1. © Readership Institute Creating Brand to Grow Readership ASNE Convention April 10, 2002 The Readership Institute: A joint venture of NAA, ASNE and The Media Management Center

2. © Readership Institute Readership Trends Newspaper Readership Among the Adult U.S. Population Source: Newspaper Association of America

3. © Readership Institute UpdateUpdate Readership activity in the last yearReadership activity in the last year Report on brand project that is heavily based on contentReport on brand project that is heavily based on content New initiatives for light readers, 20-45 years oldNew initiatives for light readers, 20-45 years old Agenda Today

4. © Readership Institute Readership Institute (RI) studied 37,000 consumers Results in 4 cornerstones that apply to every newspaper… … of every size

5. © Readership Institute 1.Content –9 types of content grow readership –A particular kind of local news –Content that is easy to read & navigable –Content that is promoted in the newspaper –Advertising content that grows readership 2.Service excellence 3.Constructive culture 4.Power of brand to grow readership 4 Cornerstones of Readership

6. © Readership Institute What Does Your Brand Say to Your Readers?

7. © Readership Institute Newspapers can have a strong brandNewspapers can have a strong brand –New York Times & Wall Street Journal Out of 100 papers, RI found 6 local dailies that had a modestly distinctive brandOut of 100 papers, RI found 6 local dailies that had a modestly distinctive brand –Most leaders admit brand receives little attention –Its difficult to make it actionable Brand in Newspapers

8. © Readership Institute Brand grows readershipBrand grows readership –This is an enormous opportunity RI explored it with two goals RI explored it with two goals –Start with the special set of consumers Others dealt with brand for all readersOthers dealt with brand for all readers We took on the more difficult task of how to use brand to grow readership for a consumer segmentWe took on the more difficult task of how to use brand to grow readership for a consumer segment –Make the results actionable Brand Remains a Puzzle

9. © Readership Institute What a Newspaper Brand Isnt It isnt the papers logo or motto:It isnt the papers logo or motto: –All the news that's fit to print –The nations newspaper –Beyond words –We know where you live –We deliver –Its what you need to read –Every day since 1829

10. © Readership Institute Measuring Readership RI measured readers usage of their newspaperRI measured readers usage of their newspaper Reader Behavior Score (RBS) is:Reader Behavior Score (RBS) is: –Time spent –Completeness –Frequency Many newspapers are measuring RBSMany newspapers are measuring RBS

11. © Readership Institute Readership Brand Model Relevant experience to me Content: News & Adv. Service Excellence Brand Perception Reader Behavior Score

12. © Readership Institute RI Focus on Light Readers

13. © Readership Institute Tests with Light Readers Four RI partnersFour RI partners –Herald-Sun Durham, North CarolinaDurham, North Carolina –News & Observer Raleigh, North CarolinaRaleigh, North Carolina –Journal Times Racine, Wisconsin Racine, Wisconsin –Journal Sentinel Milwaukee, WisconsinMilwaukee, Wisconsin

14. © Readership Institute Types of Readers Non-readers or readers of another newspaper (28%)Non-readers or readers of another newspaper (28%) Heavy readers (21%)Heavy readers (21%) Light readers (51%):Light readers (51%): –Selectives (6%) –Skimmers (11%) –Sunday/weekday sometimes (8%) –Sunday heavy (6%) Light selectives (10%) Weekday only (3%) Sunday only light (7%)

15. © Readership Institute 21-25 Year Olds (% Reading Daily) Source: General Social Survey 2002 %%%%%

16. © Readership Institute Who are Light Readers? These readers are not usThese readers are not us RI studied how to increase RBS of light readers:RI studied how to increase RBS of light readers: –20-45 year olds –Households of $35,000 and up –Educated at high school or above

17. © Readership Institute You & I Cant Share Light Readers Mindset I feel drowned by the newsI feel drowned by the news I already know whats going on without the newspaperI already know whats going on without the newspaper The paper repeats yesterdays radio or TV newsThe paper repeats yesterdays radio or TV news Too much news is depressing, uninteresting or a waste of timeToo much news is depressing, uninteresting or a waste of time

18. © Readership Institute Listen to What They Say "Well, youre inundated with news on a constant basis. News updates on T.V.. You see it in the paper. Youre standing in the aisles at grocery stores and you read it. You're plagued by the news and theres just a point I dont want to know anymore."

19. © Readership Institute Meeting Light Readers Needs Think how different your paper would have to be if you felt that way about itThink how different your paper would have to be if you felt that way about it

20. © Readership Institute Find Relevant Experience for Light Readers

21. © Readership Institute Process to Find Relevance On the West Coast, light readers talked about the relevance of the newspaper for their livesOn the West Coast, light readers talked about the relevance of the newspaper for their lives RI synthesized findings into 20+ possible brand ideas to change their newspaper experienceRI synthesized findings into 20+ possible brand ideas to change their newspaper experience Tested the ideas in Midwest & EastTested the ideas in Midwest & East

22. © Readership Institute Process to Find Relevance RI developed four brand concepts from those testsRI developed four brand concepts from those tests –Created and tested prototypes of the concepts Going forwardGoing forward –Turn the concepts into content that will work in the local market –Make marketing and promotion plans

23. © Readership Institute Four Brand Concepts UpdateUpdate –Quickly show the key stories that matter most to me Talking PointsTalking Points –Debatables GuideGuide –Guide to ideas, news, places to go … EnrichmentEnrichment –I grow. Im in the know …

24. © Readership Institute Four Concepts for Light Readers These four concepts are just the beginningThese four concepts are just the beginning –From your younger, light readers you can find other big ideas These might look like what youve seen or already do, but suspend judgment:These might look like what youve seen or already do, but suspend judgment: –Four concepts have the potential to change your light readers experience with your newspaper

25. © Readership Institute Update

30. Update Appeals to Broadest Range of Light Readers Update tailors the newspaper to meUpdate tailors the newspaper to me –I already know the basics of the news –I use Update to track the news I care about –I use it to manage the news –I use Update to dig deeper into stories I care about and skip the ones I dont

31. © Readership Institute Update on the Front Page If I have to open the newspaper to find Update, the experience is lostIf I have to open the newspaper to find Update, the experience is lost If Update is inside:If Update is inside: –Its the same old newspaper –I have to waste time digging for things Update is my connection to the paper Update is my connection to the paper –Its not just an item or index

32. © Readership Institute What Update Means Update is not an index like in USA Today, the New York Times or the Wall Street JournalUpdate is not an index like in USA Today, the New York Times or the Wall Street Journal The Update brand concept makes using the paper a new experience for meThe Update brand concept makes using the paper a new experience for me Update lets me make it my newspaperUpdate lets me make it my newspaper

33. © Readership Institute Talking Points

34. © Readership Institute

38. Talking Points Impact Talking Points are stories that:Talking Points are stories that: –Arouse my curiosity –Make me see the larger question behind the story Realize that its not one side or the otherRealize that its not one side or the other –Make me think or wonder I want to think about them and discuss or debate them with friendsI want to think about them and discuss or debate them with friends

39. © Readership Institute Guide

42. Response to Guide "I like this a lot. You know what? I would probably read this first. This generates more interest here. It generates interest for the articles. You may not even have a chance to research some of this stuff, but it shows you that the information is out there, you may think to yourself, well I'm not going to snow job. I have the opportunity to go and look for myself."

43. © Readership Institute Guide Brand Concept My newspaper summarizes what I need to knowMy newspaper summarizes what I need to know It points me to other media if I want moreIt points me to other media if I want more –I already use those media; Guide helps in that endeavor –It adds to the stories in the newspaper It sends me to other places where I can add to the story or experience it It sends me to other places where I can add to the story or experience it

44. © Readership Institute Enrichment

47. Enrichment Brand Concept My newspaper gives me the news and teaches me something at the same timeMy newspaper gives me the news and teaches me something at the same time I get analysis and background that enriches my understandingI get analysis and background that enriches my understanding Everywhere I look my paper features a quick lesson that makes me smarterEverywhere I look my paper features a quick lesson that makes me smarter

48. © Readership Institute Brand Concepts are Different Brand concepts like these are fundamentally different because they:Brand concepts like these are fundamentally different because they: – Have a sharp focus on distinct audience – Are done prominently and consistently Every day, front-to-backEvery day, front-to-back – Must be promoted

49. © Readership Institute Brand Concepts are Different They are a contract with light readersThey are a contract with light readers –Guarantee the light reader a new connection with the paper –Provides them an important, relevant experience in their lives

50. © Readership Institute Readership Brand Model Relevant experience to me Content: News & Adv. Service Excellence Brand Perception

51. © Readership Institute 1.Content –9 types of content grow readership –A particular kind of local news –Content that is easy to read & navigable –Content that is promoted in the newspaper –Advertising content that grows readership 2.Service excellence 3.Constructive culture 4.Power of brand to grow readership 4 Cornerstones of Readership

52. © Readership Institute Also at ASNE Tomorrow In the morning, in the Treasury room we will share new findings about:In the morning, in the Treasury room we will share new findings about: –Making readers more satisfied with stories –Promoting your content more effectively Answer your questions from todayAnswer your questions from today

53. © Readership Institute RI Focus in 2002-03 More on:More on: – Brand that drives RBS –Light readers Ways of breaking down defensive cultural barriersWays of breaking down defensive cultural barriers Advertising that drives RBS and revenuesAdvertising that drives RBS and revenues Measures that track growing readership across media platformsMeasures that track growing readership across media platforms

54. © Readership Institute Creating Brand to Grow Readership All RI research materials & slides from todays presentations are available at: www.readership.org