Newsquest Digital

Audience Reports

Newsquest's local media brands have exceptional online reach into and influence in their local marketplaces. Our online brands attract affluent, family audiences and these users regard the Newsquest brands as essential tools for finding jobs, homes and cars as well as all the need-to-know news, sport and other local information.

When overlaid with Newsquest's audited traffic (8.52m Unique Browsers - ABCe, January-June 2011) the findings show that not only does the network reach a significant proportion of UK internet users but it does so where they live, work and play.

Below are the key features of our network of sites based on a 24,000-person survey of users of our network.

Demographics

We know better than anyone that each site is different and each user is different, which is why we offer various information and levels of targeting across our network or per site.

• Demographic Targeting – specifically target to the desired Age, Income, Gender of the target Audience.
• Behavioural Targeting – find our users in the market to purchase particular products or create bespoke Audience Segments.
• Contextual Targeting – target our users with relevant adverts in relevant content.

We also have some facts in general about our users from a survey of over 26,000 respondents in March 2011.

• 147 local websites
• 72% of our audience are local to the website they consume
• 86.5% go online to read News and Information
• The Majority (34%) spend 6 – 10 minutes per visit on our sites
• 78.8% access our sites from home
• 67% interact with their local brand several times a week
• 32% of households earn more than £40k
• 89% buy products online
• 72% are over the age of 40
• 58% are male
• 26% have children under 15
• 45% are in management or senior management positions

To get more information on segmenting audiences across the Newsquest network contact us at advertising@newsquestdigital.co.uk or call 0800 977 7727

ABCe audience

View the audit certificate for the period 01/01/11 to 31/06/11.

In addition we now have certificates for 12 of our local media brands, all of which are available below.

• Daily Echo
• Herald Scotland
• Lancashire Telegraph
• News Shopper
• Oxford Mail
• Swindon Advertiser
• Telegraph & Argus
• The Argus
• The Bolton News
• The Evening Times
• The Northern Echo
• The Press

Comscore audience

According to Comscore, Newsquest's total digital audience was more than 4.7 million in June 2011 an increase of 18% on June 2010 whilst the reach grew by 21 percent year on year, making its Network of Local Media Brand sites the third most visited UK Newspaper Group in the News and information category.

Audience engagement has increased significantly in the past 12 months with the average number of minutes spent per visit up by more than 97% to 3.3 mins per visit - A greater growth than that seen by Mail Online or The Guardian. This highlights the strength of relevant local content published across our network.

Comscore dashboard – June 2011

For more audience information contact James Trudgian, Head of Audience Development.

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