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### Diverse Readership Trends in Newspapers: Insights on Age and Online Engagement ###

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This report delves into the varying demographics of newspaper readership, emphasizing the distinct profiles of younger (18-34) and older (35+) audiences. It reflects on the dramatic differences in online and print engagement, revealing substantial growth in digital readership. Data sourced from NRS and UKOM highlights the monthly readership metrics, showcasing how digital platforms have expanded audience reach. Notably, there’s a shift in social class readership as well. Understanding these trends is critical for the newspaper industry to cater effectively to both younger and older demographics. ###

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### Diverse Readership Trends in Newspapers: Insights on Age and Online Engagement ###

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  1. Readership

  2. Newspapers appeal to different reader demographics Younger (18-34) All Newspapers C2DE ABC1 Older (35+) Source: NRS

  3. Online readers have different profiles to the print versions Younger (18-34) All Newspapers ABC1 C2DE Older (35+) Source: UKOM

  4. Daily newsbrand readership (Print & Online) 000s 7,468 +8.7% 6,550 +46.8% 3,633 3,116 +2.5% +10.2% 2,164 2,451 1,833 +125.5% 1,338 1,221 +54.9% +12.2% +2.7% +5.5% 916 411 +103.5% +30.8% Source: NRS PADD: NRS Apr12-Mar13 + comScoreMar2013

  5. Weekly newsbrand readership (Print & Online) 000s 13,212 11,550 +8.2% +34.7% 8,127 +5.1% 6,522 +14.5% 4,917 5,446 3,906 +69.3% 3,257 +99.5% +11.8% 2,656 +5.2% 2,812 +16% 1,682 +93.1% +44.2% Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013

  6. Monthly newsbrand readership (Print & Online) 000s 21,771 19,024 +16% +68.4% 14,629 12,601 12,096 11,259 +11.2% +192.1% +34.6% 7,849 +156.2% 6,274 5,563 +25.8% 4,808 +7.9% +35.5% +153.5% 2,861 +63.5% Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013

  7. Newsbrand Monthly Readership Millions Total Monthly Reach 42.0m Total Monthly Reach 39.9m Total Monthly Reach 39.7m Total Monthly Reach 39.5m 6% 3.7m additional reach with online 19m (online total) 38.4m (print total) Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013 *NRS print only figures (NRS PADD data not available pre 2012)

  8. Total Newsbrand Reach Print & Online - millions, % of all adults Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013

  9. % Readership by age 5.84m 7.07m 6.83m 7.22m 6.50m 8.44m 5.14m 6.09m 5.92m 7.77m 5.63m 5.25m 3.59m 3.42m 2.95m 5.75m 3.45m 3.32m Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013

  10. % Readership by gender 21m 19m 12m Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013

  11. % Readership by social grade 13m 10m Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013

  12. % Readership by working status 18m 24m 16m 8m 10m 12m Source: NRS PADD: NRS Apr12-Mar13 + comScore Mar2013

  13. Contact us info@newsworks.org.uk+44(0)20 7839 8935

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