Future Looks Bright For Regional Papers

According to a report carried out by BMRB on behalf of Mintel Marketing Intelligence around 86% of the people read a regional newspaper of some type. 60% of those questioned read weekly free newspapers, compared to only 25% for dailies.

The research also found that single most important reason for buying regional newspapers was to obtain regional or local news, with the sections covering sport and jobs rating highly in reader satisfaction. There was also evidence to suggest that as the number of information and entertainment sources increased, audiences are becoming more fragmented.

The Internet is seen as both a help and hindrance, with access becoming more widely available circulations figures and advertising revenues are expected to be affected. The upside to the Internet’s increased popularity is that it will offer new opportunities for regional publishers to extend into a new area.

The future for regional newspapers is likely to be boosted by the current healthy state of the economy and expected increase in household populations. There is also an expected short term increase in regional circulations with forthcoming referendum debates in Scotland and Wales.

For a full copy of the report contact Yasmeen Khan on the number below.

Mintel: 0171 600 5703