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 (8.7m Unique Browsers - ABCe, Jan - Jun 2012) 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 findings and features of Newsquest users. The information was obtained from a survey of 24,000+ respondents, across the network of Newsquest sites.


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.

  • 158 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 or call 0800 977 7727

ABCe audience

ABC Electronic Audit Jan - June 2012 *Daily unique browsers: 499,292 *Monthly unique browsers: 8,732,910 The daily number is 9.5% up on Jan-Jun 2011; the monthly 2.4% higher.

View the audit certificate for the period 01/01/12 to 30/06/12.

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

Comscore audience

According to Comscore, Newsquest's total digital audience was more than 4.7 million in November 2012 continuing our year on year growth.

Comscore also states in November 2012 the Newsquest group of sites was the UK’s fourth most visited in the News/Information category after the Mail Online, The Guardian, The Telegraph, and ahead of The Sun and the Independent, Mirror and all other regional media groups. This highlights the strength of relevant local content published across our network.

Comscore Key Measures November 2012

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

Cookie Policy

About cookies on any Newsquest Media Group Limited’s (Newsquest) website.

A cookie is a small file of letters and numbers that (with your consent) we place on your computer.

We use cookies to allow us to identify you from other users visiting our website, so that we can improve your experience and the way our website works when you are browsing through it. We also use "analytical" cookies which allow us to recognise and count the number of visitors and to see how you and others move around our website. Cookies make it easy for you to find what you are looking for. Blocking or restricting cookies may affect the full function of our website.

Types of cookies:
- Session – this type only lasts for the duration you are on the website e.g. nqdm (see list below). - Persistent – this type of cookie stays on your computer and remembers your settings the next time you come back e.g. abVariant (see list below). - First Party – these cookies are cookies set by our websites in your browser's address bar. This includes all the cookies in section 2. below. - Third Party – Third-party cookies are cookies from other websites. See section 3. below.

You can manage or block the cookies set by Newsquest, or indeed any other website should you want to do so. You can do this through your browser settings using the Help function within your browser. Even if you have consented to cookies you can withdraw your initial consent in the same way at any time.

Otherwise you can visit for comprehensive information on how to manage or block cookies on a variety of browsers. If you want to manage or block cookies on the browser of your mobile phone you may need to refer to the manual of your handset.

Please be aware that restricting or blocking cookies may impact on the functionality of our website and you may not get the experience intended.

Newsquest uses a number of service providers who also set cookies on Digital Media on Newsquest’s behalf but also to offer their products/services to you. If you would like more information about the cookies used by third parties, as well as information on how to opt-out, please go to section 3.

Further useful information to inform your choices is supplied by the Internet Advertising Bureau via their AdChoices programme.

List of the Digital Media cookies

This is a list of the main cookies set by the Digital Media and what each is used for.

            Cookie name        Purpose  
nqreu             Used for tracking which users have been served with a message 
                  explicitly declaring this site uses cookies.   
nqr               Used for tracking which method readers use to log in to Digital Media 
                  (e.g. email, Facebook, Google or never logged in).  
nql               "remember me" - used for automatically logging registered users 
                  into Digital Media.  
nqdm              Newsquest session cookie - used for temporarily storing information 
                  between requests, e.g. remembering a user's job 
                  search criteria when the user looks at a specific job's detail page.  
abVariant         Used for persistently selecting random groups of readers in order 
                  to simultaneously test multiple versions of the sites.  
myareaid          Stores a geographical location ID for customising pages in 
                  the Local Information section.  
myareadisplayname Stores a geographical location name for customising 
                  pages in the Local Information section.  
mytrafficradius   Stores a radius for customising traffic reports.  
jobsView          Stores a user's display preferences for Digital Media Jobs section.  
jobList           Stores a user's saved jobs shortlist in Digital Media Jobs section.  

Third Party Cookies

We use a number of service providers who may set cookies on their respective websites in order to offer you the services that they are providing.

We may also embed photos and video content from websites like YouTube. As a result, when you visit a page with content embedded from other websites like YouTube, you may be presented with cookies from that website. You should check the relevant third party website for more information about those cookies.

Digital Media has ‘share’ buttons to enable users of the website to share articles with their friends on websites like Facebook, Twitter and Google + social networks. These websites may set a cookie when you are also logged in to their service. Newsquest does not control the dissemination of Third Party Cookies and you should check the relevant third party website for more information about these.

If you would like more information about the cookies used by third parties, as well as information on how to opt-out, please see their individual privacy policies listed below.

An independent measurement and research company which gathers data regarding the visitors to Digital Media on Newsquest’s behalf using cookies and code which is embedded on our website. Newsquest uses this type of information to help improve the services it provides to its users.
How to reject or delete these cookies:

Omniture provides anonymised statistical information to Newsquest. They process IP addresses and information from other cookies so Newsquest knows, for example, how many page views it has, the number of users, what browsers users are using and in which country, city or region users are located.
How to reject or delete this cookie:

Ad Serving (targeted)
Tags potential customers with an anonymous cookie and tracks the product they have shown interest in. Users are identified and retargeted via an anonymous cookie. No personally identifiable information (PII) is stored.
How to reject or delete these cookies:

Ad serving (targeted)
AudienceScience Inc.
This company uses cookies to discover general information about the pages on Digital Media that you visit and it also processes IP addresses to collect other non-personally identifiable information in order to place you in a "market segment". It then places advertisements onto Digital Media which it believes people in your market segment will find relevant.
How to reject or delete these cookies:

Ad serving (targeted)
We allow third parties to collect anonymous, non-personally identifiable information about your visits in order to show relevant behaviourally targeted advertising.
How to reject or delete these cookies:

Ad Serving (non-targeted)
The advertisements seen on Digital Media are served by a number of third party ad serving providers, including DoubleClick,, Atlas (atdmt), Mediaplex (ValueClick) and MediaMind (Eyeblaster), amongst others.
The cookies accompanying the ads allow them and their advertisers to monitor the effectiveness and delivery of the ads.
How to reject or delete these cookies:

Conditions of acceptance of advertising

Conditions of acceptance of advertisements for publishers in the Newsquest Media Group

  1. The following terms and conditions apply to the placing of an order for insertion of an advertisement (“ad”) in Newsquest Media Group (“Newsquest”) printed or electronic publications, including ads created by advertisers through our online self-service facilities. Each order will form a separate agreement and English law will apply. Any change to these conditions must be agreed by us in writing (which means by exchange of letter, fax or email). An “advertiser” means any person or organisation placing an ad on their own account or on behalf of another.

  2. Contents All ads must comply with our deadlines and our production and quality specifications, as published from time to time (See www. [ any newsquest site]). The advertiser also confirms that the ad complies with all applicable legislation, regulations and codes of practice, including for example laws against discrimination on grounds of age, sex, race or religion, laws of fair trading and credit advertising and the codes supervised by the Advertising Standards Authority (“ASA”). We may refuse an ad before acceptance for any reason, or reject or require changes to an ad so as to comply with legal or moral obligations placed on us or the advertiser; to avoid infringing the rights of a third party or any relevant code of practice; or to meet our specifications.

  3. The advertiser further confirms that: i) the publication of the ad will not breach any contract, infringe the copyright, trademark or other right of any third party and is not libellous of any person; ii) all licences and consents from third parties necessary for the publication of the ad have been obtained and paid for, including consent from living persons identified in copy or pictures (photographic or otherwise); iii) in respect of an investment ad, the contents have been approved by, or the advertiser is, an authorised person within the meaning of the Financial Services Act 1986 as amended or the ad is otherwise permitted under that Act.

  4. No hyperlinks or metatags may be included in an online ad unless we have agreed in writing.

  5. Payment All ads must be paid for in full at the time of booking unless credit has been agreed. The price shall be the amount fixed by our published rate card on the date of acceptance of the order plus VAT where applicable. We will cancel publication of an ad for which payment has not been received on time. Interest will be charged on late payments pursuant to the Late Payment of Commercial Debts (Interest) Act 1998 at the rate of 8% above the Bank of England’s base lending rate from the date payment is due together with the reasonable administration costs of collecting an overdue debt.

  6. By placing an order with us, an advertising agency confirms that it contracts as principal with full authority from its client in all matters connected with the order and is responsible for all payments due. We will only accept ads from advertising agencies if they are recognised by us. The terms of the Newspaper Society’s current agency recognition agreement are deemed to apply.

  7. We will try to give notice of increases, but we reserve the right to change our advertising rates at any time. This will not affect existing contracts, including any fixed term agreement for a series of ads. The advertiser accepts that advertising rates are subject to a levy (currently 0.1%), payable by advertisers to help finance the work of the ASA.

  8. For credit customers, we may carry out credit searches with specialist agencies. Our search may be recorded and shown on subsequent searches. We will use the information from these searches to make decisions about credit, prevent fraud or trace debtors.

  9. Box numbers We will use reasonable efforts to forward replies to box numbers within a reasonable time, but we are not responsible for any failure or delay caused by circumstances beyond our reasonable control.

  10. Mail order Mail order ads will not be accepted unless and until the advertiser returns to us a Mail Order Guarantee Form, as produced by the Newspaper Society, before the copy deadline. Ask us for a copy of the form.

  11. Cancellation We will notify the advertiser of the latest time ad copy can be received by us (“the copy deadline”). Except for premium rate ads (where we require 28 days’ written notice), an advertiser may cancel by written notice up until copy deadline for the ad (or the first ad in a series) and we will make reasonable efforts to re-sell the space, but the advertiser will be liable for the full price if the space is not sold or for the difference if sold for less (with a deduction for any savings on preparatory work not done). We will reclaim any unearned volume-based discount on a cancelled ad series. Private advertisers booking remotely by telephone or online may cancel in accordance with relevant law, but no refund shall be available after the copy deadline unless cancellation is due to our negligence. If the copy is not received by the copy deadline, we will not be liable if the ad does not appear, but the advertiser will remain liable to make full payment for the price of the ad.

  12. We may cancel the order at any time without liability if the advertiser breaches these conditions and the breach is not capable of remedy or it continues for seven days after we have given notice of it, or if we reasonably believe the advertiser is unable to pay debts or the advertiser goes or threatens to go out of business or if we decide to discontinue the relevant publication.

  13. We will try to satisfy an advertiser’s request regarding the positioning of an ad, but no guarantee of position can be given unless agreed by us and paid for at the rate then current.

  14. Errors We are not liable for any error, misprint or non-appearance of an ad unless caused by our negligence, in which case our total liability to the advertiser shall be limited to a re-insertion or proportionate refund. The advertiser is solely responsible for checking the advertisement on each insertion and ordering correction where necessary before the copy deadline. Nor are we liable for an error or misprint that, in our reasonable opinion, does not materially detract from the ad. We shall not be liable in any case for losses relating to any business or public fund-raising of the advertiser, such as lost customers, revenue or profit.

  15. Copyright Ads are accepted on condition that we have the right to publish and distribute them in all editions in any form or medium, including for example online and in all electronic media as well as paper. The copyright in work or material we contribute to or re-work for an ad belongs to us. We will dispose of advertiser’s copy, artwork, photographs or other materials after six months unless collected.

  16. General We shall not be liable if our publishing activities are restricted or prevented by any law, act or event beyond our reasonable control (including for example power cuts or industrial dispute). In such case, the advertiser shall accept publication when available or otherwise may cancel the order by written notice and pay only for work done and materials used. We shall try to maintain continuity of online services, but we do not guarantee that they will be free of interruption and they may be suspended for maintenance or other reasons from time to time.

  17. We will use the advertiser’s details for internal administration. Unless the advertiser tells us not to in writing at any time, we may also share details with other Newsquest companies or with carefully selected third parties, who may send information about goods and services, though you may tell us not to at any time. We may also disclose the name, address and other details of advertisers to the police, trading standards officials or any other relevant authority or third party where required by law or where it is reasonable and lawful to do so. See our Privacy Policy at [www. ].

  18. The advertiser will be liable to pay us for all costs, losses, expenses and damages of any kind suffered or incurred by us as a result of legal claims or actions, actual or threatened, arising from the advertiser’s breach of these conditions or the publication of an ad, unless arising from our own negligent act or failure.

  19. Our delay or failure to enforce or our waiver of any of our rights under these terms and conditions on any occasion shall not restrict the exercise or enforceability of such rights in the future.

  20. These terms and conditions are governed and interpreted in accordance with the laws of England and Wales and subject to the exclusive jurisdiction of the courts of England and Wales.

Privacy Policy

('Terms' refers to the terms of use above of the Newsquest Media Group Ltd websites, communities, comments and blogs).


In general use of this site Newsquest Media Group Ltd does not store or capture data about you, other than to log your IP address and session details, like the number of pages you view and the type of browser you use.

Your IP address and session details are automatically recognised by the Web server and we use the information only for system administration and to help us evaluate use of the network of Newsquest websites so that we can continue to develop and improve our online services.

Where any personal data, like your name and address, is requested you will always be advised why it is needed, what it will be used for and how you can contact us to have the details amended or deleted.

For example, you would need to fill in your name and address for competition entries, letters to the editor, or when you are accessing transactional services like booking advertisements online or shopping via Newsquest's retail site, Shoppers World. In these transactional environments, you will also need to have cookies enabled.

You can decide if you want to accept cookies by changing the settings on your computer. If you do not accept cookies some features on our sites will not work as we intend. This will include the delivery of advertisements, pop-ups and sub-sites, as well as the transactional elements of Shoppers World and Ads OnLine. It will also include CommuniGate and the use of forums, reader comments and message boards. You can reset your browser to refuse all cookies, or allow your browser to show you when a cookie is being sent. For precise instructions appropriate to your web browser select "help" from your menu bar and search for cookies.

Newsquest Media Group Ltd is registered with the Data Protection Commission in the UK and adheres to the Data Protection Act 1998.

Personal responsibility and choice

Disclosure of personal, private and confidential material is at your own risk. Any information you choose to disseminate on the website, community forums, reader comment pages or blogs becomes public information and, subject to our Terms, remains online. We cannot control site users and advise you to exercise care in disclosing personal information on the internet. However, we shall take care of any personal information you supply to us as described in this policy in accordance with data protection legislation. Persons under 16 should not disclose to us any personal information without first getting the permission of a parent or guardian

Our policy

By registering or subscribing to this website, or otherwise providing personal information to us, you agree to the collection, retention, usage and distribution of your personal information under this policy and the Terms of use of the website.

Changes of policy

This policy may be revised or updated at any time and we encourage you to familiarise yourself with it and read it frequently to keep yourself updated.

Collection of personal information

Personal information can be collected by us from you when you register to use the website, request services from us or third parties connected with us, email us, use our website, participate in promotions, enter competitions or otherwise provide your personal details.

Other information

In addition to personal information we obtain, including your name, postal and email addresses and telephone numbers, we may also collect information that is in no way personally identifiable. This may include the operating system you are working on, the internet browser you are using, the domain name of your internet service provider and the websites you visit directly before and after your visit.


A "cookie" is a piece of software which can stick to a computer's hard drive and recalls details about how your computer operates. We reserve the right to use this information to track your movements through our website. Personal information about you is not collected during this process. You can disable the cookies if your browser allows this. For further information on how to do this, please refer to However, you might not be able to use some of our on-line services if you follow this. We have no control over any cookies sent by third party websites.

How to control and delete cookies on Newsquest websites.

Third party advertising companies

Newsquest uses third-party advertising companies such as Google to serve ads when you visit our websites. These companies may use information (not including your name, address, email address or telephone number) about your visits to this and other websites in order to provide advertisements about goods and services of interest to you. If you would like more information about this practice and would like to know your options in relation to not having this information used by these companies, click here.

Use of your personal information

Your personal information, including contact information such as postal and email addresses and telephone numbers, may be used by us or by one of our connected companies (as defined in section 9 of the Terms) for any of our internal purposes, including for instance administration, site updates or upgrades, editorial purposes, promotions, marketing of goods and services, statistical analysis and market research or for evaluating the use made of our websites.

Disclosure of personal information to third parties

Your personal information will be disclosed where we are obliged or permitted to do so by law, or in the circumstances described in paragraph 15 of the Terms. We may disclose non-personally identifiable data to commercial advertisers on our websites or any other of our commercial clients to help them understand and meet potential customer preferences and needs. We may disclose your personal information to selected third parties who may then send information to you about goods and services. You can indicate you do not wish to receive such material by contacting us here.

Retention of personal information

We will keep your personal information securely on our systems for as long as may be necessary for the purposes described in this policy. At any time you can tell us if you do not want us to continue to store and use your details and we will erase them and cancel your registration for the website, although we may need to keep for a minimum of 12 months thereafter any messaging transcript data in connection with the use of community forums, reader comments or blogs or any other part of the website.

Data protection

You are entitled to request personal data that we hold about you for a small charge. You can insist that we correct any information about you.

Third party policies

Third parties and websites linked to our site may collect or use information about you. We are not liable for the information practices of unconnected companies or other persons except as may be required by law.

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