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PNNA Portland OR
Changing Audiences September 2014
New at Borrell • DSS Survey -
– Survey live 2,500 Interviews with SMBs – White Paper due out next week
• AE Comp Survey – Survey live 200+ Media Executives – Report with LMA due in October
• Corey Elliott joined us from Gannett • Join us in NYC in March 2015 for our annual
confab!
And now, let’s think about Audience….
Few Subscribers under age 45 Sample Group Mean
Age Sample
N Local Digital/Intercept 1 Tech 51.5 389 Local Digital/ Intercept 2 Media 52.7 575 Local Digital/ Intercept 3 Shopping 49.7 409 Local Public/Research Now - Tech 1 51.9 150 Local Public/Research Now - Media 2 51.7 128 Local Public/Postcard 1,2,3 Media 43.9 33 Local Public/Peanut Labs 45.1 95 Local Public/Qualtrics 35.8 204 Local Print Subscriber 1 64.2 622 Local Print Subscriber 2 63.6 659
Local Print Subscriber 2 Mean Year of Birth age 65.7 525 Local Print Subscriber 2 Median Year of Birth age 68 525
Compounding the “Age Issue” is Length of Subscription…
2% 1% 1% 1% 4% 5%14%
71%
2%0%
25%
50%
75%
100%
Less than 3 months
Less than 6 months
Less than 9 months
9 months to less
than 1 year
1-2 years 3-4 years 5-9 years 10 years or more
Don't know
How long has your household subscribed to the Local Morning Telegraph? N = 1,063
Diverging Audiences
5.9
4
1.82.2
0
1
2
3
4
5
6
7
Print Reads Print Digital Reads Digital
Print Reads Digital
Digital Reads Print
Days
Last 7days
Q57 – What is your age group? N = 2,197
6% of Local Pub subscribers under 35 years – compared to 40% of Pub FB/Twitter followers
7
0%
25%
50%
Under18
18-24 25-34 35-44 45-54 55-64 65-74 75 orolder
Pub Facebook/Twitter
Q40 – Gender N = 2,027
Gender Ratios Trend to More Female
8
Just how big is the there, there?
Print subscribers & readers Digital Audience
How many actual people visit your website? How many people use your apps?
Mobile Audience
10
Incidental
Loyalists 60%Core
Loyalists 19%
Fly-by21%
Incidental =3 or fewer visits in month Core = 4 or more visits per month
Digital Audience
Frequency and Loyalty will be the primary drivers of opportunity.
Search/Content Driven 1 and gone
1-3 days/month
4+ Days/month
Is a unique visitor a person?
Q3– On a scale of 1 to 5, with 1 being not at all important and 5 being very important, how important are different media to you in keeping up with news and information that you need to know? N= 2,018
Internet the Most Important Media for “Keeping Up with News”
12
13
Home computer and “on the go” are top locations for accessing Internet news
Q 4 - On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? [Check all that apply.] Total N = 2,027
14
Detail: Accessing “on the go”
Q 4 - On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? [Check all that apply.] Total N = 2,027
15
Local Media Web Are 3rd in cited use
Q 9 - Which of these news and information sources did you use in the last month? [Check all that apply.] N = 2,027
Major and Digital Media Use
Mobile revolution in active progress
On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? (Check all that apply.) N = 2,756
LOTS of Technology Owned Technology Owned
DVD Player 76% Digital camera 72% Wi-Fi on laptop or home computer 71% Laptop or Notebook portable computer 69% GPS locator for driving, hiking, camping, etc. 47% Satellite TV/DirecTV, etc. 43% Xbox, PlayStation/Electronic game device 39% TiVo or other Digital Video Recorder 37% iPod or similar digital music device 32% Sirius/XM Radio or other Satellite Radio 32% Apple iPad or iPad mini 32% eReader such as Kindle from Amazon or Nook (not including Kindle Fire) 26%
Internet-enabled TV 26% Kindle Fire eReader 16% Other Tablet (Not iPad or mini) 13% Apple TV 5% None of above 3%
answered question 2,121
53. Which of the following technologies do you currently own, subscribe to, or are you considering buying? (Check all that apply.)
Mobile
97%
67%
53%
0%
25%
50%
75%
100%
Any Cell Phone Smartphone Tablet
Mobile Ownership
55. Do you personally own a cell phone of any type? N = 1,684
Do you personally own and use a tablet device, such as an iPad, Kindle Fire, or similar device? N = 1,305
That sound you hear…is the rubber hitting the road
Cellphone Type
Standard cell phone without Internet access 18%
Standard cell phone with Internet access 12%
iPhone 34%
Android-based smartphone such as Samsung, HTC, Motorola 26%
Blackberry 2%
Other "Smartphone" 6%
Other 1%
N (Single Market) 1,147
What type of cell phone do you personally own and use?
48%51%
0%
25%
50%
75%
100%
Cell phone only Cell phone and landline
Landline?
Single Market N = 1,245
Lots of uses Smartphone Uses
Texting 78%
Email 68%
Sending photos/seeing photos 64%
General Internet access 60%
Mapping - Directions 60%
Updating Facebook/Social Network 52%
Music 46%
Games (like Scrabble, Angry Birds, etc.) 45%
Store locators 33%
Watching general video (incl YouTube clips) 32%
Researching product information/availability while shopping 30%
Watching news video & sports video 26%
Coupons for discounts and rewards 25%
Price comparisons while shopping 25%
Reading or listening to books 22%
Hobby apps 15%
None of above 7%
Other (please specify) 1% All Samples N = 1,984
58. Aside from its use as phone for talking, which of the following are your most used or favorite mobile device (smartphone and tablet (iPad)) uses and applications? (Check all that apply.)
Computer Uses Computer Uses
Online Gaming (Angry Birds, Poker, etc.) 25% Google Maps 67% Access YouTube.com 58% Purchase books for reading on eReader/Tablet such as Kindle, iPad, etc., or smartphone like iPhone 36%
Instant messaging (IM) on computer 30%
Access iTunes.com 38% Access online information like sports scores, headlines, stock quotes, etc. by cell phone or other mobile device 32% Use computer video camera for live telephone calls (Skype or similar service) 26%
Purchase audio books for listening on computer, iPod, or other device 14% Use Pandora.com online music service 35% Use Hulu.com online video service 11% Subscribe to Netflix 31% None of above 8%
answered question 2,113 55. Which of the following online and electronic services or types of services do you use, are
you registered, or subscribe to? (Check all that apply.)
Web & TV are most important news venues
Answer Options Rating : Very important = 5
Local Digital Local Public Local Print Subscriber
Internet/Websites 71% 59% 44%
Television 53% 43% 55%
Local Newspapers 52% 22% 62%
Radio 39% 25% 17% National Newspapers (NYTimes, Wall Street Journal, USA Today, etc.) 17% 14% 10%
Magazines 8% 7% 6%
answered question 1243 536 1055
3. On a scale of 1 to 5, with 1 being not at all important and 5 being very important, how important are different media to you in keeping up with news and information that you need to know?
Q43 – Some of the top stories of 2013 included the Snowden revelations about NSA, the Syrian Civil War, Egyptian unrest, and the resignation and election of a new Roman Catholic pope. Thinking of one of these or other breaking news of significant importance to
you, how did you first hear about the one story in recent months that was of most importance to you personally? N = 1,924
TV by far, then Cable, Facebook, and Radio top first sources list
23
Mobile “On the go,” 2nd most used Web news access location
2%
3%
4%
27%
42%
53%
72%
0% 20% 40% 60% 80%
Library
Cafe/Coffeehouse
School
Tablet
Work/Office desktop or laptopcomputer
Mobile Phone - on the go
Personal/Home desktop or laptopcomputer
Access Locations
On an average weekday (Monday-Friday) from which locations do you usually access news and information websites? (Check all that apply.) N = 2,856
Just to say, Facebook is #3 online news source
6%
8%
1%
3%
7%
9%
9%
10%
15%
19%
22%
58%
60%
61%
0% 25% 50% 75% 100%
Other (please specify)None of the above
Longform.org, NewsGator.com, or other…Salon.com articles, blogs, etc.
News programming or blogs from NPR.orgWall Street Journal or WSJ.com
New York Times print or online (NYTimes.com)National news magazine like Time or…
USA Today print or onlineHuffingtonPost.com
Regional news providers (DallasNews.com,…Social networking sites (Facebook, Twitter,…
Online News Sites (CNN, Fox News, Yahoo!,…Local Media websites (News-Journal.com,…
TMT All Samples
28. Which of these news and information sources did you use in the last month? [Check all that apply.] N= 2,628
Facebook big, Social bigger
1%
1%
6%
6%
8%
23%
33%
34%
35%
39%
95%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other (please specify)
Do not belong
Flickr
Foursquare
Tumblr
Google+
LinkeIn
Social Networks
60. Do you belong to any Social Network sites? N = 2,078
News Content General News Content Interests Response Percent
Top breaking stories 67%
Local News 66%
Local Weather 65%
General state, regional, national, & world news 37%
Events 27%
Local sports 22%
Sale and shopping information 19%
Business news 18%
Traffic news 18%
Professional sports (NFL, MLB, NBA, PGA, etc.) 16%
College sports 15%
Entertainment information (movies, TV, etc.) 12%
Sample N 742
Local Advertisers
Unrelenting Competitive Sales Pressure
2. Many different media work to earn your business as an advertiser. In an average month, how many total attempts are
made to speak with or reach you about any advertising opportunity? N = 81/ CoC N = 84
3. In an average month, how many advertising sales people do
you speak to, in person or on the phone, among these incoming efforts? N = 81/ CoC N = 83
0% 25% 50% 75% 100%
Don't know/Not sure
50 or more
30-49
25-29
20-24
15-19
10-14
5-9
1-4
0
Pitches Taken
Local Pub Local Chamber
17.2
10
13.6
6 8
17.9
29
4. Please estimate what portion of your total ad spending next year will be spent on the media listed below. Estimate the PERCENTAGE each will get in 2014. [Amounts should total to 100%.]
Among Print Clients, Newspaper Still Strong
0%
25%
50%
75%
100%
LocalNewspapers
Online/Digital PrintedDirectories
Direct Mail Other LocalPrint Pubs
Radio Mobile Cable TVStations
Broadcast TVStations
Cinema Outdoor andOOH
Telemarketing Other
Local Pub Local Chamber
30
13. Does your company maintain a Social Network presence or page (such as Facebook, LinkedIn, Twitter, etc.)?
Social Networks Reaching Ubiquity
77%
85%
Local Pub Local Chamber
Yes - Social Network
31
Social Media Less on Sales Volume
Q 16. Which of the following are a part of the key metrics that you use to measure the success of your social marketing programs? [Select all that apply.]
0% 25% 50% 75% 100%
None of above
Other (please specify)
New Lead generation
Store visits
Sales volume
New contact info
Visits to business Social Networkpages
Visits to Business website
New Customers
Additional fans, friends, followers
Social Network Metrics
Local Pub
32
Q 22 Has your company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or
campaigns with mobile elements in the past 12 months?
Mobile, Anyone?
12%
36%
24%21%
7%
19%21%
33%
17%
10%
Very likely Somewhatlikely
Not very likely Not at alllikely
Don’t know/Not
sure
Yes, 22%
No, 79%
Don't know, 6%
Used Mobile
60%
LOCAL PUB
Been Pitched Mobile
How likely is it that you will incorporate mobile media elements in your advertising and marketing efforts to reach potential customers in the next twelve months?
34
Which of the following are a part of the key metrics that you use to measure the success of your mobile marketing programs? [Select all that apply.]
Mobile Is for Direct Response – So Far
0% 25% 50% 75% 100%
None of above
Other (please specify)
Store visits
New contacts information likeemail, phone, etc.
Visits to Business website
Visits to business Social Networkpages
Additional fans, friends, followers
New Lead generation
Sales volume
New Customers
Mobile Metrics*
LOCAL PUB
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SMB Owner/Manager Demos
Men 40%
Women 60%
Age 50 years
College Grad 63%
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General Population vs SMB
Owners and Managers: Comparative Distributions
Key Data Summary Legacy audiences are just getting older and smaller Digital and Print audiences are diverging significantly
in their use of local news media Digital media are exploding Mobile is exploding Local advertisers heavily investing in digital solutions Lots of sales pressure Strong need to deliver multiple types of solutions
37
