Community Newspaper Readership

Sudbury, ON

Community Newspaper Readership

Northern LifeNewspaper Readership

• What is ComBase?• Study Overview• Newspaper Readership Overview• Demographics• How Much of the Paper is Read• Number of Issues Read• Newspaper Ratings• Preferred Community Newspaper• Media Habits – Newspaper, Radio, TV• Exclusive Readership• Cross Readership• Reach and Frequency Increase with Multiple Insertions• Northern Life Strengths

Study Overview

Source: ComBase 2005 Two Year StudyBase: Sudbury CMADemo: Adults 18+Weighted Population: 123,100

ComBase 2005 is a combination of interviews from Wave 1 (October 2002 to June 2003) and Wave 2 (October 2004 to June 2005).

ComBase is conducted by Maritz Research.

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• 1,000+ publications – community &

daily newspapers, ethnic, alternative, shoppers, and agricultural publications

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

habits

ComBase = Community Newspaper Database

What is ComBase?ComBase is the Canadian Community Newspaper Database, an independent research arm of the Canadian Community Newspapers Association (CCNA). ComBase is the name of the study and the organization that runs it. It is an independent company governed by a tri-partite Board of Directors made up of advertisers, agencies and publishers, each of whom has an equal vote.

ComBase is the principal readership study conducted on behalf of the community newspaper industry in Canada. Prior to 2003, Canadian community newspapers did not have consistent or accurate measurements in terms of readership. ComBase, endorsed by the Canadian Advertising Research Foundation (CARF), is on par with media research bodies like NADbank for newspapers and PMB for radio.

ComBase is now North America’s largest media study, with more than 50,000 interviews, measuring more than 1,000 newspapers of all types in more than 400 Canadian markets. The research provides consistent and accurate, market-by-market title specific information to assist in the buying and selling of community newspaper advertising space.

Fieldwork for the initial 2003 and subsequent 2005 study was conducted via 10-minute telephone interviews with English adults 18+. Respondents were chosen at random, with no substitutions. A minimum of 40% response rate and 75 completions for each newspaper distribution area was the rule. Statistics Canada geography definitions were used, comparable to that used by other studies as well extended market areas. Interviews are conducted over a minimum of 12 weeks in urban and rural centres across Canada.

Newspaper Readership(Sudbury CMA, ON)

• Readership of community newspapers in Sudbury is much higher than readership of daily newspapers

• 73% of Sudbury adults report reading ANY community newspaper

• 29% of Sudbury adults read ONLY their community paper and cannot be reached at all with advertising in daily newspapers

73

42

44

53

29

Read AnyCommunityNewspaper

Read Any DailyNewspaper

Weekday

Read Any DailyNewspaperWeekend

Read Any DailyNewspaper Any

Edition

Read ONLYCommunity

Paper

Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

% Readership

Readership Trending(Sudbury CMA, ON)

• Since the last readership study most Sudbury publications have seen a slight dip in readership

• Six out of ten Sudbury adults are still reached with a single insertion in the Northern Life

64

40

32

35

12

21

58

37

35

29

13

10

Northern Life

Sudbury StarWeekday

Sudbury StarSaturday

South SideStory

Valley Vision

Bargain Hunter

ComBase 2003

ComBase 2005

Source: ComBase 2003/2004 and 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

% Readership

2005 Newspaper Readership Overview(Sudbury CMA, ON)

• Readership of Northern Life is 58%

• Readership of the Sudbury Star Weekday is 37% and Saturday readership is 35%

• Readership of South Side Story is 29%

• Readership of Valley Vision is 13%

• Readership of Bargain Hunter is 10%

58

37

35

29

13

10

Northern Life

Sudbury StarWeekday


South SideStory

Valley Vision

Bargain Hunter

% Readership


Northern Life continues to provide the greatest reach of Sudbury CMA adults.

2005 Newspaper Readership Overview

• 58% of Sudbury CMA adults report reading Northern Life - this represents 70,900 readers

• Sudbury Star Weekday reports 37% readership (45,800 readers) while Saturday has 35% readership (42,900 readers)

• South Side Story reports 29% readership (35,800 readers)


Weekday Readership - 2005(Sudbury CMA, ON)

58

37

29

13 11 10 8 6 5 3

NorthernLife

SudburyStar

South SideStory

ValleyVision

Globe andMail

BargainHunter

LeVoyageur

Auto Trader TorontoStar

WaldenGazette

% Weekday Readership Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

The Northern Life weekday edition reaches 58% of the Sudbury population with just a single insertion.

Top Line Trending(Sudbury CMA, ON)

• Readership of Northern Life has remained strong over the 2-study period, though there has been a small decrease in readership since Wave 1.

• This decline is also shown for the majority of competitive newspapers, including the weekday issue of The Sudbury Star.

64

40

32

35

12

21

58

37

35

29

13

10

Northern Life

Sudbury StarWeekday


South SideStory

Valley Vision

Bargain Hunter

ComBase 2003/2004

ComBase 2005

Source: ComBase 2003/2004 and 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

% Readership

Demographics Overview

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

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

% Reach by Demographic Sector(Sudbury CMA, ON)

51

61

61

23

45

38

36

24

40

38

31

54

Under 40

40+ years

Female

Male

Northern Life

Sudbury Star Weekday

Sudbury Star Saturday

% Readership

Northern Life provides significantly greater market coverage of young adults and women than The Sudbury Star Weekday or Saturday. 61% of women and 51% of adults

under age 40 are reading Northern Life.


21,600

49,300

39,700

31,300

9,700

36,000

25,100

20,600

10,300

32,600

24,900

18,000


45

62

60

55

24

40

36

39

25

37

35

34

Rent Home

Own Home

Employed*

Not Employed

Northern LifeSudbury Star Weekday


% Readership

Northern Life reaches approximately 6 in 10 Sudbury CMA adults who own their own home or who are employed. This compares to approximately 40% of

homeowners or employed adults who are reading The Sudbury Star.

Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100) * Full/Part time or Self Employed

13,200

57,200

39,600

31,300

36,900

23,600

22,200

34,200

23,300

19,600

6,800

7,200


53

61

66

34

38

38

29

38

42

High School or Less

Tech/CommunityCollege

University

Northern Life



% Readership

As education levels rise among Sudbury CMA adults, so too does the readership of Northern Life – 61% of adults with technical/community college education, and 66%

who are university-educated, are reading Northern Life. Equally important, the higher the level of education, the wider the readership spread between Northern Life and The

Sudbury Star.


27,900

26,000

16,300

16,000

9,400

15,900

10,400

18,200

15,400


49

63

56

58

24

44

27

42

34

35

31

37

Unattached

Attached

With Children

No Children

Northern LifeSudbury Star WeekdaySudbury Star Saturday

% Readership

56% of Sudbury CMA adults with children in the household, and 58% without children, are reading Northern Life.


22,300

47,100

23,200

47,700

33,100

11,300

34,500

26,300

12,600

30,300

10,700

15,400


60

57

68

49

35

33

44

22

41

29

37

27

HHI $75K+

HHI $50-75K

HHI $30-50K

HHI < $30K

Northern Life



Readership of Northern Life is highest among adults with household incomes of $30K-$50K at 68%. However, Northern Life’s reach advantage is more pronounced

in households with incomes above $75M – 60% of these upper income households are reading Northern Life vs. only 35% who are reading a Weekday Sudbury Star.


% Readership

11,700

10,800

12,900

10,100

6,100

8,400

4,600

5,500

7,000

5,600

6,800

8,000

How Much of the Paper is Read (Sudbury CMA, ON)

• Readers of each paper were asked how much they read

• Sudbury CMA adults are strong newspaper readers, reading the majority of every issue!

• 64% of Northern Life readers tend to read All or Most of the paper

• 61% of Sudbury Star Weekday readers tend to read All or Most of the paper

• 69% of Sudbury Star Saturday readers tend to read All or Most of the paper

31

3537

26

32

22 21

12 11

65 53

33

19

Northern Life Sudbury StarWeekday


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

% of Readers

Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)**May not total 100% due to exclusion of “Refused/Not Stated” responses

0 0 28 64

86 7 4

76

6

7772

6 10

Northern Life Sudbury StarWeekday


None Read 1 Read 2 Read 3 Read 4 Read 5

• Sudbury CMA newspaper readers are loyal, reading almost every issue!

• 76% of Northern Life readers read all 4 of the last 4 issues

• 72% of Sudbury Star Weekday readers read all 5 of the last 5 issues

• 77% of Sudbury Star Saturday readers read all 4 of the last 4 issues

Number of Issues Read (Sudbury CMA, ON)

% of Readers

Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)**May not total 100% due to exclusion of “Refused/Not Stated” responses

Newspaper Ratings (Sudbury CMA, ON)

7

7

Sudbury Star

Northern Life

Rating (1-10) Source: ComBase 2005 Two Year Study *Base Population – Sudbury CMA (123,100)

Respondents were asked to rate newspapers in the Sudbury CMA using a scale of “1” to “10” where “10” would be interpreted as “extremely good” and “1” as “extremely

poor”.

Preferred Community Newspaper (Sudbury CMA, ON)

3

10

67

Valley Vision

South SideStory

Northern Life

% Preferred

67% of community newspaper readers in the Sudbury CMA report Northern Life as their

preferred community newspaper.


58

24

20

19

6

4

2

2

Northern Life

Sudbury 92.7 CJRQ

Sudbury 105.3 CJMX

Sudbury 103.9 CHNO

Sudbury 790 CIGM

Other

Sudbury 95.5 CJTK

Sudbury 98.9 CHYC

% Reach Source: ComBase 2005 Two Year Study Radio Stations Listened to Yesterday – Stations with less than 2% reach not shown *Base Population – Sudbury CMA (123,100)

Media Habits – Newspaper vs. Radio (Sudbury CMA, 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 Northern Life.

Media Habits – Newspaper and Radio (Sudbury CMA, ON)

31

6

66

49

58

Did Not Listen toRadio

Listened to CBCOnly

Any RadioStation

CJRQ, CJMX,CHNO

Northern Life

Reach %

Northern Life Outperforms Radio• One insertion in Northern Life

reaches more adults than the top 3 radio stations combined

(58% vs. 49%)

• To reach the 66% listening to Any Radio Station you would have to buy spots throughout the day on every radio station available in Sudbury CMA!

Radio Reach is Limited!• 37% of the population cannot

be reached with commercial radio advertising: Did Not Listen Yesterday (31%)

Listened to CBC Only (6%)


*see previous slide for specific station reach

Media Habits – Radio (Sudbury CMA, ON)

Time Spent Listening to Radio in Past 7

Days

• 42% of the population falls into the lightest listening categories (#1 and #2), making them harder to reach with Radio

• 26% spent no time listening to any radio station

• 21% report heavy radio listening (category 5)

Source: ComBase 2005 Two Year Study – Radio Quintiles*Base Population – Sudbury CMA (123,100)Quintile Hour Definitions – indexed to National Habits

Lightest

Heaviest

21

17

19

16

26

5 - (23.5+ hours)

4 - (8.6- 23.4hours)

3 - (3.5 - 8.5hours)

2 - (.1 - 3.4 hours)

1 - (0 hours)

% of Population

Media Habits – Television (Sudbury CMA, ON)

Time Spent Watching TV in Past 7 Days

• 35% of the population falls into the lightest TV watching categories (#1 and #2), making them harder to reach with TV

• 15% spent less than 2.5 hours watching any television programming in the past week

• 27% report heavy TV watching (category 5)

Source: ComBase 2005 Two Year Study – Television Quintiles*Base Population – Sudbury CMA (123,100)Quintile Hour Definitions – indexed to National Habits

Lightest

Heaviest

21

20

16

27

15

5 - (20+ hours)

4 - (13.6 - 20hours)

3 - (7.9 - 13.5hours)

2 - (2.6 - 7.8hours)

1 - (<2.5 hours )

% of Population

Exclusive Readership (Sudbury CMA, ON)

• 39,900 Sudbury CMA adults are exclusive readers of Northern Life – these adults report not having read The Sudbury Star Weekday

• That represents 32% of the Sudbury CMA population who cannot be reached by advertising in the Sudbury Star Weekday

Source: ComBase 2005 Two Year Study*Base Population – Sudbury CMA (123,100)

Northern Life Exclusive Readers(Sudbury CMA, ON)

• 25% of Sudbury adults read only the Northern Life and not the Sudbury Star

• 25% read only the Northern Life and not other community newspapers*

• 13% of adults read only the Northern Life and nothing else

• 32% read only the weekday Northern Life and not the weekday Sudbury Star, 33% did not read the Saturday Star and 43% did not read the Sunday Star

25

25

13

32

33

43

Against Dailies

Against Comm. Papers

Against Comm. Or DailyPapers

Northern Life WD AgainstSudbury Star M-F

Northern Life WD AgainstSudbury Star Sat.

Northern Life WD AgainstSudbury Star Sunday

% Exclusive Northern Life Readership

Source: ComBase 2005 Two Year StudyBase Population – Sudbury CMA (123,100) *community papers include South Side Story, Valley Vision

Cross Readership (Sudbury CMA, ON)

• 31,000 Sudbury Star Weekday readers report also reading Northern Life– 68% of Sudbury Star Weekday readers can

be reached using Northern Life

• 30,100 Sudbury Star Saturday readers report also reading Northern Life– 70% of Sudbury Star Saturday readers

report also reading The Northern Life


Reach and Frequency Increase with Multiple Insertions

58

6872

76 78

4450

54 56

37

1 Insertion 2 Insertions 4 Insertions 6 Insertions 8 Insertions

Northern Life Weekday Sudbury Star Weekday

% Reach (Average Frequency in white)

1.00

1.75

3.18

4.57

5.93

1.00

1.68

2.95

4.16

5.33

• A single insertion in the weekday Northern Life reaches 58% of the Sudbury population compared to 37% reach with the weekday Sudbury Star

• Reach climbs to 78% with 8 insertions in the Northern Life, compared to only 56% in the Sudbury Star

• Frequency shows the same pattern – 8 insertions generates 5.93 average frequency in the Northern Life compared to 5.33 in the weekday Sudbury Star

Source: ComBase 2005 Two Year Study - Average Frequency shown in white*Base Population – Sudbury CMA 123,100

Weekday Analysis

Northern Life Strengths• Top line readership for Northern Life is strong against other newspapers in

Sudbury CMA • Northern Life readers are strong and regular readers

– 76% read all 4 weekday issues; and 64% read All or Most of the Paper • Northern Life rates well among Sudbury CMA adults

– has a rating of 7 and is the preferred community paper in Sudbury CMA by 67% of the population

• Northern Life provides higher reach than any single radio station and even the top 3 stations combined in the Sudbury CMA - and Sudbury CMA adults are hard to reach with radio

– 42% percentage fall into the “light” listening category and 37% cannot be reached at all with radio advertising!

• Northern Life can reach TV’s light viewers (<7.8 hrs/wk)– 35% of Sudbury CMA adults fall into this category

• Northern Life has strong exclusive and cross readership– 39,900 Northern Life readers report not reading Sudbury Star Weekday, but

68% of Sudbury Star Weekday readers can be reached using Northern Life.

Source: ComBase 2005 Two Year Study - *Base Population – Sudbury CMA (123,100)

Community Newspaper Readership

Documents

Transcript of Community Newspaper Readership