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Intro to Topline Report 2013

JNRS 2013 Topline Data

Intro to Topline Report 2012-2013

JNRS 2012/2013 Topline Data

2012 JNRS Readership Introduction

2012 Topline Data



Introduction – JNRS Topline Results 2012.

Introduction to New JNRS 2012/2013 Print and Digital Readership Report

The JNRS 2012/2013 Report is the first readership report exclusively using the new approach to newspaper measurement and data collection. This change in design and methodology means that it is not valid to make direct comparisons with the 2012 Transition report or with the 2011/2012 JNRS report.

Print and Digital Readership

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. It was left to the respondents own interpretation as to whether they were referencing printed, online or both, when answering these questions.

The text of the new questions and additional information about the new methodology can be found in the Readership Introduction.

Booklet of Masthead Shown

Q. Please tell me roughly how often you have read or looked at any part of it in the past year - it doesn’t matter where.

  • It doesn’t matter whether it was a copy you'd bought yourself or somebody else's or how old it was
  • It doesn’t matter how much or how little you have read
  • Any part of the newspaper of magazine counts even if you have only read of looked at only one of the separate sections or magazines which come with the newspaper
  • It counts just so long as you have spent at least 2 minutes reading or looking at any copy in the last 12 months.

The same description of ‘readership’ was used in the subsequent question to establish recency of reading – i.e. the questionnaire used to determine Average Issue Readership.

It is evident from the phrasing of this question that the survey suggests an interest in print as there is no reference to access to a digital platform. Nevertheless is does not exclude online readership.

New Defined Print Question (as used in second half of 2012)

Q. First of all, I’d like to go through this booklet with you – which contains the titles of printed daily newspapers. For each daily newspaper, please tell me roughly how often you have read or looked at any part of it in the past year – it doesn’t matter where. Please don’t count any you have read online, - that is using device with internet access like computers of mobile phones. I will be asking questions about online readership later.

Explain (same as old questionnaire)

  • It doesn’t matter whether it was a copy you’d bought yourself or somebody else’s or how old it was
  • It doesn’t matter how much or how little you have read
  • Any part of the newspaper of magazine counts even if you have only read of looked at only one of the separate sections or magazines which come with the newspaper
  • It counts just so long as you have spent at least 2 minutes reading or looking at any copy in the last 12 months

New Online Questions (as used in second half of 2012)

Q. Have you accessed the internet in the past 12 months, at home, at work, or anywhere else?

Q. This card shows you all the ways you can read or look at 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.

The only reading we are NOT interested now in is the reading of the paper version of the newspaper. Have you used any of these ways to obtain newspaper content ONLINE IN THE PAST 3 MONTHS?

Frequency of Reading – Differs between print and digital

Print Online (as previously) Almost always Every day/most days of the week Quite often 3-4 times a week Only occasionally 1-2 times a week Not in the past year Once a week 2-3 times a month Less often Never

Recency of Reading

Measurement used to determine Average Issue Readership for 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.

As the calendar 2012 JNRS is a Transitional Report, we only have data relating to the measurement of reading online for a six month period – the latter half of the year (i.e. based on half the sample). We are in a position to provide a limited amount of data relating to the scale of online readership – illustrated overleaf and in the topline tables. However, online readership data will not be available through Telmar until the full twelve months reports mod 2012 to mid 013 is available in August this year.

New Data Collection Methodology

A second development of the JNRS was also introduced in mid 2012 to coincide with the redesign of the questionnaire. This involved a new method of collecting data, whereby the interviewers used an electronic hand palm top 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.

‘Print’ Readership Report

It is apparent from data obtained during the latter half of 2012 that the A.I.R. print readership (82% of the adult population) is very similar to the readership figure for the immediately preceding JNRS Survey – mid 2011 to mid 2012. In that survey, where print readership was not specifically identified, the A.I.R. for Any Newspaper was 80%. This suggests, that the vast majority of respondents had interpreted the traditional questioning approach to relate to print only.

We therefore take the view that this ‘Transitional’ report can be used as a reasonably sound basis for Print readership, until the definitive 12 months report for mid 2012 to mid 2013 is published in August.

New Publications in Survey

In December 2011, three daily newspaper magazines joined the survey – Property & Interiors, published with the Irish Examiner, Femail and Good Health published with the Irish Daily Mail. Full twelve months data for these publications is now available and contained in the report. The newspaper magazine Fabulous, which was available with the Irish Sun on Saturdays is now published with the Irish Sun on Sunday.

Data for this title will be shown in mid 2012/2013 report.

Readership of any new or ceased publications are included in the "Any Daily" /"Any Sunday" and "Any Newspaper" readership figures for any other titles not included in the survey (UK or otherwise), and AIR readership of any of these titles is also included in the "Any Daily", "Any Sunday", and "Any Newspaper" figures.

The 2012 Transitional JNRS Readership and SIG electronic data is available from Telmar using ResearchGuru and will be accessible to subscribers from Monday 11th February 2013. Should subscribers experience any difficulty accessing the ResearchGuru site, please contact Jason Berry at Telmar UK (+44207 5697500) or at jberry@telmar.co.uk. The general release of the JNRS 2012 data will be from Thursday 14th February 2013.

For detailed information about the sampling design, methodology and content of the 2012 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) or at Annemarie.dillon@millwardbrown.com

JNRS 2012 Readership Estimates

Universe (000s)

3,593 Adults aded 15+

Any newspaper

2901 (80.7%)
Morning Titles
Irish Independent 521 (14.5%)

The Irish Times

321 (8.9%)
Irish Examiner 189 (5.3%)
Irish Daily Star 360 (10%)

Irish Daily Mirror

223 (6.2%)

Irish Sun

306 (8.5%)
Irish Daily Mail 184 (5.1%)
Any Daily 1,924 (53.5%)
Any Morning 1,771 (49.3%)
Evening Titles

Evening Herald

250 (7.0%)
Sunday Titles
Sunday Independent 905 (25.2%)
Sunday World 801 (22.3%)

Sunday Business Post

140 (3.9%)

Sunday Times

380 (10.6%)

Irish Sunday Mirror

195 (5.4%)
Irish Mail on Sunday

337 (9.4%)

Any Sunday
2,149 (59.8%)
Irish Farmers Journal 237 (6.6%)
Any RNAI /Mediaforce  1353 (37.7%) 
Any RNAI /Mediaforce (EX DUB/CORK CITY)  1298 (54.0%) 
Weekend (Irish Independent) 536 (14.9%)
Day and Night (Irish Independent)  237 (6.6%) 
Health and Living (Irish Independent)  415 (11.5%) 
Foinse (Irish Independent)  121 (3.4%) 
The Irish Times Magazine  355 (9.9%) 
The Ticket (Irish Times)  208 (5.8%) 
Health Plus (Irish Times)  235 (6.5%) 
Farming (Irish Examiner)  92 (2.5%) 
Feel Good (Irish Examiner)  129 (3.6%) 
Weekend (Irish Examiner)  195 (5.4%) 
Star Chic (Daily Star)  289 (8.0%) 
TV BUZZ (Sun)  267 (7.4%) 
You (Irish Daily Mail)   151 (4.2%) 
FEMAIL (Irish Daily Mail)   102 (2.8%) 
The Dubliner (Evening Herald)   159 (4.4%) 
Good Health (Irish Daily Mail)   166 (4.6%) 
We Love Telly (Irish Daily Mirror)  212 (5.9%) 
Life (Sunday Independent)  598 (16.6%)  
Sunday Times Magazine  248 (6.9%)  
Culture (Sunday Times)  254 (7.1%) 
Style (Sunday Times)  219 (6.1%) 
Fabulous (Sun)  173 (4.8%) 
Sunday World Magazine (SWO)  555 (15.4%) 
TV Week (Irish Mail on Sunday)  223 (6.2%) 
Sunday Business Post Magazine (Sunday Business Post)  96 (2.7%) 
Irish Country Living (Irish Farmers Journal)  177 (4.9%) 

Based on readership by any adult (aged 15+)
Conducted by Milward Brown Lansdowne


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