Readership survey shows only morning titles gain overall readership

With overall readership of evening and Sunday titles on the wane, and magazine readership also declining, the latest Joint National Readership Research (JNRR) Study for the National Newspapers of Ireland shows morning market titles were alone in achieving higher overall readership.

The Irish Times gained more readers in the year to the end of June than any other Irish newspaper, the research shows. The paper's readership rose by 38,000 to 343,000 in the period, the highest level since 1985. The rise was recorded as the Irish Independent and Irish Examiner lost readers. The Star was the only other morning newspaper to increase its readership.

Demographic trends in the survey show a wealthier and increasingly urban society. In the morning newspaper market, this reflected a tentative move away from mid-market titles to tabloid and upmarket papers.

It is also reflected in falling sales of evening newspapers. Evening Herald readership fell by 39,000 to 352,000 in the period.

The paper's most recent peak was a readership of 483,000 recorded in 1995 and 1996 after the Irish Press group closed.

Analysts attributed the decline to the availability of instant sport results, seven-day television listings in weekend papers and increasing entertainment coverage in morning papers. This was also reflected in changing lifestyle habits, said the chief executive of the Cara Aim media agency, Mr Liam McDonnell.

Readership of the Irish Independent fell by 5,000 year-on-year to 591,000. The newspaper still has the biggest morning readership in the State. But having enjoyed a readership of some 642,000 in 2000, its year-on-year performance has now fallen in three consecutive JNRR surveys.

Meanwhile, readership of the Irish Examiner fell by 21,000 to 210,000. The managing director of Mediaworks, Mr Paul Moran, said: "I would be concerned about the Examiner. I couldn't pinpoint any one element, but if anything the Examiner should be increasing."

With The Irish Times achieving one of its highest readerships, the paper's penetration in the Dublin market, in other cities and in urban areas increased. Readership in the ABC1 category also rose.

The Irish Times managing director, Ms Maeve Donovan, said changing demographic trends were returning very positive gains for the newspaper. Ms Donovan said: "Such demographic changes are taking a very heavy toll on the Irish Independent and Irish Examiner. The Star continues to do very well in the tabloid market but the mid-market is becoming a very tough place to be positioned."

She added: "Our new Citywest print facility is going to allow us produce an even better paper and strengthen the business in the years ahead."

While the overall readership of Sunday newspapers decreased, titles such as the Sunday Independent, the Sunday World, the Sunday Business Post and Ireland on Sunday gained readers. The Sunday Tribune lost readers.

Now owned by the Daily Mail publisher Associated Newspapers, Ireland on Sunday added 21,000 readers, increasing its penetration of the market to 186,000. With the paper's relaunch earlier this year too late to have an impact on the full-year survey, its readership is expected to increase again.

Certain analysts criticised the JNRR figures because they do not include the readership of Irish editions published by British titles, including the Sunday Times, the Sun, the Irish Mirror and the News of the World.