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MEDIAWATCH
Chart 1 National all adults readership – Sunday titles (reach)
71.4pc
70.5pc
2008
2009

In the past we talked
about what level of
reach we could
26.7pc
29.2pc
26.1pc
achieve; we now
16.1pc
23.1pc 14.6pc
9.6pc
11.7pc
5.9pc 6.1pc
8.6pc
4.3pc
5.3pc
4.4pc 5.6pc 3.9pc 4.2pc
7.6pc
need to evaluate the Any Sunday Sunday Sunday SBP Irish Daily Sunday NOTW Irish Sunday
Irish Mail
Sunday Independent World Tribune Star Sunday Times Mirror on Sunday
level of relevancy it
Source: JNRS/Lansdowne
has – how much
resonance it has with Chart 2 Daily newspaper reach – national all adult readership
an individual rather
2008
2009
than a randomly
57.8pc
56.4pc
scattered message’
14.7pc
16.5pc
13.7pc
11.9pc
9.0pc10.5pc
9.0pc 9.0pc
8.5pc
8.2pc
5.7pc
5.9pc
8.3pc
5.8pc 6.0pc
4.0pc
2.6pc3.2pc
Any Daily Irish The Irish Times The Examiner The Star Daily Mirror Sun Irish Daily Evening Metro
Independent Mail Herald
Source: JNRS/Lansdowne
surprisingly, younger consumers have a preference for reading spread to some of the more established publishers, allowing
newspapers in print format over online,” says Keenaghan. “Sixty- flexibility that the medium previously lacked.
three percent of 18–21 year olds favour print compared to 25pc While there were naturally few new product launches by hard-
who read online [Youth ID research]. Reasons cited for this pref- pressed publishers last year, what was encouraging was the
erence include reading comfort, commuting habits and down continued investment in marketing. Much of the above-the-line
time away from the PC. Therefore, it’s unlikely online will entirely focus continues to be around star columnists – witness the
replace the printed format but rather will supplement it, deter- recent battle between the Sunday World and the News of the
mined by reading occasion.” World over crime correspondent Paul Williams. In the daily mar-
ket papers like the Irish Star have focused on Eamon Dunphy,
Marketing and product development
Ray Houghton and recent recruit Eddie Hobbs.
INM’s Herald AM and Metro (from The Irish Times and It is evident that different approaches are being tailored to
Associated Newspapers) finally put down the boxing gloves to reflect the varying demands and recessionary mindsets of core
combine their resources under the impressive new Metro buyers. “While there will always be a need to promote the edito-
Herald. This is good news for advertisers as these titles attracted rial content of a paper, there are a growing number of strategies
new recruits into the print category (both readers and advertis- that newspapers can use to market themselves successfully,”
ers alike) and offered a very cost-effective route into print. In says Keenaghan. “These include loyalty and reward programmes,
addition, the commuter titles brought innovative and creative ad strategic partnerships with complimentary brands, sponsorship
formats to the market. This enlightened approach has now and events, and customer engagement.”
42 Marketing Age Volume 4 Issue 1 2010
2828
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