NOT surprisingly, most attention in the recent Joint National Readership Research survey was centred on who reads what newspaper, how many ABC1s etc.

But the same JNRR survey throws up some intriguing conclusions about Irish lifestyles with the survey identifying six specific "clusters". The survey concluded that 19 per cent of Irish people are "homely" while 12 per cent are "nonconformist". Another 17 per cent are "extrovert", 17 per cent are "cultured", 21 per cent "ambitious" and 14 per cent "conventional".

All this information, it seems, is of inestimable value to the advertising industry when it wants to target any of the groups. For instance, did you know that 79 per cent of the "homelies" read a Sunday paper but only 14 per cent read an evening paper?