Post on 13-Jan-2016
LOCAL NEWSPAPERS REPORT
Quantitative research findings June 2012
Conducted by
LOCAL NEWSPAPERS REPORT
Quantitative research findings June 2012
Conducted by
Bringing Local Papers to LifeQuantitative Research for The Newspaper Works
Contents
3
1. Introduction• Objectives & Approach
2. Local Newspapers Role & Reader Connection• Community Connection
• Local Newspapers Role
• Influence & Impact
3. Local Newspapers Positioning • Community Newspapers
• Regional Newspapers
• National/Metro Newspapers
4.Regional Newspapers – In Focus• Engagement
• Perceptions & Preferences
• Influence & Impact
• Implications for Advertisers
5.Community Newspapers – In Focus• Engagement
• Perceptions & Preferences
• Influence & Impact
• Implications for Advertisers
1. Introduction
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Research aim & objectives
5
The aim of this research was to develop a compelling, independent narrative, based on sound evidence, to demonstrate the impact and value of local newspapers for advertisers.
Underpinning this aim were a number of specific objectives:
– Understanding the independent and complementary role of newspapers in the Metro & National, Regional and Community tiers, with distinct emphasis on Regional and Community newspapers.
– Understanding reader perceptions and the impact of Regional and Community newspapers, relative to other key media and information channels
Understanding the motivations & benefits that underpin both Regional and Community newspaper usage and the benefits to readers
Understanding the reader mood & mindset relating to Regional and Community newspapers
Understanding editorial and advertising content & section consumption, including general news and information, areas of personal interest and decisions in regard to the purchase of goods and services for both Regional and Community newspapers
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A two stage research approach
1. Exploratory Qualitative
33 qualitative in-depth interviews with regular readers of Regional and Community newspapers
~45 to 60 minutesFace to face - in homeMix of metro & regional locations (including, Sydney, Newcastle, Nowra, Melbourne, Bendigo, Townsville, Toowoomba, Mandurah, Bunbury)
Regional Newspapers were defined as ‘paid’ and Community Newspapers ‘free’ home delivered local papersInterviews - November-December 2011
Where agreed, select video footage was recorded.
6
2. Quantitative Online Survey
Online survey (~ 15-18 mins in length)n=600 Community Newspaper readers (Metro areas - nationally representative coverage) n=610 Regional Newspaper readers (nationally representative coverage) who may ALSO read a local Community Newspaper
Readers were defined as reading within the last week (regional) or last month (community) or regular readers (some/most issues)Survey conducted 10-23 April 2012Data has been weighted by age, gender & location to
match ABS population statistics. All results based on readers of Regional/ Community
Newspapers.
2. Local Newspapers’ Role & Reader Connection
Local Newspaper Influence
Local Newspaper Influence
Engagement with Local
Newspapers
Engagement with Local
Newspapers
Role of Local NewspapersRole of Local Newspapers
Local connection
Local connection
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% of respondents
Base: Local Newspaper readers n=1210
(weighted data)
Readers have a strong desire for community connection & local information
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Older people & families have the strongest desire for local community connection
Typically –•Less engaged with local community•Have other important ‘communities’ •Busy and spend less time in the local area (eg, work, social, activities)
Typically –•Spend time in local area – particularly related to children (eg, school, sports, activities)•Less ‘available’ time, so looking for local (convenient) events, activities and interests
Typically –•More available time (particularly, if not working)•Spend more time in local area•Looking for opportunities to connect and engage with others (eg, local clubs, community groups etc)
Lifestage is correlated with the desire for community connection and interest in local information and issues
Interest in local issues,
events, people and places
Desi
re f
or
loca
l co
mm
unit
y
connect
ion
10
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Preference for local shopping is largely convenience driven
11
Readers are far more likely to visit a local business or shop across the majority of categories – particularly, for more frequent
purchases
For each of the following types of goods or services, please indicate whether you would be more or less likely to visit a shop or business in your local area.
% of respondents
Base: Local Newspaper readers n=1210
(weighted data)
2. Local Newspapers’ Positioning
Local Newspaper Influence
Local Newspaper Influence
Engagement with Local
Newspapers
Engagement with Local
Newspapers
Role of Local NewspapersRole of Local Newspapers
Local connection
Local connection
Bringing Local Papers to LifeQuantitative Research for The Newspaper Works 13
Local Newspapers support and enable connection with the local community
Local newspapers both fulfill the desire for local information and reinforce community connection and involvement
Community Connection
Information Needs
Interest & Involvement
Information Needs
Interest & Involvement
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Local Newspapers influence reader behaviour
15
The local relevance of content and potential for impact drives strong engagement
Actions• Tear out content (eg, articles,
advertisements, coupons) and keep for reference
• Take advantage of sales, specials and other opportunities
• Try new cafes , restaurants , services – lawyers, doctors, hairdressers etc
• Go to local events, fairs, fetes, concerts and parades
“Any of the events we
attend with the kids on the
weekend, we find out from
the local paper”
Behavioural Impact
• Drives community conversations on issues that matter (eg, new development, council issues)
• People act on the content and advertising they read
3. Local Newspapers’ Positioning
Local Newspaper Influence
Local Newspaper Influence
Engagement with Local
Newspapers
Engagement with Local
Newspapers
Role of Local NewspapersRole of Local Newspapers
Local connection
Local connection
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The three tiers of newspapers play unique roles and meet different reader needs
Stimulate & EntertainStimulate & Entertain
Inform & AdviseInform & Advise
Connect & Enable
Community Papers
RegionalPapers
Metro & National Dailies
Bringing my world to life
Bringing the world to me
Protecting my interests
Connect & Enable
18
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Community newspapers ‘bring my world to life’
Emotional Benefits
•Improved sense of place & community identity•Connection to people•Pride in my community•Opportunities for participation•Opportunities to enhance my lifestyle
Functional Benefits
•Awareness of things I/my family can do•Awareness of things that might impact my family•People & places I know•Services & goods I can benefit from•Local deals & specials
Characteristics
• Locally selective• Community happenings –
people, places, events• Unbiased, descriptive
editorial• Light-hearted tone• Stories of personal
relevance• Celebrating achievement
in the community
Connect & EnableCommunity
Papers
19
Belonging Personal Practicality Shared Stories
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RegionalPapers
Regional newspapers ‘protect my interests’
Inform & AdviseInform & Advise
Emotional Benefits
•Knowledgeable about the issues•Secure in my knowledge of what’s going on•Actively involved in region•Alert to threats and opportunities across the region•Prepared for change
Functional Benefits
•Staying up to date•Awareness of local issues and significant events•Protection of local interests•Region-wide happenings to participate in•Savings from offers and deals from big businesses
Characteristics
• Locally comprehensive, factual news
• Local interpretation and implications of State, National and International events
• Authoritative, trusted source – a pillar of the local community
• A common and current base of knowledge
20
Confidence & Security Being informed The Local Authority
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Metro & National Dailies
Metro & National newspapers ‘bring the world to me’
Stimulate & EntertainStimulate & Entertain
Emotional Benefits
•Knowledgeable about the issues•Amazed by extraordinary events•Excited by major happenings•Alert to possible threats•Worldly in my perspective•Culturally astute
Functional Benefits
•Knowledge of significant issues and events that happen elsewhere•Hearing different points of view•Aware of ideas and trends•Iconic events to attend•Talking points with friends and colleagues
Characteristics
• Comprehensive in-depth coverage of “big” news
• Critical analysis of events• Authoritative tone• Strong opinions• Hold others to account• Stories of importance,
albeit indirectly
21
Savvy Being stimulated
Window on the world
4. Regional Newspapers- In Focus
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Regional newspaper readers want to feel informed and involved
24
“If you don’t read the (regional)
paper, you won't have anything to
talk about”
“It gives you a sense of
satisfaction that comes from
knowing what is going on”
“If you don’t read it, you’ll miss out
on what's on – events, festivals
etc…”
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Readers engage more deeply with Regional newspapers
25
Base: Regional Newspaper readers n=610
Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
% o
f res
pond
ents
Compared to TV and radio, readers dedicate greater focus and attention to Regional newspaper content
(weighted data)
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Regional papers are relevant, trusted & engaging
26
Compared to TV or radio, Regional newspapers are considered far more engaging, and provide more valued information
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
% of respondents
Base: Regional Newspaper readers n=610
(weighted data)
63% (female)
67% (female)
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Younger readers engage with Regional newspapers
27
Regional papers are considered a more relevant, trusted and engaging source of information
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Regional Newspaper readers n=31 (18-24yrs), n=88 (25-34yrs)
(weighted data)
18-24 years 25-34 yearsYounger Readers
% of respondents
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Families value Regional newspapers’ relevant, trusted content
28
Similarly, families consider Regional papers to be more engaging and provide more valued information relative to other information
sources
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
% of respondents
Base: Regional Newspaper readers – with Partner & children n=213
(weighted data)
Families with
Children
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Keeping locally informed is Regional newspapers’ strength
29
Regional newspapers provide superior coverage of important local news, issues and practical local information compared to
local TV and radio
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Regional Newspaper readers n=610
(weighted data)
% of respondents
83% (female)
75% (female)
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Regional newspapers encourage reader action
31
Readers are more likely to act on, keep or share content in Regional newspapers compared to TV, radio or catalogues
Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Regional Newspaper readers n=610
(weighted data)
% of respondents
52% (female)
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The reader ‘mind-set’ influences perceptions of Regional newspaper advertisers
Interpreting
Analytical
Active
Thoughtful
Information seeking
Alert
Value conscious Iconic
Local
Supportive
SuccessfulTrusted
Good value
Absorbed
Larger scale
Accessible
32
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Advertising in Regional newspapers has a positive impact
33
The majority of readers are more positive towards Regional newspaper advertisers and responsive to advertiser messages via this
medium
Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Regional Newspaper readers n=610
(weighted data)
% of respondents
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Implications & opportunities for Regional newspaper advertisers
Regional newspapers provide a medium that allows advertisers to:
Build brand awareness in the region
Provide deals and offers that reinforce value for regional customers
Take advantage of information-seeking mindset to communicate more detailed information than is possible in electronic broadcast channels
Achieve positioning of bringing the national/international quality/range or capability to the region
Demonstrate a understanding of and commitment to supporting the region
Build iconic reputation based on impressions of success and scale
34
5. Community Newspapers
- In Focus
Analysis note:Community Newspaper reader
results includes both metropolitan and regional readers As such, all results (including for
TV and radio) are based on combined metro and regional data
Bringing Local Papers to LifeQuantitative Research for The Newspaper Works
Community newspaper readers actively seek connection
37
“I read the local paper because I
don’t want to feel like I am missing
out. I want to know what is happening in my
local area”
“I really enjoy reading the local
paper – it keeps me connected”
“It’s usually more enjoyable to read”
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Readers dedicate greater focus to Community newspapers
38
Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
% o
f res
pond
ents
Base: Community Newspaper readers n=954
Reading Community newspapers is seen by most as a relaxing experience, and is afforded greater dedicated focus compared to TV and radio.
(weighted data)
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Community readers value relevant, practical & trusted content
39
Community newspapers provide practical local information in a medium that is convenient for readers to engage with and use
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Community Newspaper readers n=954
(weighted data)
% of respondents
66% (female)
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Younger readers also value relevant & practical content
40
Slightly older readers (25-34yrs) clearly perceive Community papers more positively (relative to other sources), while 18-24yrs also trust and
engage with TV
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Community Newspaper readers n=29* (18-24yrs), n=145 (25-34yrs)
(weighted data)
% of respondents
18-24 years* 25-34 years Younger Readers
*Caution: small sample
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Families perceive Community papers very positively
41
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Community Newspaper readers – with partner & children n=352
(weighted data)
Families with
Children
Compared to other sources, Community papers provide far more trusted and valued information
% of respondents
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Community papers clear strength is local information
42
Community newspapers are clearly the preferred medium for readers to keep ‘locally informed’ and connect with the
community
Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Community Newspaper readers n=954
(weighted data)
% of respondents
84% (female)
84% (female)
80% (female)
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Readers act on Community newspaper content
44
Readers are far more likely to keep, act on or share the content from Community newspapers compared to TV, radio or
catalogues
Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Community Newspaper readers n=954
(weighted data)
% of respondents
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The reader ‘mind-set’ influences perceptions of Community newspaper advertisers
Connect & EnableExpectant
Searching for things to do/buy/act-upon
Active
Positive
Relaxed
Playfully curious
Alert
Value seekingHyper-
convenient
Approachable
Local
Supportive
Helpful serviceUnique
Trusted
Personal
“The same ad could be in the daily paper, but I wouldn’t stop to look
because I’d think it wasn’t local and therefore not
relevant to me”
45
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Advertising in Community papers influences reader behaviour
46
The majority of readers are more positive towards Community newspaper advertisers (compared to TV or radio) and have acted on advertising
messages
Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish.
Base: Community Newspaper readers n=954
(weighted data)
% of respondents
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Implications & opportunities for Community newspaper advertisers
Community newspapers provide a medium that allows advertisers to:
Leverage convenience
Provide highly targeted deals and offers that reinforce value for local customers
Use call-to-action advertising and promotion given the action-oriented mindset of readers
Provide valuable/useful information and content
Harness the pass-on and retention behaviour of readers to run promotions over longer time-frames
Demonstrate a strong understanding of and involvement in the community
Enhance reputation based on connectedness to the local community
47
For more information and to view respondent videos, visit:
www.thenewspaperworks.com.au