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Creating Brand to Grow Readership

Creating Brand to Grow Readership. NAA-ASNE Conventions April, 2002 The Readership Institute A joint venture of NAA, ASNE and The Media Management Center. Newspaper Readership Among the Adult U.S. Population. Source: Newspaper Association of America. Newspaper Readership Trends.

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Creating Brand to Grow Readership

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  1. Creating Brand to Grow Readership NAA-ASNE Conventions April, 2002 The Readership Institute A joint venture of NAA, ASNE and The Media Management Center

  2. Newspaper Readership Among the Adult U.S. Population Source: Newspaper Association of America Newspaper Readership Trends

  3. Agenda • Report on brand project • What does your brand say to your readers? • Focus on light readers • Find relevant, important experience for light readers • Four brand concepts • Update • Think About It & Debatables • Guide • Enrichment • RI going forward • Advertising content and project • Change culture & RBS across media

  4. Readership Institute (RI) studied 37,000 consumers Results in 4 cornerstones that apply toeverynewspaper… … ofevery size

  5. 4 Cornerstones of Readership • Content • 9 types of content grow readership • A particular kind of local news • Content that is “easy to read” & navigable • Content that is promoted in the newspaper • Advertising content that grows readership • Service excellence • Constructive culture • Power of brand to grow readership

  6. What Does Your Brand Say to Your Readers?

  7. Brand in Newspapers • Newspapers can have a strong brand • New York Times & Wall Street Journal • Out of 100 papers, RI found 6 local dailies that had a modestly distinctive brand • Most leaders admit brand receives little attention • It’s difficult to make it actionable • Brand grows readership • This isan enormous opportunity

  8. What Newspaper Brand Isn’t • It is not the paper’s logo or motto: • All the news that's fit to print • The nation’s newspaper • Beyond words • We know where you live • We deliver • It’s what you need to read • Every day since 1829 (NYT) (USA Today)

  9. What Newspaper Brand Isn’t • Effective newspaper branding is not more marketing • Before you can effectively market, you have to have: • Relevant, differentiated content • A concept that goes beyond brand perception

  10. What Newspaper Brand Is • Effective newspaper branding: • Creates relevant, important experience to the reader

  11. RBS Reader Behavior Score Content: News & Adv. Brand Perception Service Excellence Readership Brand Model Relevant, important experience to the reader

  12. Measuring Readership • RI measured readers’ usage of their newspaper on weekdays and weekends • Readership is: • Time spent • Frequency • Completeness • RI rolled those three into single Reader Behavior Score (RBS) for each consumer

  13. RI Focus on Light Readers

  14. Newspaper Partners • Herald-Sun • Durham, North Carolina • News & Observer • Raleigh, North Carolina • Journal Times • Racine, Wisconsin • Journal Sentinel • Milwaukee, Wisconsin

  15. Two Ambitious RI Goals • Make brand actionable for newspapers • Use brand to grow RBS for a special set of consumers • Others dealt with brand for all readers • RI focused on newspapers’ future: • Light readers, 20 - 45 years old • Household income $35,000+ • Education of high school or above

  16. % % % % % % % % % 21-25 Year Olds (% Reading Daily) Source: General Social Survey 2002

  17. 4 Myths About Light Readers Myth #1: ‘Light’ and ‘occasional’ readers are the same • Many light readers read regularly & are best candidates to become heavier readers • Frequency is only one measure of readership • Time spent & completeness are also important

  18. 4 Myths About Light Readers Myth #2: Light readers want light content • They are just as educated, affluent and serious as heavy readers • They get information from many sources

  19. 4 Myths About Light Readers Myth #3: Serving light readers means abandoning heavy readers • Heavy and light readers share a lot of the same interests • 4 out of 5 top content opportunities are the same for both groups • Approaches that appeal to light readers do not antagonize heavy readers

  20. 4 Myths About Light Readers Myth #4: There aren’t very many light readers • You’ve got two light readers for every one of your heavy readers

  21. Types of Readers • Non-readers or readers of another newspaper (28%) • Heavy readers (21%) • Light readers (51%): • Selectives (6%) • Skimmers (11%) • Sunday/weekday sometimes (8%) • Sunday heavy (6%) • Light selectives (10%) • Weekday only (3%) • Sunday only light (7%)

  22. Who are Light Readers? • These readers are not us

  23. Light Readers’ Mindset • I feel drowned by the news • I already know what’s going on without the newspaper • The paper repeats yesterday’s radio or TV news • Too much news is depressing, uninteresting or a waste of time

  24. Meeting Light Readers’ Needs • Think how different your paper would have to be if you felt that way about it

  25. Find Relevant, Important Experience for Light Readers

  26. Process to Find Relevance • Across the USA, RI interviewed light, younger readers about the relevance of the newspaper to them • Your newspaper was not a relevant, important experience in their lives

  27. Process, cont. • RI synthesized those findings into 20+ possible brand ideas to change their newspaper experience • Tested those ideas with other light readers

  28. Process, cont. • RI developed four brand concepts from those interviews • Created and tested prototypes of the concepts • 4 concepts made newspaper a relevant, important experience for light readers

  29. Four Brand Concepts • Update • Quickly show the key stories that matter most to me • Think About It • Debatables • Guide • Guide to ideas, news, places to go … • Enrichment • I’m smarter ... I’m in the know …

  30. 4 Concepts for Light Readers • 4 brand concepts may look like what you’ve seen or do, but suspend judgment: • Concepts have potential to change your light readers’ experience with your newspaper

  31. Update

  32. The Effect of Update • Update appeals to broadest range of light readers • Update lets me make it my newspaper • I already know the basics of the news • I use Update to track news I care about • I use it to manage the news • I use Update to dig deeper into stories I care about and skip the ones I don’t

  33. Update on the Front Page • If I have to open the newspaper to find Update, the experience is lost • If Update is inside: • It’s the same old newspaper • I have to waste time digging for things • Update is my connection to the paper • It’s not just an item or index

  34. Think About It

  35. The Effect of Think About It • Think About It are stories that: • Arouse my curiosity • Make me see the larger question behind the story • Realize that it’s not one side or the other • Make me think or wonder • I want to think about them and discuss or debate them with friends

  36. Guide

  37. The Effect of Guide • My paper sends me to places where I can add to story or experience it • If I want more, it points me to other media • I already use those media • Guide helps in that endeavor • It adds to the stories in the newspaper

  38. Enrichment

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