Canadian Newspaper Association:Webinar

Designing Reader Surveys

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Agenda

Reader Feedback Methodologies Panel Recruitment Panel Management Panel Size Participation Rates Panelist Compensation Questionnaire Development/Question Formats Editorial Opportunities Advertising Opportunities Profit Centre Opportunities Success Stories

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Reader Feedback Methodologies

Direct Feedback Letters, Calls, Emails

Surveys Reader Communities Reader Panels

Set clear objectives for the research

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Panel Recruitment

Random is Difficult to Achieve Self-Select Environment Promotions

Advertisements In-paper/Online Articles In-paper/Online

Recruit By Phone Email Blast

Subscriber List Contest Entrants

Attractive Incentive Clarity of Respondent Activity

Indicate role of panelist Editorial vs Advertising

Branding Example

Recruitment Page Example

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Panel Management

Know Your Panelists Panel Profile vs Readership Profile

• Demographics• Readership levels

Who’s participating, who’s not Survey preferences by participation rates Keep panelists engaged

Communicate With Panelists Newsletter

• Draw/Contest winners• Survey Feedback• General greetings and updates

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Panel Size

Be Sure Adequate Sample Can Be Obtained How many surveys Types of surveys Suppliers can offer guidance

Segment Large Panels Create smaller sub-sets to increase usage

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Participation Rates

Not Response Rates Standard error is not directly applicable

Target Rate 40%-50%

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Panelist Compensation

Is None still possible? Yes – but expect a smaller panel of only hardcore readers Some level of compensation is required

Draws vs Point Accumulation

$$ vs Prizes

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Questionnaire Development

Standard Flow Developing Day Specific Readership Qualifier Sections Read Pages Read Advertisement Readership Editorial Readership

Questionnaire Wording Developing consistency across papers/suppliers

In-the-market Questions

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Editorial Opportunities

Reader Feedback Redesigns Product Check-ups Product Development

Recruit Volunteers Article participants and story support data

• Provincial Election – TV Debate• Home Energy Audit• Provincial Budget• Effect of Recession• “Town Halls”• “State of the Union Address” blog (Virginia Pilot)

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Advertising Opportunities

Ad Testing Provide ad recall/awareness

• What is a good recall score? Ad diagnostics Test ads before they run

New Business Development Targeted advertiser tests

• Individual advertisers• Category tests

Increase current advertiser activity Product Development

Save At-Risk Advertisers

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Profit Centre Opportunities

Cost Savings Reduce overall research costs Reduce time/costs for Editorial article volunteers

Revenue Winning new business Maintain at-risk advertisers Charge for advertisers to add questions

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Success Stories: USA Today

Cost SavingsIt is estimated that the net savings from performing the work internally, versus outsourcing, is more than$650,000 over the past 12 months alone.

FlexibilityMaintaining direct control over the process allows for much more flexibility in meeting clients’ needs, bothin terms of timing as well as study design. Not having to coordinate with an external vendor simplifies theprocess, even if it does mean more work to be performed internally.

EfficacyThe custom work over the last 12 months has had a demonstrable impact in either winning additional

business or holding onto at-risk dollars.Examples include:• A 12-month, three-wave brand awareness and attitudinal tracking study for a large manufacturing

company. The study, which demonstrated the power of the client’s advertising in USAT to a C-level B@B target, secured retention of a $3 million account.

• A product awareness study for a major consumer electronics manufacturer. Results from the study resulted in an upsell on the $1.3 million account.

• Three advertising effectiveness studies which we ran for a large travel industry advertiser. The studies illustrated the attention-getting power of USA TODAY’s key “franchise” page positions, helping secure $2.5 million in at-risk business.

• Three ad effectiveness and brand image studies resulted in renewal of $21.3 million in business from two core automotive accounts. All three studies went from discussion to delivery of results in less than four weeks.

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Movie Review Plus Movie Ad

Success Stories: Virginia Pilot

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Value/Impact of Movie Review

Success Stories: Virginia Pilot

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The Macy’s Believe CampaignStudy of Newspaper Print Ads

November 9 & 16, 2008

Success Stories: Macy’s

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Macy’s (Nov 9, 2008)

Ads in 23 newspapers measured

Spread in 12 newspapers Full page in 3 Dominant in 8

Success Stories: Macy’s

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Do you or does anyone in your family plan on depositing a letter to Santa at Macy's after seeing this ad?

Does the Macy's advertisement make you think of Macy's as a holiday shopping place?

Does the fact that Macy's is contributing to "Make a Wish" with this program make you think positively about Macy's?

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68

20

10

72

18

13

65

22

0

20

40

60

80

100

Total Men Women

Yes No Not Sure

77

167

75

18

7

81

136

0

20

40

60

80

100

Total Men Women

Yes No Not Sure

87

13

84

16

90

10

0%

20%

40%

60%

80%

100%

Total Men Women

Yes No

16,607,000 reach times 12% that will send a letter to Santa equals close to 2 million letters

Success Stories: Macy’s

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Press Coverage

Teen Vogue results from a poll on the presidential election displayed on Times Square

Toronto Star panel results featured in coverage of a provincial election (referenced by a radio station)

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Contact Info

Jim FaheyManager, Marketing Research & Data Analytics

Toronto StarOne Yonge Street, 4th Floor,

Toronto, Ontario.M5E 1E6

T: 416-869-4057E: jfahey@thestar.ca