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© 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
© 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!
© 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
© Readership Institute© Readership Institute
Diversity is EverywhereDiversity is Everywhere
Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”
© Readership Institute© Readership Institute
Growth is WidespreadGrowth is Widespread
Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”
© Readership Institute© Readership Institute
Hispanic GrowthHispanic Growth
Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”
© Readership Institute© Readership Institute
African-American African-American GrowthGrowth
Source: 2000 U.S. Census, “Mapping Diversity”Source: 2000 U.S. Census, “Mapping Diversity”
© 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
© 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
© 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
© 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
© 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
© 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
© Readership Institute© Readership Institute
Average CompletenessAverage Completeness
0102030405060708090
Overall White AfricanAmerican
Hispanic
% R
eadin
g a
t le
ast
half
Weekday Sunday
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 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?
© 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
© 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
© 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
© 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
© 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
© 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?
© Readership Institute© Readership Institute
Editorial content must Editorial content must recognize common recognize common
ground and uniquenessground and uniqueness
© 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?
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© 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
© Readership Institute© Readership Institute
Improving service has Improving service has different meaning for different meaning for
different groupsdifferent groups
© 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
© 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
© 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
© 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
© 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
© Readership Institute© Readership Institute
Brand perception Brand perception speaks strongly, so speaks strongly, so
convey the right convey the right messagemessage
© Readership Institute© Readership Institute
RelevanceRelevance
Content: Content: News & News &
Adv.Adv.
Service Service ExcellenceExcellence
Brand Brand PerceptionPerception
Readership Model
© 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
© 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
© Readership Institute© Readership Institute
© Readership Institute© Readership Institute
© 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
© Readership Institute© Readership Institute
Thank YouThank You
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