Record readership sees newspapers attract 64,000 new customers in past year alone

A record 3.1 million Irish people or 88% of the adult population are now regular newspaper readers, according to the Joint National Readership Survey (JNRS) for 2008/2009. That's an increase of more than 64,000 readers in the past 12 months alone.

The latest JNRS has further good news for the newspaper industry with more than 58% now reading any daily title and 71.4% reading any Sunday title, placing Ireland among Europe's best when it comes to newspaper readership.

The popularity of newspapers among young people, meanwhile, was again highlighted by the 08/09 survey with an impressive 85% of Irish 19-24 year olds regularly reading a newspaper. There was also an increase in the readership among 34-44 year-olds of 28,000 or more than 5% over last year's report.

'We're really pleased with these results and I hope they will give everyone in the industry a lift at what is a difficult time,' said Frank Cullen, coordinating director of National Newspapers of Ireland (NNI)

'The fact that 3.1 million people are now regular newspaper readers is a reflection of the appetite not just for news, but for really in-dept analysis of what is happening in Ireland at the moment,' Mr Cullen went on.

'Clearly, people are worried by the soundbites they see and hear on television and radio,' he said. 'They are turning to newspapers for more detailed coverage of the news by editors and journalists who are able to examine and clarify the important issues. That is a major strenght of our medium.'

In addition to demographic readership information for newspapers (and magazines), the JNRS also provides a range of important lifestyle information about those readers - information that is particularly useful to advertisers and ad agencies seeking to target certain types of customers.

For example in the financial sector the latest survey shows more than 9 out of 10 adults are regular readers amongst those who have any insurance, pension or health policy and those with a mortgage / credit union or bank account as well as those who own stocks and shares. In relation to car purchases the survey shows 9/10 people who bought a new or secondhand car regularly read newspapers.

In the leisure, entertainment and communications sectors 9/10 regular readers are amongst those who go to the theatre, visit a museum, go to a concert, eat out, use a gym, have access to satellite tv , have a telephone or mobile phone, own a home pc and have internet access.

The list of sectors with similarly high readership is endless and there are many other lifestyle and lifestage statistics proving the essential role newspapers play in people's lives.

The latest report for example, found that:

• 88% of 3rd level students read any newspaper
• 92% of rural dwellers regularly read a newspaper
• 81% of 15-18 year olds read any newspaper

The 2008/2009 JNRS covers the period 1 July 2008 - 31 June 2009, and according to Frank Cullen of NNI, the ongoing economic uncertainty suggests that more and more people will be picking up a newspaper in the months ahead.

'A lot of today's news is quite complex and requires a double take in order to fully grasp,' he said. 'People trust newspapers to get to the heart of the matter, and I'm confident that our readership figures will continue on this upward curve.

'The traditional strenghts of our medium - convenience, familiarity, value for money - are important factors as well,' he added, 'and althought times are tough, today is certainly a good day for Irish newspapers.'

For further details contact Michelle Morrisroe ph: 01 6689099 or mmorrisroe@cullencommunications.ie