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Community Newspaper Readership

Community Newspaper Readership. Sudbury, ON. Northern Life Newspaper 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

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Community Newspaper Readership

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  1. Community Newspaper Readership Sudbury, ON

  2. 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

  3. Study Overview Source: ComBase 2005 Two Year Study Base: Sudbury CMA Demo: 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.

  4. 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 What is ComBase?The Most Comprehensive Print Study in the World! ComBase = Community Newspaper Database

  5. 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.

  6. 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 % Readership Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  7. Readership Trending(Sudbury CMA, ON) % Readership • 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 Source: ComBase 2003/2004 and 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  8. 2005 Newspaper Readership Overview(Sudbury CMA, ON) Northern Life continues to provide the greatest reach of Sudbury CMA adults. • Readership of Northern Life is 58% • Readership of the Sudbury Star Weekday is 37% andSaturday readership is35% • Readership of South Side Story is29% • Readership of Valley Vision is 13% • Readership of Bargain Hunter is 10% Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  9. 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)

  10. Weekday Readership - 2005(Sudbury CMA, ON) The Northern Life weekday edition reaches 58% of the Sudbury population with just a single insertion. Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  11. Top Line Trending(Sudbury CMA, ON) % Readership • 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. Source: ComBase 2003/2004 and 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  12. 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

  13. % Reach by Demographic Sector(Sudbury CMA, ON) 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. 21,600 9,700 10,300 49,300 36,000 32,600 39,700 25,100 24,900 31,300 20,600 18,000 % Readership Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  14. % Reach by Demographic Sector(Sudbury CMA, ON) 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. 13,200 6,800 7,200 57,200 36,900 34,200 39,600 23,600 23,300 31,300 22,200 19,600 % Readership Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100) * Full/Part time or Self Employed

  15. % Reach by Demographic Sector(Sudbury CMA, ON) 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. 27,900 18,200 15,400 26,000 16,000 15,900 16,300 9,400 10,400 % Readership Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  16. % Reach by Demographic Sector(Sudbury CMA, ON) 56% of Sudbury CMA adults with children in the household, and 58% without children, are reading Northern Life. 22,300 10,700 15,400 47,100 33,100 26,300 23,200 11,300 12,600 47,700 34,500 30,300 % Readership Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  17. % Reach by Demographic Sector(Sudbury CMA, ON) 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. 11,700 6,800 8,000 10,800 6,100 5,500 12,900 8,400 7,000 10,100 4,600 % Readership 5,600 Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  18. 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 % 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

  19. Number of Issues Read (Sudbury CMA, ON) • 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 % 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

  20. Newspaper Ratings (Sudbury CMA, ON) 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”. Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  21. Preferred Community Newspaper (Sudbury CMA, ON) 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)

  22. 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. 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)

  23. Media Habits – Newspaper and Radio (Sudbury CMA, ON) Northern Life Outperforms Radio • One insertion in Northern Life reaches more adults than the top 3 radio stations combined (58% vs. 49%) • To reach the66%listening toAny 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%) *see previous slide for specific station reach Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

  24. Media Habits – Radio (Sudbury CMA, ON) Lightest 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) Heaviest Source: ComBase 2005 Two Year Study – Radio Quintiles *Base Population – Sudbury CMA (123,100) Quintile Hour Definitions – indexed to National Habits

  25. Media Habits – Television (Sudbury CMA, ON) Lightest 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 heavyTV watching (category 5) Heaviest Source: ComBase 2005 Two Year Study – Television Quintiles *Base Population – Sudbury CMA (123,100) Quintile Hour Definitions – indexed to National Habits

  26. 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)

  27. 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 Source: ComBase 2005 Two Year Study Base Population – Sudbury CMA (123,100) *community papers include South Side Story, Valley Vision

  28. Cross Readership (Sudbury CMA, ON) • 31,000Sudbury Star Weekday readers report also reading Northern Life • 68% of Sudbury Star Weekday readers can be reached using Northern Life • 30,100Sudbury 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)

  29. Reach and Frequency Increase with Multiple Insertions Weekday Analysis • 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 3.18 2.95 5.93 5.33 1.75 1.68 4.57 4.16 1.00 1.00 % Reach (Average Frequency in white) Source: ComBase 2005 Two Year Study - Average Frequency shown in white *Base Population – Sudbury CMA 123,100

  30. 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 • 39,900Northern 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)

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