Newspapers Today

Newspapers Today Part 1Print

Newspapershavealwaysbeenan

integralpartoftheAustralian

medialandscape.Buthowmuch

hAschANgediNthedigitAlworld?wheredoNewsPAPers

stANd?ANdhowdoNewsPAPersiNFlueNcecoNsumerBehAViour?

NewspapersToday

Asthemarketingarmofthenewspaper

industry,theNewspaperworkscommissioned

researchtoprovidetheAustralianmedia

industrywithacontemporaryinsightinto

howconsumersrelatetonewspaperstoday.

thestudyinvolvedquantitative

researchconductedbycelsius

researchinJuly2007and

qualitativeresearchbythe

leadingedgeindecember2007.

Newspaperstoday(Print)isthefirstof

atwo-partmassmediareportdesigned

tolookatthemediumholistically,its

placeinthechangingmedialandscapeand

itsutilityforadvertising.

itprovidesacomprehensiveunderstanding

ofhowconsumersrelatetothecontentin

printednewspapers,newspaperwebsitesand

othermedia;andhowthatrelationship

impactsonthewayadvertisingisprocessed.

The first consumer study to clearly define newspapers’ role, relevance and impact in the modern media landscape.

3

1areactivelyconsumed,througheffortandselection

2 areinvolvingandmentallystimulating

3havestatureandcredibility

4 havearapportandpersonalbondwiththeirusers

5provideavarietyofsuitablecontentenvironments,forcontextualfit

4

NewspapersextensiveworkconductedintheuKbymillwardBrownand

theNewspapermarketingAgency1foundtherearefivekey

elementsofnewspapersthatimpactonhowadvertising

isprocessedandconsumerbehaviourisinfluenced.

thesefiveaspectsofthemediaenvironmentfacilitate

brandmessagesfromthemomentofexposuretothetime

whenapurchasing

decisionismade.

goal5

AttheNewspaperworkswewantedaclearerideaof

howAustraliannewspapersareperformingagainstthe

criticalaspectsofmediaenvironmentsthatinfluence

advertisingperformance.

These five ingredients are necessary to affect consumer change.

findingswhattheNewspaperworksstudyrevealed

isbestexpressedbyapositioningforAustralian

newspapersbasedonreaders’receptivitytocontent.

NB:‘Newspapers’referstotheprintedversiononlyunlessotherwisestated.

Australians are most likely to actively engage with newspapers and their websites because of three key things… they are absorbing, dynamic and reputable.

7

These three key attributes combine to deliver an unparalleled opportunity for advertisers to connect with their audience.

consumerswelcomenewspaperadvertisingmorethaninanyother

medium,theyconsidernewspaperadvertisingthemostbelievable,

andaremorelikelytoactonnewspaperadvertising,beitin

theprintedorwebsiteform,thananyothersource.

theydomorethan

entertain,they

provideasenseofoccasionandpersonaltimethatreaders

describeas‘myspace’.inthisstateofmindconsumers

aremoreopentoabsorbingadvertisingmessages.

theygenerate

trusted,original

contentthat’srespectedmorethaninanyothermedium.consumers

findnewspapercontentenrichingaswellasentertaining

andinformative.

Newspapers are absorbing.

Newspapers are reputable.

theyhavealways

beenthemedium

thatstimulatesthought,startsconversationsandshapes

theimportantissuesoftheday.theyaffordreadersmore

opportunitiestointeract,participateandcreatewordof

mouththananyothermedium.

Newspapers are dynamic.

Executive Summary

absorbingwithincreasingdemandsontheirtime,consumers

havelesstimetospendwithagreaternumberofmedia.

theNewspaperworksstudyrevealedthat74%ofAustralians

areusingmoretypesofmedianowthaninthepast.sothere

isapremiumonthosethatcancommandtheirusers’full

attention.Newspapersdothismoresothananyothermedium.

NewspapersdifferfrombothtVandradioasthemedium

requirestheconsumertobeengagedandactiveinorder

toconsumethecontent.

BycontrasttVandradioare

generallyconsumedpassively.

magazines,likenewspapers,

tendtobeconsumedfreefrom

otherdistractions.

9Newspaper(print)Newspaper(print/website)FtAtVradiomagazines

Newspaper readers are three times as mentally engaged and focused as magazine readers.

36%

30%

13%

17%

21%

11%

12%

iconcentrateonthecontentwhenconsumingthismedium

i’mmentallyengagedwhenconsumingthismedium

45%

36%

29%

celsiusresearch(July2007)

however,thelevelsofmentalengagementandconcentration

ofmagazinereadersaresubstantiallylowerthanfor

newspapers.consumersindicatethatthishighlevel

ofengagementandconcentrationleadstoarealsense

ofoccasionwhenitcomestoreadinganewspaper-one

whichcreatesastrongpersonalbondandisdescribed

byreadersas‘myspace’intheleadingedgeresearch.

mihalycsikszentmihalyi,

ProfessorofPsychologyat

theuniversityofchicago,

developedatermcalled

‘flow’todescribethedeepbuteffortlessinvolvementthatremovesconsumersfrom

theworriesandfrustrationsofeverydaylife2.

it’satermnowusedinthefieldofPositivePsychology,tohelpunderstand

howpeopleachievehappinessintheirlives.hisworkindicatesthatreading,

whichincludesnewspapers,isoneofthemostfrequentlycitedinstancesof‘flow’.

“Newspapers make me sit down and actually stop. It’s good, I’m always busy with my kids and running around here, there and everywhere. When I’m sitting with the paper they know not to talk to me – it’s my quiet time.”

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theleadingedge(dec2007)

Naturally,thestateof‘flow’inthecontextofthenewspaperreadingexperience

providestheidealmindsetforinfluencingconsumerbehaviour.

50%

46%

10%

idootherthingsatthesametimeasconsumingthismedium

10%

14%


90% of people pay full attention when they’re reading a newspaper, compared with 50% for TV.

Newspaper(print)Newspaper(print/website)FtAtVradiomagazines 11

ourstudyalsorevealed

thatyoungergenerations

ofreadersbehavemuch

likethegeneralpopulationinthewaytheyconnectwithprintednewspapers.

thelevelsofengagementfor18-34yearoldsweresimilartothenationalaverage.

therewerejustafewsubtledifferences;mostnotably(maybeevensurprisingly)

thatyoungerreadersweremorelikelytoreadnewspapersontheirown.

“It’s time out to yourself, like being in your own little world.”



28%

28%

27%

iconsumethismediumonmyown 37%

45%

Newspaper(print)Newspaper(print/website)FtAtVradiomagazines

12

Becauseconsumersgive

newspaperstheir

undividedattentionandaretypicallynotdoingotherthingsatthesametime,it’s

theidealenvironmentforadvertisingmessagestoinfluenceconsumerbehaviour.

especiallywhenitcomestodecidingonbrands.

The Advertising Research Foundation, based in New York,

revealed that consumers are more absorbed in newspapers than any other main media as they’re more

attentive and more involved when reading.3 This has a two-fold implication for influencing consumer

behaviour. Firstly, as consumers are more focused when consuming the medium, they’re more motivated

to process messages. Secondly, when they’re involved and committed to consuming a medium, greater

value and/or enjoyment are obtained.

26%

14%

23%

helpsmedecidewhichbrandsbestreflectmypersonalbeliefsandattitudes 29%

24%

NewsPAPersArethemostABsorBiNg

oFmAiNmediA.



dynamicNewspapershaveformanyyearsbeen

themainpurveyorsofnewstothe

Australianpublic.they’vesetthe

newsagendaandkeptthepublicin

touch,providingpeoplewithtalking

pointsandchallengingperceptions

acrossanincrediblevarietyoftopics.

whatothermediumcanprovokedebate

onanythingfromtheweathertoworld

politics?

thewayinwhichnewspapersare

dynamichasevolvedovertimeas

newmediahavebeenintroduced.Newspapershave

integratedprintandonlinetobreaknews,deciding

whereitisbestplacedandonwhichplatformit

willrunandwhen.

“Newspapers give you other views on things and can challenge what you thought.”

“If I read a particular article and it’s really interesting I go online to a news website to get a bit more on it.”

theearlymorningconsumption

ofnewspapersputsthemina

uniquepositiontodetermine

whatisthekeynewsonany

givenday.

theprintednewspapertakes

astance,hasapointofviewandoftenchallengesthinking.thisisbackedupby

newspaperwebsiteswhichhavetheabilitytobreaknewsandprovideupdatesthroughout

theday,unliketelevision,whichisinclinedto

holditsmajorstoriesbackuntiltheearly

eveningnewsbulletins.

14

36%

24%

04%

thecontentshapeswhattheimportantissuesofthedayare 45%

36%

Newspaper websites enhance the enduring ability of the printed paper to set the daily agenda.

thebeliefinprintednewspapers

assettingtheagendafortheday

isnotmerelythepreserveofoldergenerations.evenwhenlookingattheprintedform

ofnewspapersalone,14-24yearoldsaremorelikelythan25-34yearoldstoholdthis

association(33%versus28%),andareonlymarginallylesslikelythan25-49yearolds(35%).




technologyhaschangedthewaypeopleinteractwithnewspapers.Newspaper

websitesnowsitside-by-sidewiththeprintedpapertohelpshapethenews

throughcontributionslikephotos,blogs,polls,letterstotheeditor,podcasts

andvideos.

infact,theNewspaperworks

estimatesthatover30,000

commentsarecontributedto

printandonlinenewspapers

everyweek.

15

NewsPAPersANdtheirweBsitesArethemost

dyNAmicoFmAiNmediA.

30%

21%

03%

ifeeliamup-to-datewiththenewsimmediatelywheniusethissource 40%

21%

The Advertising Research Foundation also revealed

that consumers’ interaction with newspapers and their websites is more dynamic than in any other main

media3. The implication for marketers in terms of consumer behaviour is that greater interaction with

the medium results in a greater receptivity to messages, which in turn leads to a greater inclination

to act upon them.




73% of Australians say they are spending as much or more time than ever with newspapers, now they’re available in print and website versions.

celsiusresearch(July2007)Base:Australianswhoreadboththeon-lineandprintedversionofnewspapers(n=440)

reputable Facedwithaveritablemediaoverloadthese

days,consumers’leveloftrustinmediatakeson

moreimportancethanever,andnewspaperscontinue

tosurviveandindeedthriveasthepre-eminent

sourceofcrediblecontent.

Newspapers are the most trusted information source of any medium.

oneofthedefiningbenefitsof

newspapers isthecredibilityof

theircontent.thirtythreepercent

ofconsumersbelievenewspapercontentisthemostrespected;onlyslightlyless

thanfortelevision,radioandmagazinescombined.

Andnewspaperwebsitesaugmentthiscredibility.

Newspaper content is more respected than content in any other medium.

17

contentinthismediumisgenerallybetterrespectedthaninothermedia

5%33% 41% 17% 13%

“Both have that same level of intelligence.”




whileyoungergenerationsmaybemakingextensiveuseofdigitalmedia,theyare

infactthegenerationswhichhavethegreatesttrustinprintednewspapers.42%of

14-17yearoldsseetheprintednewspaperashavingmorecrediblecontentthan

othermediaandathirdof18-24yearoldsfeelthesame.

Newspapersarealsopowerfulingeneratingwordofmouth.

theglobalNielsenconsumerreport

ontrustinAdvertising(oct2007),

conductedamongstover26,000

consumersin47markets,includingAustralia,ratedprinted

newspaperssecondonlytowordofmouthasthemosttrusted

sourceofinformation,significantlyaheadofmagazines,tV,

radioandtheinternet.

“You trust in what they choose to tell you.”


whilenewspapersandtheirwebsitesoutscoreboth

tVandradiointermsofpurelyinforming,the

gapgrowsevenwideroncewelookatinforming

andeducating.Again,thepresenceofnewspaper

websitesaddstothe

abilityofnewspapers

toprovidethis

benefittoconsumers.

Newspapers are the most enriching medium of all.

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18%

13%

012%

consumingthistypeofmediaisanenrichingexperience

29%

22%

NewsPAPersArethemostrePutABle

oFmAiNmediA.

ifeelnotonlyinformedbuteducatedbythismedium

36% 29% 20% 14%45%36%

celsiusresearch(July2007)celsiusresearch(July2007)


The Advertising Research Foundation also revealed that

consumers trust newspapers and consider them to be more reputable, credible, informing and enriching

than any other main media3. The implication for marketers is that consumers are more likely to believe

and rely on messages that are presented within such a trusted environment.

absorbing, dynamic and reputable medium influences consumers.

how an

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theadjacenttable,basedontheNewspapers

todayresearch,summariseshownewspapers

inAustraliacomparewiththefivekey

ingredients that influence consumer

behaviour,asoutlinedbymillwardBrown

atthebeginningofthisreport.

giventhis,it’sreasonabletosuggest

that newspapers are the only medium

thatratehighlyonallfivekeyingredientsandthereforeare

extremelypowerfulininfluencingconsumerbehaviour.

theNewspaperworkscanrevealthat,inanagewhereavoidanceof

advertisingisincreasing,Australiansstillwelcomeadvertisingin

newspapers. And they find it

believableandaremuchmore

inclinedtopayattentiontoit.

Newspapers are less likely to be ignored than TV and newspaper advertising is seen as the most believable of all.

20

Adshereareusuallybelievable

26% 17% 15%31%28%


NewsPAPers

howconsumed ActiVe

mentalstimulation high

stature/credibility high

PersonalBond stroNg

Varietyofcontent high

Newspaper(print)Newspaper(print/website)FtAtVradiomagazines 21

wehaveestablishedthatnewspapershavethekeyingredientsto

facilitateandimpactconsumerbehaviour,andthatconsumers

welcometheadvertisingandfinditbelievable.Butdoconsumers

actonnewspaperadvertising?

theimmediacyofnewspapersalsoextendstoanabilitytobring

aboutactiononthepartofconsumers.Fourintenconsumersarelikely

toactoninformationinnewspapersandtheirwebsitesregarding

productsandservices,

makingnewspapersthe

mostresponsiveofall

mainmedia.

59%Visitedwebsiteofproduct/service

54%enquiredfurtheraboutaproduct/service

53%Visitedastoreorshowroom

52%Boughtaproduct/service

49%mentionedadtofamilyorfriends

45%tornoutadandgiventofamilyorfriends

ActioNstAKeNAsAresultoFseeiNgANewsPAPerAdVertisemeNt

theNewspaperstodaystudyfoundthatconsumersmadepurchases

andsoughtfurtherinformationasaresultofseeingnewspaper

ads.overall,80%ofAustralianshaveactedonanewspaperad.

inparticular,wefoundthatnewspapersarepowerfulindriving

traffictothewebsitesofproductsandservices.

Base:allreadinganewspaperatleastonceeverysixmonths(n=910)

32%

39%

34%

20%

23%

iamlikelytoactoninformationireceiveaboutaproductorservicethroughthissource



researchconductedbytheNewspapermarketingAgencyintheuKconcludes

thatnewspapersprovidetheplatformandenvironmentforadvertisingto:

• provokereactions

• stimulatedebate

• challengeconventionalthinking

• conveycomplexmessages

• delivertheessenceofacampaign

• establishstrongemotionalconnectionsandasense

ofaffinitywithbrands,productsandservices

FurthermoretheNmAresearch,subsequently

validatedintheNewspaperstodaystudy,has

identifiedsixdistinct,butnotmutually

exclusivestrategicrolesthat

newspaperadvertisingcanplay.

Harnessing the power of newspapers to connect with consumers

22

theabsorbing,dynamicandreputablenatureofnewspapersprovideapowerful

platformforadvertiserstoaffectbehaviouralchangeinconsumers.

23

The Six Strategic Roles for newspaper advertising1.PuBlicAgeNdAraisestheprofileofabrand,issueorcause

orleveragesatopicthat’salreadybeingpubliclydebated.

3.AFFiNityestablishesemotionalconnectionsbymirroringthe

valuesoraspirationsofreaders.

4.coNVeyiNgiNFormAtioNProvidesnewandadditional

content,beitbreadth,depthorcomplexity.

5.cAlltoActioNPromisesanunequivocalbenefittheconsumercanact

on.itcanalsodirectreaderstoanotherplatform,suchastheinternet.

6.exteNsioNremindsyouaboutabrandbyrepeating

ordevelopingestablishedmessagesfromtelevision.

2.(re)APPrAisAlsurprisesandchallengespeople

bypresentingabrandinanunexpectedway,thereby

provokingarethink.

PALA

CE

/TA

6342

/M

www.target.com.au

24

theNewspaperworksisnowembarkingonarigorouseffectiveness

programme designed to isolate and demonstrate the impact

newspapershaveacrossthesixdifferentstrategicroles.

suchaprogrammehasalreadybeenundertakenintheuKbythe

NewspapermarketingAgencyandtheresultshaveprovenbeyond

anydoubtjusthowpowerfulnewspapersare.infacttheyfound

thattheadditionofnewspaperstoacampaigncanincreasebrand

bondingbyuptofivetimes,doublebrandinvolvementanddouble

commitment.intheirstudies,newspaperswereresponsiblefor

anaverage5%+salesincreaseabovetV-drivensales,andin

somecasessalesincreasedbyupto26%.

weareexpectingsimilarlystrongresultsinAustralia.

ifyouareinterestedinpartneringusinoureffectiveness

programme,contacttheNewspaperworkson(02)96926300.

Proving Effectiveness

conclusionthroughresearch,Newspaperstoday

hasprovidedcompellingevidence

thatinthenewmediamarketplace,

NewsPAPersProVidethePerFectPlAtForm

ANdeNViroNmeNtForAdVertiserstocoNNect

PowerFullywithcoNsumers.

26

absorbing undividedattention

Absorbedincontent

enjoyment/attachment

Consumers are more motivated to process messages.

dynamic shapestheday’sissues

Breaking&updating

interactive/participatory

reputable

respected

original/created

trusted

Newspapers are

thesethreekeyattributescombinetodeliveranunrivalled

opportunityforadvertiserstoconnectwithconsumersbecause:

Consumers are more likely to act on messages.

Consumers more inclined to find messages believable.

Consumers welcome newspaper advertising more than in any other medium.

Consumers consider newspaper advertising the most believable of all media.

Consumers are more likely to act on newspaper advertising.

27

QuANtitAtiVereseArch

the quantitative research was conducted

online in July 2007 by independent market

researchcompanycelsiusresearch.

thesamplecomprisedofn=1,010Australiansaged14-69.Quotas

wereimposedonage,genderandgeographyandthedatapost-

weightedtoknownpopulationcharacteristicsaspertheABs,to

ensurerepresentivityoftheAustralianpopulation.

Figuresinthisreportareaccuratetowithin+/-3%atthe95%

confidenceinterval.Allchartsarebasedontheoverallsample

(i.e.theAustralianpopulation)unlessotherwisestated.

thisreportfocusesonmassmedia;specificallynewspapers(both

theprintedversionandnewspaperwebsites)television,radio

andmagazines.

QuAlitAtiVereseArch

the qualitative research was conducted in december 2007 by

independentmarketresearchcompanytheleadingedge.

eightfocusgroupsandfourin-depthinterviewswereconductedin

bothmetroandregionallocations(sydney,melbourneandorange).

Allparticipantswereregularusersofnewspapersinprintand

online,andwereagedfrom18-61.

BiBliogrAPhy

1.millwardBrowninconjunctionwiththeNewspapermarketing

Agency.myers,c.(2007).engaging,Active,involving–thecase

forNationalNewspaperAdvertising,millwardBrown.

2.csikszentmihalyi,m.(1991).Flow:thePsychologyofoptimal

experience.Newyork:harperPerrenial.originaledition,Newyork:

harper&row,1990.

3.theAdvertisingresearchFoundation.Plummer,J.,cook,B.,

diforio,d.,sokolyankskaya,i.&ovchinnikova,m.(June2006).white

paperonmeasuresofengagement,AdvertisingresearchFoundation.

Research Methodology:

Formoredetailsonthisresearchorforfurther

informationonhownewspaperscanhelpyouto

influenceconsumerbehaviour,pleasecontact

tonyhaleorluciaelliottattheNewspaperworks

on(02)96926300oremailusat

[email protected]

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