In black and white
A record 88% of the adult population are now regular newspaper readers, according to the latest JNRS figures. That’s an increase of more than 64,000 readers in the past year alone.
Print12 October 2009
What the future holds for the newsstand as we know it has been the subject of much debate in recent years. Paid-for newspapers have increasingly had to vie for the attention of consumers, against freesheets and a plethora of new online content.
In fact, in order to increase revenues from the growing numbers of consumers who are going online to gain their news fix, News Corporation chairman Rupert Murdoch announced in August that he is planning to charge readers of all his newspapers’ websites within the next 12 months.
The septuagenarian media mogul has not indicated how users might be charged, whether by article or through a subscription, but has said he is confident charging for internet content will not pose a risk for his UK titles, which include The Sun and The News of The World.
“Our policy is to win and we will make our content better and differentiate it from other people,” said Murdoch. “If we’re successful, we’ll be followed by other media.”
According to the latest Joint National Readership Survey (JNRS) for 2008/09, the traditional hold-in-your-hand newspaper is actually growing in popularity in Ireland. Indeed, earlier surveys by the World Association of News (WAN) have shown that online content and print are by no means exclusive, but that reading online can actually encourage consumers to buy papers on a more regular basis.
According to the latest JNRS figures, a record 3.1 million Irish people are now regular newspaper readers.
Young people are also increasingly turning to newspapers as an accurate source of the most relevant news. The 08/09 survey showed 85% of Irish 19 to 24 year-olds regularly read a newspaper. There was also an increase in readership among 34 to 44 year-olds of 28,000 people, more than 5% over last year’s report.
Frank Cullen, co-ordinating director of National Newspapers of Ireland (NNI), has attributed this growth to a stronger public appetite for “really in-depth analysis of what is happening in Ireland at the moment,” during the current recession.
“Clearly, people are worried by the soundbites they see and hear on television and radio,” said Cullen. “They are turning to newspapers for more detailed coverage of the news by editors and journalists who are able to examine and clarify the important issues. That is a major strength of our medium.”
Shining star
Gavin O’Leary, circulation sales manager for the Irish Daily Star and Irish Daily Star Sunday, gives ShelfLife the low-down on his titles’ performance.
Circulation
The latest ABC ‘Island of Ireland’ report (Jan – June 2009) shows the Irish Daily Star has a circulation of 102,884 copies. This represents a drop in sales of 5.9% year on year, but four key factors should be taken into consideration when analysing these figures.
“In spite of maintaining a price premium above our tabloid competitors we have increased market share in our sector. Secondly, when comparing sales against the same period for last year this is comparing against the highest January to June sales period recorded in the history of the paper. Thirdly, the daily market average is down 7%, so we are performing better than the total market. And lastly, according to Retail Excellence Ireland (REI), all grocery sales have dropped between 7 and 8%.”
The Irish Daily Star Sunday has an ABC circulation of 59,691 copies. This represents a drop in sales of 2.7% year on year but again, says O’Leary, this must be looked at in the context of the overall market.
“First of all, again, we have increased market share in our sector. Secondly, the Sunday market is down 4%, so we’re performing better than the total market. And finally, we have overtaken long established Sunday titles, such as The Mirror, People and The Sunday Business Post.”
Innovation
The Star has recently launched a strong Autumn package with supplements such as Target (The Star’s Junior Soccer pullout) on Tuesday, and Fanatic (The Star’s Premier League 32-page colour pullout) on Monday, expected to drive even more newsstand sales this Autumn. Both supplements have been supported by nationwide TV and radio campaigns and should insure increased footfall in stores around the country.
Readership profile
The Irish Daily Star is the number one daily title for readers in the following demographics: 15 to 18, 15 to 24, 15 to 34, 25 to 44, 15 to 44, and ‘main shopper with kids.’
JNRS figures 2008/2009 show the Irish Daily Star has 267,000 male readers and 194,000 female readers, 231,000 readers aged between 15 and 34, 317,000 readers aged 15 to 44, 228,000 main shoppers, 127,000 ABC1 readers and 300,000 C2DE readers.
The survey also illustrates the Irish Daily Star Sunday has 117,000 male readers, 115,000 female readers, 123,000 readers aged 15 to 34, 168,000 readers aged 15 to 44, 108,000 main shoppers, 70,000 ABC1 readers and 142,000 C2DE readers.
Plans to maintain and increase circulation
• Keep producing the best editorial product in the marketplace
• Include as many reader value initiatives as possible such as voucher coupons, competitions and promotional offerings
• Print the highest quality product in the most modern print plant in Europe
• Strive to supply copies to all retailers before opening time in every area of the country
• Support the trade by offering the highest cash margin in the daily national tabloid sector
• Driving footfall through TV and radio advertising, plus point of sale advertising in-store
Promotions
The Star will continue to offer its usual mix of offerings to readers. It also has a retail promotion running at the moment, ‘A Star refill helps your till’ competition.
The lucky winners of The Irish Daily Star’s Meath competition for July and August were: first, Peter Callaghan, Daybreak Trim; second, Louise Mc Loughlin, Tara News, Dunshaughlin; and third, Michelle Sheridan, Harton’s News, Navan. Each won a prize by displaying The Star’s ‘Empty Circulation’ sticker prominently in their stores.
“Every two months we pick a different county. Your Star rep will be calling into stores in Kildare in September and October with details of how to enter or you can get details by calling the circulation department at The Star (01 4901228) if you’re in the Kildare area but are not visited.
“The Kildare agents that give the most prominent position to The Star’s sticker will then be entered into a draw for the competition. This position is where you should display copies of The Star on arrival to your shop from now on each morning. The sticker has a contact number and an email address for Star amendments and delivery queries. And don’t forget that The Irish Daily Star provides the biggest cash margin to retailers in the national tabloid sector, so ‘a Star refill helps your till.’”
First prize is a 26-inch LG flat screen TV, second prize is a €250 voucher for any Jurys Hotel, and third prize is a Garmin Guve 200 Sat Nav.
Trade terms
“The Star delivers just under 30% more cash per copy than the UK tabloids such as The Sun, Mirror and Mail. In these tough times it’s essential to maximise your shelf space and profits by displaying The Star in the most prominent position possible.”
Counteracting challenges
“A common misconception out there is that other news media such as TV and Internet have contributed to the decline of newspaper sales in the last year. It must be remembered though that these competitors we face have been around for a number of years now, during which newspapers have experienced record growth. We have also seen off the threat of free-sheets, with the Metro and Herald AM recently announcing their plans to merge.
“The key challenge that newspapers face is reduced spending by the person on the street due to the dreaded ‘R’ word. Unfortunately, some of our former readers have lost their jobs and are redirecting any income available to their more immediate needs. Also, people are now buying one newspaper instead of two and three as they look to tighten their belts.
“The only way to counteract this externally is by delivering value to your readers to make sure that you are their preferred choice when they visit their newsagent. We have proven that quality always wins over price by increasing our market share in a challenging retail environment. And this is good news for retailers, who enjoy optimum profits when The Star increases market share, due to our superior newsagent margins.
“The only way to counteract this internally is by working even harder with newsagents who represent the frontline of our sales force, to ensure our readers are getting what they want.”
Moving with The Times
Fran Walsh, circulation and marketing director, The Irish Times, explains why the broadsheet has a confident outlook going forward.
Circulation
ABC figures for January to June 2009 show The Irish Times has a circulation of 114,488 copies.
Innovation
“More and more we are adding value to The Irish Times. Recently we included The Gloss magazine into The Irish Times. This appears on the first Thursday of each month and the first issue (September) has shown a significant increase in circulation.
“The Irish Times does not see any long-term value in free CDs and DVDs. We have concentrated our efforts in producing additional supplements to add value to the paper. Much of the content for these supplements is sourced in-house and has been produced in various formats from A4 glossy magazines to our new format of quarter tabloid.”
Some of the most recent examples include; John Wilson Wines; Tom Doorley Restaurant List; Go Walks; and Cheltenham Magazine.
Ingredients for success
In the most recent ABC figures, the Irish quality daily newspaper market declined by 4.5%. However, during this period The Irish Times decline was just -3.2%. “This is testament to the quality of our content. We also invest heavily in marketing campaigns throughout the year.
“Other factors contributing to this are our team of high profile journalists, writers and contributors. Our regular exclusive content – such as our TNS/MRBI polls – and targeted marketing campaigns combining a mix of radio, online and outdoor advertising with direct marketing, posters sponsorships and events, are all part of the key ingredients to our ongoing success.
Readership profile
The Irish Times’ readership figure has increased to 364,000, the highest in the 150 years’ history of the newspaper. Of these, 81.6% are ABC1 readers and 39.6% are AB readers. Furthermore, 53.8% are men and 46.2% are women, and 55.8% of readers are in the Dublin area.
Plans to maintain and increase circulation
“Notwithstanding the economic climate, the newspaper industry as a whole is going through substantial change and to maintain current circulation levels is a challenge for all newspapers. Many are talking of the demise of newspapers and migration of readers to online; it would be fair to say that since the launch of irishtimes.com, and removal of the paywall, irishtimes.com has seen a dramatic increase of online readers (two million unique visitors and 27 million page impressions monthly).
“However, despite the online increase, the decline in print circulation has shown a modest -3.2% decline (most recent ABC figures).
“In 2008 and 2009, The Irish Times conducted a large amount of research in an effort to better understand some of the current trends; some of which has prompted us to focus on particular sections of the newspaper that may benefit from redesign and layout, and the possibility of additional content. These changes, when implemented, will be the focus of a large part of our 2010 marketing campaign.”
Promotions
“In addition to the extra supplements and content The Irish Times has also dramatically increased the number of in-store promotions and activities it offers to retailers. Not only do we run promotions at multiple level, many local retailers throughout the country have benefited from in-store promotions and point of sale placement. This promotion and activity support for retailers is channelled through our five dedicated field sales executives.”
Trade terms
“The Irish Times operates one of the highest retail margins in the trade (23% of cover price inclusive of VAT) and as a result generates annual profit in the order of €12 million to the retail sector in Ireland. As The Irish Times is distributed direct to retail we have operated without a delivery charge to date and the €12 million annual profit is not eroded in anyway. However, this is an area that is under constant review as all other players in the newspaper supply chain have taken some reductions in recent months.
"Retailers also enjoy access via our free phone, direct to our in-house customer service team.”
Complimenting print with online content
“Discussions are taking place in board rooms throughout the newspaper industry to ascertain the best means of producing content online and The Irish Times is no exception to this. Some of the major players in the market, for example News International, have reintroduced paywalls in an effort to monetise online content.
“Many of The Irish Times supplements and added value products are not available online; however we do use the platform to promote this content. We have also recently removed the free PDF download for our crosswords and online readers now have to join our crossword club or purchase the newspaper to obtain the crosswords in print format.
“The Irish Times would also see tremendous value in our online platform, attracting up to two million unique users which has exposed our brand to a larger audience than the print product could every hope to. The key here, and the difficulty for all newspapers, is getting the balance right between print and online.”
A daily delivery
David Vaz, circulation manager, Associated Newspapers Ireland, explains how The Irish Daily Mail, The Irish Mail on Sunday, TV Week and You Magazine, are all faring in the current climate.
Circulation
The Irish Daily Mail sales total for January to June 2009 was 52,144 copies. The latest readership data shows that the Irish Daily Mail has 146,000 readers, which is an increase of 11% against the last survey results. The Irish Mail on Sunday sales total for the same period was 122,991 copies, with readership at 295,000, an increase of 21% against the last survey results.
Innovation
“You magazine which is free with the Irish Daily Mail every Saturday is now edited and printed in Ireland, along with the rest of the products in our group. This change has enabled the Irish Daily Mail to provide our readers with an improved free glossy magazine.
“We have also made our promotions available to all retailers moving away from pick up at selected retailers. This move has had a positive response and shows that we at Associated Newspapers Ireland are committed to the retail trade.”
Ingredients for success
“Our move to making all promotions available at all retailers has also coincided with a change in our promotional giveaways. Where once we relied solely on CDs and DVDs, our offers include the following: Irish language posters; kids savers piggy banks; kits for kids; cookery cards; and supplements in support of great sporting achievements. This activity has helped increase the readership of both titles throughout the last year.”
Readership profile
“Associated Newspapers is the only newspaper group reporting an increase on readership of all four of its products on the Irish market.” The Irish Daily Mail is up 11%, Irish Mail on Sunday up 21%, You Magazine up 12% and TV Week is up 23%, year-on-year.
“The Irish Daily Mail also maintains the highest main shopper profile on any daily title on the market.” Both the Irish Daily Mail and The Irish Mail on Sunday performed well in the women and main shopper groups, with readership in these categories increasing by over 30%, according to JNRS 2008/2009 figures.
Plans to maintain and increase circulation
“Associated Newspapers Ireland are conscious of the downturn in the economy and the effect on the newspaper industry. However, we will still deliver on new promotional ideas, thereby rewarding our regular readers and in the process increase sales. Ultimately this will drive footfall for retailers.”
Independent thinking
Paula Murphy, group marketing director, Independent Newspapers (Ireland), discusses what the future holds in store for the Irish Independent, Sunday Independent and Evening Herald.
Circulation
The Irish Independent’s average daily sale for the period January to June 2009 was 152,204, outselling its nearest competitor by 37,716 copies daily, and the Examiner by 101,857 copies. Overall the Irish Independent holds 48% of Ireland’s quality daily market.
The Evening Herald remains Dublin’s number one evening choice with 71,187 copies sold every day, and the Sunday Independent continues to be Ireland’s number one choice every weekend with 272,174 copies sold. Both the Irish Independent and the Sunday Independent also remain, geographically speaking, the only true national newspapers in the market with their respective sales penetrating every town and county nationwide.
Ingredients for success
“Our dominance is testament to the journalism at Independent Newspapers. In all key areas including news, sport, business, features and magazines our titles consistently provide cutting edge content. Our team of writers includes some of the best-known names in Irish journalism.
“Our daily line up includes Brendan Keenan, Chalie Weston, David McWilliams, Kevin Myers, Vincent Hogan and Martin Breheny. Every evening our readers enjoy personalities like Dan White, Susan Daly, Conor McKeon and Paul Hyland, and on Sunday our team includes business journalists of the year Shane Ross and Nick Webb, Brendan O’Connor, Constance Harris, Jody Corcoran and Brendan Fanning.
“Another key ingredient to our success is the array of features and magazines that compliment our newspapers every day. In addition, the double format of the Irish Independent broadsheet and compact is packaged to suit the constantly varying demands of the modern consumer.”
Readership profile
The Irish Independent has 555,000 readers every day, making the newspaper Ireland’s number one choice in all key sectors. Its Saturday Weekend magazine has 540,000 readers, Monday’s Health and Living has 317,000, and Friday’s going out guide Day and Night is also number one with 231,000 readers.
The Evening Herald has 321,000 readers; it the best-read title with Dublin’s under 35s and main shoppers. Herald AM leads the free-sheet market with 120,000 readers.
The Sunday Independent is Ireland’s best-read newspaper with just over one (1.003) million readers, 503,000 solus readers who read no other Sunday newspaper, 528,000 ABC1s and 181,000 AB readers.
Plans to maintain and increase circulation
“The key to maintaining circulation in a very challenging market is to ensure that our newspapers remain relevant to our audience and that we deliver when it really counts. Ireland is rapidly changing, there are key issues that face our readers and they need a source that they can trust to deliver the information and the debate on all aspects of Irish life.
“Be it social, political, sporting or economic, Independent titles are part of the fabric of Irish communities and we remain committed to delivering on the issues that really matter. We believe that this tried and tested formula along with relevant and engaging promotion is the key to maintaining our strong leading circulation figures.
“With ground breaking news stories, informative and incisive features and magazines, cutting edge sports coverage, plus business and farming sections which regularly set the agenda in their respective fields, Independent titles are definitely and comprehensively Ireland’s national quality newspapers.”
Promotions
“Independent Newspapers continue to offer the best promotions for Irish readers, from rewarding our readers with prize bonds to publishing enchanting book collections. Our promotions are single minded in that they engage with our readers and encourage purchase frequency.
“Our latest instalment in our best selling book series is Disney Literature Classics of 20 fun family reads. Book one in the collection went out free to every reader on Saturday 26 September and readers are invited to collect all remaining 19 books in the collection for only €4.99 with a token found in the paper.
“The Evening Herald has just completed a ‘prize bond for every reader’ promotion and the Sunday Independent continues to have to-die-for travel and aspirational promotions every Sunday.”
Benefit to retailers
“Independent Newspapers titles through their sheer popularity not only deliver newspaper margin through the till but because of their footfall driving nature they also ensure our retail partners have the opportunity to make incremental sales to our readers.”
Online content
“Independent.ie is one of Ireland’s most-visited websites and delivers the newspaper online, breaking news and additional content daily. Herald.ie was launched in 2008 and already enjoys a substantial following, particularly for photograph galleries from the Evening Herald diary and sports pages.”
Counteracting challenges
“The key challenge that currently faces the newspaper industry in our view would be the ever-changing way in which people consume news and for that reason it is vital that the newspaper holds in place at the epicentre of breaking news and comment in Ireland.
“Recent sales figures for newspapers demonstrate that despite substantial declines among other goods that might be considered discretionary spend, the Irish consumer turned to the newspaper to really understand the implications of the economic crisis, to recall and rejoice in the rugby grand slam, or to inform themselves about taxation.
“Every other medium, be it television, radio or the internet, base elements of their programming around ‘what’s in the papers’ and this is testament to the fact that the newspaper continues to be the source of what is what in the country. At Independent Newspapers, we are proud of our titles and proud that we continue to set the agenda every day.”
Internationally renowned
Jarlath Dolly, circulation manager all-Ireland, News International Newspapers explains how the group is planning to drive sales even further for The Irish Sun, The Irish News of the World and The Sunday Times.
Circulation
Despite the recession, News International’s newspapers have performed well. The Sunday Times sale grew by 10.27% to 116,541 copies, making it the fastest growing title in Ireland. The Irish Sun is Ireland’s biggest selling daily tabloid, with sales of 96,725 copies per day, while The Irish News of the World sold 134,461 copies every Sunday.
Innovation
“All of our newspapers are now full colour, following the commissioning of a new press in the Kells print centre. This represents a substantial investment of over €30 million.”
Ingredients for success
“The Sunday Times marketing campaign, entitled ‘For all you are,’ has been a massive success, as has the launch of Spectrum in the colour magazine. The Irish Sun has continued to provide unrivalled sports and showbiz coverage while also breaking news stories and campaigning for a better Ireland. Soccer legends David O’Leary, Tony Cascarino and Joe Kinnear have also joined The Irish Sun as columnists, which we believe will help drive circulation even further in the future. Ben Dunne has also joined The Irish Sun to pen a no-nonsense weekly consumer column as part of our ‘value campaign’ to promote better value for Irish consumers.
“The Irish News of the World, meanwhile, has maintained its position as the newspaper with the most international and domestic exclusives and has engaged women readers in particular, with Fabulous magazine. Former Taoiseach Bertie Ahern has also joined the publication to write a great weekly column called ‘Bertie Ahern talks sport.’”
Readership profile
The Irish Sun’s readership is up 7% to 311,000 (JNRS 2008/2009 versus 2007/2008) and of this, 58% are men and 42% are women. Of these readers, 70% are aged between 15 and 44, i.e. the paper has a young reader profile with a male bias.
The latest JNRS figures show The Sunday Times also saw an uplift in total readers to 371,000, which equates to an 8% increase. Of this, males and females are almost evenly split, with 51% females versus 49% males. Of this readership, 74% falls into the ABC1 category and 43% are aged 25 to 44. In conclusion, a young upmarket profile.
The Irish News Of The World’s total readership is 529,000 and of this 52% are female and 48% are male. Half the paper’s readers are aged 15 to 34 and 54% consider themselves main shoppers. In summary, a young upmarket readership with a slight female bias.
Plans to maintain and increase circulation
“While other publishers struggle to find money to invest in their products, News International will invest more this year than ever before to give our customers the best products possible. This investment in already paying dividends with the addition of several columnists at The Irish Sun, including Ben Dunne, David O’Leary, Tony Cascarino and Joe Kinnear, while Bertie Ahern has joined The Irish News of the World. We will look to develop our newspapers further over the coming months and replicate the success achieved with The Sunday Times across the group.”
Promotions
“Promotional activity is a small part of News International’s marketing strategy and we feel that investment in product improvement and innovation is paramount, as this will provide long-term payback for all of our brands, not just short-term spikes.”
Trade terms
“At 27.5%, The Irish Sun pays the top margin in the industry and we only sell our products through the trade at full rate. Our sales figures represent profit through the tills of retailers in the Republic. We are the only publisher whose ABC figures actually represent sales through newsagents in this country. Other publishers sales figures include substantial sums of either bulks, foreign or both.”
Future growth
“The Sunday Times is proof that having the right product, marketed well, is a model for success even in the harshest of economic climates. News International will continue to rise to the economic challenge and to seize all opportunities that it provides too.”
Pleasing reflection
All-Ireland circulation manager Alan Kelly for The Irish Daily Mirror and Irish Sunday Mirror, explains why The Mirror’s sales reflect well on its performance.
Circulation
The Irish Daily Mirror performed robustly in the January to June 2009 ABC period, retaining its 20% share of the tabloid market, with an average daily sale of 64,194; only a marginal decrease on its July to December 2008 figure.
Readership profile
The 2009 ROI/TGI report has shown the Irish Mirror to increase its solus readership; 127,000 Mirror readers do not read any other tabloid. The paper also gained an additional 13% in the 15 to 24 year-old age category.
The Irish Sunday Mirror, meanwhile, has increased its topline readership by 5%, retaining its year-on-year market share, and including an increase of 19,000 ABC1 readers and an additional 31,000 15 to 34 year-old readers.
Ingredients for success
“The Mirror believes firmly in supporting the values that people hold dearly in Ireland; strong and reputable news reporting, the very best in local and national entertainment and a true passion for sport. We invest heavily in all of these platforms finding that Irish Mirror readers have a real connection to the paper and that has translated into a very loyal daily readership. In addition, our ongoing market research ensures that we give readers a product that constantly exceeds their expectations and one that they have helped to shape over the years.
“Our average daily sale is now very steady illustrating a very loyal and consistent readership. The role played by retailers in helping us grow sale is also crucial, and we consider a good working relationship with retailers vital to helping maximise sales and revenue streams.”
Importance of offering value
“In the current economic climate, it’s more vital than ever to deliver tangible value to readers. Along with The Sun, our euro cover price every day offers the best value in the tabloid newspaper market and that’s something I think will continue to play a crucial role in the decision-making of the impulse purchase market.
“Allied with our unbeatable added value promotions – recent examples of which would be a free Closer magazine and free bagels for every reader, available through our entire network of retailers – and our hugely popular brand giveaways, such as the likes of free Lego toys and children’s books, the Irish Mirror offers a strong value proposition that we will continue to strengthen even further.”
The world is watching
Gerry Lennon, managing director, The Sunday World outlines how the paper is currently performing.
Circulation
The Sunday World is Ireland’s largest selling newspaper, with a circulation of 277,504 ABC each week in the 32 counties of Ireland.
The paper is read by over one million adults each Sunday on the whole island.
Readership profile
The Sunday World has more under 35s readers (470,000) than any other Irish Newspaper. It has a female readership of 465,000 each Sunday, and the paper is read by 312,000 main shoppers under the age of 50.
Ingredients for success
“We are recognised as a wholly-owned, Irish-produced tabloid. We have won numerous awards for our investigative reporting. Our marketing policy does not include CDs or DVDs covermounts, but we have a range of value added editorial products which include books, special edition glossy magazines, colouring posters, and puzzle books, which have proved hugely popular and have contributed to the big increase in sales.
“All our newspapers are 100% purchased and our circulation does not include any bulks or complimentary copies. As the premium priced tabloid in the market, at €2.30, our title gives newsagents the highest net profit of any tabloid on sale in Ireland.
“Our website is a natural addition to the newspaper and has proved extremely popular with users. It includes videos, photo galleries, and competitions.
“We will continue to market the product on TV and radio. We also have some fantastic promotions lined up.”
Counteracting challenges
“Circulation is the challenge; attracting younger readers and dealing with costs. In a less than buoyant advertising market, only the strongest will survive.”
Questions and answers with…
John Mullins
Chairman, Magazines Ireland
How successful are Irish-produced magazines within the overall magazine sector?
Irish magazines are the leaders in each category that they compete in. Fifty Irish consumer magazines account for 20% of newsstand sales, while 2000 foreign imports account for the other 80%. ‘Womens interests’ is the dominant category.
How much innovation has occurred in the Irish magazines sector over the past year?
There has been a lot more collective and creative work between Magazine Ireland members, in cross promoting titles and working together on factors that affect us all like the Code of Practice for the Press Industry (COPPI), Environment Standards for the Press Industry (ESPI), advocacy, subscription, and distribution
Earlier this year, your organisation changed name from the Periodical Publishers Association of Ireland to Magazines Ireland. Why did you feel this change was necessary?
PPAI was felt to be a dated title, Periodical Publisher Association of Ireland required a lot of explanation to those who were unfamiliar with our association, whereas Magazines Ireland is pretty self-explanatory and a lot more contemporary name.
How has the industry responded to this name change?
Feedback has been mainly positive as it is easy to identify with us and what we do. We have also received a lot of favourable comment about the new logo.
Does Gloss magazine’s move from the news stands to become a monthly supplement included with The Irish Times indicate an increasingly tough climate for glossy magazines?
We have had a very tough year on the newsstand and in advertising agencies, however Irish magazines are punching above their weight in both areas. Good retailers recognise the importance and relevance of Irish magazines to their Irish consumers as do members of the advertising community.
You previously commented that Magazines Ireland had to “make sure the market conditions, from production and distribution through to retailing and legislation, facilitate the huge potential we know to exist in the magazines sector.” What measures will you take to ensure this is the case?
We are in the process of pushing forward two initiatives in particular which unfortunately I cannot expand on until we are in a position to announce these in due course.
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