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Readership & Coverage

British people are among the most avid newspaper readers in the world. 70.7% of all British adults (32.9 million people) read a regional newspaper, compared with 56.8% who read a national newspaper. Regional press has a high solus readership; 27% of those who read a regional newspaper do not read a national.

Source: GB TGI 2011 Q3 (April 2010 - March 2011)

The NS Locally Connected project has been launched to extend the JICREG regional press readership database to encompass regional press internet audiences and provide agencies and advertisers with a geographical system for analysing the combined net reach of a newspaper and its website within the newspaper’s circulation area down to postcode sector level.

  Any regional newspaper
All adult coverage 70.7%

Coverage of men and women is very similar.

Coverage by sex Any regional newspaper
Men 71.2%
Women 70.3%

Coverage of all age groups is very high, with a slight bias towards the older, more affluent age groups.

Coverage by age Any regional newspaper
15 - 24 61.1%
25 - 34 66.6%
35 - 44 68.0%
45 - 54 71.9%
55 - 64 75.0%
65+ 79.9%

Coverage of all social class groups is also very high, mainly because the profiles of regional and local newspapers readers tend to reflect the profiles of the areas they cover.

Coverage by social class Any regional newspaper
ABC1 70.4%
C2DE 71.1%

The overall regional coverage also remains very high.

Coverage by ISBA region Any regional newspaper
London 65.2%
South 70.1%
East 69.3%
South West 77.9%
Wales& the West 67.1%
Midlands 70.3%
North West 75.3%
Yorkshire 71.2%
North East 71.1%
Scotland 78.8%
Border 87.4%

Source: GB TGI 2011 Q3 (April 2010 - March 2011)

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