cf newspaper readership survey may 2005 l.
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CF Newspaper Readership survey May 2005 Goal of the research Who are the readers? How do they use the papers? What changes do they want? How do they rate the papers? What are the advertising opportunities? Method Questionnaire based on earlier CFNA version Pre-tested at CFB Petawawa

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Presentation Transcript
goal of the research
Goal of the research
  • Who are the readers?
  • How do they use the papers?
    • What changes do they want?
    • How do they rate the papers?
    • What are the advertising opportunities?
method
Method
  • Questionnaire based on earlier CFNA version
  • Pre-tested at CFB Petawawa
  • Base Newspapers printed questionnaires for readers to fill in and return: 164 received.
  • An online version was also posted: 780 received
  • Analysis and reporting on national level
the readers
The Readers
  • Male (57%)
  • Average 41 yrs old
  • Married (74%), with children (50%)
  • 60% with post-secondary
  • Household income: 64% @ $60K+
base newspaper usage
Base Newspaper Usage
  • Get Base Newspaper at work (64%)
  • Get base Newspaper at home (22%)
  • Many read entire paper (47%)
  • Read online (32%)
  • Share with 2.4 other people
  • Refer to print ads (55%)
  • Refer to online ads (24%)
  • Bought something in Classifieds (18% this year)
  • Read non-Base Newspapers too (77%)
intend to purchase in the next 12 months
Intend to purchase in the next 12 months
  • Gardening, Landscaping 61 %
  • Furniture, Appliances 56 %
  • Home repair or improvements 55 %
  • Travel 44 %
  • Health food, Vitamins 39 %
  • Automotive parts, repairs 36 %
  • Dry cleaning 35 %
  • Camping, Hunting, Fishing 35 %
  • Eye glasses, Contact lenses 33 %
  • Computer 33 %
intend to purchase in the next 12 months cont d
Intend to purchase in the next 12 months Cont’d
  • Sports, Fitness equipment 30 %
  • Educational courses 30 %
  • Car or truck 28 %
  • Veterinarian 26 %
  • TV, Stereo 26 %
  • Life or Home insurance 25 %
  • Real estate 21 %
  • Camera, Camcorder 18 %
  • Financial 17 %
  • Jewellery 17 %
  • New cell phone 16 %