Saturday newspaper editions in UK
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Transcript of Saturday newspaper editions in UK
![Page 1: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/1.jpg)
THE TIMES on Saturday and market research
George BrockProfessor and Head of Journalism
City University LondonMedia Research conference, Cairo, April 2010
![Page 2: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/2.jpg)
Once upon a time…
1960s: 2sections, 74 pages
Early 1980s: 1 section, 28 pages
![Page 3: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/3.jpg)
…and in 2006
2 2006: 12 sections, 470 pages
ns
2006: 7 sections, 378 pages
![Page 4: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/4.jpg)
THE TIMES on Saturday 2007
![Page 5: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/5.jpg)
Late 1980s
• Saturday: lowest circulation of the week• Print advertising market growing• 1987: Daily Telegraph expands Saturday
edition• The Times, Guardian and Financial Times
follow over next few years• Target: 15-20 circulation “premium” on
Saturdays
![Page 6: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/6.jpg)
Choices
• How long should the articles be?• News vs features balance• How large a package?• How many pages?• Balancing advertisment-led and reader-led
![Page 7: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/7.jpg)
UK newspaper market
• “national” newspaper competition• High readership per head• c 70% of income from advertising• High single copy sale• 1990 onwards: colour advertising grows• Sunday papers = magazines
![Page 8: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/8.jpg)
What difference does research make?
• Reader research has limits– Self-knowledge has limits– Newspaper relationship/feelings complex
• Ad research data probably more important– Certifiable, verifiable accuracy crucial
• Consumer spending patterns most important of all
![Page 9: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/9.jpg)
Key takeaway
•The best research is that which is most completely integrated across all parts of the business
![Page 10: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/10.jpg)
What did we find?
• More reading time • Unexpected: Saturday and Sunday not the
same• Less internet face time• Opportunity to be distinctive• Online spinoffs
![Page 11: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/11.jpg)
75% like to plan ahead & always have a well stocked
medicine cupboard
62% regularly take
vitamins & mineral
supplements (vs 40% TGI)
28% have health
insurance (vs 18% TGI)
23% have periodic health
check even when feeling fine (in line with TGI)
Newspaper readers are active health seekers
BMRB Healthcare Sept 2009: women aged 20-64. Total sample 2371
![Page 12: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/12.jpg)
What did we find?
• More reading time • Unexpected: Saturday and Sunday not the
same• Less internet face time• Opportunity to be distinctive• Online spinoffs
![Page 13: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/13.jpg)
![Page 14: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/14.jpg)
To recognise and exploit a new opportunity, you need…
• An assumption, a hypothesis, a hunch• Commercial basis• Content• Research to check and define• If possible, a “killer app”.
![Page 15: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/15.jpg)
What kind of research?
• Anthropological • Open to all (e.g. at design stage)• Trends more important than number
detail
![Page 16: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/16.jpg)
1961 1975 1985 1995 20000%
5%
10%
15%
20%
25%Sports, walking Socialising Eating out, cinema, pubs Shopping
% of waking hours spent neither at home nor at work excluding travel time, by activity
The growth of consumer leisure
![Page 17: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/17.jpg)
Issues
• Weekend vs weekday • Friday vs Saturday vs Sunday• Online + print• No weekend free papers (yet)• Different design, writing, production talent
required (i.e. there are costs)• Magazinification
![Page 18: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/18.jpg)
Newsines
![Page 19: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/19.jpg)
19911992
19931994
19951996
19971998
19992000
20012002
20032004
2005
Sunday Times Saturday Times
Times/ST ad revenue growth
![Page 20: Saturday newspaper editions in UK](https://reader035.fdocuments.us/reader035/viewer/2022070313/554bc234b4c90594278b5274/html5/thumbnails/20.jpg)
One last statistic
• In 2004, the Saturday edition of The Times took 40% of the paper’s weekly display advertising income.