Presentation is loading. Please wait.

Presentation is loading. Please wait.

© Readership Institute Creating Brand to Grow Readership NAA-ASNE Conventions April, 2002 The Readership Institute A joint venture of NAA, ASNE and The.

Similar presentations


Presentation on theme: "© Readership Institute Creating Brand to Grow Readership NAA-ASNE Conventions April, 2002 The Readership Institute A joint venture of NAA, ASNE and The."— Presentation transcript:

1 © Readership Institute Creating Brand to Grow Readership NAA-ASNE Conventions April, 2002 The Readership Institute A joint venture of NAA, ASNE and The Media Management Center

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

3 © Readership Institute Agenda Report on brand projectReport on brand project –What does your brand say to your readers? –Focus on light readers –Find relevant, important experience for light readers –Four brand concepts UpdateUpdate Think About It & DebatablesThink About It & Debatables GuideGuide EnrichmentEnrichment RI going forward RI going forward –Advertising content and project –Change culture & RBS across media

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 –It’s difficult to make it actionable Brand grows readershipBrand grows readership –This is an enormous opportunity Brand in Newspapers

8 © Readership Institute What Newspaper Brand Isn’t It is not the paper’s logo or motto:It is not the paper’s logo or motto: –All the news that's fit to print –The nation’s newspaper –Beyond words –We know where you live –We deliver –It’s what you need to read –Every day since 1829 (NYT) (USA Today)

9 © Readership Institute What Newspaper Brand Isn’t Effective newspaper branding is not more marketingEffective newspaper branding is not more marketing –Before you can effectively market, you have to have: Relevant, differentiated contentRelevant, differentiated content A concept that goes beyond brand perceptionA concept that goes beyond brand perception

10 © Readership Institute What Newspaper Brand Is Effective newspaper branding:Effective newspaper branding: –Creates relevant, important experience to the reader

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

12 © Readership Institute Measuring Readership RI measured readers’ usage of their newspaper on weekdays and weekendsRI measured readers’ usage of their newspaper on weekdays and weekends Readership is:Readership is: –Time spent –Frequency –Completeness RI rolled those three into single Reader Behavior Score (RBS) for each consumerRI rolled those three into single Reader Behavior Score (RBS) for each consumer

13 © Readership Institute RI Focus on Light Readers

14 © Readership Institute Newspaper Partners Herald-SunHerald-Sun –Durham, North Carolina News & ObserverNews & Observer –Raleigh, North Carolina Journal TimesJournal Times – Racine, Wisconsin Journal SentinelJournal Sentinel –Milwaukee, Wisconsin

15 © Readership Institute Make brand actionable for newspapersMake brand actionable for newspapers Use brand to grow RBS for a special set of consumersUse brand to grow RBS for a special set of consumers –Others dealt with brand for all readers –RI focused on newspapers’ future: Light readers, 20 - 45 years oldLight readers, 20 - 45 years old Household income $35,000+Household income $35,000+ Education of high school or aboveEducation of high school or above Two Ambitious RI Goals

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

17 © Readership Institute 4 Myths About Light Readers Myth #1: ‘Light’ and ‘occasional’ readers are the same Many light readers read regularly & are best candidates to become heavier readersMany light readers read regularly & are best candidates to become heavier readers Frequency is only one measure of readershipFrequency is only one measure of readership –Time spent & completeness are also important

18 © Readership Institute 4 Myths About Light Readers Myth #2: Light readers want light content They are just as educated, affluent and serious as heavy readersThey are just as educated, affluent and serious as heavy readers They get information from many sourcesThey get information from many sources

19 © Readership Institute 4 Myths About Light Readers Myth #3: Serving light readers means abandoning heavy readers Heavy and light readers share a lot of the same interestsHeavy and light readers share a lot of the same interests –4 out of 5 top content opportunities are the same for both groups –Approaches that appeal to light readers do not antagonize heavy readers

20 © Readership Institute 4 Myths About Light Readers Myth #4: There aren’t very many light readers You’ve got two light readers for every one of your heavy readersYou’ve got two light readers for every one of your heavy readers

21 © 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%)

22 © Readership Institute Who are Light Readers? These readers are not usThese readers are not us

23 © Readership Institute Light Readers’ Mindset I feel drowned by the newsI feel drowned by the news I already know what’s going on without the newspaperI already know what’s going on without the newspaper The paper repeats yesterday’s radio or TV newsThe paper repeats yesterday’s 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

24 © 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

25 © Readership Institute Find Relevant, Important Experience for Light Readers

26 © Readership Institute Process to Find Relevance Across the USA, RI interviewed light, younger readers about the relevance of the newspaper to themAcross the USA, RI interviewed light, younger readers about the relevance of the newspaper to them Your newspaper was not a relevant, important experience in their livesYour newspaper was not a relevant, important experience in their lives

27 © Readership Institute Process, cont. RI synthesized those findings into 20+ possible brand ideas to change their newspaper experienceRI synthesized those findings into 20+ possible brand ideas to change their newspaper experience Tested those ideas with other light readersTested those ideas with other light readers

28 © Readership Institute Process, cont. RI developed four brand concepts from those interviewsRI developed four brand concepts from those interviews Created and tested prototypes of the conceptsCreated and tested prototypes of the concepts –4 concepts made newspaper a relevant, important experience for light readers

29 © Readership Institute Four Brand Concepts UpdateUpdate –Quickly show the key stories that matter most to me Think About ItThink About It –Debatables GuideGuide –Guide to ideas, news, places to go … EnrichmentEnrichment –I’m smarter... I’m in the know …

30 © Readership Institute 4 Concepts for Light Readers 4 brand concepts may look like what you’ve seen or do, but suspend judgment:4 brand concepts may look like what you’ve seen or do, but suspend judgment: –Concepts have potential to change your light readers’ experience with your newspaper

31 © Readership Institute Update

32

33

34

35

36 The Effect of Update Update appeals to broadest range of light readersUpdate appeals to broadest range of light readers Update lets me make it my newspaperUpdate lets me make it my newspaper –I already know the basics of the news –I use Update to track 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 don’t

37 © 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: –It’s 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 –It’s not just an item or index

38 © Readership Institute Think About It

39 © Readership Institute

40

41

42

43 The Effect of Think About It Think About It are stories that:Think About It are stories that: –Arouse my curiosity –Make me see the larger question behind the story Realize that it’s not one side or the otherRealize that it’s 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

44 © Readership Institute Guide

45

46

47 The Effect of Guide My paper sends me to places where I can add to story or experience itMy paper sends me to places where I can add to story or experience it If I want more, it points me to other mediaIf I want more, it points me to other media –I already use those media Guide helps in that endeavorGuide helps in that endeavor –It adds to the stories in the newspaper

48 © Readership Institute Enrichment

49

50

51 The Effect of Enrichment My newspaper gives me the news and simultaneously teaches me somethingMy newspaper gives me the news and simultaneously teaches me something I get analysis and background that enrich my understandingI get analysis and background that enrich 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

52 © Readership Institute Brand Concepts for Readers Brand concepts guarantee light readers a new connection with the newspaperBrand concepts guarantee light readers a new connection with the newspaper They provide an important, relevant experience in their livesThey provide an important, relevant experience in their lives

53 © Readership Institute Brand Concepts for Newspapers Brand concepts are contract with light readersBrand concepts are contract with light readers They require newspapers to:They require newspapers to: – Focus on a distinct audience −Implement them prominently and consistently –Heavily promote them

54 © Readership Institute Find Right Brand Concept You can use these four concepts in your marketYou can use these four concepts in your market Or you can find other big brand ideasOr you can find other big brand ideas Right brand concept will fill in the missing experience in this graphicRight brand concept will fill in the missing experience in this graphic

55 © Readership Institute Readership Brand Model Relevant, important experience to the reader Content: News & Adv. Service Excellence Brand Perception Reader Behavior Score

56 © 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

57 © Readership Institute Agenda Report on brand projectReport on brand project –What does your brand say to your readers? –Focus on light readers –Find relevant, important experience for light readers –Four brand concepts UpdateUpdate Think About It & DebatablesThink About It & Debatables GuideGuide EnrichmentEnrichment RI going forward RI going forward –Advertising content and project –Change culture & RBS across media

58 © Readership Institute RI Going Forward

59 © Readership Institute Advertising Content Ad content has the third highest potential to grow readershipAd content has the third highest potential to grow readership It is even more significant for:It is even more significant for: –Readers under 35 –Hispanics & African-Americans

60 © Readership Institute Advertising Project RI is testing 4 advertising hypotheses:RI is testing 4 advertising hypotheses: 1.Ads that include ordinary people & local content drive RBS more than generic ads 2.“Themed” ads adjacent to other themed ads increase RBS more than scattered ads 3.Ads next to related news increase RBS more than ads not adjacent to related news 4.RBS has unique competitive advantage

61 © Readership Institute RI Focus in 2002-03 More on:More on: –Brand that drives RBS –Light readers Ways to break down defensive cultural barriersWays to break down defensive cultural barriers Ads that drive RBS & revenuesAds that drive RBS & revenues Measures that track readership across media platformsMeasures that track readership across media platforms

62 © Readership Institute Creating Brand to Grow Readership All RI research materials & slides from today’s presentations are available at: www.readership.org


Download ppt "© Readership Institute Creating Brand to Grow Readership NAA-ASNE Conventions April, 2002 The Readership Institute A joint venture of NAA, ASNE and The."

Similar presentations


Ads by Google