gatehouse research findings

CONSUMER INSIGHTS

ENTERPRISING | ENGAGING | ENTERTAINING | ENLIGHTENING

RESEARCH


• We’ve invested heavily in reader research

• Trying to understand what will balance, grow audience

• We haven’t asked readers what makes them happy

• Ensure results are actionable

• This is a form of data – a very important one

PANEL AND SURVEY OVERVIEW


5,900 member consumer panel, across 17 GateHouse markets

• Panelists recruited via newspaper and online ads, email blasts, Publisher/Editor letters

• Survey response rate: 20-50%, always 1,000+ respondents


To date, seven print-focused content surveys fielded:

• Baseline survey: Studied consumers’ attitudes and interests with respect to local news, with specific focus on GHS print and digital products

• Content interest survey: Gauged panelist interest in broad categories and specific topics of content

• Two prototype surveys: Tested content/photo mix and design preferences

• Three topical surveys: Gauged interest in category subtopics and presentation format

– Things to Do– National, International and State News– Sports

PANEL AND SURVEY OVERVIEW

KEY INSIGHTS


GHS paper – strong brands, but vulnerable

• In almost all markets surveyed, the leading source for local news

• Emotional connections to papers run deep

KEY INSIGHTS


Panelists desire paper to feel more substantive – highlighting need for strong enterprise reporting

• Trustworthy, high quality, investigative, complete, in-depth and smart are among top attributes align with positive evaluations

• ‘More local coverage in the Main section’ and ‘More depth to news stories’ = greater value

• Preference for front pages with more text, fewer photos

KEY INSIGHTS


Five areas readers consistently say are most important to them across GHS markets:

1. Things to do

2. Investigative

3. Crime

4. Nation and world

5. Politics and government

KEY INSIGHTS


Content interests are more similar than different across markets

• Investigative, “things to do” rank consistently high

• Personal impact, relevance increase interest

• Variations in emphasis exist by market

• Story interests mostly similar among men and women

PAGE ONE DESIGN


Two rounds of prototype testing included more traditional designs…

PAGE ONE DESIGN


...And less traditional, with greater emphasis on photography

CLEAR WINNER IDENTIFIED


3-day forecast top right Preferred 70% to 12% over Actual P1(asked in Peoria, Norwich, Holland)

Skybox has 3 story items, with varied color backgrounds Preferred 56% to 22% over Actual P1(asked of all 8 markets)




Consistent use of 4 column photoPhoto/edit mix ratings significantly higher in more traditional presentations



Briefs in rail separated as “National News” and “Local News” Preferred 61% to 21% over Actual P1(asked of all 8 markets)


AREAS OF FOCUS


• Enterprise Content

• Package Labels

• Brag Boxes

• Things to Do

• Localize Content

• Design Process

IN-DEPTH NEWS


• In-depth news No. 1 desired category for readers across the board.

• Content should be look forward, not reactive to news

• Shoot for in-depth news a few times a week— Investigative projects— Topical journalism— Advancing the story forward

IN-DEPTH NEWS


• Focus on your center piece

• Plan your center pieces out at least a

week in advance

— Avoid standalone photos

— Don’t let best art drive your center

piece

— If big news happens, adjust

PACKAGE LABELS


• Use labels that point out your great journalism

• Special report, Sunday in depth, follow up

• Don’t overblow it; say what it is

BRAG BOXES


• Use to explain how you approached the story

• Brag about a reporter’s experience or recent award

• Show the reader value

LOCAL EVENTS, THINGS TO DO


Top interests:

• Exhibitions (museums, galleries, historical sites) – both local and regional

• Day trips (within a few hours)

• Festivals, both local and regional

• Restaurant-related information (reviews, news, cheap eats)


Priorities for major event coverage:

• Pre-event schedule details and logistics info are of greatest interest

• Simple calendar reminders leading up to the event are well received

• After the event, a news report on its main features and a review of the good/bad are appreciated

• Most are also interested in the event’s background beforehand, and in the page of event photos afterwards



Action steps:

• Weekday, weekend Things to Do on Calendar page (“5 Things To Do”)

• Daily calendar

• Exhibitions and festivals

• Narrative advance with practical info

• Recap with picture pages

• Ongoing features on regional daytrips

• Restaurant coverage

• Openings and closings

• Weekly reviews of local eateries

• Best restaurants for… feature


WIRE COVERAGE


What are readers looking for when it comes to non-local coverage?

Acknowledge primary role is coverage; yet, don’t want to rely on TV/the Internet for national world news

• While 64% select TV or the Internet as their primary source for national and international News, nearly 50% include their local paper in their ‘Top 3’ sources

WIRE COVERAGE


What are readers looking for when it comes to non-local coverage?

• Expect coverage of breaking news, with state-wide or national impact

• Tend to prefer short summaries and visuals/graphics

• Sensitive to the limited resources/space their paper has for this coverage

Hierarchy of interest: State, National, International news


Topics generating most interest:

• Politics/Government: State legislative actions/major issues; State politics; Government spending; Legislation in process (national); Issues of intense national debate; and, Federal political leaders

• Breaking News: Crime, bombings, verdicts; Natural disasters; and, Extreme weather

• Business: General economic reports; Transportation industry news; and, Regulatory news

• Science and Technology: Medical technology; Environmental tech; Healthcare tech (m-health, impacts of tech on health)

• Health: Health studies (medical breakthroughs); Healthcare legislation; Nutrition; and, Health coverage/insurance

WIRE COVERAGE


Topics generating least interest:

• National entertainment news

• Religious and spiritual news

• Specific items: “U.S. banking industry news, such as a large bank’s earnings report or management changes” and “Prisons, such as the conditions in federal penitentiaries”

WIRE COVERAGE


Action Steps:

Front page rail• Feature National briefs

and State/Regional briefs

Wire content allocation• Put a premium on state

content. A good news hole balance is 65% State / 35% National. Percentage can be used for 1A (4 days State, 3 days National)

WIRE COVERAGE


Action Steps:

State/National wire story on A1

• Add local level to story

Open Pages• State: Every day• National/International:

If space allows

WIRE COVERAGE


Localizing wire

• The traditional way: Add a few explanatory graphs along with quotes in a wire story.

• Write a sidebar to the wire story.

• Turn the wire story into the sidebar and make the localized story the lead.

WIRE COVERAGE


Localizing wire

• Create a factbox or bullet list to run with the wire story.

• Create a “what this means for you” header in a breakout box.

• Build a refer in the wire story to an upcoming package, project, series that will take a closer look at the topic as it relates to the readers.

WIRE COVERAGE

SPORTS COVERAGE


Interest

• Sports interest is skewed toward men, ages, 35+. At every level of sports, men express notably higher interest than women.

• Those surveyed favored football, basketball and baseball coverage.

• Those surveyed had stronger interest in local sports coverage than regional or national.

SPORTS COVERAGE


The “ideal” sports section:

• 40% of sports enthusiasts would like 4+ Sports pages

• Want 60% of coverage to be Community, and nearby College Sports

• Interested in game reports, round-ups

• Majority believe photos add to quality

• Majority are not bothered by missing late scores – but find them online from sources other than the paper

SPORTS COVERAGE


Top takeaways

• Focus on game stories and local results on your scoreboard page

• State/national content important; one of four stories on the section front

• Have rail and include local and state/national briefs

• Utilize as many local photos as possible

RECAP AND NEXT STEPS


Recap: Research recommendations that apply to all

Page One:• 3 sky boxes

• 3-day weather

• 4 stories, including 1 State/National story

• 4 column photos

RECAP AND NEXT STEPS


Recap: Research recommendations that apply to all

Other:• State page, daily

• Calendar, daily

• 5 Things to Do this Weekend (Wednesday or Thursday) and This Week (Sunday)

• Run games stories in sports and photo features

• Use labels, brag boxes

• Focus on enterprise

gatehouse research findings

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markets clear winner

baseline survey

gatehouse markets panelists

printfocused content

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