Newspapers Retain VIPer Role

Members of the top socio-economic groups are finding newspapers increasingly relevant to their lives, according to the sixth wave of VIPer research.

The latest figures show that 29% of respondents agreed with the statement “I deliberately make time to read a newspaper during the day”, compared to 22% in 1999’s first wave of research. Two groups of people were found to be particularly likely to make time to read the newspaper. These were “First Among Equals”, described as assured baby boomers, and Social Chameleons. The proportion of respondents who agreed that newspapers are part of their daily routine, 36%, has remained unchanged during this time. Within this figure it was found that 46% of “Money Motivated” VIPers agreed with the statement.

The report states that “in a culture of information overload, newspapers continue to provide objectivity and analysis, characteristics admired by VIPers”. Objectivity and trust were found to be key deciding factors for choosing newspapers. Broadsheets came out well in this respect, chosen by 45% of respondents as providers of trusted news and analysis. The Times was named the most trusted newspaper.

The research also found that supplements were more likely to be read now than in 1999, with 22% agreeing with the statement, “I read newspaper supplements as they are relevant to my lifestyle”, compared to 19% during the first wave. A large section of the group, 43%, demonstrated the “time-poor” nature of VIPers by agreeing with the statement “I continue to read newspaper supplements during the week”. This figure was up from 38% in 1999.

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