© Readership Institute How Newspapers Can Better Serve African Americans & Hispanics Results from the Impact Study A joint venture of NAA, ASNE, Readership Institute Stacy Lynch, Research Manager

© Readership Institute Today’s Discussion Trends in African-American & Hispanic marketsTrends in African-American & Hispanic markets Understanding newspaper readership & overall media consumptionUnderstanding newspaper readership & overall media consumption Recognizing the advertising relationshipRecognizing the advertising relationship Editorial content, service and brand insightsEditorial content, service and brand insights No methodology talk!No methodology talk!

© Readership Institute Growth Means Opportunity Rapidly growing population means more potential readers and consumersRapidly growing population means more potential readers and consumers Younger readers represent future readers and customersYounger readers represent future readers and customers Relocation means new relationships to establishRelocation means new relationships to establish

© Readership Institute Diversity is Everywhere Source: 2000 U.S. Census, “Mapping Diversity”

© Readership Institute Growth is Widespread Source: 2000 U.S. Census, “Mapping Diversity”

© Readership Institute Hispanic Growth Source: 2000 U.S. Census, “Mapping Diversity”

© Readership Institute African-American Growth Source: 2000 U.S. Census, “Mapping Diversity”

© Readership Institute The Impact Study National study of local, daily U.S. newspapersNational study of local, daily U.S. newspapers –100 newspapers across the country –Ranges between 10, ,000+ daily circulation Surveyed 37,000 peopleSurveyed 37,000 people –12 pages, 450 data points Studied content & newspaper organizationsStudied content & newspaper organizations

© Readership Institute The 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 better?What can newspapers do to serve readers better? –Service –Brand –Advertising –Editorial Content

© Readership Institute Minority Respondents

© Readership Institute A new way to measure readershipA new way to measure readership Over-the-top customer service results in higher readershipOver-the-top customer service results in higher readership Content grows readership - Making newspapers “easy to read” - Advertising content - A certain type of local news - In-paper promotionContent grows readership - Making newspapers “easy to read” - Advertising content - A certain type of local news - In-paper promotion Relevant brand builds readershipRelevant brand builds readership Constructive newspaper cultureConstructive newspaper culture Impact Study Findings

© Readership Institute What Is “Readership?” Time, frequency and thoroughness of reading on weekdays and SundaysTime, frequency and thoroughness of reading on weekdays and Sundays We can summarize the reading behavior of each consumer into a single Reader Behavior Score (RBS)We can summarize the reading behavior of each consumer into a single Reader Behavior Score (RBS) How people “consume” newspapers is what we want to changeHow people “consume” newspapers is what we want to change –The outcomes will be improvements in readership and circulation

© Readership Institute Time Spent Reading

© Readership Institute Average Completeness

© Readership Institute Average Daily Readership * All respondents

© Readership Institute Local Newspaper Reach * All respondents

© Readership Institute Top News Sources

© Readership Institute Intention to Read More

© Readership Institute Daily Media Consumption

© Readership Institute Undivided Attention

© Readership Institute Daily Media Consumption

© Readership Institute How can local, daily newspapers build readership among Hispanics and African Americans?

© Readership Institute Building Readership Advertising is highly valuedAdvertising is highly valued Editorial content must recognize common ground and uniquenessEditorial content must recognize common ground and uniqueness Service excellence may have different focusService excellence may have different focus Brand perception speaks strongly, so convey the right messageBrand perception speaks strongly, so convey the right message

© Readership Institute Time Spent Reading Ads

© Readership Institute Advertising Opportunities Opportunity RankingOpportunity Ranking –If I improve satisfaction, will it lead to higher readership? Advertising ranks highly for African Americans and HispanicsAdvertising ranks highly for African Americans and Hispanics

© Readership Institute Top Content for African Americans 1 Easy to read content 2 Health, home, food, fashion & travel 3 Community announcements, ordinary people & obituaries 4 Ads for clothing, health & non-food items 5 Science, technology & environment 6 Business, economics & personal finance 7 Movies, TV & weather 8 Disasters & accidents 9 Ads for food & groceries 10Education

© Readership Institute Top Content for Hispanics 1 Easy to read content 2 Community announcements, ordinary people & obituaries 3 Health, home, food, fashion & travel 4 Ads for clothing, health & non-food items 5 Ads for food & groceries 6 Government, war & politics 7 Police, crime & legal 8 Business, economics & personal finance 9 Movies, TV & weather 10 Ads for entertainment & sporting events

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

© Readership Institute Editorial content must recognize common ground and uniqueness

© Readership Institute Improving Editorial Content Recognize Common Ground Make the newspaper “Easy to Read”Make the newspaper “Easy to Read” –#1 potential area for all groups Improve community announcements, obituaries and stories about ordinary peopleImprove community announcements, obituaries and stories about ordinary people –Ranked in top 3 for all groups Improve health, home, food, fashion, travel coverageImprove health, home, food, fashion, travel coverage –Ranked in top 3 for all groups How can we do this better?How can we do this better?

© Readership Institute “The newspaper is relaxing to read” “It makes it easy to find what I’m looking for” – –“Go-and-do” information – –M ore stories about health, home, fashion, food and travel – –More feature-style stories – –In-paper content promotion ‘Easy to Read’ Content

© Readership Institute Community Announcements & Ordinary People Increased quantity Increased quantity First-person point of view about ordinary people First-person point of view about ordinary people Feature-style stories Feature-style stories Youth section Youth section

© Readership Institute Health, Home, Food, Fashion & Travel Increased quantity Increased quantity Feature-style stories Feature-style stories “Go and do” information “Go and do” information

© Readership Institute Race & Front Page Photos

© Readership Institute Broaden Portrayal

© Readership Institute Geographic focus and diversity

© Readership Institute Improving Editorial Content Recognize uniqueness African Americans:African Americans: –Low interest in government & politics –High interest in advertising, science, business, education and parenting Hispanics:Hispanics: –Low interest in science –High interest in advertising, police & crime

© Readership Institute Content & Increased Satisfaction Business & Personal Finance Commentary, criticism, advice Commentary, criticism, advice Quantity Quantity Science, technology & environment Quantity Quantity International focus International focus Longer, more complex Longer, more complex Feature-style stories Feature-style stories Religion & Parenting Youth section Youth section Shorter stories Shorter stories Community announcements Community announcements Increased quantity Increased quantity

© Readership Institute Content & Increased Satisfaction Education Increased quantity Increased quantity Longer stories Longer stories More on the front page More on the front page Education section Education section Youth section Youth section Police & Crime More local focus, fewer national events More local focus, fewer national events Fewer photographs Fewer photographs Fewer stories overall Fewer stories overall

© Readership Institute Improving service has different meaning for different groups

© Readership Institute Service Potential for Whites 1 Service: Condition & completeness of paper 2 Service: Quality of paper, ink & typesize 3 Service: When & how the paper is delivered 4 Service: Accuracy of the bill 5 Service: Customer service 6 Content: Easy to Read Content* 7 Service: Cost of home delivery 8 Content: Community announcements, obituaries, ordinary people 9 Content: Health, home, food, fashion & travel 10 Brand: Intelligent, successful, experienced

© Readership Institute Service Potential for Hispanics 1 Service: Quality of paper, ink & typesize 2 Service: When & how the paper is delivered 3 Service: Cost of home delivery 4 Content: Easy to Read Content* 5 Service: Accuracy of the bill 6 Content: Community announcements, obituaries, ordinary people 7 Content: Health, home, food, fashion & travel 8 Service: Condition & completeness of paper 9 Brand: Makes me think 10 Ad Content: Ads for clothing, health and non-food stores

© Readership Institute Service Potential for African Americans 1 Service: Condition & completeness of paper 2 Content: Easy to Read Content* 3 Service: Quality of paper, ink & typesize 4 Content: Health, home, food, fashion & travel 5 Content: Community announcements, obituaries, ordinary people 6 Ad Content: Ads for clothing, health and non-food stores 7 Content: Science, technology, environment 8 Content: Business, economics, personal finance 9 Brand: Makes me think 10 Content: Movies, TV, weather

© Readership Institute Weekday Purchase Method

© Readership Institute Sunday Purchase Method

© Readership Institute Brand perception speaks strongly, so convey the right message

© Readership Institute Relevance Content: News & Adv. Service Excellence Brand Perception Readership Model

© Readership Institute Top Brand Perceptions African American HispanicWhite 1 Makes me think Intelligent, successful, experienced 2 Belonging, fulfillment Honest, trustworthy, helpful 3 Community leader, strong personality Intelligent, successful, experienced Informed, in the know 4 Middle class, neighborly Reflects my beliefs, cares about me Middle class, neighborly 5 Fun, creative, energetic Can be used anywhere, anytime Community leader, strong personality

© Readership Institute Top Brand Perceptions African American HispanicWhite 1 Makes me think Intelligent, successful, experienced 2 Belonging, fulfillment Honest, trustworthy, helpful 3 Community leader, strong personality Intelligent, successful, experienced Informed, in the know 4 Middle class, neighborly Reflects my beliefs, cares about me Middle class, neighborly 5 Fun, creative, energetic Can be used anywhere, anytime Community leader, strong personality

© Readership Institute

Key Ideas Newspapers do reach African Americans & HispanicsNewspapers do reach African Americans & Hispanics Advertising drives readership & gets valuable attentionAdvertising drives readership & gets valuable attention Overall, variety is positive -- let it be an asset in attracting Hispanics and African AmericansOverall, variety is positive -- let it be an asset in attracting Hispanics and African Americans Newspapers are uniquely suited to appeal to Hispanic and African-American core valuesNewspapers are uniquely suited to appeal to Hispanic and African-American core values

© Readership Institute Thank You