THE Irish Examiner’s readership base is rock solid and continues to grow as the country battles the recession.
The latest Joint National Readership Survey (JNRS), covering the period January to December 2009, shows the Irish Examiner has increased its readership by 6,000 to 208,000 readers a day, an increase of 3%.
The Irish Examiner’s dominance of the affluent Munster market is as strong as ever, with 146,000 more readers in the province than the Irish Times, 74,000 more than the Irish Independent and 21,000 more readers than the Independent and the Times combined. The JNRS figures also show that the paper continues to enjoy the highest level of reader loyalty in the daily market, with eight out of 10 reading the Irish Examiner exclusively.
This ‘solus’ readership statistic is much prized by advertisers, who can feel confident of hitting their target market in a newspaper with such a loyal readership. In all, 160,000 of the Irish Examiner’s readers read no other newspaper on a daily basis. The newspaper has increased its cohort of key ABC1 readers by 9%, according to the independently audited JNRS figures. In the 25-64 age group the Irish Examiner increased its readership by 10% and made an 8% gain in the 25-44 age group.
Commenting on the readership increase, Irish Examiner editor Tim Vaughan said: “Our consistent ambition to lead the way in tackling issues affecting Irish society continues to ensure that we not just report on the country in which we live, but hopefully to help shape its future for the better.”
Nationally, the JNRS found that more than three million people, 87% of the adult population, are now regular newspaper readers. This is a slight increase over corresponding figures for last year.
Frank Cullen of National Newspapers of Ireland said there is a huge appetite among Irish people for detailed analysis of all the issues facing this country.
“That is what newspapers do best, it’s the main reason that people have such a strong relationship with their favourite newspaper, and it’s the key to our excellent readership levels.
“There are of course other issues affecting our industry but these are commercial issues that every business in every sector is having to deal with right now,” Mr Cullen said. “When it comes to readership, however, we are as strong as ever — among the best in the world in fact — and we can be heartened by the latest JNRS data.”
Key findings of the survey were 83.4% of 15-24-year- olds read the average issue of a newspaper; 54.3% of adults say they tend to try new products and services after seeing an advertisement; 73.6% of men regularly read the sports pages of the newspapers and 55.9% of women like to read about food and drink.
The Sunday Business Post had the highest percentage gain of any newspaper, with an increase of 41,000 readers to 196,000 readers, an increase of 26%.
More than 7,000 interviews were conducted by Millward Brown Lansdowne for the readership survey among a representative sample of the adult population by personal in-home interview, using a combination of face-to-face and self-completion questionnaires.
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