37% Of Adults Against More Newspaper Advertising

The latest CIA Sensor survey shows divided opinion on whether publishers should increase their cover prices, increase the amount of advertising they carry or cut pages to off-set newsprint prices.

Young newspaper readers would rather publishers did not cut pages; 61% of 15-24 year olds said they would rather pagination stayed the same but the cover price went up. Just 34% would prefer fewer pages and the same cover price. 69% of 15-24 year olds would not mind if publishers increased the amount of advertising rather than raise the price.

The picture with adults is rather more divided, with 49% preferring fewer pages but for the same money, and 40% preferring pages to remain but with the price rising. 27% of adults would accept more advertising, 37% however, are against more advertising.

The older age groups are most against any price increases; 65% of over 65 year olds wanted fewer pages for the same money. However, attitudes not only differ by age, they also differ depending on the type of newspaper read. While broadsheet readers would prefer an increase in cost (53%) to a cut in pagination (38%), tabloid readers prefer reduced pagination (52%) to increased cost (43%). Broadsheet readers are also against the idea of more advertising, with 47% saying it would not be acceptable, compared to 40% of tabloid readers.

Anthony Jones, Head of CIA MediaLab, commented, “The cost of newsprint has increased significantly over the last year and publishers are still trying to find ways to off-set these rises. As the young and old hold strongly opposing views on how this should happen, publishers will need to tread warily before taking action.”

CIA MediaLab: 0171 633 9999