Community Newspaper Readership. Almonte/Carleton Place EMC Newspaper Readership What is ComBase?...

Community Newspaper Readership

Almonte/Carleton Place EMC Newspaper Readership

• What is ComBase?• Study Overview• Readership Overview• Demographics• How Much of the Paper is Read• Number of Issues Read• Newspaper Ratings• Preferred Community Newspaper• Media Habits – Newspaper, Radio• Cross Readership• Almonte/Carleton Place EMC Strengths

What is ComBase?The Most Comprehensive Print Study in the World!

• Both the Research Bureau and the study• Initiative of CCNA and its members• Stand-alone incorporated company• Governed by an independent, fully tri-

partite Board• Arms-length relationship to the industry• Completely funded by 300+ member

papers• Support from independents & large

groups• Small & large papers across Canada

• 400+ markets and sub-markets• 25,000+ interviews per wave• 50,000+ total interviews• 2-year rolling study• All provinces represented• 800+ publications – community & daily

newspapers, ethnic, alternative, shoppers, and agricultural publications

• Title- and market-specific• 900+ radio stations• Demographics and readership

ComBase = Community Newspaper Database

Study Overview

Source: ComBase 2006 One Year Study

Base: Almonte/Carleton Place EMC Distribution Area*

Demo: Adults 18+

Weighted Population: 31,900

ComBase 2006 interviews were conducted from March to July 2006. ComBase 2006 is conducted by Millward Brown and Standard Research Systems.

*in future this area will be referred to as Almonte/Carleton Place

Community Newspapers Dominate!(Almonte/Carleton Place, ON)

• Readership of community newspapers in Almonte/Carleton Place is higher than readership of daily newspapers

• 87% of adults report reading ANY community newspaper

• 68% of adults report reading ANY daily newspaper

• And 22% report reading ONLY community newspapers and NOT a daily newspaper

87

68

22

Read AnyCommunity

Paper

Read Any DailyNewspaper

Read ONLYCommunity

Paper

% Readership

Source: ComBase 2006 One Year Study *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900)

Newspaper Readership Overview(Almonte/Carleton Place, ON)

• Readership of the Almonte/Carleton Place EMC is 74%

• Readership of Carleton Place Weekender is 52%

• Readership of the Ottawa Citizen is 35% during the week, 51% on Saturday, and 39% on Sunday

12

14

11

39

51

35

24

28

32

52

74

Ottawa Sun (Sunday)

Ottawa Sun (Saturday)

Ottawa Sun (Weekday)

Ottawa Citizen (Sunday)

Ottawa Citizen (Saturday)

Ottawa Citizen (Weekday)

News from the Valley

Almonte Gazette

Carleton Place Canadian

Carleton Place Weekender

The EMC

% Readership


Readership Overview

• 74% of Almonte/Carleton Place adults report reading The EMC - this represents 23,700 readers

• The Carleton Place Weekender reports 52% readership, representing 16,500 adults

• The Ottawa Citizen reports:– 11,200 weekday readers (35%)– 16,300 Saturday readers (51%)– 12,400 Sunday readers (39%)


Demographics Overview

Because of their high reach, community newspapers attract a desirable audience comprising of:

• Home owners • Families with children • Educated consumers • Professionals • High income earners • Ethnic populations, including aboriginals • More women than other mass media

% Reach by Demographic Sector(Almonte/Carleton Place, ON)

66

34

49

60

56

48

77

72

67

80

53

42

Age 40+

Age < 40

Female

Male

The EMCCarleton Place Weekender Ottawa Citizen (Sat)

% Readership Source: ComBase 2006 One Year Study *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900)

67% of women and 80% of men in Almonte/Carleton Place are reading The EMC.


26

55

66

51

39

54

77

56

62

76

96

49

Rent Home

Own Home

HHI > $50K

HHI < $50K

The EMCCarleton Place WeekenderOttawa Citizen (Sat)


76% of Almonte/Carleton Place homeowners are reading The EMC.


26

68

36

74

52

52

47

60

73

75

78

70

With Children

Without Children

Employed

Not Employed

The EMCCarleton Place WeekenderOttawa Citizen (Sat)


78% of Almonte/Carleton Place employed adults are reading The EMC.

How Much of the Paper is Read (Almonte/Carleton Place, ON)

• Readers of each paper were asked how much they read

• Almonte/Carleton Place adults are strong newspaper readers, reading the majority of every issue!

• 64% of The EMC readers tend to read All or Most of the paper

• 66% of Carleton Place Weekender readers tend to read All or Most of the paper

• 54% of Ottawa Citizen (Sat) readers tend to read All or Most of the paper

36

47

28

19

26

14

22

8

17

21

14

2 1

28

14

The EMC Carleton PlaceWeekender

Ottawa Citizen(Sat)

All Most About 1/2 Less Than 1/2 Very Little

% of Readers Source: ComBase 2006 One Year Study *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900)**May not total 100% due to exclusion of “Refused/Not Stated” responses

84

08

47 850

13

70

8074

6 11

The EMC Carleton PlaceWeekender

Ottawa Citizen (Sat)

None Read 1 Read 2 Read 3 Read 4

• Almonte/Carleton Place newspaper readers are loyal, reading almost every issue!

• 70% of The EMC readers read all 4 of the last 4 issues

• 80% of Carleton Place Weekender readers read all 4 of the last 4 issues

• 74% of Ottawa Citizen (Sat) readers read all 4 of the last 4 issues

Number of Issues Read (Almonte/Carleton Place, ON)

% of Readers Source: ComBase 2006 One Year Study *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900)**May not total 100% due to exclusion of “Refused/Not Stated” responses

Newspaper Ratings (Almonte/Carleton Place, ON)

7

7

6

6

7

Ottawa Sun

Ottawa Citizen

Carleton PlaceWeekender

Carleton PlaceCanadian

The EMC

Rating (1-10) Source: ComBase 2006 One Year Study *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900)

Respondents were asked to rate newspapers in Almonte/Carleton Place using a scale of “1” to “10” where “10” would be interpreted as “extremely good” and “1” as

“extremely poor”.

Preferred Community Newspaper (Almonte/Carleton Place, ON)

5

24

13

1

1

48

No Preference

Almonte Gazette

Carleton Place Canadian

News from the Valley

Carleton Place Weekender

The EMC

% Preferred

48% of community paper readers in Almonte/Carleton Place report The EMC as their preferred community newspaper.

Source: ComBase 2006 One Year Study *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900) Excludes No Answers

6

6

7

9

9

11

12

15

21

74

Ottawa 100.3 CJMJ

Ottawa 93.9 CKKL

Ottawa 89.9 CIHT

Ottawa 103.5 CISS

Ottawa 91.5 CBC RadioOne Talk

Ottawa 1200 CIBZ

Smiths Falls/Ottawa 101.1CKBY

Ottawa 106.1 CHEZ

Ottawa 106.9 CKQB

The EMC

% Reach

Source: ComBase 2006 One Year Study Radio Stations Listened to Yesterday – Stations with less than 5% reach not shown *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900)

Media Habits – Newspaper vs. Radio (Almonte/Carleton Place, ON)

Radio is a very fragmented medium. None of the radio stations on their own can claim reach as high as a single insertion in The EMC.

Media Habits – Newspaper and Radio (Almonte/Carleton Place, ON)

23

1

77

21

74

Did Not Listen toRadio

Listen to CBCOnly

Listened to ANYRadio Station

Ottawa 106.9CKQB

The EMC

Reach %

The Almonte/Carleton Place EMC Outperforms Radio

• One insertion in The EMC reaches more than the top radio station

(74% vs. 21%)

• To reach the 77% listening to Any Radio Station you would have to buy spots throughout the day on all radio stations available in Almonte/Carleton Place!

Radio Reach is Limited!• 24% of the population cannot be

reached with commercial radio– 23% did not listen to any station

yesterday

– 1% listened to ONLY CBC yesterday

Source: ComBase 2006 One Year Study *Base Population – Almonte/Carleton Place EMC Distribution Area (31,900) *see previous slide for specific station reach

Cross Readership (Almonte/Carleton Place, ON)

• 14,600 Carleton Place Weekender readers report also reading The EMC

• 89% of Carleton Place Weekender readers can be reached using The EMC

• 78% of Ottawa Citizen Saturday readers report also reading The EMC


The EMC Strengths

• Top line readership for The EMC is strong against other newspapers in Almonte/Carleton Place

• The EMC readers are strong and regular readers – 70% read all 4 of the last 4 issues; and 64% read All or Most of the

paper • The EMC rates well among Almonte/Carleton Place adults

– The EMC is the preferred community paper in Almonte/Carleton Place by 48% of community newspaper readers and has a rating of 7 out of 10

• The EMC provides higher reach than any single radio station and Almonte/Carleton Place adults are hard to reach with radio

– 24% cannot be reached at all with radio advertising!• The Almonte/Carleton Place EMC has strong cross readership

– 14,600 Carleton Place Weekender readers report also reading The EMC

Source: ComBase 2006 One Year Study*Base Population – Almonte/Carleton Place EMC Distribution Area (31,900)

Community Newspaper Readership. Almonte/Carleton Place EMC Newspaper Readership What is ComBase?...

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