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Newspaper Industry Results - PowerPoint PPT Presentation


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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Newspaper Industry Results

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Presentation Transcript


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

  • Cultural analysis


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.


Dimensions of content

  • Theme

  • Origin

  • Geographic focus

  • News style

  • Visual complexity

  • Overall structure

  • Presentation & promotion


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


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?


Does size matter?


Average pages per issue


Stories per issue


Pages of listings per issue


Photographs per story


Percent of pages with color


Staff vs. wire service stories


Do differing resources translate into different editorial approaches?


Story and photo area


Stories with color photo


Front page geographic focus


Overall geographic focus


News style


Stories with ‘go and do’ info


What kinds of news are covered?


Story themes by story count


Themes by story count in local news


Top 5 story themes: 10-25k

Monday-Saturday

Sunday


Top 5 story themes: 25-50k

Monday-Saturday

Sunday


Top 5 story themes: 50-100k

Monday-Saturday

Sunday


Top 5 story themes: 100-200k

Monday-Saturday

Sunday


Top 5 story themes: 200k+

Monday-Saturday

Sunday


Story topics

  • Sports, Politics/government and Crime/legal dominate coverage

  • Differences around the edges


How do newspapers present content to readers?


Sections per issue


Architectural stability


Content promotion overall


Content promotion by type


Race in front page photographs


Gender in front page sources


Using your individual content report.


Individual report sections

  • Individual data

    • Overall content

    • Themes

    • Structure

    • Front page content and themes

    • Diversity

    • Content promotion

  • Definition of data terms

  • Methodology


Reading the report


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?


How does content relate to the consumer factors?


Logic of building readership

Recognize Opportunities

Improve Satisfaction

Increase Readership


Are newspapers with higher satisfaction doing anything differently?


Industrywide relationships with content

  • Quantity of content including dedicated sections

  • Length/complexity of stories

  • Geographic focus

  • News style

  • Photographs, graphics, color

  • Related listings


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.


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


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


Crime, courts & legal

  • Local, staff-written

  • Quantity

    • Story count

    • Total story space

  • Content Promotion Levers

    • None


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


Obituaries, community announcements & ordinary people

  • Quantity

    • Story count

    • Total story space

  • Content Promotion Levers

    • None


Parenting & religion

  • Youth section

  • Length and complexity

    • Story area

    • Photo area

  • Community announcement listings

  • Content Promotion Levers

    • None


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


Popular music

  • Graphics

  • Color photographs

  • Quantity

    • Story count

    • Total story space

  • Entertainment listings

  • Content Promotion Levers

    • Same-day promotion frequency and size


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


Sports

  • Feature-style content

  • Content Promotion Levers

    • None


Television & movies

  • Length/complexity

    • Average story area

    • Average photo area

  • Content Promotion Levers

    • Same-day promotion frequency

    • Up-coming promotion frequency and size


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


Reading the report


Sample scorecard

Crime, courts & legal

  • Local, staff-written4552

  • Quantity

    • Story count2329

    • Total story space4.66.2


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