Growing Strength Of Welsh National Newspapers

BJM Research & Consultancy Limited has carried out research into three of Trinity International Holdings’ Welsh newspaper companies. The research, conducted by BJM on Trinity’s behalf, focused on The Western Mail & Echo Ltd, Liverpool Daily Post & Echo Limited and Chester Chronicle & Associated Newspapers.

Results show that readership of Welsh regional newspapers is increasing and the use of national newspapers in falling. A spokesman from Trinity’s sales house Amra says that this is a result of the “growing confidence of the Welsh people” and the success of its economy, as well as people feeling that national newspapers are out of touch with their needs.

The research shows that the most read broadsheet in Wales is The Western Mail which is now read for 6 minutes longer than in 1992 and 7 minutes longer than the average read of a regional morning’s paper. The Daily Post remains the most widely read daily in North Wales with a readership of 150,000 (over 25 per cent of its circulation area’s population). Over 40% of Daily Post readers do not read another newspaper.

The South Wales Echo retains its position as best read newspaper within its circulation area; its readership has risen to 3 readers per copy from 2.9 in 1994 and it is being read for 5 minutes longer than the average regional evening newspaper.

The only Welsh Sunday title, Wales On Sunday is attracting more C1C2 readers who read the paper 2 minutes longer than readers in 1994.

Trinity International Holdings Plc: 01244 350 555