Newspaper readership habits of Liberal Democrat voters

The following figures show (approximately – see notes below) the number of Liberal Democrat voters from May 2010 who read different newspaper titles:

The Sun: 796,000
Daily Mail: 576,000
Daily Mirror: 396,000
The Times: 340,000
The Guardian: 331,000
Daily Telegraph: 278,000
The Independent: 233,000
Daily Express: 190,000
Daily Star: 136,000

These figures have been calculated from the data provided in The British General Election of 2010 and are based on survey data for newspaper readership, party support and turnout. The newspaper readership figures include people from age of 15 and also adults who are not eligible to vote. Therefore all the figures for individual titles are a little on the high side.

Thank you to Philip Cowley for promptly answering my queries about the data in the book. (The data in the Table 14.1 is correct even though it is apparently contradicted by the text on p.281.)

As the calculations take into account different turnout levels amongst readers of different newspapers they are therefore not directly comparable with otherwise similar calculations that were circulated after the 2005 election but which did not adjust for turnout.

Some Liberal Democrat voters are readers of more than one newspaper, so – in addition to the readership data point noted above – the total of the figures above cannot be compared to the total number of Liberal Democrat votes at the general election.

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  • Compared to the circulation for each paper for January of this year, the Independent is the most Lib Demmy with the above figure representing 125% of circulation. The Guardian is next at 109%. Then comes the Times at 67%, the Telegraph at c. 40%, the Mirror at 32%, the Daily Mail at 27%, The Sun at 26% and the Daily Express at 19%. The Daily Star probably has the lowest proportion of Lib Dem readers at 17%.

    Surprisingly high placing for the Telegraph, in my opinion. I’ve always found it a bit stuffy.

  • @Alex M – Ah, that explains it! “Lib Dems more interested in crosswords than boobs” would be my headline for this article.

  • I feel sorry for…, I really despise anyone who reads the Sun. As a Business English head teacher once told me, “it’s a baby’s paper.”
    In my own opinion, the Express and ,very often, the Daily Mail just spoon feed opinion and they editorialise rather than report our politics. The standard of journalism on the former as well as on the Daily Star is too dreadful for words that matter and is best suited to duds rather than LibDems.

  • paul barker 2nd Nov '10 - 6:03pm

    Sean, I used to teach Adult Literacy & the Sun was overwhelmingly the Paper of choice among my students. Lots of Adults have been barely or completely unable to read & for them the Sun is a godsend. We should be careful who we despise.

  • @ Sean
    Totally agree with your comments about the sun, but then I would seeing that I was raised in Liverpool.

  • @ paul barker

    “…….for them the Sun is a godsend. We should be careful who we despise.”
    Whoops! I thought you used to teach adult literacy.

  • The daily mail gives you cancer.

  • @Rosalind – a lot of women read it as they’ve targetted women through their `femail` pages so it might be down to that.

  • Have you read Lembit Opik’s column?! It’s enough to put a chap off reading the Daily Sport. 🙁

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