1. Pg 1
NMA Marketplace Charts
Jan-Jun 2009
NMA Marketplace Charts – September 2009

2. Pg 2
National Newspapers Daily, Weekly & 4 Weekly Reach
All Adults
% Daily Reach - Mon - Sat % Daily Reach - Sunday % Weekly Reach % 4 Weekly Reach
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09 (incl. freesheets)

3. Pg 3
National Newspapers Daily, Weekly & 4 Weekly Reach
by Age
47% 52%
41% 43 51%
33% %
15-24 25-34 35-44 45-54 55-64 65+
% Daily Reach - Mon - Sat % Daily Reach - Sunday % Weekly Reach % 4 Weekly Reach
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09 (incl. freesheets)

4. Pg 4
National Newspapers Daily, Weekly & 4 Weekly Reach
by Social Class
ABC1 C2DE
% Daily Reach - Mon - Sat % Daily Reach - Sunday % Weekly Reach % 4 Weekly Reach
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09 (incl. freesheets)

5. Pg 5
% Weekly Reach by Newspaper Type –
All Adults, Age
Age: 15-34 35-54 55+
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

6. Pg 6
% Weekly Reach by Newspaper Type –
All Adults, Social Class
Social Class: ABC1 C2DE
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

7. Pg 7
% 4 Weekly Reach by Newspaper Type –
All Adults, Age
Age: 15-34 35-54 55+
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

8. Pg 8
% 4 Weekly Reach by Newspaper Type –
All Adults, Social Class
Social Class: ABC1 C2DE
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

9. Pg 9
Share of Readership
by Sector
Qualities
23.6%
Populars
46.3%
Mid Markets
30.1%
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

10. Pg 10
Total Readership Trends –
Dailies – All Adults (000’s)
Full Year Half Year
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09 (incl. freesheets)

11. Pg 11
Total Readership Trends –
Sundays – All Adults (000’s)
Full Year Half Year
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

12. Pg 12
Loyalty of Readership –
Dailies – Adults
26 26 28 31 31
36 36
41 41
44 44
53
60
74 74 72 69 69
64 64
59 59
56 56
47
40
Sun Daily Daily Daily Daily Daily Times Guardian Independent FT Evening Metro London
Mail Telegraph Mirror Express Star Standard Lite
% Almost Always % Quite often/Occasionally
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09 (incl freesheets)

13. Pg 13
Loyalty of Readership –
Sundays – Adults
% Almost Always % Quite often/Occasionally
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

14. Pg 14
Readership –
Build by day
% of Total Readership
day
NMA Marketplace Charts – September 2009 Source: NRS Accumulation Study

15. Pg 15
Readership
by Age and Social Class
Upmarket
Young
Old
Downmarket
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09

16. Pg 16
National Newspapers –
Advertising Revenue including colour supplements and classifieds
(£m)
1930 1974 1912 1913 1933
1902
1805
947
768
2002 2003 2004 2005 2006 2007 2008 Jan - Jun 08 Jan - Jun 09
Full Year Half Year
NMA Marketplace Charts – September 2009 Includes classified Source: Advertising forecast Jun 09

17. Pg 17
National Newspapers –
Display Advertising Revenue including coloured supps excl. classifieds
(£m)
1543
1469 1494 1463 1489 1471
1436
754
618
2002 2003 2004 2005 2006 2007 2008 Jan - Jun 08 Jan - Jun 09
Full Year Half Year
NMA Marketplace Charts – September 2009 Excludes classified Source: Advertising forecast Jun 09

18. Pg 18
Share of Display Advertising
by Medium Jan – June 09
Cinema
1%
Bus Mags
Consumer Mags 4%
4%
Reg Newspapers Internet
13% 24%
Direct Mail
12%
TV
23%
Nat Newspapers
12%
Outdoor
Radio
5%
3%
TOTAL DISPLAY
ADVERTISING SPEND:
£7,187m
NMA Marketplace Charts – September 2009 Source: Advertising forecast Jun 09

19. Pg 19
National Newspapers –
Advertising Revenue including coloured supplements and classifieds
(% share)
13.5
12.8
12.5
11.8 11.7
11.3 11.1
10.9
10.6
2002 2003 2004 2005 2006 2007 2008 Jan - Jun 08 Jan - Jun 09
Full Year Half Year
NMA Marketplace Charts – September 2009 Includes classifieds Source: Advertising forecast Jun 09

20. Pg 20
National Newspapers –
Advertising Revenue including colour supplements excl. classifieds
(% share)
10.3
9.7 9.5
9 9.1 9 8.9 8.9
8.5
2002 2003 2004 2005 2006 2007 2008 Jan - Jun 08 Jan - Jun 09
Full Year Half Year
NMA Marketplace Charts – September 2009 Excludes classified Source: Advertising forecast Jun 09

21. Pg 21
National Newspapers –
Time Spent Reading
Dailies Mon-Fri. Dailies Sat. Sundays
NMA Marketplace Charts – September 2009 Source: NRS Jan – Jun 09