “The fact that 3 million people do still read our titles is fantastic news and that’s how we see it.”

JNRS 2010: positives outweigh the negatives

In spite of the challenges posed by Ireland’s changing population and working status – challenges common to every retail sector – the latest JNRS indicates that Irish people’s hunger for good news reporting remains undiminished.

“Newspaper readership is a really good indicator of a nation’s literacy,” said Frank Cullen, NNI’s coordinating director. “Newspapers are where people go for the in-depth reporting and analysis that most other media cannot provide, and on that basis we must have one of the best-informed populations in Europe.

“It’s more important than ever that we maintain our high standard of literacy and our appetite for information,” Mr Cullen said. “These are qualities that can set us apart and give us a competitive edge in the coming years – and newspapers are vital to that.”

The 2010 readership survey also shows that newspaper magazines may be benefiting from a reduction in disposable income, with consumers seeking added value for money in the shape of magazines that come ‘free’ with their newspaper.

Some other highlights of the latest JNRS include:

–       51% of adults, 1.794m regularly read a daily newspaper
–       70% of adults,  2.434m regularly read a Sunday newspaper
–       84% of men and women read newspapers regularly
–       81% of 19-24 yr olds read newspapers regularly
–       77% of 15-18 yr olds read newspapers regularly