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The Press includes both newspapers and magazines representing in excess of 10,000 different publications in the UK. The table below gives an indication of the current structure of Press in the UK.
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14 Daily Papers
11 Sunday Papers
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18 Morning Papers
72 Evening Papers
7 Sunday Papers
477 Weekly Papers
According to the Advertising Association, in the fourth quarter of 2002 regional newspapers saw a 2.8% increase in ad spend compared with the same quarter of 2001. For the year as a whole, ad revenue in the regional press grew by 1.3% to £2.9 billion. Regional press was one of only two media sectors to grow advertising for two years in a row.
There are 1,286 regional and local newspapers in the UK today, including 24 mornings (18 paid-for and 6 free), 75 evenings, 21 Sundays, 524 paid-for weeklies, and 642 free weekly newspapers. (Source : The Newspaper Society)
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3,500 Consumer & Special Interest Magazines
(including women's magazines, TV times, teenage magazines)
6,300 Business & Professional Magazines / Papers
(Covering anything from teaching, law, through to groceries).
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Not distributed through newsagents, mailed to subscribers / members of the relevant professional association.
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Hundreds of door to door publications, distributed for free, covering limited geographic areas.
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| (Source : Advertising Association) |
In selecting publications for advertisement placement, consideration will be given to the readership profile, in terms of geographic, demographic, and buying power characteristics. The diverse range of publications, outlined above, enable advertisers to target segments of the market. A further consideration will be the distribution / circulation of a publication. Below are circulation figures for several well known publications.
Circulation figures, however, do not tell the full story given the ‘coffee table’ advantage of magazines (see table). For example the Radio Times, will normally remain in the house for the whole week at least, and possibly be read by the whole household. This results in the actual Readership of the Radio Times being closer to 5 million per week.
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