Study Shows Increasing Popularity Of Regional Newspapers

Regional newspapers are becoming increasingly popular and are now read by almost 85% of the UK’s population, according to new research from the Target Group Index and the Newspaper Society.

The study reveals that almost 40 million UK adults now read local newspapers, an increase of 1.8% on this time last year. A further 81% of the population declared an interest in local news, making it the most popular topic from a list of 27 options, which included national news, European news and sport.

Commenting on the findings, Lynne Anderson, communications director of the Newspaper Society, said: “We still live our lives locally and want to know what is happening on our doorstep. Local and regional newspapers continue to thrive because they perform a unique role in our communities, providing us with relevant and trusted editorial.”

The Newspaper Society recently commissioned the Future Foundation to conduct an extensive piece of research into people’s emotional and physical ties to their communities and what role this plays in forming regional identities.

The research revealed the increasing relevance of the regional press in people’s lives, despite major developments in globalisation and technology. The report concluded that local and regional identity is of increasing relevance in the 21st century and claimed a positive shift in approach is needed by those engaged in brand building if they are to survive.

Earlier this month the Newspaper Society appointed former head of the Australian Newspaper Advertising Bureau, Russell Collier, as its new marketing director (see Newspaper Society Appoints New Marketing Director).

Newspaper Society: 020 7636 7014 www.newspaperassoc.org.uk

Recent Press Stories from NewsLine Company Introduces New Dedicated Shopping Supplement Dennis Launches New Computer Title IPC Secures McDonald’s For Cross Title Ad Campaign

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left