Regional Newspaper Readership
The latest JNLR report had a hidden secret not related to radio but to “Local Papers” in their SIG data (special interest data). The questionnaire throws up some light on the demographics of the local Newspaper reader. Managing to reach 64% of the population is pretty impressive – but this would take in the established local papers and the even smaller circulated papers making an appearance in a limited geographic area every two weeks.
But the figures give you a picture of the profile of the local newspaper reader – older, rural, C2DE or farmers. Its definitely a ‘family’ product and not seen so much in a single household. The capital has a poor take-up – but they have a tendency to by the nationals and did the person in Dublin being quizzed see the Herald as a Local paper?
| Demo | '000 | % Reach |
| Total | 2,251 | 64% |
| Male | 1,098 | 63% |
| Female | 1,153 | 65% |
| House | 1,409 | 64% |
| H/K Depen | 619 | 63% |
| Marr | 1,542 | 66% |
| Single | 708 | 60% |
| Working | 362 | 66% |
| 15‑19 | 154 | 55% |
| 20‑24 | 175 | 59% |
| 25‑34 | 481 | 62% |
| 35‑44 | 422 | 64% |
| 45‑54 | 370 | 66% |
| 55‑64 | 304 | 68% |
| 65+ | 344 | 69% |
| 18+ | 2,160 | 64% |
| 15‑24 | 329 | 57% |
| 15‑34 | 810 | 60% |
| 35+ | 1,441 | 66% |
| 20‑44 | 1,079 | 62% |
| 45+ | 1,018 | 68% |
| AB | 271 | 57% |
| C1 | 603 | 62% |
| C2 | 544 | 65% |
| DE | 613 | 63% |
| F1 | 149 | 81% |
| F2 | 70 | 82% |
| ABC1 | 874 | 61% |
| C2DE | 1,158 | 64% |
| F1F2 | 219 | 81% |
| Active Farmer | 108 | 83% |
| Co.Dublin | 395 | 41% |
| Rest Lein | 724 | 77% |
| Mun | 634 | 65% |
| Conn | 498 | 78% |
| Urban | 1,189 | 55% |
| Rural | 1,061 | 78% |
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