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Indiana Media Usage Study: Newspaper Readership and Public Notice Trends

Discover key findings from a study on media consumption in Indiana, highlighting high newspaper readership rates and public notice advertising preferences. Explore insights on internet use and voting patterns. Detailed methodology included.

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Indiana Media Usage Study: Newspaper Readership and Public Notice Trends

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  1. Table Of Contents PAGE • Executive Summary 3 • Specific Findings • Newspaper Readership In Indiana 8 • Public Notice Advertising 14 • Internet Use In Indiana 21 • Voting Patterns and Election Information 24 Appendix A: Methodology 29 Indiana Media Usage Study

  2. Executive Summary Indiana Media Usage Study • Readership of printed newspapers is high in Indiana. • Three in four adults read a printed daily or Sunday newspaper during an average week • 79 percent read a daily, Sunday or weekly printed newspaper • In addition, newspaper websites add significantly to the reach of print. Almost nine in 10 adults (86%) read a printed newspaper or access a newspaper website weekly. • Public notice advertising is also well-read in Indiana, and considered very important. • 85 percent of adults say keeping the public informed about governmental actions through public notice advertising is an important role for government agencies • 64 percent of adults say government entities should be required to publish legal ads • Newspapers are the source Hoosiers prefer most to receive this information; 38 percent prefer printed newspapers and 10 percent prefer newspaper websites, a total of 49 percent. • In addition: • 46 percent of adults say they would read public notices less often if placed on government websites • 15 percent would read them more, a 67 percent difference • These are some of the findings of a research study of adults in Indiana, age 18 and older, conducted between July 8 and July 20, 2014. Interviewing was conducted by landline telephone, cell phone and online. Results have a margin or error of 3.1 percentage points. • A more complete description of the methodology used for this study is included in Appendix A of this report. • Following are: • An executive summary of results • Detailed findings • Description of methodology

  3. Executive Summary Indiana Media Usage Study • NEWSPAPER READERSHIP IN INDIANA • As shown in the adjoining chart, newspaper readership is strong in Indiana, and newspaper websites add to this reach. • Three in four adults read a printed daily or Sunday newspaper during an average week • Almost six in 10 (57%) read a weekly community newspaper • Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper website during an average week • Indiana newspapers have good reach, even among younger adults: • Two thirds of adults age 18 to 34 read a printed weekly or Sunday newspaper during an average week • Almost six in 10 (57%) access a newspaper website at least one a week • The average weekly reach of newspapers among young adults (print and online) is 83 percent. • Readership is even high among adults who were interviewed online; 83 percent read a printed daily Sunday or weekly newspaper during an average week, indicating they are “news” junkies. • The profile of newspaper readers is very similar to the population profile of Indiana. • An average copy of a printed newspaper is read by 1.6 adults. • PUBLIC NOTICE ADVERTISING • More than six in 10 adults in Indiana (61%) have read or seen public notice advertising in a printed newspaper, even higher among more educated and upscale people. Respondents who were interviewed online are as likely as any adults to have seen public notices.

  4. Executive Summary Indiana Media Usage Study • Hoosiers feel public notices are important: • An overwhelming percentage of Hoosiers (85%) say keeping the public informed through public notice advertising is an important role for government agencies, including 78 percent of respondents interviewed online • Almost two thirds of adults (64%) say governments should be required to publish legal notices, even though it costs taxpayers’ dollars • Newspapers are the preferred method of receiving public notices: • In a printed newspaper, 38 percent • On government websites, 25 percent • This is a 34 percent difference. • Ten percent prefer to read public notices via newspaper websites for a total of 49 percent in printed newspapers or on their websites. • As shown in the adjoining chart, 46 percent of adults say they would read public notices less often (less often or much less often) if placed on government websites, compared with 15 percent who read more (much more often or more often). This is a 67 percent difference. • Adults who have read public notice advertising are even more likely (54%) to say they would read public notices less if placed on government websites. • Even among adults interviewed online, 36 percent say they would read legal ads less compared with 17 percent who would read more.

  5. Executive Summary Indiana Media Usage Study • INTERNET USE IN INDIANA • Internet use in Indiana is right at the national average: • 77 percent access at least once a day • Almost nine in 10 Indiana adults (86%) use the Internet at least once a week. • Only nine percent are not Internet users • Twenty-five percent of Internet users access a newspaper website at least once a day; 50 percent access at least once a week. • VOTING PATTERNS AND ELECTION INFORMATION • According to the Indiana Secretary of State’s office, almost 46 million adults are registered to vote: • 81 percent of these registered voters read a printed newspaper during an average week • 88 percent read a printed newspaper or access a newspaper website • Printed newspapers, as shown on the adjoining chart, are the most common source adults use for information about national, state and local elections. Newspapers are followed by: • The Internet, which is all websites combined • Cable TV

  6. Executive Summary Indiana Media Usage Study • As the second chart shows, a significant percentage of registered voters don’t decide for whom to vote until just before the election. • About a third (32%) don’t decide until the week before or even election day. • This means campaigns need to continue promotion and advertising throughout the election.

  7. Newspaper Readership In Indiana

  8. Newspaper Reach In Indiana Newspaper readership in Indiana is strong and newspaper websites add to this reach. Three in four adults read a daily or Sunday printed newspaper during an average week and almost six in 10 (57%) read a weekly community newspaper. Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper website during an average week. Reach is equally strong among respondents who were interviewed online; also, use of newspaper websites is particularly strong. Base: Total Indiana Adults (4,875,500) PERCENT WHO READ/USE: Daily/Sunday Newspaper Average Week 3,651,200* (76)** Read Weekly Newspaper Average Week (64)** 2,785,800* (80)** Total Print Read Weekday/Sunday or Weekly 3,836,800* Access Newspapers Website Average Week (56)** 2,235,500* Total Newspapers Read:Read Any Newspaper Access Newspaper Website Average Week (88)** 4,186,500* *(No. of adults) **(Online sample) Indiana Media Usage Study

  9. Profiling Newspaper Readership In Indiana Indiana newspapers have good reach, even among younger adults. Two thirds of adults age 18 to 34 read a weekly or Sunday printed newspaper during an average week. Almost six in 10 (57%) access a newspaper website at least one a week, bringing the weekly overall reach of newspapers among young adults (print and online) to more than eight in 10. Base: Total Indiana Adults (4,875,500) PERCENT WHO READ: Indiana Media Usage Study

  10. A Profile Of Newspaper Readership Newspaper readership in Indiana fairly closely matches the demographic profile of the state. Base: Total Indiana Adults (4,875,500) PERCENT READING A DAILY, SUNDAY, OR WEEKLY NEWSPAPER DURING AN AVERAGE WEEK: Indiana Media Usage Study

  11. Readers Per Copy An average of 1.6 adults read each copy of a local printed Indiana newspaper. Q10. How many total members of your household, including yourself, age 18 and older read an average copy of your local…? Base: Average Week Indiana Newspaper Readers (3,651,200) AVERAGE NO. OF READERS: 1.6 Per Copy (2 Per Copy)* *(2004) Indiana Media Usage Study

  12. Indiana Media Usage Study

  13. Public Notice Advertising

  14. More Than Six In 10 Adults Recall Legal Advertising More than six in 10 adults in Indiana (61%) have read or seen public notice advertising in a printed newspaper, higher among more educated and upscale adults. Even among respondents interviewed online. More than six in 10 recall seeing legal advertising in printed newspapers. Q1. Do you recall ever reading or seeing legal advertising in any printed newspaper? Base: Total Indiana Adults (4,875,500) PERCENT SEEING LEGAL ADS (64)** (2,970,900)* *(No. of adults) ** (2004) Indiana Media Usage Study

  15. Most Hoosiers Support Public Notice Advertising An overwhelming percentage of Hoosiers support the idea of keeping the public informed through legal advertising. Support is high among all demographic and other groups, including online respondents. Q2. Do you believe that keeping the public informed in this way is an important role for government agencies? Base: Total Indiana Adults (4,875,500) 4,137,600* TotalAdults 2,841,100* TelephoneRespondents 1,296,500* OnlineRespondents *(No. of adults) Indiana Media Usage Study

  16. Two-Thirds Support Spending On Legal Ads Almost two thirds of adults (64%) say government entities should be required to publish legal notices. Again, support is high among all groups. The question was asked: When government units publish legal and public notices, they must pay for that publication with taxpayer dollars. While at a rate set by the state legislature that is often lower than a newspaper’s regular rates, it still may cost a public agency several thousand dollars a year. Knowing this, do you believe government units should be required to publish these notices? Q3. Do you believe government units should be required to publish these notices? Base: Total Indiana Adults (4,875,500) (73)** 3,130,500* TotalAdults 2,211,300* TelephoneRespondents 919,200* OnlineRespondents *(No. of adults) **(2004) Indiana Media Usage Study

  17. Most Hoosiers Have Read Legal Ads An overwhelming percentage of adults (83%) who have seen public notice advertising have actually read it, equal to 51 percent of all adults. Q4. Have you ever read legal advertisements? Base: Respondents seeing legal ads in print newspapers, 61 percent of adults (2,970,900) 2,475,500* TotalAdults 1,634,000* TelephoneRespondents TelephoneRespondents 841,400* OnlineRespondents Indiana Media Usage Study

  18. Newspapers Preferred Source For Public Notices About four-in-10 adults who have seen public notice advertising in printed newspapers prefer to receive them in a printed newspaper (38%) compared with 25 percent who would prefer a government website, a 34 percent difference. About half (49%) have seen legal ads prefer to receive this in printed newspapers or on newspaper website. Q5. How would you prefer to receive legal advertisements, including proposed budgets, sheriff’s sales, …..? Base: Adults having seen legal ads in printed newspapers (2,970,900) PREFERRED SOURCE OF LEGAL ADS: In a printed newspaper On a newspaper website Printed newspaper or newspaper website On a government website In the mail Some other way Prefer not to receive them Don’t know Indiana Media Usage Study

  19. Fewer Would Read Notices Online Forty-six percent of adults say they would read public notices less often (less often or much less often) if placed on government websites, compared with 15 percent who would read more (much more often or more often) a 67 percent difference. All age groups say they are less likely to read legal ads online, also particularly true of adults who have actually read legal notices, a 78 percent difference. Among respondents interviewed online, 36 percent would read less compared with 17 percent who would read more. Q6. … If legals were eliminated from printed newspapers and only made available on government websites, would you: Base: Total Adults In Indiana (4,875,500) PERCENT WHO WOULD READ ADS ONLINE (3%)* (4%)* (4%)* (42%)* (21%)* (20%)* *(2004) Indiana Media Usage Study

  20. Internet Use In Indiana

  21. Internet Use In Indiana More than nine in 10 Indiana adults (91%) use the Internet, 86 percent weekly and 77 percent at least once a day. Q14. How often do you access the Internet or online service? Base: Total Adults (4,875,500) Daily or several times a day 2-3 days a week PERCENT USING INTERNET DAILY At least once a week Several times a month At least once a month Less than once a month Never Indiana Media Usage Study

  22. Accessing Newspaper Websites Twenty-five percent of Internet users access a newspaper website at least once a day; 50 percent at least once a week. Eighty percent use some newspaper website. Q15. How often do you look at any newspaper website or newspaper online, whether it’s from your local newspaper or not? Base: Total Internet Users (4,445,700) % ACCESSING NEWSPAPER WEBSITES AT LEAST MONTHLY Daily 2-3 days a week At least once a week Weekly Several times a month At least once a month Less than once a month Never Indiana Media Usage Study

  23. Voting Patterns & Election Information

  24. Registered Voters Read Newspaper About nine in 10 Indiana adults (4,555,275) are registered to vote, according to the Indiana Secretary of State. More than eight in 10 registered voters read a printed newspaper during an average week and almost nine in 10 (88%) read a printed newspaper or access a newspaper website during an average week. Q17. Are you currently registered to vote in Indiana? Base: Total Indiana Adults (4,875,500) Read printed newspaperduring an average week Weekly printed newspaperreader or weekly newspaper Internet user Indiana Media Usage Study

  25. Newspapers Top Source Of Election Information Newspapers are the most used source adults use for information about national, state and local elections. The Internet (all websites combined) and cable TV follow. Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections? Base: Total Indiana Adults (4,875,500) (55%)* Newspapers (43%)* Cable TV (43%)* All websites combined (37%)* National TV (24%)* Word of mouth/friends (17%)* Radio From candidates (16%)* Social media (13%)* (13%)* Direct mail (12%)* Flyers/handouts *(Registered Voters) -Table Continues- Indiana Media Usage Study

  26. Newspapers Top Source Of Election Information, continued (5%)* Magazines (5%)* Candidate’s workers/door-to-door (3%)* Billboards (3%)* Work/union (2%)* School (8%)* Other Don’t vote Don’t know (1%)* *(Registered Voters) Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections? Base: Total Indiana Adults (4,875,500) Indiana Media Usage Study

  27. Deciding To Vote A significant percentage of registered voters don’t decide until soon before the election for whom to vote. About a third (32%) don’t decide until the week before and 10 percent not until election day. The results are almost the same as for printed newspaper readers. For candidate campaigns, this means promotion and advertising needs to continue through the election. Q17e. When do you typically make your decision on which candidate will get your vote? Base: Registered Voters (4,245,200) PERCENT DECIDING TO VOTE (9%)* Election day During week prior to the election (21%)* Two to three weeks before The election (21%)* One month before the election (19%)* Two months prior to the election (22%)* (5%)* Other responses *(Printed Newspaper Readers) Indiana Media Usage Study

  28. Appendix A: Methodology Indiana Media Usage Study Results of this research are based on interviews with 1,000 Indiana adults, age 18 and older, between July 8 and July 20, 2014 conducted by American Opinion Research of Princeton, N.J. Interviews were conducted using cell phones, landlines and online. Results were then weighted and projected to the total adult population in Indiana. The questionnaire was designed to ask about public notice advertising before questions were asked about newspaper readership, so as not to bias responses. American Opinion Research (AOR) is a nationally-recognized, full-service market research firm. AOR has conducted research for some of the nation’s largest media companies, including The New York Times Company, McClatchy Newspapers, the Los Angeles Times, Newsday, Buffalo News, Chicago Tribune, Seattle Times, Advance Communications, and many others. AOR also conducts research for some of the nation’s largest companies and organizations, including General Electric, Siemens, Johnson & Johnson, AARP, General Motors, Ford, Procter and Gamble, S.C. Johnson, Mattel, Apple, Agfa, Kohl’s and others.

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