Newspaper Industry Results - 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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Newspaper Industry Results

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Newspaper

Content

Newspaper Industry Results


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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


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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.


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Dimensions of content

  • Theme

  • Origin

  • Geographic focus

  • News style

  • Visual complexity

  • Overall structure

  • Presentation & promotion


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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


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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?


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Does size matter?


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Average pages per issue


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Stories per issue


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Pages of listings per issue


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Photographs per story


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Percent of pages with color


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Staff vs. wire service stories


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Do differing resources translate into different editorial approaches?


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Story and photo area


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Stories with color photo


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Front page geographic focus


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Overall geographic focus


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News style


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Stories with ‘go and do’ info


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What kinds of news are covered?


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Story themes by story count


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Themes by story count in local news


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Top 5 story themes: 10-25k

Monday-Saturday

Sunday


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Top 5 story themes: 25-50k

Monday-Saturday

Sunday


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Top 5 story themes: 50-100k

Monday-Saturday

Sunday


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Top 5 story themes: 100-200k

Monday-Saturday

Sunday


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Top 5 story themes: 200k+

Monday-Saturday

Sunday


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Story topics

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

  • Differences around the edges


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How do newspapers present content to readers?


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Sections per issue


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Architectural stability


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Content promotion overall


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Content promotion by type


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Race in front page photographs


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Gender in front page sources


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Using your individual content report.


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Individual report sections

  • Individual data

    • Overall content

    • Themes

    • Structure

    • Front page content and themes

    • Diversity

    • Content promotion

  • Definition of data terms

  • Methodology


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Reading the report


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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?


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How does content relate to the consumer factors?


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Logic of building readership

Recognize Opportunities

Improve Satisfaction

Increase Readership


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Are newspapers with higher satisfaction doing anything differently?


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Industrywide relationships with content

  • Quantity of content including dedicated sections

  • Length/complexity of stories

  • Geographic focus

  • News style

  • Photographs, graphics, color

  • Related listings


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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.


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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


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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


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Crime, courts & legal

  • Local, staff-written

  • Quantity

    • Story count

    • Total story space

  • Content Promotion Levers

    • None


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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


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Obituaries, community announcements & ordinary people

  • Quantity

    • Story count

    • Total story space

  • Content Promotion Levers

    • None


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Parenting & religion

  • Youth section

  • Length and complexity

    • Story area

    • Photo area

  • Community announcement listings

  • Content Promotion Levers

    • None


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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


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Popular music

  • Graphics

  • Color photographs

  • Quantity

    • Story count

    • Total story space

  • Entertainment listings

  • Content Promotion Levers

    • Same-day promotion frequency and size


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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


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Sports

  • Feature-style content

  • Content Promotion Levers

    • None


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Television & movies

  • Length/complexity

    • Average story area

    • Average photo area

  • Content Promotion Levers

    • Same-day promotion frequency

    • Up-coming promotion frequency and size


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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


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Reading the report


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Sample scorecard

Crime, courts & legal

  • Local, staff-written4552

  • Quantity

    • Story count2329

    • Total story space4.66.2


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