breezing through the numbers presented to: of the 2010 … · 2012. 7. 19. · 02828 greenville...

Breezing Through The Numbers Of The 2010 Supplemental Readership Report

Conducted For:

By:

Presented By:Susan Breen

DICE Marketing Services

May 21, 2010

Presented To:

Business Leaders Interested In Reaching Active, Engaged Adults

That Live In Northern Rhode Island

2

An overview of our work

• Valuable Information

– A snapshot of what was on the minds of Northern Rhode Islanders in February/March 2010

– Difference among research provided by different media in the market

• Scarborough Research - Newspaper

• Nielsen Company Research – Television

• Arbitron Inc. Research - Radio

• CVC Research - Newspaper

– Advertising dollars are precious

• Among many media outlets, which delivers my advertising message best?

• Circulation decline of daily newspapers

• We Will Answer These Questions Today

– What newspapers are being read and what are the trends?

– What are the television and radio viewing and listening habits?

– Will Northern RI adults be voting this year? In what numbers?

– What are the demographics of Valley Breeze readers? How old, or young?

Do they match your customer?

– What are Valley Breeze readers planning on purchasing in the next 12 months?

3

Methodology

• Purpose: to identify the number of northern Rhode Island adults’ who indicate they have read at least two of the last four issues of The Valley Breeze publications, other media habits, community loyalty, purchase intentions, and local online newspaper visitors.

• Who: A total of 3,152 interviews were completed to adults 18 and older living in households within the survey area. Each household and each adult within the household had a known probability of being selected. Interviews were conducted solely with predestined respondents and no substitutions were made. A minimum of six attempts were made.

• Where: The Valley Breeze Total Market Area includes the following zip codes: 02802, 02838, 02864, 02865, 02814, 02815, 02917, 02825, 02828, 02831, 02857, 02904, 02911, 01504, 02824, 02876, 02895, 02896.

• Benchmark Study: The Valley Breeze Pawtucket Edition debuted in August of 2009, and an additional 1,049 interviews were completed to adults 18 and older in 02860 and 02861 as a benchmark. The Valley Breeze Pawtucket edition numbers are not included in any of the “total market” numbers due to its infancy. The study information is available upon request.

• Conducted by: Circulation Verification Council (CVC), February through March 2010.

Cumberland

Lincoln

NorthSmithfield Woonsocket

Blackstone, MA

PawtucketN. Providence

Smithfield

ScituateFoster

Glocester

Zone 1 - The Valley Breeze - Cumberland/Lincoln EditionZone 2 - The Valley Breeze - North Smithfield/

Woonsocket/Blackstone, Mass. EditionZone 3 - The Valley Breeze & Observer EditionZone 4 - The North Providence Breeze EditionZone 5 - The Valley Breeze Pawtucket Edition

Valley Breeze Newspaper Readers

Total Market and by Edition

5

About 6 out of 10 of the respondents in Northern RI are regular readers of The Valley Breeze Newspapers

76%

47%

57%

78% 74%

47%

76%77%

2003/2004 2004/2005 2005/2006 2007/2008 2009 2010

Source: 2003 - 2010 CVC Supplemental Readership Audit

% of survey respondents “regularly reading” in Northern RI

Note: "regular readers” 2+ more issues

Purchased The Observer and started The Valley Breeze & Observer Edition andThe North Providence Breeze

Core Market = Cumberland/Lincoln,Woonsocket, North Smithfield, Blackstone, Mass. EditionsTotal Market = Above Editions plus Observer Editions (2007)

CoreMarket

TotalMarket

77%

6

More and more readers are finding valleybreeze.com

8%

45%

7%

2007/2008 2009 2010

Source: 2009-2010 Google AnalyticsSource: 2010 CVC Supplemental Readership Audit

% of total respondents visiting online in the past 3 months

According to Google Analytics:

• Total page views have doubled in the past year

• Average monthly page views are about 600,000

• Unique Visitors is growing rapidly, now averaging 25,000 monthly

7

The Valley Breeze and valleybreeze.comis strong in each zone

39%

32%

52%

65%

38%

59%

66%

87%

North Providence

Breeze & Observer

Woon./N.Smithfield

Cumb./Lincoln

Print

Online

Blackstone, Mass.

Source: 2010 CVC Supplemental Readership Audit

% of respondents reading 2 or more issues % of respondents visiting valleybreeze.com in the past 3 months

8

More than 70% of readers tell usthey read every week

0%

10%

18%

72%

One Two Three Four

Number of issues read

7 out of 10 readers read all four issues in the past month


Media in the Northern Rhode Island Market

10

76%

6% 6%

17%

76%77%

57%

47%47%

30%28%

32%

4%

2%2%2007/2008 2009 2010

The Breeze Newspapers dominate Northern Rhode Island

% of survey respondents “regularly reading” in Northern RI

The Providence Journal

Zone 1 - The Valley Breeze - Cumberland/Lincoln EditionZone 2 - The Valley Breeze - North Smithfield/

Woonsocket/Blackstone, Mass. EditionZone 3 - The Valley Breeze & Observer EditionZone 4 - The North Providence Breeze EditionZone 5 - The Valley Breeze Pawtucket Edition (not included

in any readership numbers)

Cumberland

Lincoln

NorthSmithfield Woonsocket

Blackstone, MA

PawtucketN. Providence

Smithfield

ScituateFoster

Glocester

Neighbors

The Call/Times



Total Breeze NewspapersCore Market plus VB Observer and North Providence Breeze

Valley Breeze Core MarketCumberland/Lincoln Edition and

N. Smithfield, Blackstone, Woonsocket Edition

11

A review of the 2010 readership

76%

57%

32%

17%

4%The Call/Times

Neighbors

The ProvidenceJournal

The Valley BreezeTotal Market

Valley Breeze CoreMarket



12

Zip Codes Post Office City/Town Households 01/01/09 est.

2009 Average Net Circ.

% HH Penetration


% HH Penetration


% HH Penetration


% HH Penetration

02864 Cumberland Cumberland 13,220 10,299 78% 3,752 28% 433 3% 992 8%02865 Lincoln Lincoln 6,961 4,566 66% 2,701 39% 89 1% 636 9%

02802 Albion (02865) Lincoln 122 - 93 - 02838 Manville Lincoln 1,642 775 47% 238 14% 223 14%02895 Woonsocket Woonsocket 17,858 9,583 54% 1,691 9% 3,757 21%

01504 Blackstone, MA Blackstone, MA 3,325 1,537 46% 126 4% 540 16%02896 North Smithfield North Smithfield 4,215 2,567 61% 1,105 26% 795 19%

02824 Forestdale (02896) North Smithfield 168 - 24 - 02876 Slatersville (02896) North Smithfield 1,245 - 50 - 45

47,221 30,863 65% 9,780 21% 5,882 12% 1,628 3%02814 Chepachet Glocester 2,916 1,231 42% 788 27% 96 3%

02829 Harmony (02814) Glocester 98 - - 02828 Greenville Smithfield 2,785 1,526 55% 1,378 49% 30 1%02917 Smithfield Smithfield 4,725 4,497 95% 2,165 46%02825 Foster Foster 1,925 409 21% 597 31%

02815 Clayville Scituate 59 418 709% 24 41%02831 Hope Scituate 1,434 79 5% 403 28%02857 North Scituate Scituate 3,385 1,512 45% 1,290 38%02904 Providence / N. Prov Providence / N.Prov. 12,981 4,453 34% 3,890 30%02911 North Providence North Providence 6,734 1,619 24% 1,916 28%02860 Pawtucket Pawtucket 18,685 3,912 21% 2,142 11% 2,471 13%02861 Pawtucket Pawtucket 10,727 1,703 16% 2,158 20% 1,658 15%

113,577 52,320 46% 26,531 23% 6,008 5% 5,757 5%

02830 Harrisville Burrillville, RI 2,646 223 8% 536 20% 257 10%02863 Central Falls Central Falls 6,412 715 11% 371 6% 633 10%02909 Providence Providence 14,592 222 2% 1340 9%02916 East Providence East Providence 3,581 639 18% 1308 37%02919 Johnston Johnston 11,400 286 3% 4272 37%01529 Millville, MA Millville, MA 958 74 8% 0 0% 151 16%02019 Bellingham, MA Bellingham, MA 5,928 776 13% 81 1% 593 10%02703 South Attleboro, MA South Attleboro, MA 16,772 814 5% 776 5% 220 1%02760 North Attleboro, MA North Attleboro, MA 10,182 274 3% 370 4% 8 0%02771 Seekonk, MA Seekonk, MA 5,054 131 3% 1,873 37% 321 6%Misc 32 -

77,525 4,187 5% 10,927 14% 1,001 1% 1,182 2%

191,102 56,507 30% 37,458 20% 7,009 4% 6,939 4%

The Times

Total Valley Breeze Distribution Area

The Daily Call The Daily Providence

Journal The Valley Breeze

Publications

Valley Breeze Total Market Area Distribution

Balance of Valley Breeze Distribution Area

Valley Breeze Core Market

The Valley Breeze also dominates in circulation in Northern RI as well

Source: 2009 Valley Breeze CVC Audit; 2009 Providence Journal ABC Audit, Households Nielsen Company Estimates2009 The Call ABC Audit; 2008 The Times, ABC Audit

113,577 52,320 46% 26,531 23% 6,008 5% 5,757 5%Valley Breeze Total Market Area Distribution

191,102 56,507 30% 37,458 20% 7,009 4% 6,939 4%Total Valley Breeze Distribution Area

13

In the Cumberland/Lincoln Zone

87%

40%

37%

4%

3%The Times

The Call


Neighbors

The Valley Breeze

% of Cumberland/Lincoln respondents who “regularly read”


Cumberland

Lincoln


14

In the N. Smithfield/Woonsocket/ Blackstone, Mass. Zone

66%

48%

20%

13%The Call


Neighbors

The Valley Breeze

% of respondents in N. Smithfield/Woonsocket/Blackstone, Mass. who “regularly read”


North Smithfield

Woonsocket

Blackstone, MA


15

In the Breeze & Observer Zone

59%

45%

40%The Providence

Journal

Bargain Buyer

The Valley Breeze& Observer

% of Valley Breeze & Observer respondents who “regularly read”


Scituate

Smithfield

Foster

Glocester


16

In the North Providence Breeze Zone

38%

31%The Providence

Journal

The Valley Breeze

% of North Providence Breeze respondents who “regularly read”


North Providence


17

In the Pawtucket Breeze Zone

26%

38%

32%

17%

4%The Attleboro Sun

The Times


Pawt. Neighbors

The Valley Breeze

% of Valley Breeze Pawtucket respondents who “regularly read”


Pawtucket


18

The Valley Breeze is the leader in all zones

57%

87%

66%

59%

38%

32%

37%

20%

40%

31%

Total Market Cumberland/Lincoln Woonsocket/N. Smithfield Breeze & Observer N. Prov.

Valley Breeze Reach The Providence Journal Reach

Blackstone, Mass.Note: this is “regular readers” 2+ more issues


19

45%

65%

52%

32%

39%

55% 56%

23%

62%

53%

Total Market Cumberland/Lincoln Woonsocket/N. Smithfield Breeze & Observer N. Prov.

Online visitors in the past 3 months

valleybreeze.com projo.com

Blackstone, Mass.


20

57%

45%

16%

11%9% 9%

ValleyBreeze

Total TV 10 WJAR WNACFox

6 WLNE 12 WPRI

Regular viewers of the 6pm/10pm/11pm news Number of hours per week respondents listen to the radio % of Total

Total Radio Listeners 62%

Listen to 5 or less hours 33%

Listen to 5 or more hours 29%

Do not listen to the radio 38%

• The Valley Breeze reaches about 6 out of 10 adults in northern RI with just 2 insertions!

• It takes advertising on all four local TV networks on both evening news broadcasts to reach 45%.

• Radio reaches 62% of the adults but one third listen to less than 5 hours a week.

Local TV News, Radio may notbe what you expect

Advertise on all 4 stations to reach 45%


Evening News

Engagement and Loyalty of Readers

22

Suburban Newspapers of America recently conducted a study which offers valuable insight into readers’ views

• The Suburban Newspaper group of America recently conducted a study of 11 DMA’s across the United States including Boston, Mass.

• Nine out of ten adults surveyed were “very interested/somewhat interested” in Community/ Neighborhood news. This news category was ranked first and was followed by state/regional and then national/international.

• 70% were “very/somewhat interested” in advertising/local shopping information.

• 97% also felt that being a free product did not diminish the quality of the newspaper.

Source: 2010 SNA Suburban Market Study

23

% of Valley Breeze readers who “Strongly Agree” or “Agree” with the following statements

StatementStrongly Agree or

Agree

Local news is important to me 99%

I support The Valley Breeze advertisers when I can 98%

I rely on The Valley Breeze for my local news 96%

I can’t get the local news from other local daily newspapers

81%

I feel lost without The Valley Breeze 80%


Valley Breeze readersare EXTREMELY loyal

70% read the newspaper from cover to cover!

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24

Almost all agreelocal news is important!

Local news is important to meStrongly

Agree Agree Disagree

Total 89% 11% .03%

Cumberland/Lincoln 90% 9% 1%

N. Smithfield/Woon./Blackstone, MA 92% 8% 0%

Valley Breeze & Observer 79% 21% 0%

N. Providence Breeze 94% 6% 0%


25

North Smithfield is the most loyal to advertisers and Cumberland/Lincoln rely most on The Valley Breeze for local news

Support The Valley Breeze advertisersStrongly

Agree Agree Disagree

Total 58% 40% 2%


N. Smithfield/Woon./Blackstone, Mass. 75% 24% 1%



I rely on The Valley Breeze for my local news

Total 78% 18% 4%






26

Most say they wouldn’t be able to find their local news without The Valley Breeze

I can’t get the local news I need from other daily newspapers

Strongly Agree Agree Disagree

Total 53% 27% 19%





I feel lost when I don’t pick up The Valley Breeze

Total 29% 50% 20%






27

In three zones more than 70% of readers read “cover to cover”

11%9% 8%

18%

11%

19%16%

21%24%

18%

69%

75%

71%

58%

71%

Total Market Cumberland/Lincoln Woonsocket/N.Smithfield

Breeze & Observer N. Prov.

Read Some Read most Read cover to cover

Blackstone, Mass.


28

Advertising in The Valley Breeze works!

73%

75%

81%

84%

78%

N. Providence

VB & Observer

N. Smith/Woon./

Cumb./Lincoln

Total Market

% of Valley Breeze readers who frequently purchaseproducts/services as a result of Breeze ads. . .

Blackstone, Mass.


86% of Breeze readers read the Advertisements, Inserts or Flyers

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29

About 8 out of 10 readers say they will vote in November

85%

84%

86%

81%

84%

N. Providence

VB & Observer

N. Smith/Woon./

Cumb./Lincoln

Total Market

% of Valley Breeze readers who plan on voting in the November 2010 election

Blackstone, Mass.


Demographics

Who lives in the market?

Who reads The Valley Breeze Newspapers?

31

Key demographics

35%

39%

26%

26%

51%

24%

55 or older

35 to 54

18 to 34

Half of the readers are between 35 to 54

Market Readers

Male 48% 44%

Female 52% 56%

VB Reader

Total Market


32

Breeze readers are well educated;7 in 10 have college experience

Education Level

VB Reader

Total Market


48%

27%

25%

29%

33%

38%

High School Graduate

Some College

College Graduate or more

or less

33

Almost half of our readers have annual household income of $75,000 or more

23%

24%

19%

14%

19%

7%

23%

24%

20%

26%

Less than $25,000

$25,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 or more

VB Reader

Total Market


34

8 out of 10 readers own their home and about half have children at home

Home Ownership

65%Own

84%Own

35%Rent

16%Rent

Market

Readers

Market Readers

Children at home

32% 47%

Have children under 18 at home

84% of Valley Breeze readers own their home!


Purchasing POWER of The Valley Breeze Readers

36

78%

15%

20%

35%

Automobile Accessories

Used Automobile

New Automobile

A New or UsedAutomobile

% of total readers planning to make a purchase in the next 12 months

• *If each reader planning on purchasing a new or used auto were to spend an average of $15,500 that translates into more than $9.8 million in auto sales

• 78% of the readers frequently purchase products or services from ads seen in The Valley Breeze newspapers

• 98% try to support The Valley Breeze advertisers when they can

Breeze readers tell us they will spend $9.8 million* in autos this year


37

Readers plan to invest in their home

25%

29%

35%

62%

63%

72%

Carpet/flooring

Major home appliance

Home heating/airconditioning

Home improvementsupplies

Furniture/homefurnishings

Lawn and garden supplies



• 84% of readers own their home

% of total readers planning to purchase home products in the next 12 months


38

It’s not surprising! Women’s apparel is one of the top household purchase items

25%

50%

51%

81%

88%

Jewelry

Florist or gift shop

Children's apparel

Men's apparel

Women's apparel



% of total readers planning to purchase products in the next 12 months


39

Electronics are on the mindsof Valley Breeze readers



% of total readers planning to purchase electronic products in the next 12 months


20%

29%

50%

Home computer

Cell phone

Television/electronics

or Smartphone

40

Valley Breeze readers are also investing in themselves

7%

40%

43%

50%

Weight loss programs

Health club/fitnessprograms

Education classes

Athletic/sports equipment

% of total readers planning to invest in themselves in the next 12 months


41

Valley Breeze readersknow how to have fun too!

48%

68%

70%

Visit Twin River orConnecticut Casinos

Lottery tickets

Vacations/travel

Dining and entertainment

% of total readers planning to have some entertainment in the next 12 months

97%


42

More than half dine outonce a week or more

56%

49%

61%

51%

63%

Total Market Cumberland/Lincoln Woonsocket/N.Smithfield

Breeze & Observer N. Prov.

% of readers dining out “once a week or more”

Blackstone, Mass.


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43

Readers plan on using these professional services

8%

14%

19%

20%

22%

36%

42%

47%

71%

Buy or sell real estate

Attorney

Chiropractor

Childcare

Veterinarian

Financial Planner

Lawn Care Service

Cleaning Service

Tax Advisor



% of total readers planning to use these services in the next 12 months


44

Three important conclusions ofthe 2010 readership report

• The Valley Breeze dominates in Northern Rhode Island and in each one of its zones

• The Valley Breeze readers are actively engaged and loyal consumers to The Valley Breeze product and to its advertisers

• The Valley Breeze readers have the demographics and purchasing power to be important consumers for businesses that rely on customers in Northern Rhode Island

Thank You For Coming!

Make your appointment to meet with a Valley Breeze account representative today, or phone 401-334-9555.

You can download this entire presentation by visiting

www.valleybreeze.com and going to the

“Advertising Info” link on the left.

breezing through the numbers presented to: of the 2010 … · 2012. 7. 19. · 02828 greenville...

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