The JNRS 2013/2014 report uses the new approach to newspaper measurement and data collection adopted in June 2012.
This report is comparable with JNRS 2012/2013 (full year) and JNRS 2013 (overlap year), but it is not comparable with JNRS reports prior to 2012 (i.e. Transition report 2012 or JNRS 2011/2012)
The following paragraphs summarise the changes made to measurement of Print and Digital Readership in June 2012
The JNRS questionnaire was redesigned and extended in order to accommodate and differentiate between Print and Digital readership. It now includes online newspaper measurement of subscriber daily, Sunday, weekly titles and their magazines, and regional titles.
At the same time, the initial readership questions were defined as being for printed newspapers, while online reading was specifically excluded, until asked for later in the questionnaire.
This represents a change from previous questioning, where the newspaper readership media platform was not defined. Prior to June 2012, it was left to the respondents’ own interpretation as to whether they were referencing print, online or both, when answering these questions.
Important Points re New Approach from June 2012
Online Readership Question
Online readership questions reference readership of newspaper titles online having prompted respondents with all of the ways you can access newspaper content online. “This card shows all the ways you can access newspaper content online whether directly via a newspaper website or indirectly through links posted on other sites such as Facebook or Twitter or through newspaper apps on your mobile device, or looking at an electronic replica of the printed newspaper that a subscription is paid for”. Q. How often do you access this newspaper title online, using any of the way methods we have mentioned?
Recency of Reading (A.I.R)
Measurement used to determine Average Issue Readership for the Print platform has been applied identically to Online Readership i.e. Readership of Daily online ‘yesterday’ has been equated to A.I.R., whilst readership of Sunday or Weekly newspapers online in past 7 days has also been equated to A.I.R. This enables us to provide total A.I.R. figures for each publication.
Online Measurement is Brand Led Approach
Currently, the measurement of readership on the JNRS is a brand led approach (e.g. The Irish Times, Irish Daily Mail) that aims to provide a total readership figure for each newspaper title brand. In the absence of a dedicated website for a given title, this approach may result in online readership being understated (e.g. The readership numbers provided for the Irish Daily Mail online may not be fully representative of readership of Mail Online).
Frequency of Reading
Frequency of reading does differ between Print and Digital measurement. In order to provide a reach figure for Total print and online readership in the same way as A.I.R., we have adapted the frequencies so that ‘Almost Always’ for print corresponds to ‘Everyday, 3-4 times a week’ for online, similarly ‘Quite Often is 1-2 times a week and Once a week’ and ‘Only Occasionally’ corresponds to ‘2-3 times a month and less often’.
New Data Collection Methodology
Electronic data collection was introduced at the same time as the questionnaire re-design. Interviewers now use an electronic hand held device (HAPI) to administer questions and record answers.
This electronic method has significant advantages over the traditional pen and paper questionnaire. It enhances the quality of data collection by controlling the whole questioning procedure for interviews, including all relevant routing filters for each title.
The electronic collection has had an initial positive impact on daily readership by drawing in more occasional readers. This can be attributed to the better, more engaging prompting, with less opportunity for titles to be passed over by respondents. As would be expected, the titles that, previously, were most likely to have been overlooked by respondents are those that they read only occasionally.
Readership of any new or ceased publications are included in the “Any Daily”, “Any Sunday” and “Any Newspaper” readership figures for the time they are on the survey. An additional question was added from February 2012, which draws in a total figure for readership of any other titles not included in the survey (UK or otherwise). This provides for a total AIR readership for “Any Daily”, “Any Sunday”, and “Any Newspaper”.
Two new newspaper magazines were added to the survey in June 2013 (Weekend – Irish Daily Mail, More – Irish Mail on Sunday) and readership figures for these two titles are published in this report. Seachtain – Irish Independent came on the survey from November 2013 and will be reported in the JNRS 2014 report.
A number of newspaper magazines have ceased trading during the year – namely Foinse and Day & Night for the Irish Independent. Although readership figures are available for Day & Night for the full reporting period and are listed in this topline report, in order to avoid any confusion for planning purposes data, this title will not be available electronically via Telmar.
Looking forward, one new newspaper magazine (Insider - Irish Independent) came on the survey from June 2014, and readership figures will be available in the JNRS 2014/2015 report. It’s Friday – Irish Daily Mail joined the survey from August 2014. Any adjustment from any of these magazines towards the parent titles will be included in the data for the time that they are on the survey.
Access to data
The 2013/2014 JNRS Readership and SIG electronic data is available from Telmar using ResearchGuru and will be accessible by subscribers from Tuesday 19th August 2014. Should subscribers experience any difficulty accessing the JNRS data with any Telmar software, please contact Jason Berry at Telmar UK (0044207 5697500) or at Jason@Telmar.co.uk
For detailed information about the sampling design, methodology and content of the JNRS survey (which was previously available in the introduction and appendices to the hard copy reports), please access www.jnrs.ie, or contact Annemarie Dillon at Millward Brown (01 297 4500), firstname.lastname@example.org
Special Interest Groups (SIGs)
Special Interest Groups (SIGs) are available for analysis by readership titles and by demographics.
Significant changes were made to the SIG section in June 2013, for example technology, telecommunications, online purchasing as shown overleaf, which are now available for analysis purposes