MISS ME?Social ads bypass many PAGE 4

HAVE FAITHNewspaper ads most trusted PAGE 12

TABLET READERSHigh earners, big spenders PAGE 20

QUARTER 1 2016W RKSTHE

1

We answer the big question

2016’s spending hot spots

QUARTERLY NEWSPAPER AUDIENCE REPORT

03THE WORKS QUARTER 1, 2016

The Works Quarterly Newspaper Audience Report is published by The Newspaper Works. ©The Newspaper Works. The Newspaper Works, Level 2, The Terrace, 60 Union Street, Pyrmont, NSW, 2009, Australia. Phone: +61 2 9692 6300. www.thenewspaperworks.com.au

Source for all data in this report (unless noted otherwise): emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending December 2015, Nielsen Online Ratings November 2015, People 14+ only. Platform audiences (print, web, mobile and tablet) include readers of any newspaper masthead or section, including equivalent sites/apps where applicable.

Editors: Brian Rock, Adrian Fernandes

The increasingly complex world of advertising has never provided so many opportunities to get it right – and get it wrong.

Concerns around digital adver-tising are dominating the thinking of marketers and media agencies currently. The demand that ad-vertisers pay only for the ads that appear on screen is at the centre of industry debate and change.

Media agencies, blighted by slimming margins and increased workloads, are on a determined path to automate, or minimise human intervention in scheduling campaigns while trying to ward off an emerging client philosophy that all this has become so simple it can be done in-house by a couple of people.

On the media owner side, publishers respond to these chal-lenges by launching or reinvig-orating content and developing their own premium program-matic exchanges to stem the tide of dollars flowing towards Face-book, Google Ads and program-matic placement in general.

Often forgotten in this hurly-burly is the audience.

If their sensibilities are ignored, then the impact of all those mar-keting dollars tipped in to digital, regardless of how many bleary-eyed internet users are reached, is significantly diminished. Which is why the latest findings of the bi-annual Global Trust in Adver-tising Report (2015) by Nielsen has particularly salience in the current climate.

All manner of digital advertis-ing is left eating the dust of news-papers, TV, radio and magazines.

Some 58 per cent of Aus-tralians surveyed say they completely or somewhat trust advertising that they see in newspapers. Similar results are achieved by TV (56%), maga-zines (53%) and radio (51%).

It seems illogical that the market has moved away from “traditional” media with such speed when they continue to hold the trust of their readers as an advertising medium.

For advertisers, this would seem to be a high price to pay for efficient buying processes, or fashionable social media strategies.

Respondents to the Nielsen survey were twice as likely to trust an advertisement in a news-paper as a marketing message on a social networking site.

These findings indicate the views on the effectiveness of media may substantially differ

between the average Joe and those who professionally pur-chase media.

The Newspaper Works com-missioned Research Now to ask 500 individuals which two media channels were most influential and trusted, and then compared those results with a similar ques-tion that is part of a media-i sur-vey conducted every six months with staff of media agencies.

The findings highlighted sub-stantial differences of opinion on the degree to which media influenced, and was trusted by, society.

Taking newspapers, only 10 per cent of media buyers considered that sector to be one of the two most influential media on society, compared with 27 per cent of the Research Now respondents.

The comparison found signifi-cant disparity on digital advertising.

Some 82 per cent media buy-ers said online had great influ-ence compared with 57 per cent of the general public, who were 2.7 times more likely to consider newspapers one of the top two media channels for influencing consumers.

The findings do not provide an answer on what is the best media channel – because, obviously, there is no such thing as “the best”. Yet, they demonstrate a significant detachment between how the public and media buyers view newspapers.

What is fashionable, and what might be measured, may not always be the most effective investment.

Even as Facebook counts its first $US5 billion revenue quarter, and Google overtakes Apple (if momentarily) as the world’s most valuable company, the general public is still saying that when it comes to trust and influence, newspapers and magazines have an important role to play in society.

Trust is key

Mark Hollands CEO, The Newspaper Works

THE WORKS MARCH 201404

Need to locate newspaper brands?Easy.

Brisbane

Sydney

Melbourne

Adelaide

Victoria

Tasmania

Queensland

Northern NSW

Southern NSW

Diary Markets

Perth

Regional WA

Darwin

More than 600 newspapers in one destination.The Newspaper Locator is a new online tool to fast-track media planning. Designed to integrate seamlessly with agency planning, more than 600 titles are grouped into established television

broadcast areas to assist in developing multi-platform campaigns. Search results can be downloaded in excel format and added directly into planning documents.

It provides searchable information for each masthead, including: name, location, distribution postcode, publisher network, type (National, Metro, Regional, Community), frequency, paid or

free, advertising contact details, emma™ readership data, and circulation.

Simply click on the map, filter results then download.

thenewspaperworks.com.au/newspaper-locator

37 78

78

52

69

86

83

15

26

Multiplatform Brands that rely too heavily on social media advertising are likely to miss a large portion of potential customers. Newspaper media reaches consumers who bypass social networking.

PAGES 4-5

Print More shoppers than you might think cut out and use coupons and offers found in print newspapers.

PAGES 6-7

Digital The majority of digital readers are frequent internet shoppers. Data shows local e-retailers, including group-buying sites, can count on clicks from the online audience.

PAGES 8-9

Regional Millions of regional Australians are engaging with newspaper sections across a range of topics.

PAGES 10-11

Spotlight: Trust Research shows Australians trust ads in newspapers more than ads on any other medium or platform.

PAGES 12-13

Cover story: Great Intentions Data reveals the top products consumers want to buy in 2016. ADRIAN FERNANDES looks at how newspaper media can help advertisers reach shoppers before they buy.

PAGES 14-17

Community Local newspaper readers prefer to use local trades and services.

PAGES 18-19

Spotlight: Tablet Audience An analysis of the 2.8 million Australians who read newspaper journalism on a tablet shows readers to be high-earners and big-spenders.

PAGES 20-21

CONTENTS

Cover story

Great intentionsPAGES 14-17

05THE WORKS QUARTER 1, 2016

Smartphone readership due to break 4m in 2016

4.3m newspaper media readers not using Facebook

04 THE WORKS QUARTER 1, 2016

Multiplatform

Get Smart

Digital tipping point

Readership on mobiles is up 15 per cent year on year to 3.6 million, ac-cording to the latest emma data.

Over the past year, some 481,000 more readers accessed newspaper journalism via their smartphones. The under 40s drove most of this growth, increasing 14 per cent from 2.2 million to 2.5 million.

This rise means that smart-phone readership was the best performing newspaper platform for 2015 in terms of growth.

Although some of this growth

is due to an increase in the number of smartphone users na-tionwide, it’s mainly been driven by more smartphone owners seeking out newspaper content.

Smartphone ownership increased from 70.1 per cent penetration to 71.5 per cent, but the percentage of owners read-ing on mobiles jumped from 21.7 per cent to 24 percent.

Should readership growth continue at its current rate, the smartphone audience will break 4 million in 2016.

The shift in reading from print to digital formats has hit a mile-stone with digital readership overtaking print readership for under 40s.

When the first 12-month emma data was released for May 2013, total readership across print and digital plat-forms for under 40s was 6.7 million over four weeks. At that time 6 million read print and 4.4 million accessed news media content on digital devices.

Less than three years later, digital readership has overtaken print for under 40s, with 5.2 million digital readers and 5.1 million print readers, increasing total readership to 6.8 million.

A major driver in the growth of digital readership has been increased reading on mobiles. In May 2013, 1.6 million under 40s read news media on their smartphones. By November 2015 this had increased 57 per cent to 2.5 million.

Smartphones provided the fastest growing platform for news media in 2015

Under-40s migrating from print to online

16.4m: total newspaper media readership

Too good to missSocial media ads bypass one in four consumers. Newspaper media ads hit nine in ten.Brands that rely too heavily on social media advertising are likely to miss a large portion of potential customers.

Facebook may be the dominant social media platform, but one in four, or 4.8 million consumers, did not use Facebook over a four week period, according to emma.

Instagram was ignored by 13.2 million shoppers, LinkedIn failed to interest 14.6 million consumers and Twitter was overlooked by 14.4 million of the population.

Even the combined footprint of Facebook, Twitter, In-stagram and LinkedIn still misses 4.2 million Australians over a four week period.

Incorporating newspaper media advertising in the marketing mix allows brands to reach the considerable number of consumers uninterested in social networking.

Of the 4.2 million Australians who don’t use social me-dia, 3.7 million read newspaper content in print or online over the last four weeks.

Newspaper media reaches:

13m who don’t use Linkedin

12m who don’t use Instagram

4.3m who don’t use Facebook

Photo: Twin Design / Shutterstock.com

13m who don’t use Twitter

Multiplatform reaches 91%

Over a four week period, total newspaper media reaches 16.4 million readers.

Readership across digital platforms remains strong at 11.6 million. While smartphone readership leads the growth, up 15 per cent to 3.6 million readers, tablet readership is steady at 3 million readers. The majority of digital readers – 9.8 million – still use PCs and laptops to access newspaper content.

Print is still the preferred medium for newspaper read-ers, with 13.8 million people reading print mastheads.

Readership of print regional newspapers remains strong, with almost half (45%) of regional Australians picking up a print copy of their local news-paper. Readership of regional newspapers now stands at 3.9 million.

Community newspapers also deliver impressive numbers in the metro regions. Local com-munity newspapers reach 42 per cent of residents in the five major metro markets of Sydney, Melbourne, Brisbane, Adelaide and Perth. Across Australia, 5.1 million Australians now read their local newspaper.

Nine in ten Australians engaging with newspaper journalism via print or digital platforms

3.6mSmartphone

reach

3.0mTablet reach

9.8mPC

reach

13.8mPrint reach

UP 15% YOY: Mobile readership

481,000: New smartphone readers in 2015

2.5m: under 40s accessing newspaper content on their phone

Newspaper reading by platform under 40s

6.8m

6.2m5.1m

May 13 Nov 15

Print

Digital

Total readership

06

Print8/10 read a print newspaper last month

A token effort

First-class readers

Readers of Australia’s two national newspapers, The Australian and The Australian Financial Review appreciate quality. Some 76 per cent of them agree quality is more important than price.

Their love for the finer things in life is most evi-dent in their spending on travel and holidays.

When travelling domesti-cally, national newspaper readers are 69 per cent more likely to fly business

class and 36 per cent more likely to stay in five-star accommodation.

When national readers fly overseas, they are 45 per cent more likely to fly first class. Once they land, they are 41 per cent more likely to holiday in a luxury resort.

Travel brands offering premium products will find their target market with national newspaper advertising.

One in five shoppers use coupons found in print newspapers and magazines.

National newspaper readers are high spenders on luxury travel

Fine printTwo in three adults picked up a metro or national newspaper in the last four weeks and are engaging across the full suite of publisher print products.

They continue to turn to print, expecting each edition to set the day’s news agenda, confident the journalism is accurate, informative and trustworthy. The evidence: the Nielsen 2015 Global Trust in Advertising Report, which reported that 58 per cent of Australians say they “completely” or “somewhat” trust editorial content.

The same holds true for newspaper advertising with 58 per cent completely or somewhat trusting the ads, ahead of all other traditional and online media.

Print has a strong foothold outside the metro mar-kets as well. Last month, 3.9 million Australians read a regional newspaper in print.

Some 5.1 million Australians read their local newspa-per last month.

Motoring section reader attitudes

Newspapers most trusted medium in Australia

07

Fan beltSome 3.7m read newspaper motoring sections.Motoring section readers are auto enthusiasts, over-indexing against non-readers across a range of attitudes and be-haviours relating to cars, says emma data.

Readers are 20 per cent more likely to pay for any optional extras when buying a new car, making them an attractive audi-ence for car makers.

Section readers are more likely to value speed and high

performance (index 117). This audience also put a premium on slick looks.

They are 14 per cent more likely to buy a car with sporty good looks and 8 per cent more likely to buy stylish looking cars.

A particularly attractive qual-ity from an advertiser’s point-of-view is that respondents say price is not the primary consideration when buying a car (index 112).

3.7m Australians read a newspaper motoring section

21% use coupons found in newspapers or magazines

11.6mNational/Metro

3.9mRegional

5.1mCommunity

13.8m overall print reach

I am fanatical about cars

I look for extras when buying

I like speed & high performance cars

I like sporty looking cars

Money is no concern when buying

I like stylish looking cars

Image is important when buying

Base: non-readers of motoring sections = 100

120

117

114

112

108

105

155

69% more likely to fly business class domestically

36% more likely to stay in a domestic 5 star hotel

45% more likely to fly first class internationally

41% more likely to holiday in an overseas luxury resort

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

Coupons are a powerful promotional tool for retailers, big and small.

A compelling coupon offer can attract a large number of new customers in a short time. That’s why they’ve gained remarkable accept-ance and popularity among retail marketers.

Another simple expla-nation for the continued popularity of coupons is their overwhelming use by value-conscious consumers.

Latest consumer data from emma shows print news-papers are a key source of coupons for shoppers.

Some 3.8 million consum-ers, or 21 per cent shoppers, say they regularly cut out and use coupons found in newspapers or magazines. This includes the 1.5 million grocery buyers who read a newspaper each month.

Retailers can give sales an im-mediate boost by printing cou-pon promotions in newspapers.

3.8m

shoppers use coupons found in newspapers or magazines

08

Digital 09

11.6m digital newspaper readers 5.3m bought online in the past four weeks

3/4 online punters read digital newspapers

Two in three punters who placed a bet online last month read digital newspaper content over the same period.

Some 57 per cent of punt-ers used a computer to access newspaper content, with one in three reading on their smart-phone or tablet.

Tattersall’s online is the most popular betting site among digital newspaper audience, with 1.3 million readers in the past month. This is well ahead of Sportsbet, the second most visited site, which attracted 581,000 readers.

Initial take-up of smartwatches was slow in Australia, with figures from technology ana-lyst firm Telsyte claiming just 205,000 units were sold in the first half of 2015.

With more of Australia’s biggest brands, including Fairfax media, producing Smartwatch apps, con-sumer interest in the wearable technology looks set to ramp up.

Digital readers are getting excited about the wearable tech-nology. Some 757,000 readers say they plan to buy a smart-watch this year.

Net shoppersTwo out of three consumers who bought online in the past four weeks read a digital newspaper over the same period. That’s 5.3 million readers buying online, according to emma.

Of these, 3.2 million bought from Australian online retailers, making them 14 per cent more likely to buy from a local online store than non-readers.

Home entertainment retailer JB-HiFi was the most popular local on-line store over the past 12 months, with 677,000 digital readers buying from their website.

Group buying sites were also popular. Catch of the Day hooked 637,000 digital readers, and Deals-Direct handling 603,000 transac-tions from readeres.

Readers are 19 per cent more likely to buy groceries online than non-readers, with 488,000 shopping online with Woolworths and 243,000 with Coles.

Online brands can increase web traffic by advertising to digital readers, a large group of con-sumers eager to buy from local e-retailers.

Readers buying online with domestic e-retailers.

Social & smartPublishers are embracing social media to create a two-way conversation with their audience.Newsrooms, breaking stories in real-time, want reader involve-ment. News Corp has signed up real-time social curation com-pany, Livefyre, to integrate social media tools across the pub-lisher’s sites to engage readers through hashtags, photo sharing and live comments. Fairfax Media, APN and WAN also have a strong social media footprint across their digital platforms.

The smartphone audience are avid social media users, open to

interacting with their favourite brands online.

Readers are 62 per cent more likely to use social media to interact with a brand than non-readers.

The smartphone audience are 59 per cent more likely to like, com-ment or share social media content each week than non-readers.

They are 80 per cent more likely to upload content, such as photos or videos, than other social media users.

62% more likely to use social media to interact with a brand

59% more likely to like, comment or share social media content

80% more likely to upload content, such as photos or videos

677

480

637

434

612

603

378

334

488

JB HI-FI

Target

Catch of the Day

Big W

Kogan

ABC Shop

DealsDirect

Myer

238Kmart

Woolworths

Coles 243

Iconic 244

Digital readers shopping online with domestic retailers

(000’s)

68% of online punters read digital newspapers each month

15% digital readers more likely to place a bet online than general public

1.3m Tattersall’s number one betting site for readers

Watch this spaceSmartwatches on the shopping list for digital readers

757k

readers say they plan to buy a smartwatch this year

Online betting brands can reach punters with digital newspaper advertising.

A safe bet

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

10

Regional readers make time for newspapers

Photo: courtesy of The Weekly Times. Photographer: Schmaal Tait

Millions turn to newspaper sections

Two out of three ain’t badDigital newspaper reach in regional Australia matches that in metro regions

3.9m read a regional newspaper last month

Newspaper sections engage regional readers across a range of topics, from sport to real estate, motoring to lifestyle, travel to food.

Arts & Entertainment is the most popular section, with nearly 2 million regional readers looking for news and reviews on movies, theatre, exhibitions and night life.

Sport attracts some 1.8 million readers.

Figures indicate regional read-ers like to keep an eye on their local property market, seeing what’s for sale, what has sold, and admiring different designs, styling and architecture. Some 1.8m re-gional property enthusiasts read a newspaper real-estate section in the past month.

Latest emma data suggests re-gional newspaper readers user their PCs, smartphones and tablets to access newspaper journalism at the same levels as their metro counterparts.

Some 65 per cent of regional Australians read newspaper content online in the last four weeks, just one per cent less than in metro Australia.

The fibre optic broadband provided by NBN will deliver high speed internet to more rural Australians, giving them the chance to read and watch increasing amounts of publisher content online.

Regional11

65% read newspaper content online online

2/3 consumers say most TV ads annoy them

65%

of regional Australians read newspaper content

online last month

Regional readers spend one hour reading their local newspaper

Change the channelTV advertising turns off two in three regional consumers.

Some 64 per cent of regional consumers say most TV ads annoy them, according to emma.

Figures indicate that TV content is failing to hold the full attention of a large number of viewers in regional areas, with 30 per cent saying they surf the net while watching television.

Brands targeting regional Australians can switch marketing budget from TV to print news-papers and lift campaign effectiveness.

Data shows one in five regional Australians (21%) find print newspaper advertising more reliable than TV ads.

64% say “Most TV ads annoy me”

21% say “I find print advertising more reliable than TV advertising”

Regional newspapers hold a valued place in the lives of readers. They provide unique local content that creates a highly engaged audience.

One in two (52%) read at least three editions of their local newspaper each week.

Readers set aside a considerable amount of time to pore over their local newspaper.

Some 44 per cent spent an hour or more reading their local newspaper.

A further 28 per cent spent between 30 to 59 minutes enjoying regional newspaper content.

With engagement levels like this, advertisers can bank on their campaigns being seen by regional readers.

52% read 3 or more editions every week

44% spent one hour or more reading their local newspaper

Monthly sectional readership in regional Australia (000s)

Arts & entertainment: 1948

Sport: 1844

Property: 1806

Travel: 1458Business & finance: 1311

Leisure and lifestyle: 1776Food and

wine: 1199

Health: 1183

Social & gossip: 1165

Motoring: 1135

Employment: 873

Insight and comment: 864

Classifieds: 631Technology:177

Education: 187

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

12

Spotlight: Trust

No.1 for trust

Nielsen released the Australian data from its 2015 Global Trust in Advertising Report in Novem-ber last year.

Newspaper advertising had the highest ratings for paid advertisements, ahead of television, magazines, radio and outdoor, and well ahead of mo-bile, search engines and social networks.

Trust in newspapers has not diminished. Ratings for newspa-pers haven’t changed since the previous Nielsen study in 2013, with 58 per cent of Australians saying they completely or some-what trust ads in newspapers.

Trust in advertising on digital platforms is increasing, especial-ly for mobiles, up from 25 per cent in 2013. However there’s

still a considerable gap, and consumers are far more likely to put their faith in newspaper ads.

Respondents were twice as likely to trust ads in newspa-pers as ads on social networks,

and 81 per cent more likely compared with ads in search engines.

How Australians rank trust in newspaper ads is generally in-line with overseas markets.

Newspapers are the most trusted paid advertising format in North America and equal first in Latin America.

Ahead of the rest

Last year, The Newspaper Works commissioned research to measure consumer percep-tions of media, including trust and influence.

Results from the survey of 500 consumers, conducted by online research agency Research Now, were almost identical to those in the Nielsen study, with newspa-pers topping the list.

However, other media were weaker compared with data from the Nielsen study, with magazines and outdoor ads slip-ping well behind.

Newspaper ads are the most believable, informative and useful Consumers 2.7 x more likely to say newspapers influence them than agencies are

13

Generally respondents who trust ads in other media also trust ads in newspapers. For example, 60 per cent of respondents who believe TV ads are trustworthy believe the same about newspaper ads.

This is also true for 72 per cent of respondents who trust outdoor ads, 60 per cent of re-spondents who trust online ads, and 54 per cent of respondents who trust radio ads.

Newspapers ahead on key attitudes

“Trustworthiness” isn’t the only attribute that newspaper advertising excels on. The Research Now study found that newspaper ads were considered to be more believable, informa-tive and useful than ads on any other media.

The study revealed one at-tribute where newspaper ads came at the bottom of the list: being annoying. Newspaper ads were considered to be far less annoying than ads in other media, especially TV (index: 145) and radio (index: 132).

The influence of newspapers: the public vs media agencies

The Research Now study also measured public perceptions of media influence. Results were compared to media agencies’ per-ceptions of influence, as measured by the Media i Industry Survey, conducted in October 2015.

Figures show that agency perceptions are significantly dif-ferent from public perceptions, especially for newspapers.

The public was 2.7 times more likely to consider newspapers one of the top two media chan-nels for influencing consumers.

Attitudes to TV’s influence were similar, but agencies were 1.4 times more likely to say online/digital media were one of the two most influential media, and 6 times more likely to nomi-nate outdoor advertising.

Which tells us that newspa-pers have a greater following with consumers than they do in agencies.

Sources: Media I Industry Survey / The Newspaper Works May 2015, Research Now OmniTaxi, August 20-25 2015

Attitudes to newspapers (indexed to media average)

To what extent do you trust the following forms of advertising?

Paid - completely or somewhat totally trust

58%

51%

56%

44%

53%

52%

34%

32%

32%

51%

Newspapers

Outdoor

Television

TV product placements

Magazines

Search engine

Radio

Online video

Mobile

Banner

Cinema

Social 29%

29%

“Newspaper advertising had the highest ratings for paid

advertisements, ahead of television, magazines, radio and outdoor, and

well ahead of mobile, search engines and social networks”

Source: Research Now OmniTaxi, August 20-25 2015; base: respondents nominating at least one medium as “trustworthy”

Advertising on this media is trustworthy

57%

48%

47%

26%

20%

14%

Newspapers

Radio

Television

Online/digital

Magazines

Outdoor

161

141

46

142137

Trustworthy Believable Informative Useful Annoying

Australians trust advertisements in newspapers more than ads on any other medium or platform.

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

14

Cover storySUVs the most sought after car model on the market in 2016, ahead of Sedans and Hatchbacks.

628,000 newspaper readers plan to open a term deposit and cash management account this year.

15

packed with extras prefer well-known car brands.

Auto advertisers can be ex-pected to dial up car features in their communications in 2016, but its imperative they maintain strong branding in ads.

Data from emma indicates that newspaper media, particu-larly print, offers car advertis-ers the perfect environment to promote their 2016 range to an engaged audience.

Newspaper media can drive sales

Some 850,000 prospective car buyers – 94 per cent of pros-pects – read newspaper media.

Figure A shows the type of cars that newspaper readers intend to buy in 2016. Sports

utility vehicles are number one for prospective buyers, with 295,000 readers planning to splash out on an SUV.

Prospective buyers turn to a variety of sources when selecting a car. They seek advice from friends and family, visit

car makers’ websites, and visit dedicated automotive websites.

Media most useful when buying a car

They also rely on traditional advertising to help them make the right decision, but not all advertising media are equally useful. Magazines and televi-sion are important to prospects, but more often than not they consider newspapers the most useful (see Figure B).

Readers actively engage with newspapers and think about advertising messages in them. This makes them excellent for drilling down into details, and an outstanding environment for retail/promotional messages.

A. Newspaper media audience purchase intention 2016

Vehicle types (000)

295

31

189

20

116

34

10

8

6

34

SUV/4WD/4x4

Sedan

Hatchback

Not sure

Coupe

Van

Ute

People mover

Motorcycle

Cab Chassis

Light truck

Motor scooter

Wagon

Convertible 6

64

2

Great intentionsData reveals the top products consumers want to purchase in 2016. ADRIAN FERNANDES looks at how advertisers can use newspaper media to reach shoppers before they buy.

B. Media most useful when buying a carUnderstanding shopper behav-iour is essential for effective marketing planning, a chal-lenge made more difficult by the fact that consumer prefer-ences are constantly changing. Marketers who identify the most important trends can use these insights to optimise their advertising strategies and sales tactics.

We’ve selected data from a range of respected sources to forecast changes in consumer behaviour in the automotive, finance, mobile, technology and travel markets in 2016.

We’ve also used consumer data from emma to provide insight into the purchase inten-tions of shoppers, providing a holistic view of what advertisers

the list, with 70 per cent of car shoppers more likely to consider vehicles with these features1.

Australians place a similar importance on safety, with 74 per cent of prospective new car buy-ers saying that safety is an impor-tant consideration when buying a car, according to emma data.

One of the most striking find-ings from the Autotrader report is that 65 per cent of consumers say they would happily switch car brands to get the technology features they wanted.

New technology is a way for man-ufacturers to gain inroads against competitors. However, emma data tells us that building and reinforcing brand remains essential.

Some 87 per cent of new car prospects who want a car

features. More car buyers value hi-tech features over brand ac-cording the 2016 Autotrader Car Tech Impact study.

Autonomous safety fea-tures such as parking assist, col-lision avoidance and automatic braking are particularly high on

can expect from consumers in the months ahead.

Car buyers tech hungry in 2016

A recent US study reports that car buyers are increasingly interested in the latest technical

C. Newspaper media audience purchase intention 2016

Financial products (000)

628Term deposits and/or cash management account

458Life insurance

545Credit card

378Self managed superannuation fund

515Personal loan

370Transaction/savings account

511Income protection insurance

312Superannuation (other than SMSF)

301Debit card

465Investment loan

Annuity 293

850k

prospective car buyers – 94 per cent of prospects – read newspaper media.

6m

readers use newspaper business and finance sections to stay up-to-date on money matters.

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

16

Cover story17

Banks missing the human touch

Mobile technology has changed the way customers interact with their banks.

Three of the big four banks cut the number of branches in 2015, and further closures are expected this year as more cus-tomers embrace digital banking.

Between them Westpac, ANZ Bank and National Australia Bank closed 156 branches, and a further 600 expected to close in the coming years.2,3

Data from emma tells us just 6 per cent of consumers believe their bank listens to them.

With fewer chances to en-gage customers face-to-face, banks will have even less of the “personal touch” needed to avoid commoditisation of their services.

In 2016, banks will have to work hard to communicate with their customers, proving that they’re more than just a utility.

Research indicates that news-paper media can lend banks a helping hand.

You can bank on newspapers

Figures from emma show an average of 6 million readers stay up-to-date on money mat-ters and learn about financial products and services through business and finance journalism in newspaper media.

Most prefer to read print newspapers, which have an average of 4 million readers per month.

Newspaper media also pro-vide banks with a direct line to consumers on the market for new financial products in 2016.

For 2016, term deposits will be the most popular financial product taken out by newspaper readers (see Fig C on previous page). Some 545,000 newspa-per readers plan to apply for a new credit card, while 515,000 intend to take out a personal loan.

3D Tech to excite consumers

This year will see some exciting develop-ments in the world of consumer technology:• Google and Lenovo

plan to produce the first consumer handset using Project Tango 3D technol-ogy. The device, set to launch worldwide later this year, aims for a new generation of smart devices that can be used for indoor mapping, virtual entertainment and 3D imaging.

• Virtual reality looks set to take off this year with Facebook-owned Oculus now taking pre-orders for its eagerly-anticipated Rift VR headsets.

• The 4K high-definition televi-sion is the latest standard for TV manufacturers, who are racing to produce thinner, more spectacular displays for those willing to pay a premium for home entertain-ment.Consumer technology

companies will want to stir up consumer interest in new prod-uct lines.

Figures from emma show the newspaper media audi-ence are happy to spend their hard-earned cash on the latest gadgets.

Newspaper readers switched on to new

technologyNewspaper media reach-

es nine in ten of the top 20 per cent of consumer spenders on audio-visual and media equipment.

Smartphones will be the most popular consumer tech product among the newspaper audience, with 1.3 million readers splashing out on a new handset, (see Figure D).

Some 71 per cent of consumers who are considering buying a smartphone read a newspaper in the past week.

Figures show the digital newspaper audience are just as happy to shop in-store as non-readers. Digital readers are 16 per cent more likely to have visited a consumer elec-tronics retailer in the past four weeks than the general population.

Mobile customers on the move

Last year, Australia’s top three mobile carriers signed exclu-sive deals with major content providers.

Optus partnered with Cricket Australia to produce the “Live

Pass”, which gives customers the ability to watch matches. The company also snatched the rights to English Premier League soccer from Fox Sports.

Digital rights for the AFL were secured by Telstra

while Vodafone signed con-tent deals with Fairfax Media

and Spotify.This year, the “big three” will

undoubtedly leverage these deals in consumer campaigns to win new customers and please existing ones.

Data from emma indicates that mobile brands fishing for new customers will find a large pool of prospective customers through newspaper media.

Call on newspapersSome 1.4 million newspaper

media readers intend to switch mobile providers in 2016.

Almost half (42%) are willing to sign 12-month or two-year contracts, while a third prefer a prepaid deal.

Heavy newspaper readers, those who read 7+ print copies a week, are 22 per cent more likely to sign a 12-month con-tract than non-readers.

Weakened dollar not anchoring travellers

Many Australians are chang-ing their 2016 travel plans due to the fall in value of the Austral-ian dollar.

Travellers are now looking to holiday closer to home, at a destination with a cheaper cur-rency or switching to lower-cost accommodation and activities at overseas destinations.

A survey by industry group Tourism & Transport Forum found 5 per cent of travellers had already switched from an

international to a domestic holi-day due to the falling dollar, with 15 per cent expected to travel more domestically this year.

Travel brands can use news-paper media to reach consum-ers planning a domestic holiday in 2016.

Fly high with newspaper media

Latest emma data indicates that 15 million travellers who are planning a domestic trip are also newspaper readers. Each month, national and metro-politan newspapers reach 9.6 million travellers planning an interstate trip.

Newspapers are second only to online as the most useful media that influences holiday decisions. Some 31 per cent of Australians say they use news-papers to plan their next trip.

Figures reveal 4.2 million domestic travellers consume 7+ editions every week.

Some 2.4 million of these access newspaper journalism on their mobile. This mobile audi-ence is 6 per cent more likely to travel for business or holidays in the next 12 months than non-readers.

1. http://autotalk.com.au/industry-news/autonomous-features-top-car-buyers-list

2. http://www.apra.gov.au/adi/Publications/Documents/20151231MBSNovember2015.pdf

3. http://www.smh.com.au/busi-ness/banking-and-finance/mobile-banking-tipped-to-wipe-out-600-branches-20150801-gipjqa.html

4. http://www.smh.com.au/busi-ness/aviation/how-the-falling-a-is-changing-travel-habits-20150917-gjopx9.html

D. Newspaper media audience purchase intention 2016

Technology products (000)

1280Smart phone

834Desktop computer

1228Tablet

816Smart TV

1197Laptop

747Home theatre

1096Games console

675Blu-ray DVD player

628Apple TV

973Digital TV recorder

Digital TV set 588

Digital camera 584

3D TV set 581

Video camera 575

Stereo of hi-fi system 507

71%

of consumers in the market for a new smartphone read a newspaper last week.

31%

of Australians use newspapers to help plan their next trip.

15 million holidaymakers planning to travel within Australia this year read newspaper media.

1.4 million readers plan to switch mobile service provider in the coming months.

E. Newspaper media audience purchase intention 2016

Domestic travel destinations (000)

4833Sydney & surrounds

2131Sunshine Coast

4582Melbourne & surrounds

1903Canberra & surrounds

2592Brisbane & surrounds

1808Other NSW

2556NSW North Coast

1774Other Victoria

1708NSW South Coast

2528Gold Coast

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

18

Photo: Thinkstock.com

Five-star reach

Hot for property

Just can’t get enough

5.1m read community newspapers each month

Local newspapers offer advertis-ers a different kind of connec-tion with consumers than other media.

Many media planners turn to TV when looking to reach the five-metro markets of Sydney, Melbourne, Brisbane, Adelaide and Perth, home to the majority of Australian consumers.

However, savvy planners look beyond television and add community newspapers to their plans. Free suburban newspa-pers are read by a large percent-age of consumers in the cities,

and provide a local connection television can’t match.

One in three consumers (36%) living in Australia’s major cities are non- or light- TV viewers.

Some 40 per cent of these consumers read their local com-munity newspaper in the last four weeks, offering advertisers a viable route to customers poten-tially missed by TV advertising.

Metro-dwellers regularly engage with their local newspaper to stay up-to-date on local issues, activities and events, something mass-me-dia platforms like TV just can’t do.

Real estate agents can reach a multitude of potential buyers by advertising in community newspapers.

More than one in ten (12%) of local newspaper readers are considering moving in the next 12 months.

Most of these, some 424,000 readers, are in the market for a new house, unit or apartment to live in. A further 232,000 read-ers are looking to buy an invest-ment property, and 196,000 are planning to buy a second home or holiday house.

Community newspaper readers make up 40 per cent of the metro and 27 per cent of the total investment property market.

Community newspapers provide readers with quality reporting on local news, usually delivered direct to the door. emma data proves just how much readers enjoy these newspapers.

Two in three readers (66%) look forward to reading the next edition of their local newspaper, and 69 per cent said they would miss their community newspa-per if it was not available.

This is also true for young readers. The under-25s, who are often assumed to have little interest in their local communi-ties, still consider their com-munity newspaper important. Some 40 per cent say they look forward to reading the next edition, and 48 per cent say they would miss it if it wasn’t available.

With this level of engagement, the future of community news-papers looks bright.

Community19

600,000 readers planning to buy property in 2016

77% readers who regularly use local services

Locally-owned businesses are the foundation of strong communities. They sustain a vibrant town centre, creating jobs and servicing the area.

Data indicates readers of community newspapers look to support businesses in their neighbourhood where possible. Community readers over-index as users of local services compared to general

population, according to emma.

When it comes to home-improvement, readers look to local tradies. They are 30 per cent more likely to use local tradespeople for home renovations and 29 per cent more likely to employ a local gardening service.

Readers prefer to stay local when they want to smarten

up their looks. They are 15 per cent more likely to use a local barber or hairdresser, and 18 per cent more likely to use a local beautician than the general public.

Local business owners can be confident that they can increase awareness and lift sales with community newspaper advertising.

Some 600,000 community newspaper readers are planning to buy property in 2016

66% look forward to the next edition of their community newspaper

69% would miss their community newspaper if it was not published.

424,000 readers looking for a new home

232,000 readers looking for an investment property

196,000 readers looking for a holiday home

Readership of community newspapers in five-metro markets

Perth

Sydney

Melbourne

Adelaide

Brisbane

45%

43%

41%

43%

36%

Press into serviceSome 77 per cent of readers say they prefer to use local trades and services

Dry cleaning

Childcare

Renovations

Gardening

Home repairs

House cleaning

Personal

grooming

Hairdre

sser

Health services

Pet care

Car washing

Motor v

ehicle

118110

106115

108105

144

130124

135129

122

Services used by community newspaper readers (indexed vs non-readers)

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

20

2.9m read newspaper journalism on a tablet

Tablet spotlight

Readers take a swipe

14-29 45-6430-44 65+

20%

32%

39%

8%

Tablet audience profile by age

Tablet audience profile by state (%)

NSW/ACT: 36

QLD: 16WA: 11

SA: 7

NT: 1

VIC: 27

TAS: 2

21

39% tablet audience aged 30-44

$99,500: typical tablet reader income. $20K more than national average

18.6hrs average time readers spend online each week

Groceries: 84.5%

Telco: 83.3%

Finance: 82.7%

Utilities: 78.5%

Tablet audience who are main household

decision makers

Typical Australian:$80,138.64

Typical tablet reader: $99,556.20

Average annual earnings*

*Full time employees working 30+ hours per week

Tablet audience monthly shopping behaviour

Supermarket

Local shopping strip/area

Large shopping complex/centre

Hardware store

Department store

Online

Discount department store

Electrical/Home appliance store

Music/DVD/Video game store

Home interior store

97.0%

82.5%

70.7%

51.5%

49.3%

41.6%

40.9%

17.6%

15.5%10.3%

Type of tablet owned by audience

iPad

iPad mini

Asus

Other

Samsung Galaxy

Microsoft Surface

Google Nexus

55%

14%

3%

4%

15%

3%

3%

Tablet audience online video consumption

(last 4 weeks)*

Movie

Video clip

Television

Video podcast

139

126

121

119

Tablet audience online ad interaction

(last 4 weeks)*

Use social media to interact with brand

139

Watch online advertising videos

126

Click an online banner 119

Some 2.8 million Australians used a tablet to read newspaper content in the last four weeks. The latest emma data reveals them to be high-earners and big-spenders who spend a lot of time on the internet.

THE WORKS QUARTER 1, 2016THE WORKS QUARTER 1, 2016

The average age of the tablet audience is 42, eight years older than the typical smartphone reader and five years younger

than a print reader.Two-thirds of these users

(71%) are aged between 30 and 64. In the city

Sydney-siders are above-average tablet readers, indexing at 128. Melbourne indexes at 121, Brisbane at 116 and Perth at 112.

The metro-centric skew of tablet users also has an impact on readership by state, with higher propensities in NSW/ACT and Vic-toria, lower propensi-ties in Queensland and Tasmania.

High earnersReaders are twice as likely as non-newspaper readers to earn $120,000+.

Video starsThe tablet audience is 20 per cent more likely to have viewed video content on their device in the past four weeks.

A social bunchOne in five readers (21%) have used social media to interact with a brand in the past four weeks.

Regular shoppers

Main decision makersThe tablet audience is 16 per cent more likely to have bought online in the past four weeks.

Readers are also 11 per cent more likely to have visited an electrical retailer and 12 per cent more likely to have visited a home interiors store in the same period.

iPad #1More than two-thirds of the tablet audience own an iPad or an iPad mini.

Heavy internet usersThe typical tablet reader spends 18.6 hours online each week, 3.3 hours more than the

typical Australian.Nine in ten tablet readers

used their tablet to read sport, news and current affairs in the past week.

One in two use their tablet to go online more than they use a PC or laptop.

&

“It’s calming and beautiful. It makes you think that

the iPhone is more than just a phone.”

“What a wonderful image. I want a phone

that can do that!”

“It’s a refreshing change from other ads, I really like

the imagery and simplicity of the message.”

“It raised my awareness that LG made smart phones. When I am in the market to buy a new one/update my present one I’d look at it as an option.”

“It’s elegant and classy. Makes me want to find out more.”

“The black and white background makes the leather case stand out. The phone looks great.”

Research conducted online by Ipsos Media CT. Fieldwork conducted August 2015. Sample aged 18+, based in Sydney, separate samples tested for each ad: n = 112 for LG, n = 117 for Apple. Significance tests conducted at 90% confidence level. Full details of methodology, Role Map and Action Map available on www.thenewspaperworks.com.au

Apple’s use of striking imagery caught readers’ attention, standing out from competitors. Respondents found the campaign memorable with many remarking it was a

refreshing change from other ads in the category.

LG’s approach increased awareness of the brand for some and encouraged reappraisal by others. It also had

respondents talking, lifting word-of-mouth scores.

RESULTS

COMPARISONSROLE MAP

BRAND EQUITY IMPACT

ACTION MAP DIAGNOSTICS MAP

OPINIONS

Ad improved familiarity/ understanding Ad made brand appropriate Ad made brand seem different to other brands in the category

All newspaper norm

Apple

LG

Call to actio

n

Affinity

Pub lic agenda

In fo r m ation

ReappraisalEx

tension

All newspaper norm Apple LGKEY

Buy or try

Searc

h or visitW

ebsearch

P honeWord o f mout

h

Cut-ou t & keepRe

member

Sha re onlin

e

All newspaper norm Apple LGKEY

Great image

Catches my eye

Looks good

Headline draws me in

Clear offer

Highlights key featureToo much info

Cluttered

Similar to other category ads

Dull & boring

Fails to grab attention

All newspaper norm Apple LGKEY KEY

APPLE LG

Brought to you by

28%

48% 42%

25% 25%

45% 45%41%

43%

emma,12 months to June 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Online Ratings, June 2015, people 14+ only.

RELAXNewspaper media readers buy

and spend more on furnishings and homewares than non-readers

7.8m furniture & homeware

buyers read newspaper

media

Print only:

2.7m

Digital only: 1.6m

Print & Digital: 3.3m

Newspaper media readers are 12% more

likely to buy furniture or homewares

Furniture & homeware Shoppers consider

newspapers more useful than online advertising or

social media

Readers spend 14% more on

furniture

The largest spenders (top 20%) are 21% more likely to read newspaper media

on mobiles

Readers spend 33% more on

homewares

WE SECURED A LIGHT RAIL PROJECT.A CAMPAIGN ON THE RIGHT TRACK.

A light rail project that will link Brisbane to the Gold Coast before the 2018 Commonwealth Games has secured government support, as a result of our relentless campaign.

Phil Mumford, CEO of light rail operator GoldLinQ, said our coverage was crucial in bringing the project to fruition. “The campaign ensured the community’s voice was heard and helped secure funding. Without this campaign and the Queensland government’s commitment to delivering Stage 2, this extension wouldn’t be happening,” Mr. Mumford said.

This is the power of influence.

Now imagine this influence working for your brand. Advertising in newspaper media becomes part of the flow of trusted information and opinion that shapes the views of more than 16 million consumers.

Experience the power of influence to drive consumer engagement and action.

#buythepaperVisit thenewspaperworks.com.au/influence