Community Newspaper Readership
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Transcript of Community Newspaper Readership
Northern LifeNewspaper Readership
• What is ComBase?• Study Overview• Newspaper Readership Overview• Demographics• How Much of the Paper is Read• Number of Issues Read• Newspaper Ratings• Preferred Community Newspaper• Media Habits – Newspaper, Radio, TV• Exclusive Readership• Cross Readership• Reach and Frequency Increase with Multiple Insertions• Northern Life Strengths
Study Overview
Source: ComBase 2005 Two Year StudyBase: Sudbury CMADemo: Adults 18+Weighted Population: 123,100
ComBase 2005 is a combination of interviews from Wave 1 (October 2002 to June 2003) and Wave 2 (October 2004 to June 2005).
ComBase is conducted by Maritz Research.
What is ComBase?The Most Comprehensive Print Study in the World!
• Both the Research Bureau and the study• Initiative of CCNA and its members• Stand-alone incorporated company• Governed by an independent, fully tri-
partite Board• Arms-length relationship to the industry• Completely funded by 300+ member
papers• Support from independents & large
groups• Small & large papers across Canada
• 400+ markets and sub-markets• 25,000+ interviews per wave• 50,000+ total interviews• 2-year rolling study• All provinces represented• 1,000+ publications – community &
daily newspapers, ethnic, alternative, shoppers, and agricultural publications
• Title- and market-specific• 900+ radio stations• Demographics and readership/media
habits
ComBase = Community Newspaper Database
What is ComBase?ComBase is the Canadian Community Newspaper Database, an independent research arm of the Canadian Community Newspapers Association (CCNA). ComBase is the name of the study and the organization that runs it. It is an independent company governed by a tri-partite Board of Directors made up of advertisers, agencies and publishers, each of whom has an equal vote.
ComBase is the principal readership study conducted on behalf of the community newspaper industry in Canada. Prior to 2003, Canadian community newspapers did not have consistent or accurate measurements in terms of readership. ComBase, endorsed by the Canadian Advertising Research Foundation (CARF), is on par with media research bodies like NADbank for newspapers and PMB for radio.
ComBase is now North America’s largest media study, with more than 50,000 interviews, measuring more than 1,000 newspapers of all types in more than 400 Canadian markets. The research provides consistent and accurate, market-by-market title specific information to assist in the buying and selling of community newspaper advertising space.
Fieldwork for the initial 2003 and subsequent 2005 study was conducted via 10-minute telephone interviews with English adults 18+. Respondents were chosen at random, with no substitutions. A minimum of 40% response rate and 75 completions for each newspaper distribution area was the rule. Statistics Canada geography definitions were used, comparable to that used by other studies as well extended market areas. Interviews are conducted over a minimum of 12 weeks in urban and rural centres across Canada.
Newspaper Readership(Sudbury CMA, ON)
• Readership of community newspapers in Sudbury is much higher than readership of daily newspapers
• 73% of Sudbury adults report reading ANY community newspaper
• 29% of Sudbury adults read ONLY their community paper and cannot be reached at all with advertising in daily newspapers
73
42
44
53
29
Read AnyCommunityNewspaper
Read Any DailyNewspaper
Weekday
Read Any DailyNewspaperWeekend
Read Any DailyNewspaper Any
Edition
Read ONLYCommunity
Paper
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
% Readership
Readership Trending(Sudbury CMA, ON)
• Since the last readership study most Sudbury publications have seen a slight dip in readership
• Six out of ten Sudbury adults are still reached with a single insertion in the Northern Life
64
40
32
35
12
21
58
37
35
29
13
10
Northern Life
Sudbury StarWeekday
Sudbury StarSaturday
South SideStory
Valley Vision
Bargain Hunter
ComBase 2003
ComBase 2005
Source: ComBase 2003/2004 and 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
% Readership
2005 Newspaper Readership Overview(Sudbury CMA, ON)
• Readership of Northern Life is 58%
• Readership of the Sudbury Star Weekday is 37% and Saturday readership is 35%
• Readership of South Side Story is 29%
• Readership of Valley Vision is 13%
• Readership of Bargain Hunter is 10%
58
37
35
29
13
10
Northern Life
Sudbury StarWeekday
Sudbury StarSaturday
South SideStory
Valley Vision
Bargain Hunter
% Readership
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
Northern Life continues to provide the greatest reach of Sudbury CMA adults.
2005 Newspaper Readership Overview
• 58% of Sudbury CMA adults report reading Northern Life - this represents 70,900 readers
• Sudbury Star Weekday reports 37% readership (45,800 readers) while Saturday has 35% readership (42,900 readers)
• South Side Story reports 29% readership (35,800 readers)
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
Weekday Readership - 2005(Sudbury CMA, ON)
58
37
29
13 11 10 8 6 5 3
NorthernLife
SudburyStar
South SideStory
ValleyVision
Globe andMail
BargainHunter
LeVoyageur
Auto Trader TorontoStar
WaldenGazette
% Weekday Readership Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
The Northern Life weekday edition reaches 58% of the Sudbury population with just a single insertion.
Top Line Trending(Sudbury CMA, ON)
• Readership of Northern Life has remained strong over the 2-study period, though there has been a small decrease in readership since Wave 1.
• This decline is also shown for the majority of competitive newspapers, including the weekday issue of The Sudbury Star.
64
40
32
35
12
21
58
37
35
29
13
10
Northern Life
Sudbury StarWeekday
Sudbury StarSaturday
South SideStory
Valley Vision
Bargain Hunter
ComBase 2003/2004
ComBase 2005
Source: ComBase 2003/2004 and 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
% Readership
Demographics Overview
Because of their high reach, community newspapers attract a desirable audience comprised of:
• Home owners • Educated consumers • Professionals • High income earners • Ethnic populations, including aboriginals • More women than other mass media
% Reach by Demographic Sector(Sudbury CMA, ON)
51
61
61
23
45
38
36
24
40
38
31
54
Under 40
40+ years
Female
Male
Northern Life
Sudbury Star Weekday
Sudbury Star Saturday
% Readership
Northern Life provides significantly greater market coverage of young adults and women than The Sudbury Star Weekday or Saturday. 61% of women and 51% of adults
under age 40 are reading Northern Life.
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
21,600
49,300
39,700
31,300
9,700
36,000
25,100
20,600
10,300
32,600
24,900
18,000
% Reach by Demographic Sector(Sudbury CMA, ON)
45
62
60
55
24
40
36
39
25
37
35
34
Rent Home
Own Home
Employed*
Not Employed
Northern LifeSudbury Star Weekday
Sudbury Star Saturday
% Readership
Northern Life reaches approximately 6 in 10 Sudbury CMA adults who own their own home or who are employed. This compares to approximately 40% of
homeowners or employed adults who are reading The Sudbury Star.
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100) * Full/Part time or Self Employed
13,200
57,200
39,600
31,300
36,900
23,600
22,200
34,200
23,300
19,600
6,800
7,200
% Reach by Demographic Sector(Sudbury CMA, ON)
53
61
66
34
38
38
29
38
42
High School or Less
Tech/CommunityCollege
University
Northern Life
Sudbury Star Weekday
Sudbury Star Saturday
% Readership
As education levels rise among Sudbury CMA adults, so too does the readership of Northern Life – 61% of adults with technical/community college education, and 66%
who are university-educated, are reading Northern Life. Equally important, the higher the level of education, the wider the readership spread between Northern Life and The
Sudbury Star.
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
27,900
26,000
16,300
16,000
9,400
15,900
10,400
18,200
15,400
% Reach by Demographic Sector(Sudbury CMA, ON)
49
63
56
58
24
44
27
42
34
35
31
37
Unattached
Attached
With Children
No Children
Northern LifeSudbury Star WeekdaySudbury Star Saturday
% Readership
56% of Sudbury CMA adults with children in the household, and 58% without children, are reading Northern Life.
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
22,300
47,100
23,200
47,700
33,100
11,300
34,500
26,300
12,600
30,300
10,700
15,400
% Reach by Demographic Sector(Sudbury CMA, ON)
60
57
68
49
35
33
44
22
41
29
37
27
HHI $75K+
HHI $50-75K
HHI $30-50K
HHI < $30K
Northern Life
Sudbury Star Weekday
Sudbury Star Saturday
Readership of Northern Life is highest among adults with household incomes of $30K-$50K at 68%. However, Northern Life’s reach advantage is more pronounced
in households with incomes above $75M – 60% of these upper income households are reading Northern Life vs. only 35% who are reading a Weekday Sudbury Star.
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
% Readership
11,700
10,800
12,900
10,100
6,100
8,400
4,600
5,500
7,000
5,600
6,800
8,000
How Much of the Paper is Read (Sudbury CMA, ON)
• Readers of each paper were asked how much they read
• Sudbury CMA adults are strong newspaper readers, reading the majority of every issue!
• 64% of Northern Life readers tend to read All or Most of the paper
• 61% of Sudbury Star Weekday readers tend to read All or Most of the paper
• 69% of Sudbury Star Saturday readers tend to read All or Most of the paper
31
3537
26
32
22 21
12 11
65 53
33
19
Northern Life Sudbury StarWeekday
Sudbury StarSaturday
All Most About 1/2 Less Than 1/2 Very Little
% of Readers
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)**May not total 100% due to exclusion of “Refused/Not Stated” responses
0 0 28 64
86 7 4
76
6
7772
6 10
Northern Life Sudbury StarWeekday
Sudbury StarSaturday
None Read 1 Read 2 Read 3 Read 4 Read 5
• Sudbury CMA newspaper readers are loyal, reading almost every issue!
• 76% of Northern Life readers read all 4 of the last 4 issues
• 72% of Sudbury Star Weekday readers read all 5 of the last 5 issues
• 77% of Sudbury Star Saturday readers read all 4 of the last 4 issues
Number of Issues Read (Sudbury CMA, ON)
% of Readers
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)**May not total 100% due to exclusion of “Refused/Not Stated” responses
Newspaper Ratings (Sudbury CMA, ON)
7
7
Sudbury Star
Northern Life
Rating (1-10) Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
Respondents were asked to rate newspapers in the Sudbury CMA using a scale of “1” to “10” where “10” would be interpreted as “extremely good” and “1” as “extremely
poor”.
Preferred Community Newspaper (Sudbury CMA, ON)
3
10
67
Valley Vision
South SideStory
Northern Life
% Preferred
67% of community newspaper readers in the Sudbury CMA report Northern Life as their
preferred community newspaper.
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
58
24
20
19
6
4
2
2
Northern Life
Sudbury 92.7 CJRQ
Sudbury 105.3 CJMX
Sudbury 103.9 CHNO
Sudbury 790 CIGM
Other
Sudbury 95.5 CJTK
Sudbury 98.9 CHYC
% Reach Source: ComBase 2005 Two Year Study Radio Stations Listened to Yesterday – Stations with less than 2% reach not shown *Base Population – Sudbury CMA (123,100)
Media Habits – Newspaper vs. Radio (Sudbury CMA, ON)
Radio is a very fragmented medium. None of the radio stations on their own can claim reach as high as a single insertion in Northern Life.
Media Habits – Newspaper and Radio (Sudbury CMA, ON)
31
6
66
49
58
Did Not Listen toRadio
Listened to CBCOnly
Any RadioStation
CJRQ, CJMX,CHNO
Northern Life
Reach %
Northern Life Outperforms Radio• One insertion in Northern Life
reaches more adults than the top 3 radio stations combined
(58% vs. 49%)
• To reach the 66% listening to Any Radio Station you would have to buy spots throughout the day on every radio station available in Sudbury CMA!
Radio Reach is Limited!• 37% of the population cannot
be reached with commercial radio advertising: Did Not Listen Yesterday (31%)
Listened to CBC Only (6%)
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
*see previous slide for specific station reach
Media Habits – Radio (Sudbury CMA, ON)
Time Spent Listening to Radio in Past 7
Days
• 42% of the population falls into the lightest listening categories (#1 and #2), making them harder to reach with Radio
• 26% spent no time listening to any radio station
• 21% report heavy radio listening (category 5)
Source: ComBase 2005 Two Year Study – Radio Quintiles*Base Population – Sudbury CMA (123,100)Quintile Hour Definitions – indexed to National Habits
Lightest
Heaviest
21
17
19
16
26
5 - (23.5+ hours)
4 - (8.6- 23.4hours)
3 - (3.5 - 8.5hours)
2 - (.1 - 3.4 hours)
1 - (0 hours)
% of Population
Media Habits – Television (Sudbury CMA, ON)
Time Spent Watching TV in Past 7 Days
• 35% of the population falls into the lightest TV watching categories (#1 and #2), making them harder to reach with TV
• 15% spent less than 2.5 hours watching any television programming in the past week
• 27% report heavy TV watching (category 5)
Source: ComBase 2005 Two Year Study – Television Quintiles*Base Population – Sudbury CMA (123,100)Quintile Hour Definitions – indexed to National Habits
Lightest
Heaviest
21
20
16
27
15
5 - (20+ hours)
4 - (13.6 - 20hours)
3 - (7.9 - 13.5hours)
2 - (2.6 - 7.8hours)
1 - (<2.5 hours )
% of Population
Exclusive Readership (Sudbury CMA, ON)
• 39,900 Sudbury CMA adults are exclusive readers of Northern Life – these adults report not having read The Sudbury Star Weekday
• That represents 32% of the Sudbury CMA population who cannot be reached by advertising in the Sudbury Star Weekday
Source: ComBase 2005 Two Year Study*Base Population – Sudbury CMA (123,100)
Northern Life Exclusive Readers(Sudbury CMA, ON)
• 25% of Sudbury adults read only the Northern Life and not the Sudbury Star
• 25% read only the Northern Life and not other community newspapers*
• 13% of adults read only the Northern Life and nothing else
• 32% read only the weekday Northern Life and not the weekday Sudbury Star, 33% did not read the Saturday Star and 43% did not read the Sunday Star
25
25
13
32
33
43
Against Dailies
Against Comm. Papers
Against Comm. Or DailyPapers
Northern Life WD AgainstSudbury Star M-F
Northern Life WD AgainstSudbury Star Sat.
Northern Life WD AgainstSudbury Star Sunday
% Exclusive Northern Life Readership
Source: ComBase 2005 Two Year StudyBase Population – Sudbury CMA (123,100) *community papers include South Side Story, Valley Vision
Cross Readership (Sudbury CMA, ON)
• 31,000 Sudbury Star Weekday readers report also reading Northern Life– 68% of Sudbury Star Weekday readers can
be reached using Northern Life
• 30,100 Sudbury Star Saturday readers report also reading Northern Life– 70% of Sudbury Star Saturday readers
report also reading The Northern Life
Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)
Reach and Frequency Increase with Multiple Insertions
58
6872
76 78
4450
54 56
37
1 Insertion 2 Insertions 4 Insertions 6 Insertions 8 Insertions
Northern Life Weekday Sudbury Star Weekday
% Reach (Average Frequency in white)
1.00
1.75
3.18
4.57
5.93
1.00
1.68
2.95
4.16
5.33
• A single insertion in the weekday Northern Life reaches 58% of the Sudbury population compared to 37% reach with the weekday Sudbury Star
• Reach climbs to 78% with 8 insertions in the Northern Life, compared to only 56% in the Sudbury Star
• Frequency shows the same pattern – 8 insertions generates 5.93 average frequency in the Northern Life compared to 5.33 in the weekday Sudbury Star
Source: ComBase 2005 Two Year Study - Average Frequency shown in white*Base Population – Sudbury CMA 123,100
Weekday Analysis
Northern Life Strengths• Top line readership for Northern Life is strong against other newspapers in
Sudbury CMA • Northern Life readers are strong and regular readers
– 76% read all 4 weekday issues; and 64% read All or Most of the Paper • Northern Life rates well among Sudbury CMA adults
– has a rating of 7 and is the preferred community paper in Sudbury CMA by 67% of the population
• Northern Life provides higher reach than any single radio station and even the top 3 stations combined in the Sudbury CMA - and Sudbury CMA adults are hard to reach with radio
– 42% percentage fall into the “light” listening category and 37% cannot be reached at all with radio advertising!
• Northern Life can reach TV’s light viewers (<7.8 hrs/wk)– 35% of Sudbury CMA adults fall into this category
• Northern Life has strong exclusive and cross readership– 39,900 Northern Life readers report not reading Sudbury Star Weekday, but
68% of Sudbury Star Weekday readers can be reached using Northern Life.
Source: ComBase 2005 Two Year Study - *Base Population – Sudbury CMA (123,100)