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Create a baseline to evaluate contentBe objectiveBe comprehensiveBe preciseBe consistentCapture differences in approach - PowerPoint PPT Presentation


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Newspaper Content. Newspaper Industry Results . The Product. Content quality Content quantity Physical quality. The Impact Study. Readers/Consumers. Readership Satisfaction Brand equity. The Organization. Workforce analysis Mgt. Practices analysis

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Presentation Transcript
slide1

Newspaper

Content

Newspaper Industry Results

slide2

The Product

  • Content quality
  • Content quantity
  • Physical quality

The Impact Study

Readers/Consumers

  • Readership
  • Satisfaction
  • Brand equity

The Organization

  • Workforce analysis
  • Mgt. Practices analysis
  • Cultural analysis
slide3

The goal

  • Create a baseline to evaluate content
    • Be objective
    • Be comprehensive
    • Be precise
    • Be consistent

Capture differences in approach

that might matter to readers.

slide4

Dimensions of content

  • Theme
  • Origin
  • Geographic focus
  • News style
  • Visual complexity
  • Overall structure
  • Presentation & promotion
slide5

What we did

  • Study newspapers that represent typical days with typical stories
  • Gather enough information to speak about individual newspapers and the newspaper industry
  • Maintain the highest quality standards
slide6

Questions for today

Does size matter?

What kinds of news are covered?

How do newspapers present content to readers?

How does content relate to the consumer factors?

slide24

Top 5 story themes: 10-25k

Monday-Saturday

Sunday

slide25

Top 5 story themes: 25-50k

Monday-Saturday

Sunday

slide26

Top 5 story themes: 50-100k

Monday-Saturday

Sunday

slide27

Top 5 story themes: 100-200k

Monday-Saturday

Sunday

slide28

Top 5 story themes: 200k+

Monday-Saturday

Sunday

slide29

Story topics

  • Sports, Politics/government and Crime/legal dominate coverage
  • Differences around the edges
slide38

Individual report sections

  • Individual data
    • Overall content
    • Themes
    • Structure
    • Front page content and themes
    • Diversity
    • Content promotion
  • Definition of data terms
  • Methodology
slide40

Questions for the break

  • How is my newspaper different weekday vs. Sunday?
  • What are the biggest differences between my newspaper and others in the circulation strata? How do I interpret those differences?
  • What do I suspect matters to readers?
slide42

Logic of building readership

Recognize Opportunities

Improve Satisfaction

Increase Readership

slide44

Industrywide relationships with content

  • Quantity of content including dedicated sections
  • Length/complexity of stories
  • Geographic focus
  • News style
  • Photographs, graphics, color
  • Related listings
slide45

Content promotion levers

  • Overall measurement of in-paper content promotion
  • Four types of promotion:
    • General brand promotion
    • Up-coming content promotion
    • Same-day content promotion
    • Web site content promotion
  • Relates to some kinds of stories more than others.
  • Some types of content promotion are more effective than others.
slide46

Arts

  • Quantity
    • Story count
    • Total story space
    • Days/week with lifestyle/arts section
  • Content Promotion Levers
    • Overall frequency and size
    • General brand promotion frequency and size
    • Same-day promotion frequency
slide47

Business & personal finance

  • Commentary, criticism and advice
  • Quantity
    • Story count
    • Total story space
    • Days/week with business section
  • Content Promotion Levers
    • Overall frequency and size
    • Same-day promotion frequency
    • Up-coming promotion frequency and size
    • Web site promotion frequency and size
slide48

Crime, courts & legal

  • Local, staff-written
  • Quantity
    • Story count
    • Total story space
  • Content Promotion Levers
    • None
slide49

Food, health, home & fashion

  • Quantity
    • Story count
    • Total story space
  • Feature-style stories
  • Content Promotion Levers
    • Overall frequency and size
    • Same-day promotion frequency
    • Up-coming promotion frequency
slide50

Obituaries, community announcements & ordinary people

  • Quantity
    • Story count
    • Total story space
  • Content Promotion Levers
    • None
slide51

Parenting & religion

  • Youth section
  • Length and complexity
    • Story area
    • Photo area
  • Community announcement listings
  • Content Promotion Levers
    • None
slide52

Politics, government & war

  • Quantity
    • Story count
    • Total story space
    • Days/week with an opinion section
  • Color photographs
  • Feature-style stories
  • Content Promotion Levers
    • Up-coming promotion frequency and size
slide53

Popular music

  • Graphics
  • Color photographs
  • Quantity
    • Story count
    • Total story space
  • Entertainment listings
  • Content Promotion Levers
    • Same-day promotion frequency and size
slide54

Science, technology & environment

  • Quantity
    • Story count
    • Total story space
    • Days/week with computers/technology section
  • International focus
  • Length/complexity
    • Story area
    • Photo area
  • Feature-style stories
  • Content Promotion Levers
    • Same-day promotion frequency and size
    • Up-coming size
slide55

Sports

  • Feature-style content
  • Content Promotion Levers
    • None
slide56

Television & movies

  • Length/complexity
    • Average story area
    • Average photo area
  • Content Promotion Levers
    • Same-day promotion frequency
    • Up-coming promotion frequency and size
slide57

Your individual report

  • Relationships are industrywide only
  • Does not provide relationships unique to your newspaper
  • Provides a picture of how your newspaper is already performing on key areas
  • Circulation-size and industry wide averages provided for perspective
slide59

Sample scorecard

Crime, courts & legal

  • Local, staff-written 45 52
  • Quantity
    • Story count 23 29
    • Total story space 4.6 6.2
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