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Community Newspapers Drive Results Engagement 2017

Presenter

Presentation Notes

This is the second Community Newspapers Drive Results study – the first was released in Spring 2016. This is also the second community newspaper research study funded by the Department of Canadian Heritage and the Collective Initiatives Fund. These results reinforce the strong engagement that Canadians have with their community newspapers across the country.

Community Newspapers Drive Results Engagement Study Objectives • Profile community newspaper readers. • Examine readership by platform – print, web, phone, tablet. • Measure engagement with community newspapers Time spent with print and digital community newspaper Reasons for reading community newspapers Source of information about local community news and

information Trust in advertising Actions resulting from exposure to newspapers

Online Panel UThink 2,403 Canadians surveyed

1,065 printed and/or digital community newspaper readers; 495 buyers of new vehicles in past 2 years

Study Timing December 2016

National Scope 78% English / 22% French

Margin of Error ±2.0% at the 95% confidence level

Study Management Totum Research Nationally Representative Sample

Men 50%, Women 50% 18-34: 29%, 35-49: 26%, 50-64: 27%, 65+ 18%

West 31%, Ontario 39%, Quebec 23%, Atlantic 7%

Study Details

This project was produced with the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage. The content of this study represents the opinions of the authors and does not necessarily represent the policies or the views of the Department of Canadian Heritage or the Government of Canada.

Presenter

Presentation Notes

This follow up survey primarily examines readers of printed and digital community newspapers as well as new vehicle buyers (in the past 2 years). The first part of this presentation is focused primarily on readers of printed and/or digital community newspapers – there were 1,065 identified in the sample. The second part of the presentation includes analysis of buyers of new vehicles in the past 2 years – there were 495 identified in the sample. Just over 2400 online interviews were conducted with Canadian adults 18+ across the country, in large and small markets, in English and French. The sample is representative of the Canadian population and balanced by gender, age and geographic region. The survey was conducted online using the Uthink online panel, supplemented by members from the Research Now panel in areas where Uthink was unable to provide the required number of completions. Emails were sent to panelists inviting them to follow an embedded ink to the self-completion survey questionnaire. Reminders were sent to non-respondents 2-3 days after the initial mailing at varying intervals after that until all completions were achieved. No response rate was imposed and instead a minimum of 5 email reminders were sent. A total of 2403 interviews were conducted with at least 800 in each of three community sizes (<100K, 100-400K, 400+K), in English and French and results were weighted to represent the adult population of Canada. Community size quotas were established within region and specific city targets were also specified. Gender, age and language quotas were also assigned. Prior to tabulation the sample was balanced according to criteria based on the most recent Statistics Canada population estimates.

4 Vividata 2016 Q2 Readership and Product Database (July 2015 – June 2016 Fieldwork) Respondents aged 18+, Read a Local Community Newspaper in the Past Month or Longer Ago

83% of Canadians are Local Community Newspaper Readers

Adults 18+

84%

Prairies

88%

British Columbia

82%

Ontario 81%

Québec

87%

Atlantic

Presenter

Presentation Notes

Before we get into the results from the Community Newspapers Drive Results study I want to set the stage and provide some context. In this study our main objectives revolved around community newspaper engagement because there are not many other studies tasked with this mandate. Other studies, like Vividata, measure READERSHIP which provides context for engagement. Research from 2016 on community newspaper readership reported that 83% of Canadian adults report reading community newspapers.

Community Newspapers Drive Results

More than four in ten community newspaper readers access content across ALL FOUR platforms (print, desktop/laptop, tablet, phone). Community newspaper engagement is strong.

– Time spent with the printed paper little changed – Local information main reason for reading – Favourite source for local news and information – Community newspaper ads most trusted – Readers respond to advertising

Community Newspapers Drive Results 2017, Totum Research

Eight in ten community newspapers readers access content across all platforms.

Presenter

Presentation Notes

A key area of focus in this survey is to explore engagement with community newspapers, in terms of content as well as advertising.

Profile of Community Newspaper Readers

MALE 50%

MARRIED 64%

NO CHILDREN IN HOUSEHOLD

66%

BUSINESS DECISION MAKERS*

41%

BOOMERS (52-70 years)

33% Millennials 18-34 (29%)

INFLUENCERS 44%

AVERAGE HOUSEHOLD

INCOME $80,341

Community Newspapers Drive Results 2017, Totum Research Base: Printed and/or digital community newspaper readers *Business Decision Makers = professionals, senior management/executives and business owners/self employed

Presenter

Presentation Notes

Average Household Income (Adult 18+) = $77,606 Average Household Income (community newspaper readers) = $80,341 (Index 104) Influencers are: Trusted by others Early adopters Consumers often trust recommendations from a third party more than a brand. Having readers who are Influencers is an asset. True influence drives action, not just awareness. Definition – survey asked FIVE questions – respondents who Agreed (somewhat/strongly) with 3+ statements defined as Influencers: Find a new product and typically recommend it to others (72% of community newspaper readers) Keep informed about new products and services (66%) People frequently ask for my advice (44%) Always the first to try new products/services (31%) Frequently share information about products/services on social media (28%)

82% 73% 71%

60%

PrintedNewspaper

Desktop/Laptop Smartphone Tablet

Community Newspaper Readers Access Content Across All Platforms

44% of community newspaper readers use ALL FOUR platforms.

Eight in Ten Readers Choose Print

Community Newspapers Drive Results 2017, Totum Research Base: Printed and/or digital community newspaper readers

Presenter

Presentation Notes

82% of all community newspaper readers read the Printed Newspaper 73% of all community newspaper readers read on their Desktop/Laptop 71% of all community newspaper readers read on their Smartphone 60% of all community newspaper readers read on their Tablet 44% of all community newspaper readers read on ALL FOUR platforms Print remains the platform of choice for community newspaper readers. Research from Canada Post reports that the combination of physical (print) and digital local media lifts reach and impact. That’s because physical marketing makes a stronger impact on key areas of the brain. Neuromarketing research shows that our brains prefer physical marketing over digital.* Canada Post, Connecting for Action *Temple University – Center for Neural Decision Making (White Paper “A Bias for Action” “Consumers are still using traditional media with regularity.” How News is Consumed Online 93% Mobile device 84% Printed newspapers 83% Kantar Media, Dimension Study, October to December 2016 (5213 connected adults in US, China, France, UK)

Multi Platform Readers

BOOMERS MILLENNIALS BUSINESS DECISION MAKERS*

HHI $100K+

PRINT

PHONE

WEB

TABLET

75%

88%

74%

64%

88%

63%

73%

57%

83%

82%

79%

61%

83%

78%

76%

74%


Presenter

Presentation Notes

Readership by platform varies with different demographic groups. Print is strong across ALL demographics. Boomers prefer to read in print – 88% of community newspaper readers who are Boomers (age 52-70) read the printed version Millennials prefer to read on their phone – 88% of community newspaper readers who are Millennials (age 18-34) read on their phone Business Decision makers choose Print and Phone – 83% of community newspaper readers who are Business Decision Makers read in Print – they have a need for news from a trusted source. High Income Earners choose Print first – 83% of community newspaper readers with incomes over $100K read in Print

44% of community newspaper readers access content on ALL FOUR platforms

Multi Platform Readers

BOOMERS MILLENNIALS BUSINESS DECISION MAKERS*

HHI $100K+

41% 49% 49% 55%


Presenter

Presentation Notes

44% of all community newspaper readers (print/digital) read on ALL FOUR platforms. This varies by demographic target as well. Millennials index higher than Boomers for accessing newspaper content on multiple platforms. High income earning community newspaper readers are the most likely to read on ALL FOUR platforms – 25% more likely than the average community newspaper reader (55% of these high income earners are reading on all platforms) These readers who choose all four platforms are more likely to be: Male (index 109) Millennials (index 111) Have Children (index 115) Be Influencers (index 120) Have household incomes over $100K (index 125)

Media Engagement is Important

Engagement: • Shows readers are paying attention. • Demonstrates a level of connection. • Sets the stage for influence to occur. • Necessary for community to form.

The primary goal of advertising is to reach a defined audience to affect behaviour and influence

potential consumers.

Presenter

Presentation Notes

Why is Engagement important? First we need to understand ADVERTISING. The goal of advertising is to reach a defined audience to affect their behaviour and influence them to buy essentially. Engagement is an essential component if you want to affect behaviour. If consumers are engaged that means they are paying attention. Brands are able to connect with an engaged audience. This sets the stage for influence. “Multiple platforms and experiences are the best ways to engage consumers with your brand.” Bruce MacLellan CanTrust Index 2017 http://environicspr.com/thinking/blog-a-survey-you-can-trust/ Engagement across multiple platforms/channels requires repetition/frequency to build credibility and trust.

• Time spent with a printed community newspaper is virtually unchanged compared with two years ago.

• Time spent with digital community newspaper content has increased significantly compared with two years ago.

• The predominant reason for reading a community newspaper is local news.

• The printed community newspaper is the favourite source of local news and information.

Community Newspaper Engagement


Presenter

Presentation Notes

64% spend about the same amount of time or more with their printed community newspaper. 72% spend about the same amount of time or more with their digital community newspaper. 91% of printed community newspapers readers and 87% of digital community newspaper readers read for LOCAL information – local news, entertainment, events, editorial, sports Printed community newspapers, along with local TV and local radio are the top three sources of local community information. And in smaller markets (less than 100,000 population) the printed community newspaper is the only medium used MORE than in larger markets. When asked to choose a single FAVOURITE source of local news and information, more people choose the printed community newspaper.

PRINTED Community Newspaper Engagement Time Spent Reading (vs. 2 years ago)

The time spent with a printed community newspaper is little changed compared with two years ago.

64% spend about the same amount of time or more with their printed community newspaper.

About the

same 41%

Less time 36%

More Time 23%


Presenter

Presentation Notes

Respondents are asked about time spent with their printed community newspaper compared to two years ago. Time spent in minutes is a difficult measure when newspapers across the country are of different sizes and take varying lengths of time to read fully. In 2017 this study asked about printed and digital newspapers separately, a change from the previous year’s study.

No online available

11%

DIGITAL Community Newspaper Engagement Time Spent Reading (vs. 2 years ago)

The time spent with digital community newspaper content has increased significantly compared with two years ago.

72% spend about the same amount of time or more with their digital community newspaper.

About the

same 33%

Less time 17%

More Time 39%


Presenter

Presentation Notes

Respondents are asked about time spent with their digital community newspaper compared to two years ago. This is the first time the study asked about time spent with digital newspapers, as the 2016 study asked only about printed newspapers. The majority of respondents reported that they spent MORE time with digital community newspapers vs. two years ago. This is not surprising given the growth over the past 2 years in digital editions as well as mobile access.

Reasons For Reading

Presenter

Presentation Notes

In today’s world a lot of news comes from Facebook feeds or online newspapers or reading headlines and articles on smartphones, but many also subscribe to their local newspaper for a number of reasons. The main reason is because it is LOCAL.

Community Newspapers Drive Results 2017, Totum Research Base: Printed community newspaper readers * Local Information=Local News, Editorial, Sports, Entertainment, Events; Advertising=Advertising in the paper, Flyers/Inserts

Printed community newspaper readers are reading for local information as well as advertising.

Almost two thirds of readers (63%) want to see advertising in their printed community newspaper.

Local Information*

Advertising*

Classified/Employment/ Real Estate

91%

PRINTED Community Newspaper Engagement Reasons for Reading Printed Community Newspaper

63% 55%

Presenter

Presentation Notes

Regardless of community size/population, LOCAL is still a key reason for reading community newspapers. 91% of printed readers read for LOCAL information (local news, local sports, local events, local entertainment, local editorial). Almost two thirds (63%) read for Advertising (ROP and/or Flyers/Inserts). More than half still read printed community newspapers for Classified Ads, Employment and Real Estate.

Local Information*

Advertising*

Classified/Employment/ Real Estate

87%

DIGITAL Community Newspaper Engagement Reasons for Reading Digital Community Newspaper

63% 58%

Community Newspapers Drive Results 2017, Totum Research Base: Digital community newspaper readers * Local Information=Local News, Editorial, Sports, Entertainment, Events; Advertising=Advertising in the paper, Flyers/Inserts

Digital community newspaper readers are reading for local information as well as advertising.

Nine out of ten digital readers want to see local information in their online community newspaper.

Presenter

Presentation Notes

The reasons for reading the digital version of community newspapers are not that much different than for the printed version. There is a slight drop in Local Information and a slight increase in Classified Ads, Employment and Real Estate. Advertising is the same.

51

25

46

47

75

Local Editorial

Local Sports

Local Entertainment

Local Events

Local News% Printed Community Newspaper Readers

Local news is the most popular reason for reading printed community newspapers.


Community Newspapers Drive Results 2017, Totum Research Base: Printed community newspaper readers

Presenter

Presentation Notes

In total, 91% of print readers read for LOCAL information. This chart demonstrates the different types of local information measured. Local News is the top local category followed by Local Editorial. The same data is available for digital newspapers: Local Editorial = 46% Local Sports = 25% Local Entertainment = 49% Local Events = 43% Local News = 70%

56

25

39

18

25

Flyers/Inserts

Advertising in Paper

Classified Ads

Employment

Real Estate

% Printed Community Newspaper Readers

Almost six out of ten (56%) readers want the flyers/inserts in their printed community newspapers.


Community Newspapers Drive Results 2017, Totum Research Base: Printed community newspaper readers

Presenter

Presentation Notes

Almost two thirds (63%) of printed community newspaper readers chose Flyers/Inserts or ROP Advertising as their reasons for reading. Not surprising that more than half of readers choose Flyers and Inserts as their reason for reading. The printed flyer habit is well entrenched with community newspaper readers. What may be surprising to some is that Classified Ads are cited by 39% of print readers as a reason for reading. The same data is available for digital newspapers: Flyers/Inserts= 55% Advertising in Paper = 24% Classified Ads = 41% Employment = 22% Real Estate = 25%

Top Three Media for Local Information Printed community newspapers Local television news broadcast Local radio broadcast

Community Newspapers Drive Results 2017, Totum Research Media sourced once per week or more for local information; *Communities with populations less than 100,000

In smaller markets* the printed community newspaper is the only medium used MORE for local information.

Community Newspaper Engagement

Presenter

Presentation Notes

To really get a sense of where Canadians look for local information the study asked about a number of sources of local news and information, in addition to people’s reasons for reading. To be fair and avoid bias this analysis is based on ALL respondents in the study, not just community newspaper readers. Regardless of market size Newspapers, Television and Radio top the list of media sourced for local information. In smaller communities the order of these media shifts. All MarketsMarkets <100K Population Printed community newspaper53%60% Local TV news broadcast55%47% Local radio broadcast51%48% Word of mouth55%53% Internet search engine58%53%


Favourite Source of Local News and Information

Population <100K Population 100K+

Adults in smaller communities are far more likely to choose community newspapers as their favourite source for local news and information.

Presenter

Presentation Notes

And when asked for a SINGLE favourite source of local news and information the clear choice was PRINTED COMMUNITY NEWSPAPERS. Even though there may be a number of different sources of local information, the printed community is the favourite, likely because of the many local areas of coverage that we saw in the reasons for reading. Community newspapers are a credible, trusted, consistent source of local information.

1. Trust in Advertising Readers trust advertising in community newspapers more than in any other medium.

2. Traditional / Digital Formats Ads in community newspapers outperform other media, in print and digital formats.

3. Take Action on Ad Content Community newspaper readers act on ads they see.

Community newspaper readers are responsive to advertising content.


Response to Advertising in Community Newspapers

Presenter

Presentation Notes

The next few slides focus more on advertising – trust in advertising formats and action taken as a result of ad exposure. 1) Trust Study after study, in Canada and the US, tell us that newspapers are one of the most trusted media. 2) Traditional and Digital Formats Print is still the most trusted platform, although digital adds the exposure and frequency needed to build credibility. 3) Taking Action The goal of advertising is for consumers to take action. Community newspaper readers notice and respond to advertising.

Ads in Newspapers are Most Trusted Trust Advertising Content

Community Newspapers Drive Results 2017, Totum Research *trust advertising content – top 2 responses Completely/Somewhat

Ad

s in

Phy

sica

l or D

igita

l For

ma

t Newspaper Television Radio Magazine

49% 44% 40% 39%

Presenter

Presentation Notes

This analysis is also based on the full sample of 2403 respondents instead of just community newspaper readers to avoid bias. Trust is a hot topic in 2017. Newspapers (in print and digital formats) top the list for trusted advertising content. The top four are shown here and they are the traditional media including their digital properties. Digging a little deeper the data shows that Millennials are more trusting of media in general – typically 15-30% more than the average adult 18+. Boomers on the other hand are less trusting of advertising content (about 10% less than the average adults). Influencers are the most trusting of all media – 40% more than average for traditional media and 70% more than average for digital media.

Printed/Digital Newspaper Advertising Most Trusted Trust Advertising Content

18 20

23 24

28 30 31 33

38

Mobile DeviceOnline BannerSocial MediaOnline Video

Search EngineMagazine Website

Radio WebsiteTelevision Website

Newspaper Website

In Digital Media %

33

36

37

41

46

Billboard/ Outdoor

Magazine

Radio

Television

Printed Newspaper

In Traditional Media

Community Newspapers Drive Results 2017, Totum Research *trust advertising content – top 2 responses Completely/Somewhat

Presenter

Presentation Notes

This slide details all the media, broken out by their traditional and digital platforms. And again, Newspapers top the Trust list in both printed and digital formats. Google - included under Search Engine (28%) and Facebook in Social Media (23%). Social Media has seen one of the largest declines in trust over 2016 according to the 2017 CanTrust Index. “Significantly fewer respondents say that their Facebook news feed is their preferred information source (19% in 2017 versus 31% in 2016), with similar trends for Twitter and LinkedIn (both at 6% in 2017 from 10% in 2016).” CanTrust Index 2017 And research among Americans echoes this – BuzzFeed and Ipsos Public Affairs survyed 3,000 Americans and found that “Over half of those who took the survey said they trust the news they read on Facebook “only a little” or “not at all.” http://www.niemanlab.org/2017/04/fake-news-is-affecting-peoples-trust-in-the-news-they-read-on-facebook/ Trust in news media organizations remains the second most trusted, after not-for-profit organizations. Product and service sampling or word-of-mouth are the most trusted sources of information about a product, service, brand or organization, followed by traditional editorial content. CanTrust Index 2017 http://environicspr.com/wp-content/uploads/2017/04/ECI_CanTrust_Report_2017.pdf

54% 58% 45% 53% 53% 53%


Community Newspaper Readers Respond to Advertising

PRINT DIGITAL

Action Taken as a Result of Seeing an Ad

Became aware of product, service, sale Gone online to find more info on product/service Looked for more offline info on product/service Visited a store in person or online Bought a product or service Referred an ad to someone else

68% 51% 44% 60% 57% 45%

Presenter

Presentation Notes

This analysis is based specifically on community newspaper readers (printed/digital). Community newspaper readers take action based on advertising in their paper. More than two thirds of print readers became aware of a product, service or sale based on ads in their paper. Six out of ten print readers visited a store (in person or online) or bought a product or service. Digital readers are more likely to go online to find out more information or refer an ad to someone else. Advertisers need to convince consumers to act. To do that they need to: Reach the right audience With the right message At the right time Via the right channel. Advertisers need accurate data from trusted media to make informed decisions.

Community Newspapers Drive Results

More than four in ten community newspaper readers access content across ALL FOUR platforms (print, desktop/laptop, tablet, phone). Community newspaper engagement is strong.

– Time spent with the printed paper little changed – Local information main reason for reading – Favourite source for local news and information – Community newspaper ads most trusted – Readers respond to advertising


Eight in ten community newspapers readers access content across all platforms.

Presenter

Presentation Notes

Key highlights about community newspaper engagement: Eight in ten community newspaper readers access content across multiple platforms (print, computer, phone, tablet). More than four in ten community newspaper readers access content on ALL four platforms. Community newspaper engagement is strong based on time spent with the paper. Readers want LOCAL information and the preferred choice is the printed community newspaper, likely because the paper provides advertising in a trusted environment. Community newspaper readers not only want advertising, but they respond to it with action by looking for more information, visiting stores, making purchases or referring ads to others. From the 2017 CanTrust Index: “Use multiple platforms and experiences where consumers can engage with your brand. The evolution of new media and information sources presents a growing need to identify and harness a mix of trusted information sources. It is paramount that brands develop a variety of traditional, experiential and online engagement strategies, and tailor specific messages for their consumers depending on their place in the customer journey.”

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Community Newspapers Drive Results Engagement 2017

community newspapers drive results - news …...community newspapers drive results more than four in...

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