© 2012 Frank N. Magid Associates, Inc. CONFIDENTIAL AND PROPRIETARY Copyright 2012 by Frank N....

© 2012 Frank N. Magid Associates, Inc.

CONFIDENTIAL AND PROPRIETARY Copyright 2012 by Frank N. Magid Associates, Inc. Any duplication, reproduction, or usage of this document or any portion thereof without the written consent of the firm is prohibited.

Presentation to:

Newspaper Multiplatform UsageQualitative Research Report

April 2012


Deepen understanding of multiplatform news consumption overall and identify newspaper brands’ unique benefits within the news media consumption landscape

For each newspaper consumption platform, identify key usage and engagement drivers, differentiating features, quality signifiers and perceived benefits

Understand consumers’ perceptions of and expectations for advertising when engaging with daily local newspaper content

Primary Objective

Secondary Objectives

Objectives

1


Methodology Nine 1 hour and 40 minute mini-groups (three per market) were conducted with participants who met

the following criteria:

− Ages 21-60, with groups broken by age – 21-34, 35-49 and 50-60

− An even mix of males and females

− Read a local daily newspaper in print at least once a week (2/group could read once a month or less)

− Access a local daily newspaper on either a smartphone or iPad more than once a week

− Use a smartphone or iPad daily to access Internet

− No relevant industry employment

− Household income above $40,000 per year

Groups were conducted in:

− Washington, D.C., on November 2, 2011

− Austin on November 8, 2011

− Denver on November 10, 2011

Susan Kresnicka of Frank N. Magid Associates moderated the sessions.

As is the case with any qualitative research, these focus groups were conducted among a limited and specific sample. As such, the findings contained in this report should be used for directional purposes only.

Washington, D.C.

Austin

Denver

2


Key Findings – News Consumption Throughout the Day


Newspaper Readers Consume Newspaper Content on Multiple Platforms Throughout the Day… Especially on Weekdays

Upon

WakingBreakfast

A.M.

Commute

Start of

Work Day

Breaks/

Lunch

P.M.

CommuteEvening

Before

SleepErrands

Typical Weekday Newspaper Content Consumption

4

© 2012 Frank N. Magid Associates, Inc. PlatformPlatform

Weekends Yield Lower, Less Vigilant News Consumption Overall, But Higher Print Use

Less frequent, less patterned consumption

− Some make a conscious decision to take a “mental break” from the news on weekends

− Others simply consume less because they are active, engaged in other activities

Fewer platforms

− Smartphones for top headlines dominate while out and about

− iPad and print for more relaxed news reading sessions

− Some Sunday morning TV news shows – e.g., “Meet the Press”

Print as ritual, relaxation

− More prevalent among older readers, but carried on by some younger readers, too

− Associated with total setting – coffee, couch, blankets, no rush

− Sales, coupons and circulars prove key drivers

5


Multiplatform Newspaper Readers Seek Information Throughout the Day From a Set of ‘Go-to’ News Brands – Mix of TV, Radio, Print and Online News Brands

TV

Local

TV

News

Radio Newspaper

Local Daily

Newspaper

Online

6


Key Findings – Daily, Local Newspaper Platforms

© 2012 Frank N. Magid Associates, Inc. Platform

Print – Emotional Experience, Circulars/Coupons Among the Best Things About Reading the Paper in Print

Strong emotional attachment to the reading experience

− Reinforces connection with heritage (familial, cultural)

− Associated with relaxation− Grounded in the tactile

Most trustworthy− Permanence of print demands

higher quality, better editing, greater accuracy

− However, some younger readers consider print less current, and therefore less trustworthy

Perceived as offering deeper reporting

Associated with less intrusive, more useful advertising

− Ads can’t pop up, take over or expand to cover the content

− Circulars, coupons considered useful and relevant

“Bad for the environment”

Bulky, awkward to use for some

Ink on hands

Requires more time to read; opportunity to relax/slow down

Isn’t always available (as opposed to smartphone)

Requires another platform to search/follow up for more info

Difficult to share with others

Articles jump to other pages, sections

Key Equities Key Drawbacks

Relatively deep

− Read with greater focus

− Consume more full articles than on other platforms

Engagement

8


Website on Computer – Best for Search, Worst for ‘Intrusive’ Ads

Encourages search, exploration, connections to new information

− Easy to do with full keyboard, multiple tabs

Always fresh, up-to-date

Easy to share info with others – and type a message to accompany it

Provides anytime access to previous articles, archives

Offers a record of how stories unfold

“Intrusive” advertising can undermine the reading experience

Can be difficult to see/skim full range of content available


Moderate

− Skimming headlines, reading first few paragraphs

− Easy to become distracted, follow links/searches to new articles/sites

Engagement

9


Smartphones’ Anytime, Anywhere News Keeps Readers Informed On the Go, but Offers a Suboptimal Reading Experience

Keeps news at the reader’s fingertips throughout the day

Provides something to do during down times during the day, especially when waiting

Offers constant access to local news that may affect the reader during the day

Small screen makes it difficult to read

Slow – articles spread over multiple pages; have to reload every time

Difficult to search for further information

Ads can be difficult to close; take up a disproportionate share of the visual real estate


Shallow− Mainly skimming headlines,

reading first few paragraphs

− Easy to get distracted by ads, small screen; need to expand font repeatedly

− Often used for squeezing news in between other activities, with limited time and concentration to begin with

Platform of last resort for reading the newspaper, yet far better than nothing

Engagement

Platform10


The iPad Makes Reading the Newspaper Fun and Convenient

Makes reading the newspaper fun

− Mimics print newspaper in novel, satisfying ways (especially page-turning)

− The platform itself elicits a “new toy” enthusiasm for users

− Users tend to associate the iPad with passive consumption and relaxation rather than purposeful tasks and work

“Small enough to carry, big enough to see.”

Provides easy-access video, audio

Lack of keyboard makes typing awkward for some

− Limits their desire to search

− Discourages sharing news because typing a corresponding message seems arduous


Moderate

− Deeper engagement because the experience is enjoyable, mimics print

− But articles seem truncated to some readers

Engagement

Platform11

© 2012 Frank N. Magid Associates, Inc. Platform

Newspaper Apps Offer Optimized Web Experiences, Greater Sense of Trust

Those who frequently use news apps develop strong loyalties to them, finding the experiences apps provide to be:

− “Smoother,” “less clunky,” “more seamless” and generally more intuitive

− “Faster” – less waiting for screens to load; some information cached for immediate access

− “Less cluttered,” “streamlined” visually

Some news app users also feel a greater sense of trust within the confines of the branded app experience

− Expect to avoid the behaviorally targeted, highly intrusive, potentially electronically dangerous advertising they associate with websites

− Believe the brand bears responsibility for creating a desirable experience within the “walls” of its app environment, including avoiding intrusive, “obnoxious” advertising

“I would trust an ad most if it’s within The [Washington Post] app on an iPad. … It would have the biggest effect on me because The Washington Post is taking responsibility for the app. On The Washington Post

website, I could be receiving an ad from anywhere.” – 21-34-year-old, Washington, D.C.

12


Key Findings – Advertising and the Daily Local Newspaper


Readers Retain and Sometimes Even Welcome AdvertisingWhen They Can Choose It and Find Value in It

Selecting the stores, brands, products and categories from which they receive advertising

Choosing how they experience advertising – upfront, interspersed, etc.

Opt-in ad platforms

− E-mail

− Social networking

− The print newspaper

14

Discounts, sales, coupons, special offers and giveaways from brands/products they are interested in

Local deals

Loyalty program points/credits

Charitable donations

Even a good laugh

CONTROL VALUE


Circulars and Coupons Drive Interest in the Print Paper and Readers Seem Poised to Welcome Analogous or Improved Online Versions Circulars and coupons considered primary benefits of the print paper

Few recall seeing digital circulars/weekly ads in digital forms of the newspaper, but many receive these ads by e-mail or visit retailers’ websites to view them

Most readers express strong interest in a section of the digital paper that aggregates these ads, especially if it …

− Offers enhanced functionality

• Comparison shopping tools

• Product locater

• Links with discounts automatically applied

− Allows the reader to choose which brands’ ads to view

− Reduces unpleasant advertising experiences

• Intrusive advertising in content areas

• Overabundance of e-mail ads

− Offers an incentive for viewing it (e.g., discount on purchased products, reward system)

− Includes exclusive local and time-sensitive deals

− Maintains the brand-bounded experience of the traditional circular

15


Susan KresnickaExecutive [email protected]

© 2012 Frank N. Magid Associates, Inc. CONFIDENTIAL AND PROPRIETARY Copyright 2012 by Frank N....

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