© Readership Institute Creating Brand to Grow Readership ASNE Convention April 10, 2002 The...

© Readership Institute© Readership Institute

Creating Brand to Creating Brand to Grow ReadershipGrow Readership

ASNE Convention April 10, ASNE Convention April 10, 20022002

The Readership Institute:The Readership Institute:

A joint venture of NAA, ASNE and A joint venture of NAA, ASNE and

The Media Management CenterThe Media Management Center


Readership TrendsReadership Trends

0

1020

3040

50

6070

8090

100

1970 1975 1980 1985 1990 1995 2000 2005 2010

Daily

Sunday

Newspaper Readership Among the Adult U.S. Population

Source: Newspaper Association of America


• Update Update − Readership activity in the last yearReadership activity in the last year

• Report on brand project that is Report on brand project that is heavily based on contentheavily based on content− New initiatives for light readers, 20-45 New initiatives for light readers, 20-45

years oldyears old

Agenda TodayAgenda Today


Readership Institute (RI) Readership Institute (RI)

studied 37,000 consumersstudied 37,000 consumers

Results in Results in 4 cornerstones4 cornerstones that that

apply toapply to everyevery newspaper…newspaper…

… … ofof every every sizesize


1.1. ContentContent– 9 types of content grow readership9 types of content grow readership

– A particular kind of local newsA particular kind of local news

– Content that is “easy to read” & navigableContent that is “easy to read” & navigable

– Content that is promoted in the newspaperContent that is promoted in the newspaper

– Advertising content that grows readershipAdvertising content that grows readership

2.2. Service excellenceService excellence

3.3. Constructive cultureConstructive culture

4.4. Power of brand to grow readershipPower of brand to grow readership

4 Cornerstones of 4 Cornerstones of

ReadershipReadership


What Does Your What Does Your Brand Say to Your Brand Say to Your Readers?Readers?


• Newspapers can have a strong brandNewspapers can have a strong brand– New York TimesNew York Times & & Wall Street JournalWall Street Journal

• Out of 100 papers, RI found 6 local dailies Out of 100 papers, RI found 6 local dailies that had a modestly distinctive brandthat had a modestly distinctive brand– Most leaders admit brand receives little Most leaders admit brand receives little

attentionattention– It’s difficult to make it actionableIt’s difficult to make it actionable

Brand in NewspapersBrand in Newspapers


• Brand grows readershipBrand grows readership– This is an enormous opportunityThis is an enormous opportunity

• RI explored it with two goalsRI explored it with two goals– Start with the special set of consumersStart with the special set of consumers

• Others dealt with brand for all readersOthers dealt with brand for all readers

• We took on the more difficult task of how to use We took on the more difficult task of how to use brand to grow readership for a consumer brand to grow readership for a consumer segmentsegment

– Make the results actionableMake the results actionable

Brand Remains a PuzzleBrand Remains a Puzzle


What a Newspaper Brand What a Newspaper Brand Isn’tIsn’t

• It isn’t the paper’s logo or motto:It isn’t the paper’s logo or motto:– All the news that's fit to printAll the news that's fit to print

– The nation’s newspaperThe nation’s newspaper

– Beyond wordsBeyond words

– We know where you liveWe know where you live

– We deliverWe deliver

– It’s what you need to readIt’s what you need to read

– Every day since 1829Every day since 1829


Measuring ReadershipMeasuring Readership• RI measured readers’ usage of their RI measured readers’ usage of their

newspapernewspaper

• Reader Behavior Score (RBS) is: Reader Behavior Score (RBS) is: – Time spentTime spent

– CompletenessCompleteness

– FrequencyFrequency

• Many newspapers are measuring RBSMany newspapers are measuring RBS


Readership Brand Readership Brand ModelModel

Relevant experience Relevant experience to me to me

Content: Content: News & News &

Adv.Adv.

Service Service ExcellenceExcellence

Brand Brand PerceptionPerception

Reader Behavior ScoreReader Behavior Score


RI Focus on RI Focus on Light ReadersLight Readers


Tests with Light Tests with Light Readers Readers

• Four RI partnersFour RI partners– Herald-SunHerald-Sun

• Durham, North CarolinaDurham, North Carolina

– News & ObserverNews & Observer• Raleigh, North CarolinaRaleigh, North Carolina

– Journal TimesJournal Times• Racine, WisconsinRacine, Wisconsin

– Journal SentinelJournal Sentinel• Milwaukee, WisconsinMilwaukee, Wisconsin


Types of ReadersTypes of Readers• Non-readers or readers of another Non-readers or readers of another

newspaper (28%)newspaper (28%)

• Heavy readers (21%)Heavy readers (21%)

• Light readers Light readers (51%):(51%):– Selectives (6%)Selectives (6%)

– Skimmers (11%)Skimmers (11%)

– Sunday/weekday Sunday/weekday sometimes (8%)sometimes (8%)

– Sunday heavy (6%) Sunday heavy (6%)

− Light selectives (10%)

− Weekday only (3%)

− Sunday only light (7%)


21-25 Year Olds 21-25 Year Olds (% Reading Daily)(% Reading Daily)

Source: General Social Survey 2002Source: General Social Survey 2002

0

5

10

15

20

25

30

35

40

45

1972 1977 1982 1987 1991 1996 2000

%%

%%

%%

%%%%%%%%

%%

%%


Who are Light Who are Light Readers?Readers?

• These readers are not usThese readers are not us

• RI studied how to increase RBS of RI studied how to increase RBS of light readers:light readers:– 20-45 year olds20-45 year olds

– Households of $35,000 and up Households of $35,000 and up

– Educated at high school or aboveEducated at high school or above


You & I Can’t Share Light You & I Can’t Share Light Readers’ Mindset Readers’ Mindset

• I feel drowned by the newsI feel drowned by the news

• I already know what’s going on I already know what’s going on without the newspaperwithout the newspaper

• The paper repeats yesterday’s radio The paper repeats yesterday’s radio or TV news or TV news

• Too much news is depressing, Too much news is depressing, uninteresting or a waste of timeuninteresting or a waste of time


Listen to What They SayListen to What They Say

"Well, you’re inundated with news "Well, you’re inundated with news on a constant basis. News updates on a constant basis. News updates on T.V.. You see it in the paper. on T.V.. You see it in the paper. You’re standing in the aisles at You’re standing in the aisles at grocery stores and you read it. grocery stores and you read it. You're plagued by the news and You're plagued by the news and there’s just a point I don’t want to there’s just a point I don’t want to know anymore." know anymore."


Meeting Light Readers’ Meeting Light Readers’ NeedsNeeds

• Think how different Think how different your paper would have to be your paper would have to be if you felt that way about itif you felt that way about it


Find Relevant Find Relevant Experience for Experience for Light ReadersLight Readers


Process to Find Process to Find RelevanceRelevance

• On the West Coast, light readers talked On the West Coast, light readers talked about the relevance of the newspaper about the relevance of the newspaper for their livesfor their lives

• RI synthesized findings into 20+ RI synthesized findings into 20+ possible brand ideas to change their possible brand ideas to change their newspaper experiencenewspaper experience

• Tested the ideas in Midwest & EastTested the ideas in Midwest & East


Process to Find Process to Find RelevanceRelevance

• RI developed four brand concepts from RI developed four brand concepts from those teststhose tests– Created and tested prototypes of the Created and tested prototypes of the

conceptsconcepts

• Going forward Going forward – Turn the concepts into content that will Turn the concepts into content that will

work in the local marketwork in the local market

– Make marketing and promotion plans Make marketing and promotion plans


Four Brand ConceptsFour Brand Concepts• UpdateUpdate

– Quickly show the key stories that matter Quickly show the key stories that matter most to me most to me

• Talking PointsTalking Points – DebatablesDebatables

• GuideGuide– Guide to ideas, news, places to go …Guide to ideas, news, places to go …

• EnrichmentEnrichment– I grow. I’m in the know …I grow. I’m in the know …


Four Concepts for Four Concepts for Light ReadersLight Readers

• These four concepts are just the These four concepts are just the beginningbeginning– From your younger, light readers you From your younger, light readers you

can find other big ideascan find other big ideas

• These might look like what you’ve These might look like what you’ve seen or already do, but suspend seen or already do, but suspend judgment:judgment:– Four concepts have the potential to Four concepts have the potential to

change your light reader’s experience change your light reader’s experience with your newspaperwith your newspaper


UpdateUpdate


UpdateUpdate Appeals to Appeals to Broadest Range of Light Broadest Range of Light

ReadersReaders• UpdateUpdate tailors the newspaper to me tailors the newspaper to me

– I already know the basics of the newsI already know the basics of the news

– I use I use UpdateUpdate to track the news I care to track the news I care aboutabout

– I use it to manage the newsI use it to manage the news

– I use I use UpdateUpdate to dig deeper into stories I to dig deeper into stories I care about and skip the ones I don’tcare about and skip the ones I don’t


UpdateUpdate on the Front on the Front PagePage

• If I have to open the newspaper to find If I have to open the newspaper to find UpdateUpdate, the experience is lost, the experience is lost

• If If UpdateUpdate is inside: is inside:– It’s the same old newspaper It’s the same old newspaper

– I have to waste time digging for thingsI have to waste time digging for things

• UpdateUpdate is my connection to the paper is my connection to the paper– It’s not just an item or index It’s not just an item or index


What What UpdateUpdate Means Means

• UpdateUpdate is not an index like in USA is not an index like in USA Today, the New York Times or the Today, the New York Times or the Wall Street JournalWall Street Journal

• The The UpdateUpdate brand concept makes brand concept makes using the paper a new experience for using the paper a new experience for meme

• UpdateUpdate lets me make it my newspaper lets me make it my newspaper


Talking PointsTalking Points


Talking PointsTalking Points’ Impact’ Impact• Talking PointsTalking Points are stories that: are stories that:

– Arouse my curiosity Arouse my curiosity

– Make me see the larger question behind Make me see the larger question behind the storythe story• Realize that it’s not one side or the otherRealize that it’s not one side or the other

– Make me think or wonderMake me think or wonder

• I want to think about them and discuss I want to think about them and discuss or debate them with friendsor debate them with friends


GuideGuide


Response to Response to GuideGuide"I like this a lot. You know what? I "I like this a lot. You know what? I would probably read this first. This would probably read this first. This generates more interest here. It generates more interest here. It generates interest for the articles. You generates interest for the articles. You may not even have a chance to may not even have a chance to research some of this stuff, but it research some of this stuff, but it shows you that the information is out shows you that the information is out there, you may think to yourself, well there, you may think to yourself, well I'm not going to snow job. I have the I'm not going to snow job. I have the opportunity to go and look for myself."opportunity to go and look for myself."


GuideGuide Brand Concept Brand Concept • My newspaper summarizes what I My newspaper summarizes what I

need to knowneed to know

• It points me to other media if I want It points me to other media if I want moremore– I already use those media; I already use those media; GuideGuide

helps in that endeavorhelps in that endeavor

– It adds to the stories in the newspaperIt adds to the stories in the newspaper

• It sends me to other places where I It sends me to other places where I can add to the story or experience itcan add to the story or experience it


EnrichmentEnrichment


EnrichmentEnrichment Brand Brand Concept Concept

• My newspaper gives me the news and My newspaper gives me the news and teaches me something at the same teaches me something at the same timetime

• I get analysis and background that I get analysis and background that enriches my understandingenriches my understanding

• Everywhere I look my paper features a Everywhere I look my paper features a quick lesson that makes me smarterquick lesson that makes me smarter


Brand Concepts are Brand Concepts are DifferentDifferent

• Brand concepts like these are Brand concepts like these are fundamentally different because they:fundamentally different because they:– Have a sharp focus on distinct audience Have a sharp focus on distinct audience

– Are done prominently and consistentlyAre done prominently and consistently• Every day, front-to-backEvery day, front-to-back

– Must be promotedMust be promoted


Brand Concepts are Brand Concepts are DifferentDifferent

• They are a contract with light readersThey are a contract with light readers– Guarantee the light reader a new Guarantee the light reader a new

connection with the paperconnection with the paper

– Provides them an important, relevant Provides them an important, relevant experience in their livesexperience in their lives


Readership Brand Readership Brand ModelModel

Relevant experience Relevant experience to me to me

Content: Content: News & News &

Adv.Adv.

Service Service ExcellenceExcellence

Brand Brand PerceptionPerception


1.1. ContentContent– 9 types of content grow readership9 types of content grow readership

– A particular kind of local newsA particular kind of local news

– Content that is “easy to read” & navigableContent that is “easy to read” & navigable

– Content that is promoted in the newspaperContent that is promoted in the newspaper

– Advertising content that grows readershipAdvertising content that grows readership

2.2. Service excellenceService excellence

3.3. Constructive cultureConstructive culture

4.4. Power of brand to grow readershipPower of brand to grow readership

4 Cornerstones of 4 Cornerstones of

ReadershipReadership


Also at ASNE TomorrowAlso at ASNE Tomorrow

• In the morning, in the Treasury room we In the morning, in the Treasury room we will share new findings about:will share new findings about:– Making readers more satisfied with storiesMaking readers more satisfied with stories

– Promoting your content more effectivelyPromoting your content more effectively

• Answer your questions from todayAnswer your questions from today


RI Focus in 2002-03RI Focus in 2002-03• More on:More on:

– Brand that drives RBSBrand that drives RBS

– Light readersLight readers

• Ways of breaking down defensive Ways of breaking down defensive cultural barrierscultural barriers

• Advertising that drives RBS and Advertising that drives RBS and revenuesrevenues

• Measures that track growing Measures that track growing readership across media platformsreadership across media platforms


Creating Brand to Creating Brand to Grow ReadershipGrow Readership

All RI research materials & slides All RI research materials & slides from today’s presentations are from today’s presentations are available at:available at:

www.readership.orgwww.readership.org

© Readership Institute Creating Brand to Grow Readership ASNE Convention April 10, 2002 The...

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