Guardian Publishes Sections Research For Advertisers

Guardian Newspapers has this week announced the completion of extensive research into its papers’ sections and supplements. Guardian and Observer Sections 2000 is a detailed report covering the readership of its supplements, and is fully compatible with the National Readership Survey (NRS).

Its research has shown that, of its weekday supplements, the most popular are the Friday Review, The Editor and Society, both favourites in terms of readerships and the value placed on them. In Saturday’s Guardian the news section, the Guide, Weekend and Saturday are each read by over one million people, and the Observer’s Life and Review are read by more than half of the paper’s readers.

Advertisement director at GNL, Stuart Taylor, said: “Guardian and Observer Sections 2000 has been in the pipeline for some time now as a response to a growing feeling that this is something that would benefit our agencies and clients. We are confident that with this new resource the department will be able to offer an even fuller service to our advertisers.”

GNL is the second newspaper group to undertake research into its sections to provide advertisers with information which is currently lacking from the NRS survey. Last year the Telegraph began to undertake research of its own titles and those of the Times but suspended to allow the discussions within the NRS to continue unhindered (see Telegraph To Suspend Sections Research).

The National Readership Survey currently gives detailed analysis of only 21 sections, despite the increasing growth of newspaper supplements in recent years (see Feature: National Newspaper Supplements). Roger Pratt, managing director of the NRS, told Newsline today that an extra 15 sections were currently being measured with data expected to be available soon and the addition of these titles will bring its section coverage to over 90%.

He said discussions were continuing with all newspaper groups to expand the sections research and that the parties involved are now close to having a specification agreed. He said he hoped for an agreement “within a month or so”.

Guardian Newspapers: 020 7239 9696 National Readership Survey: 020 7632 2915