Local newspapers report

1. Local newspapers report Quantitative research findings June 2012 Conducted by

2. Local newspapers report Quantitative research findings June 2012 Conducted by

3. Contents • Introduction • Objectives & Approach • Local Newspapers Role & Reader Connection • Community Connection • Local Newspapers Role • Influence & Impact • Local Newspapers Positioning • Community Newspapers • Regional Newspapers • National/Metro Newspapers • Regional Newspapers – In Focus • Engagement • Perceptions & Preferences • Influence & Impact • Implications for Advertisers • Community Newspapers – In Focus • Engagement • Perceptions & Preferences • Influence & Impact • Implications for Advertisers

4. 1. Introduction

5. Research aim & objectives 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

6. A two stage research approach 1. Exploratory Qualitative • 33 qualitative in-depth interviews with regular readers of Regional and Community newspapers • ~45 to 60 minutes • Face to face - in home • Mix 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 papers • Interviews - November-December 2011 • Where agreed, select video footage was recorded. 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 2012 • Data has been weighted by age, gender & location to match ABS population statistics. • All results based on readers of Regional/ Community Newspapers.

7. 2. Local Newspapers’ Role & Reader Connection Local Newspaper Influence Engagement with Local Newspapers Role of Local Newspapers Local connection

8. Readers have a strong desire for community connection & local information % of respondents Base: Local Newspaper readers n=1210 (weighted data)

9. Older people & families have the strongest desire for local community connection Interest in local issues, events, people and places 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) Desire for local community connection 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– • Less engaged with local community • Have other important ‘communities’ • Busy and spend less time in the local area (eg, work, social, activities) Lifestage is correlated with the desire for community connection and interest in local information and issues

10. Preference for local shopping is largely convenience driven 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 Readers are far more likely to visit a local business or shop across the majority of categories – particularly, for more frequent purchases Base: Local Newspaper readers n=1210 (weighted data)

11. 2. Local Newspapers’ Positioning Local Newspaper Influence Engagement with Local Newspapers Role of Local Newspapers Local connection

12. Local Newspapers support and enable connection with the local community Information Needs Local issues, events, people & places Community & Regional newspapers Information Needs Community Connection Interest & Involvement Interest & Involvement Local newspapers both fulfill the desire for local information and reinforce community connection and involvement

13. Local Newspapers influence reader behaviour Behavioural Impact • 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 • Drives community conversations on issues that matter (eg, new development, council issues) • People acton the content and advertising they read “Any of the events we attend with the kids on the weekend, we find out from the local paper” The local relevance of content and potential for impact drives strong engagement

14. 3. Local Newspapers’ Positioning Local Newspaper Influence Engagement with Local Newspapers Role of Local Newspapers Local connection

15. The three tiers of newspapers play unique roles and meet different reader needs Bringing my world to life Connect & Enable Connect & Enable Community Papers Protecting my interests Inform & Advise Regional Papers Stimulate & Entertain Bringing the world to me Metro & National Dailies

16. Community newspapers ‘bring my world to life’ Connect & Enable Community Papers • 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 Belonging Personal Practicality Shared Stories

17. Regional newspapers ‘protect my interests’ Inform & Advise Regional Papers • 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 Confidence & Security Being informed The Local Authority

18. Metro & National newspapers ‘bring the world to me’ Stimulate & 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 Metro & National Dailies Window on the world Savvy Being stimulated

19. 4. Regional Newspapers- In Focus

20. Regional newspaper readers want to feel informed and involved “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…”

21. Readers engage more deeply with Regional newspapers 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. % of respondents Compared to TV and radio, readers dedicate greater focus and attention to Regional newspaper content Base: Regional Newspaper readers n=610 (weighted data)

22. Regional papers are relevant, trusted & engaging 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. 67% (female) 63% (female) % of respondents Compared to TV or radio, Regional newspapers are considered far more engaging, and provide more valued information Base: Regional Newspaper readers n=610 (weighted data)

23. Younger readers engage with Regional newspapers 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. Younger Readers 18-24 years 25-34 years % of respondents 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)

24. Families value Regional newspapers’ relevant, trusted content 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. Families with Children % of respondents Similarly, families consider Regional papers to be more engaging and provide more valued information relative to other information sources Base: Regional Newspaper readers – with Partner & children n=213 (weighted data)

25. Keeping locally informed is Regional newspapers’ strength 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. 83% (female) 75% (female) % of respondents Regional newspapers provide superior coverage of important local news, issues and practical local information compared to local TV and radio Base: Regional Newspaper readers n=610 (weighted data)

26. Regional newspapers encourage reader action 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. 52% (female) % of respondents Readers are more likely to act on, keep or share content in Regional newspapers compared to TV, radio or catalogues Base: Regional Newspaper readers n=610 (weighted data)

27. The reader ‘mind-set’ influences perceptions ofRegional newspaper advertisers Interpreting Thoughtful Analytical Information seeking Alert Absorbed Iconic Value conscious Active Larger scale Trusted Successful Supportive Accessible Good value Local

28. Advertising in Regional newspapers has a positive impact 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. % of respondents The majority of readers are more positive towards Regional newspaper advertisers and responsive to advertiser messages via this medium Base: Regional Newspaper readers n=610 (weighted data)

29. 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

30. 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

31. Community newspaper readers actively seek connection “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”

32. Readers dedicate greater focus to Community newspapers 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. % of respondents Reading Community newspapers is seen by most as a relaxing experience, and is afforded greater dedicated focus compared to TV and radio. Base: Community Newspaper readers n=954 (weighted data)

33. Community readers value relevant, practical & trusted content 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. 66% (female) % of respondents Community newspapers provide practical local information in a medium that is convenient for readers to engage with and use Base: Community Newspaper readers n=954 (weighted data)

34. Younger readers also value relevant & practical content 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. Younger Readers 18-24 years* 25-34 years % of respondents Slightly older readers (25-34yrs) clearly perceive Community papers more positively (relative to other sources), while 18-24yrs also trust and engage with TV *Caution: small sample Base: Community Newspaper readers n=29* (18-24yrs), n=145 (25-34yrs) (weighted data)

35. Families perceive Community papers very positively 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. Families with Children Compared to other sources, Community papers provide far more trusted and valued information % of respondents Base: Community Newspaper readers – with partner & children n=352 (weighted data)

36. Community papers clear strength is local 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. 84% (female) 84% (female) 80% (female) % of respondents Community newspapers are clearly the preferred medium for readers to keep ‘locally informed’ and connect with the community Base: Community Newspaper readers n=954 (weighted data)

37. Readers act on Community newspaper content 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. % of respondents Readers are far more likely to keep, act on or share the content from Community newspapers compared to TV, radio or catalogues Base: Community Newspaper readers n=954 (weighted data)

38. The reader ‘mind-set’ influences perceptions of Community newspaper advertisers “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” Connect & Enable Expectant Playfully curious Positive Searching for things to do/buy/act-upon Relaxed Alert Hyper-convenient Active Value seeking Trusted Unique Helpful service Approachable Supportive Personal Local

39. Advertising in Community papers influences reader behaviour 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. % of respondents The majority of readers are more positive towards Community newspaper advertisers (compared to TV or radio) and have acted on advertising messages Base: Community Newspaper readers n=954 (weighted data)

40. 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

41. For more information and to view respondent videos, visit: www.thenewspaperworks.com.au