Only 4% Buy Different Paper Because Of Price War

The newspaper price war has failed to change the buying habits of the vast majority of the newspaper-buying population, according to the latest CIA Sensor from CIA MediaLab. Only 14% of the population claim to have been affected.

CIA Sensor found that 86% of people say that the cover price reductions have had no effect on their newspaper buying habits, and that only 5% of people are now buying newspapers more regularly because of the price cuts. The two groups most likely to be doing so are 15-24 year olds, (8% are buying newspapers more regularly), and broadsheet readers (10%.)

Four per cent of people have started buying a different newspaper because of the price cuts. Amongst different groups, broadsheet readers are most likely to have switched their allegiance, 12%; 7% of ABs and 7% of 15-24 year olds have changed their allegiance. Price cuts have encouraged 3% of people to start buying more than one paper per day; 8% of broadsheet readers now buy more than one title, and 5% of 25-34 year olds are particularly likely to now buy more than one title.

The survey also investigated people’s attitudes towards editorial content; 87% of people feel that the national newspapers are too interested in publishing stories about scandal and sex, rather than reporting real news stories. Sixty seven per cent of tabloid readers strongly agree with the statement, compared with 51% of mid-market readers and 29% of broadsheet readers.

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