Feature: Old Age And The Mid Market
The mid market in national newspapers could still be described as a two horse race, although the odds on the Daily Express get longer each time circulation figures are released. However, while the Daily Mail may be pulling further and further ahead, both titles may need to look to their long term future, as the latest NRS profiles reveal that their audiences, whether shrinking or growing, are also aging.
According to NRS Profiles, five years ago the largest proportion of Mail readers, 26%, was in the 65+ age bracket. This year’s figures (Jul 00 – Jun 01) show that this proportion has been reduced to 24.9%, but remains the largest, while all the other age brackets from 35-44 upwards have seen their share increase. At the same time the younger age groups have all seen a decrease, with 25-34 year olds now making up just 11.4% of readership.
The story at the Express is very similar. Again, in the 95/96 period, 22.9%, the largest proportion of readers, were in the 65+ bracket, but over the following half decade, this has increased to 30%, although the 45-54 bracket saw a decrease from 20% to 16.4% during the same period.
The aging profile of the middle market does not reflect national newspaper readership as a whole, where, according to this year’s figures, the highest proportions of readers are in the three categories spanning the 25-54 age range, peaking in the middle. Perhaps unsurprisingly, the tabloids are generally more effective at attracting the lower age range, with the Star‘s readership including 19.2% 18-24 year olds and 25.4% 25-34 year olds. The Sun‘s readership has 14.6% 18-24 year olds and 21.9% 25-34 year olds.
The seriousness of content does not appear to be an off-putting factor, however, with traditional broadsheet the Times managing an even spread including 18.4% 25-34 year olds, 18.8% 35-44 year olds and 22% 45-54 year olds (its largest category). The Guardian is similar, with 21.8% 25-34 year olds, 21.1% 35-44 year olds and 22.1% 45-54 year olds (again, its largest category).
In a climate where there are few new newspaper readers to be had, it is obvious why an aging readership is not really a desirable asset, even before one considers the older generation’s limited appeal for advertisers. The mid market may need to take a long hard look at its editorial and marketing approach if it is to prevent its readership, quite literally, from dying off.
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