The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day. Subscription newspapers say that readership does not fluctuate significantly over time and readership does not fluctuate from one day to another. Media buyers, however, believe that reach does in fact fluctuate. They insist that newspapers provide information on the reach that newspapers deliver each day. The authors of this paper present a technique capable of measuring daily readership using SMS questions sent via mobile phone.
This paper investigates the real purpose of newspapers in Brazil and whether the medium will bear the same import in the near future with its ongoing format. The main focus of this study is youth aged 14 to 19 years as it is the segment to which new media is most appealing; the segment most disinclined to conventional media; and the segment which will determine what media will be consumed in the coming decades.
Not all people read newspapers in the same way. Some readers want to look only at the ads others only the headlines. In classifying individuals by their motivation for reading newspapers we discovered live distinctly different types of people that read newspapers. These types differed from each other in their newspaper reading habits satisfaction with their own regional newspapers consumption of other media etc. Furthermore they also differ clearly from each other in their values and attitudes that can serve as very effective tools in strategic analysis. This paper describes how such analysis can be used in strategic planning using a Finnish newspaper Savon Sanomat as a case study.
This paper describes the research dilemmas business titles have to face, with particular reference to the Financial Times. It shows how the Financial Times attempts to add value to the research it buys, how it goes about choosing which studies to invest in and gives a brief analysis of the strengths and weaknesses of some of the readership research on offer. The paper also gives some pointers on how the research business should market itself to potential clients and some suggestions about what media clients may be looking for from the research community in the future.
A newspaper daily in reach national and big circulation features specificities what cool gives understanding and attendance of needs and expectations two consumers one big, complex and continues challenge. Beyond of character extremely dynamic of process - one new product and built the each 24 hours - the newspaper interacts with their consumers in various ways. Like this, the study gives satisfaction two consumers in one newspaper requires instruments what have the same dynamics of product and more, allow the use two data with the same agility. For the reach these goals was implanted the "Datadia" one process in search daily, with the subscribers of newspaper, what meets at characteristics above described: agility, rigor technician and objectivity at the supply of information. This one text if propose the report the experience gives implantation and operationalized gives search. Account also some aspects gives experience lived at use two data: at informations harvested, at reaves two readers and the possibility in incorporation of same at the planning in very strict deadline and structural of product.
The present paper is inscribed in the frame of an extensive quali-quantitative research (since November, 1995) carried out by the team Marketing Entrepreneur about the daily morning paper Pagina 12, founded on May 26 1987. One of the initial aims was to evaluate the positioning and image of Pagina 12 among its followers, its deserters and its potential readers. The first study consisted in two parts: a semiologic investigation which compared three daily papers of Buenos Aires Argentina (Pagina 12 La Nacion and Clarm) and the work of operative inquiry groups coordinated by sociologists, semiologists and psychologists. From the integration of these two modes of work appears that in the imaginary of the explored segments the newspapers occupied the following spaces.
A daily, nationwide, high circulation newspaper offers specific features that make understanding and meeting the needs and expectations of consumers a complex and continuous challenge. Besides the highly dynamic character of the process - a new product is created every twenty- four hours - the newspaper interacts with its readers in various ways. The study of customer satisfaction of a newspaper requires tools that have the same dynamics as the product and allow data to be used with the same speed. Datadia was introduced to achieve these objectives. It is a daily process, with the newspaper's subscribers that brings together the characteristics referred to above: speed, rigorous technical standards, and objectivity in information. This paper intends to recount the experience of introducing and implementing the survey. It also tells of some features of the experience in the use of the data: the information collected, the reactions of readers and the possibility of incorporating these into the structural planning of the product, as well as in short-term decision taking.
This paper will cover the current situation for research into newspaper sections and will concentrate on a "private research project" and why for the time being this research can help guide advertisers and agencies in the media planning process. The research is a joint initiative with the guarantors being a newspaper publisher, an advertising agency and a major advertiser. Another ten advertising agencies will sponsor the research. The objectives of the research are as follows:- "To meet an established market need by providing information, of practical guidance, on the reading of newspaper magazines, review sections and other separately printed sections, and to illustrate the variances between individual sections or groups of sections (e.g. mid-market v quality or review sections v gravure magazines) and different days of publication (e.g. Saturday v Sunday). To assist the media planning process by providing further guidance on how these sections are read and used, and how readers are involved with them." Newspaper section research has been at the top of the IPAs "want list" for some time now and therefore the paper will be of interest to all areas and sides of the advertising industry. It will be the aim of the paper to inform and bring new "news" to the debate and to help and guide any work on future or subsequent projects in this area.
Optimizing the layout of front pages becomes more and more important for daily newsstand papers in order to catch the buyers attention. Therefore a technique had to be developed, whose intended aim was to work out indications of the readers acceptance of such a change, which later on could be used to stabilize resp. increase the papers newsstand sales, but also would take the subscribers needs - in the sense of likes and dislikes - into consideration. Using a mix of group discussions and quantitative C.A.P.I.-interviews, respondents of the three major target groups of buyers, subscribers and non-readers were asked to either actually create their own individual front page or, to choose and rate their favorites out of a wide selection of different dummy front pages. Parallel to this survey a recognition test - like a tachistoscope - with the different front pages was realized. Here the aim was to check whether or not each layout is still associated by the reader with the newspaper itself. With the help of a final multivariate analysis the importance of every single layout- and content-related element can be worked out and thus enable - in the sense of a conjoint- analysis - the optimization of front pages. One major difficulty for the following contribution is of course, to bring to life the vividness and fascination of the new technologies to be described. A real presentation that will get most of the audience impressed, probably seems somewhat dull written on paper, a medium some 500 years old. Therefore a CD-ROM multimedia presentation including all tested images can be obtained after the seminar in Vienna through the author.
The marketing term "FMCG" stands for "fast moving consumer goods" which are usually exemplified by grocery products such as baked beans or detergents. It is however obvious that few product areas provide such excellent examples of FMCG as the newspaper market. The product is typically purchased every day (or in the case of Sundays, every week) by the million, and the perishability is extreme (the demand for yesterdays newspaper not being extremely high). This may be contrasted with a sector such as detergents which are typically purchased monthly and can be stored for long periods. The significance of regarding newspapers as archetypal FMCG products is that the FMCG sector has been much studied by marketing experts and there is a large body of analysis about the best marketing strategies to be deployed in typical competitive situations. This kind of analysis has in the past hardly ever been applied to newspaper markets which have been assumed to concern very special products with unique relationships to their consumers ("our loyal readership"). Recently in the UK this simple view of newspaper purchasers as loyal readers, not fickle consumers, has been called into question, largely as a result of initiatives from Rupert Murdochs News International, which will be discussed in more detail below. The use of such techniques however makes it easier to make comparisons between developments in the newspaper sector and in more conventional FMCG markets.
For many years UK national newspapers have published additional sections given away with the main newspaper and while these were few and in the form of colour magazines, they were measured as separate titles. In 1988 the power of the press unions was severely curbed and this created a surge of additional sections of all shapes and sizes, some of which were quite short lived, being very much subject to the whim of editorial control, in fighting for a place in a highly competitive market place. Many of the new, unmeasured sections carry very large amounts of display advertising revenue, some of them as much as the larger magazines measured by the NRS and many of them much more than the smaller magazine titles measured. This being the case advertisers and agencies have been demanding a direct measure of their readership for many years. The demand is easy to make, a solution is difficult to find - politics, finance and technical difficulties - all must be overcome. This paper explains the difficulties, charts the actions and investigations of NRS in attempting to find a solution to supplying useful measures or guidance on readership of sections for its users. It will talk about alternative routes that have been considered, from low cost research that might give indications of readership to high cost solutions that would get as close to a realistic measure as is possible, within the present state of the art. It will assess the desirability of these possibilities within the needs of the UK marketplace. The problem has not been solved but NRS thinking is developing week by week, the paper will report on where we have got to at the time of the seminar and how the issue in might be dealt with by NRS in the future.
This paper looks for an answer for the new identity to be undertaken by newspapers, before the growing pressure being exerted on this media by the development of new means of data storage, access and distribution, particularly on line information. It is information that permeates all the micro and macro social relationships and it is being determining a complete reformulation on the inter and intra subjective functions performed by the subject and the many institutions where he/she is immersed. Building up of knowledge; how and which piece of information to use, how and when to access information and integrate it orderly to the memory are fundamental survival factors. In this context, the traditional media, which includes newspapers, plays a decisive role. Some basic issues, therefore, are posed: 1. How do newspapers stand in view of the new communication systems? 2. What is the impact of the competition between the new media segments on the vehicle newspaper? 3. What will continue to motivate the reading of newspapers? 4. What is the flexibility and swiftness on adaptability needed before the many changes on the media?