Trinity Mirror Unveils Largest Ever Regional Press Survey

Trinity Mirror has unveiled the results of what it claims is the largest ever readership survey to be undertaken by the regional press.

The research, involving 34,000 interviews, has establsihed that local titles are percieved to be the most trustworthy media by readers. Respondents were also found to use advertising in local newspapers to help with purchase decisions above that of any other media.

Trinity Mirror claims that it is becoming increasingly important to monitor audience profiles and the aim of the research is to help produce newspapers which are more focused on target readership groupings, marketing techniques and sales strategies.

Jane Nugent, Trinity Mirror’s marketing director of regional titles, commented: “We’ve focused on determining the activities of people in our markets over the next 12 months. This will ensure that advertisers can reach the right interest groups and help Trinity Mirror to develop both our newspaper platforms and associated products.”

Regional market research and development manager, Paul Godfrey, added: “This research enables the targeting of people by their lifestyles and interests. While all the standard demographics are there we can also target people by their lifestyles and interests.”

The Newspaper Society recently unveiled the results of extensive research into the regional press. According to the Conversion Study, local press readers who are ‘in the market’ to make a purchase, actively seek information in the local press and are more alert to advertising messages (see Research Proves Strength Of Regional Press).

Trinity Mirror: 020 7293 3000 www.trinitymirror.com

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