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


• Implications for Advertisers

5.Community Newspapers – In Focus• Engagement

• Perceptions & Preferences


• Implications for Advertisers

1. Introduction


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


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


Engagement with Local

Newspapers


Newspapers

Role of Local NewspapersRole of Local Newspapers

Local connection

Local connection

Bringing Local Papers to LifeQuantitative Research for The Newspaper Works 9

% of respondents

Base: Local Newspaper readers n=1210

(weighted data)

Readers have a strong desire for community connection & local information


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


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




Newspapers


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


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




Newspapers


Newspapers


Local connection

Local connection


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


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


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


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


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…”


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)


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


(weighted data)

63% (female)

67% (female)


Younger readers engage with Regional newspapers

27

Regional papers are considered a more relevant, trusted and engaging source of information


Base: Regional Newspaper readers n=31 (18-24yrs), n=88 (25-34yrs)

(weighted data)

18-24 years 25-34 yearsYounger Readers

% of respondents


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


% of respondents

Base: Regional Newspaper readers – with Partner & children n=213

(weighted data)

Families with

Children


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



(weighted data)

% of respondents

83% (female)

75% (female)


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



(weighted data)

% of respondents

52% (female)


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


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



(weighted data)

% of respondents


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


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”


Readers dedicate greater focus to Community newspapers

38


% 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)


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



(weighted data)

% of respondents

66% (female)


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


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


Families perceive Community papers very positively

41


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


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



(weighted data)

% of respondents

84% (female)

84% (female)

80% (female)


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



(weighted data)

% of respondents


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


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



(weighted data)

% of respondents


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

local newspapers report quantitative research findings june 2012 conducted by

Documents

value of local newspapers

bunburyregional newspapers

regional newspaper readers

community newspapers

community newspaper

impact of regional

week regional

community tiers