© Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from...

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© Readership Institute © Readership Institute How Newspapers Can Better How Newspapers Can Better Serve African Americans & Serve African Americans & Hispanics Hispanics Results from the Impact Results from the Impact Study Study A joint venture of NAA, ASNE, Readership Institute A joint venture of NAA, ASNE, Readership Institute Stacy Lynch, Research Manager Stacy Lynch, Research Manager [email protected] [email protected] 847-491-9900 847-491-9900
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Page 1: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

How Newspapers Can How Newspapers Can Better Serve African Better Serve African

Americans & HispanicsAmericans & Hispanics

Results from the Impact Study Results from the Impact Study A joint venture of NAA, ASNE, Readership A joint venture of NAA, ASNE, Readership

InstituteInstitute

Stacy Lynch, Research ManagerStacy Lynch, Research Manager

[email protected]@readership.org

847-491-9900847-491-9900

Page 2: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Today’s DiscussionToday’s Discussion

• Trends in African-American & Hispanic Trends in African-American & Hispanic marketsmarkets

• Understanding newspaper readership & Understanding newspaper readership & overall media consumptionoverall media consumption

• Recognizing the advertising Recognizing the advertising relationshiprelationship

• Editorial content, service and brand Editorial content, service and brand insightsinsights

• No methodology talk!No methodology talk!

Page 3: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Growth Means Growth Means OpportunityOpportunity

• Rapidly growing population means Rapidly growing population means more potential readers and consumersmore potential readers and consumers

• Younger readers represent future Younger readers represent future readers and customersreaders and customers

• Relocation means new relationships to Relocation means new relationships to establishestablish

Page 4: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Diversity is EverywhereDiversity is Everywhere

Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”

Page 5: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Growth is WidespreadGrowth is Widespread

Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”

Page 6: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Hispanic GrowthHispanic Growth

Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”

Page 7: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

African-American African-American GrowthGrowth

Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”

Page 8: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

The Impact StudyThe Impact Study

• National study of local, daily U.S. National study of local, daily U.S. newspapersnewspapers– 100 newspapers across the country100 newspapers across the country

– Ranges between 10,000-500,000+ daily Ranges between 10,000-500,000+ daily circulationcirculation

• Surveyed 37,000 peopleSurveyed 37,000 people– 12 pages, 450 data points12 pages, 450 data points

• Studied content & newspaper Studied content & newspaper organizationsorganizations

Page 9: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

The Impact StudyThe Impact Study

• Where do people get their information?Where do people get their information?

• How do people read and use newspapers?How do people read and use newspapers?

• What can newspapers do to serve readers What can newspapers do to serve readers better?better?– ServiceService

– BrandBrand

– AdvertisingAdvertising

– Editorial ContentEditorial Content

Page 10: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Minority RespondentsMinority Respondents

0

200

400

600

800

1000

1200

1400

1600

1800

AfricanAmerican

Hispanic Asian Other

Num

ber

of R

esp

ondents

Page 11: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

• A new way to A new way to measuremeasure readershipreadership

• Over-the-top Over-the-top customercustomer serviceservice results results in higher readershipin higher readership

• ContentContent grows readership grows readership- - Making newspapers “easy to read”Making newspapers “easy to read”- Advertising content- Advertising content- A certain type of local news- A certain type of local news- In-paper promotion- In-paper promotion

• Relevant Relevant brandbrand builds readership builds readership

• Constructive newspaper Constructive newspaper cultureculture

Impact Study FindingsImpact Study Findings

Page 12: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

What Is “Readership?”What Is “Readership?”

• Time, frequency and thoroughness of Time, frequency and thoroughness of reading on weekdays and Sundaysreading on weekdays and Sundays

• We can summarize the reading behavior We can summarize the reading behavior of each consumer into a single Reader of each consumer into a single Reader Behavior Score (RBS)Behavior Score (RBS)

• How people “consume” newspapers is How people “consume” newspapers is what we want to changewhat we want to change– The outcomes will be improvements in The outcomes will be improvements in

readership and circulationreadership and circulation

Page 13: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Time Spent ReadingTime Spent Reading

0102030405060708090

Overall Whites African American Hispanics

% R

eadin

g P

aper

for

More

than 3

0 M

in

Weekday Sunday

Page 14: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Average CompletenessAverage Completeness

0102030405060708090

Overall White AfricanAmerican

Hispanic

% R

eadin

g a

t le

ast

half

Weekday Sunday

Page 15: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Average Daily Average Daily ReadershipReadership

20

30

40

50

60

70

Mon

day

Tues

day

Wed

nesd

ay

Thur

sday

Friday

Satu

rday

Sund

ay

% R

eadin

g D

aily

Overall

White

AfricanAmericanHispanic

* All respondents* All respondents

Page 16: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Local Newspaper ReachLocal Newspaper Reach

0

10

20

30

40

50

60

70

80

90

Overall White AfricanAmerican

Hispanic

% R

eadin

g d

uri

ng a

7-d

ay w

eek

* All respondents* All respondents

Page 17: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Top News SourcesTop News Sources

0

10

20

30

40

50

60

70

80

90

Overall White African American Hispanic

% R

eadin

g o

r W

atc

hin

g in a

7-D

ay

Week

Newspaper Local TV News National TV News News Magazines

Page 18: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Intention to Read MoreIntention to Read More

0

2

4

6

8

10

12

14

Overall White AfricanAmerican

Hispanic

% I

nte

ndin

g t

o R

ead M

ore

Min

us

%

Inte

ndin

g t

o R

ead L

ess

Page 19: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Daily Media Daily Media ConsumptionConsumption

0

50

100

150

200

250

300

350

400

450

500

Overall

Min

utes

per

day

Newspapers

Internet

Magazines

Radio

Television

Page 20: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Undivided AttentionUndivided Attention

0

5

10

15

20

25

30

Overall White AfricanAmerican

Hispanic

% R

are

ly/N

eve

r D

oin

g O

ther

Thin

gs

Newspapers Magazines Television Radio

Page 21: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Daily Media Daily Media ConsumptionConsumption

0

100

200

300

400

500

600

Overall Whites AfricanAmerican

Hispanics Asians

Min

ute

s per

day

Television Radio Magazines Internet Newspapers

Page 22: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

How can local, daily How can local, daily newspapers build newspapers build readership among readership among

Hispanics and African Hispanics and African Americans?Americans?

Page 23: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Building ReadershipBuilding Readership

• Advertising is highly valued Advertising is highly valued

• Editorial content must recognize Editorial content must recognize common ground and uniquenesscommon ground and uniqueness

• Service excellence may have different Service excellence may have different focusfocus

• Brand perception speaks strongly, so Brand perception speaks strongly, so convey the right messageconvey the right message

Page 24: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Time Spent Reading AdsTime Spent Reading Ads

0

5

10

15

20

25

30

35

40

45

Whites African Americans Hispanics

% R

eadin

g S

un A

ds

for

Mor

e th

an 3

0 M

in

Page 25: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Advertising Advertising OpportunitiesOpportunities

• Opportunity RankingOpportunity Ranking– If I improve satisfaction, will it lead to If I improve satisfaction, will it lead to

higher readership?higher readership?

• Advertising ranks highly for African Advertising ranks highly for African Americans and HispanicsAmericans and Hispanics

Page 26: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Top Content for African Top Content for African AmericansAmericans

11 Easy to read contentEasy to read content

22 Health, home, food, fashion & travelHealth, home, food, fashion & travel

33 Community announcements, ordinary people & Community announcements, ordinary people & obituariesobituaries

44 Ads for clothing, health & non-food itemsAds for clothing, health & non-food items

55 Science, technology & environmentScience, technology & environment

66 Business, economics & personal financeBusiness, economics & personal finance

77 Movies, TV & weatherMovies, TV & weather

88 Disasters & accidentsDisasters & accidents

99 Ads for food & groceriesAds for food & groceries

1010 EducationEducation

Page 27: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Top Content for Top Content for HispanicsHispanics

11 Easy to read contentEasy to read content

22 Community announcements, ordinary people & Community announcements, ordinary people & obituariesobituaries

33 Health, home, food, fashion & travelHealth, home, food, fashion & travel

44 Ads for clothing, health & non-food itemsAds for clothing, health & non-food items

55 Ads for food & groceriesAds for food & groceries

66 Government, war & politicsGovernment, war & politics

77 Police, crime & legalPolice, crime & legal

88 Business, economics & personal financeBusiness, economics & personal finance

99 Movies, TV & weatherMovies, TV & weather

1010 Ads for entertainment & sporting eventsAds for entertainment & sporting events

Page 28: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

What might this mean?What might this mean?

• Bringing together more ads that appeal Bringing together more ads that appeal to African Americans and Hispanics to African Americans and Hispanics could increase readership of the ads could increase readership of the ads and the overall newspaper. What does and the overall newspaper. What does this mean for advertisers and this mean for advertisers and newspapers?newspapers?

Page 29: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Editorial content must Editorial content must recognize common recognize common

ground and uniquenessground and uniqueness

Page 30: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Improving Editorial Improving Editorial ContentContent

Recognize Common GroundRecognize Common Ground• Make the newspaper “Easy to Read”Make the newspaper “Easy to Read”

– #1 potential area for all groups#1 potential area for all groups

• Improve community announcements, Improve community announcements, obituaries and stories about ordinary peopleobituaries and stories about ordinary people– Ranked in top 3 for all groupsRanked in top 3 for all groups

• Improve health, home, food, fashion, travel Improve health, home, food, fashion, travel coveragecoverage– Ranked in top 3 for all groupsRanked in top 3 for all groups

• How can we do this better?How can we do this better?

Page 31: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

• “The newspaper is relaxing to read”

• “It makes it easy to find what I’m looking for”

– “Go-and-do” information

– More stories about health,home, fashion, food and travel

– More feature-style stories

– In-paper content promotion

‘‘Easy to Read’ Easy to Read’ ContentContent

Page 32: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Community Announcements Community Announcements & &

Ordinary PeopleOrdinary People

• Increased quantityIncreased quantity• First-person point of view about ordinary First-person point of view about ordinary

peoplepeople• Feature-style storiesFeature-style stories• Youth sectionYouth section

Page 33: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Health, Home, Food, Fashion Health, Home, Food, Fashion & Travel& Travel

• Increased quantityIncreased quantity• Feature-style storiesFeature-style stories• ““Go and do” informationGo and do” information

Page 34: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

0

10

20

30

40

50

60

70

80

90

White only Includes Face of Color

% o

f al

l fr

on

t p

age

ph

oto

s

Race & Front Page PhotosRace & Front Page Photos

Page 35: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Broaden PortrayalBroaden Portrayal

0

5

10

15

20

25

30

35

Faces of Color White

% o

f Fr

ont

Page

Pho

tos

by T

opic

Crime Sports

Page 36: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

0

5

10

15

20

25

30

35

40

45

Local State/Regional National International

% o

f p

ho

tos

wit

h f

ac

e o

f c

olo

rGeographic focus and Geographic focus and diversitydiversity

Page 37: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Improving Editorial Improving Editorial ContentContent

Recognize uniquenessRecognize uniqueness

• African Americans:African Americans:– Low interest in government & politicsLow interest in government & politics

– High interest in advertising, science, High interest in advertising, science, business, education and parentingbusiness, education and parenting

• Hispanics:Hispanics:– Low interest in science Low interest in science

– High interest in advertising, police & crimeHigh interest in advertising, police & crime

Page 38: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Content & Increased Content & Increased SatisfactionSatisfaction

Business &Business &Personal FinancePersonal Finance

• Commentary, criticism, adviceCommentary, criticism, advice• QuantityQuantity

Science, Science, technology & technology & environmentenvironment

• QuantityQuantity• International focusInternational focus• Longer, more complexLonger, more complex• Feature-style storiesFeature-style stories

Religion & Religion & ParentingParenting

• Youth sectionYouth section• Shorter storiesShorter stories• Community announcementsCommunity announcements• Increased quantityIncreased quantity

Page 39: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Content & Increased Content & Increased SatisfactionSatisfaction

EducationEducation • Increased quantityIncreased quantity• Longer storiesLonger stories• More on the front pageMore on the front page• Education sectionEducation section• Youth sectionYouth section

Police & CrimePolice & Crime • More local focus, fewer national More local focus, fewer national eventsevents

• Fewer photographsFewer photographs• Fewer stories overallFewer stories overall

Page 40: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Improving service has Improving service has different meaning for different meaning for

different groupsdifferent groups

Page 41: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Service Potential for Service Potential for WhitesWhites

11 Service: Condition & completeness of paperService: Condition & completeness of paper

22 Service: Quality of paper, ink & typesizeService: Quality of paper, ink & typesize

33 Service: When & how the paper is deliveredService: When & how the paper is delivered

44 Service: Accuracy of the billService: Accuracy of the bill

55 Service: Customer serviceService: Customer service

66 Content: Easy to Read Content*Content: Easy to Read Content*

77 Service: Cost of home deliveryService: Cost of home delivery

88 Content: Community announcements, obituaries, Content: Community announcements, obituaries, ordinary peopleordinary people

99 Content: Health, home, food, fashion & travelContent: Health, home, food, fashion & travel

1010 Brand: Intelligent, successful, experiencedBrand: Intelligent, successful, experienced

Page 42: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Service Potential for Service Potential for HispanicsHispanics

11 Service: Quality of paper, ink & typesizeService: Quality of paper, ink & typesize

22 Service: When & how the paper is deliveredService: When & how the paper is delivered

33 Service: Cost of home deliveryService: Cost of home delivery

44 Content: Easy to Read Content*Content: Easy to Read Content*

55 Service: Accuracy of the billService: Accuracy of the bill

66 Content: Community announcements, obituaries, Content: Community announcements, obituaries, ordinary peopleordinary people

77 Content: Health, home, food, fashion & travelContent: Health, home, food, fashion & travel

88 Service: Condition & completeness of paperService: Condition & completeness of paper

99 Brand: Makes me thinkBrand: Makes me think

1010 Ad Content: Ads for clothing, health and non-food Ad Content: Ads for clothing, health and non-food storesstores

Page 43: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Service Potential for Service Potential for African AmericansAfrican Americans

11 Service: Condition & completeness of paperService: Condition & completeness of paper

22 Content: Easy to Read Content*Content: Easy to Read Content*

33 Service: Quality of paper, ink & typesizeService: Quality of paper, ink & typesize

44 Content: Health, home, food, fashion & travelContent: Health, home, food, fashion & travel

55 Content: Community announcements, obituaries, Content: Community announcements, obituaries, ordinary peopleordinary people

66 Ad Content: Ads for clothing, health and non-food Ad Content: Ads for clothing, health and non-food storesstores

77 Content: Science, technology, environmentContent: Science, technology, environment

88 Content: Business, economics, personal financeContent: Business, economics, personal finance

99 Brand: Makes me thinkBrand: Makes me think

1010 Content: Movies, TV, weatherContent: Movies, TV, weather

Page 44: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Weekday Purchase Weekday Purchase MethodMethod

0

10

20

30

40

50

60

70

Overall White Black Hispanic

% R

eadin

g o

r W

atc

hin

g in a

7-D

ay

Week

Home Delivery Single-copy Pass-along

Page 45: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Sunday Purchase Sunday Purchase MethodMethod

0

10

20

30

40

50

60

70

80

Overall White Black Hispanic

% R

eadin

g o

r W

atc

hin

g in a

7-D

ay

Week

Home Delivery Single-copy Pass-along

Page 46: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Brand perception Brand perception speaks strongly, so speaks strongly, so

convey the right convey the right messagemessage

Page 47: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

RelevanceRelevance

Content: Content: News & News &

Adv.Adv.

Service Service ExcellenceExcellence

Brand Brand PerceptionPerception

Readership Model

Page 48: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Top Brand PerceptionsTop Brand PerceptionsAfrican African

AmericanAmericanHispanicHispanic WhiteWhite

11 Makes me thinkMakes me think Makes me thinkMakes me think Intelligent, successful, Intelligent, successful, experiencedexperienced

22 Intelligent, Intelligent, successful, successful, experiencedexperienced

Belonging, fulfillmentBelonging, fulfillment Honest, trustworthy, Honest, trustworthy, helpfulhelpful

33 Community leader, Community leader, strong personalitystrong personality

Intelligent, successful, Intelligent, successful, experiencedexperienced

Informed, in the knowInformed, in the know

44 Middle class, Middle class, neighborlyneighborly

Reflects my beliefs, Reflects my beliefs, cares about mecares about me

Middle class, Middle class, neighborlyneighborly

55 Fun, creative, Fun, creative, energeticenergetic

Can be used anywhere, Can be used anywhere, anytimeanytime

Community leader, Community leader, strong personalitystrong personality

Page 49: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Top Brand PerceptionsTop Brand PerceptionsAfrican African

AmericanAmericanHispanicHispanic WhiteWhite

11 Makes me thinkMakes me think Makes me thinkMakes me think Intelligent, successful, Intelligent, successful, experiencedexperienced

22 Intelligent, Intelligent, successful, successful, experiencedexperienced

Belonging, fulfillmentBelonging, fulfillment Honest, trustworthy, Honest, trustworthy, helpfulhelpful

33 Community leader, Community leader, strong personalitystrong personality

Intelligent, successful, Intelligent, successful, experiencedexperienced

Informed, in the knowInformed, in the know

44 Middle class, Middle class, neighborlyneighborly

Reflects my beliefs, Reflects my beliefs, cares about mecares about me

Middle class, Middle class, neighborlyneighborly

55 Fun, creative, Fun, creative, energeticenergetic

Can be used anywhere, Can be used anywhere, anytimeanytime

Community leader, Community leader, strong personalitystrong personality

Page 50: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Page 51: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Page 52: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Key IdeasKey Ideas

• Newspapers Newspapers dodo reach African Americans & reach African Americans & HispanicsHispanics

• Advertising drives readership & gets valuable Advertising drives readership & gets valuable attentionattention

• Overall, variety is positive -- let it be an asset Overall, variety is positive -- let it be an asset in attracting Hispanics and African in attracting Hispanics and African AmericansAmericans

• Newspapers are uniquely suited to appeal to Newspapers are uniquely suited to appeal to Hispanic and African-American core valuesHispanic and African-American core values

Page 53: © Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership.

© Readership Institute© Readership Institute

Thank YouThank You

www.readership.orgwww.readership.org