Newspapers: Still a Mass Medium

1
Newspapers Still a Mass Medium
Not that theres anything wrong with that

• Presented By
• Steve Seraita
• Senior Vice President
• Scarborough Research

2
Agenda

• Review Trends in Readership Among the Top 50
  Markets
• Put the News in Perspective
• Demonstrate the Impact of the Internet
• Recommend a New Concept for Defining Readership

3
Average Issue Readership Trends

• Both Daily and Sunday Newspaper Readership
  Continues to Erode at a Slow But Steady Pace.

Source Scarborough Research Top 50 Markets
4
Daily Average Issue Readership Trends

• Daily Readership Declines Greatest Among Younger
  Adults With Increase Among Age 65

Source Scarborough Research Top 50 Markets
5
Sunday Average Issue Readership Trends

• Sunday Readership Declined Among Younger Adults
  With a Slight Increase Among
  Age 65

Source Scarborough Research Top 50 Markets
6
Daily Average Issue Readership TrendsGender

• Male Readership Significantly Higher, While
  Decline in Readership Equal Among Men Women

Source Scarborough Research Top 50 Markets
7
There is NO Gender Gap on Sunday
Sunday Average Issue Readership Trends Gender
Source Scarborough Research Top 50 Markets
8
Readership Continues to Be Weak Among Minority
Groups, Particularly Hispanics
Daily Average Issue Readership Trends
Race/Ethnicity
Source Scarborough Research Top 50 Markets
9
Minority Readership Remains Weak on Sunday
Sunday Average Issue Readership Trends
Race/Ethnicity
Source Scarborough Research Top 50 Markets
10
When you look at the profile of newspaper
readers, theyre a professional, managerial,
upscale kind of profile, which is obviously
appealing to advertisers. Dave
Rowe Senior Vice President/Media
Director EURO/RSCG/DSW Partners Mediawe
ek May 22, 2000
11
Strong Trend of Daily Readership Erosion Even in
Upscale Demographics
Daily Average Issue Readership Trends
Source Scarborough Research Top 50 Markets
12
Decline Not as Strong With Sunday Readership
Sunday Average Issue Readership Trends
Source Scarborough Research Top 50 Markets
13
Average Issue Readership TrendsMarket Size

• Daily Readership Strongest in Top 10 Markets,
  Sunday in Top 25 Markets

Daily
Sunday
60.5
58.0
57.6
55.0
57.5
54.3
Source Scarborough Research Top 50 Markets
14
Individual Market Size Does Not Impact Level of
Readership
Average Issue Daily Readership Markets 1-50
Tampa
Atlanta
Portland
Boston
Des Moines
Seattle
Orlando
Raleigh
New York
Detroit
Miami
St. Louis
Indianapolis
Charlotte
Milwaukee
Nashville
Buffalo
Denver
Cincinnati
Philadelphia
Washington
Los Angeles
San Francisco
Houston
Phoenix
Sacramento
Pittsburgh
Baltimore
Hartford
Kansas City
Columbus
Salt Lake City
San Antonio
Norfolk
Harrisburg
Birmingham
Albuquerque
Providence
Greensboro
Minneapolis
San Diego
Greenville
Grand Rapids
New Orleans
Memphis
Oklahoma City
Wilkes-Barre
Cleveland
Chicago
West Palm Beach
15
Average Issue Readership TrendsGeographic Region

• Daily and Sunday Readership Strongest in
  Northeast And Weakest in Southwest Where
  Decline is Greater

Daily
Sunday
73.7
66.2
69.3
64.2
64.8
Source Scarborough Research Top 50 Markets
16
Putting the NewsIn Perspective
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Theres been such a fragmentation of all media
that its getting harder and harder to find media
that will give you significant reach. Even though
theres been some erosion in readership,
newspapers offer unparalleled reach with a
single insertion. Dave Rowe Senior
Vice President/Media Director EURO/RSCG/DSW
Partners Mediaweek May 22, 2000
18
75 of the Population Can Still Be Reached by
the Daily Paper Over 5 Days, 80 With 4
Sunday Editions. Cume Levels Have Declined
at a Slower Rate Than Average Issue.
Cume Readership Trends Adults 18
Source Scarborough Research Top 50 Markets
19
TV Viewership Has Declined at a Greater Rate
Than Newspapers With Late News Prime
Experiencing the Largest Decreases.
Television Trends Average Half Hour
Eastern Time
Source Scarborough Research Top 50 Markets
20
Total Radio Listening Is Flat With Gains Coming
in Drive Times While Evening Listening Is
Down.
Radio Trends Cume Listeners
Adults 18
Source Scarborough Research Top 50 Markets
21
Nearly 1/2 of Adults are On-Line.
Accessed Internet Adults 18
.
Source Scarborough Research Top 50 Markets
22
On-line Newspaper Readership Has More Than
Doubled in the Past 2 Years.
Read a Newspaper OnlineAdults 18
Source Scarborough Research Top 50 Markets
23
Growth of E-Readership Is up Among All Age
Groups, but Especially Among Young Adults.
On-line readership Coverage
Source Scarborough Research Top 50 Markets
24
Daily Readership Penetration Has Remained Steady
When Combining E-Readership With Traditional
Daily Readership.
Traditional Daily Readership E-Readership
Source Scarborough Research Top 50 Markets
25
Total Line Readership Improves Penetration Among
Every Age Group, but Particularly Among the
Young.
Traditional Daily Readership E-Readership 1999
Source Scarborough Research Top 50 Markets
26
Total Line Readership Improves Penetration for
Both Men and Women and Upscale Segments.
Traditional Daily Readership E-Readership 1999
Source Scarborough Research Top 50 Markets
27
Total Line Readership Improves Readership Levels
Among Minority Groups.
Traditional Daily Readership E-Readership 1999
Source Scarborough Research Top 50 Markets
28
Expanded Internet Section in Syndicated
Questionnaire

• Amount of time spent on internet
• Places where internet is accessed
• Internet sites and city guides used in past 30
  days
• Items bought on internet in past 12 months
• Amount spent on internet purchases

29
Online Newspaper Readership Questions in the
Telephone Survey

• Asked after the standard newspaper readership
  questions
• Have you read the online version of the newspaper
  in the past seven days/last day before today
• Allows newspapers to net print and online
  audiences
• Capture and exploit readership increases online
• Measuring three markets now
• Read any daily online in R2 2001 in all markets
• Newspapers can purchase their specific online
  measures

30
Internet Recontact Studies

• Random sample of Scarborough respondents
• Measure specific internet behaviors
• Internet data combined with existing consumer
  database
• National study and local market recontact studies
  in the top 5 DMAs available November 2000
• Roll out to top 20 markets planned for 2001
• Compare local market to national benchmarks

31
Nielsen//NetRatings

• Nielsen//NetRatings partnership
• Nielsen Media Research methodology
• NRI technology (Insight)
• National panel measurement of
• Internet traffic
• Internet advertising
• Internet commerce
• Bandwidth
• Local data for top 20 markets
• Scarborough representation to newspapers

32
Scarborough InSite Internet Intercept Surveys

• Custom designed Internet intercept survey placed
  on the clients website.
• Respondents are randomly recruited from the site
  traffic stream and surveyed.
• Data delivered online in HTML-format database.
• Flexible reporting engine, graphic and charting
  modules.
• Verbatim answers to open ended questions viewed
  exactly as typed by the respondent.
• Files can be exported as HTML documents,
  PowerPoint or Excel files, or other common data
  file formats (ASCII, CSV, etc.)

33
Summary

• Storm Clouds
• Daily and Sunday Readership Continue on a Slow
  Steady Decline

• Silver Lining
• Cume Readership is Still Strong
• Media Fragmentation Helps Newspapers
• On-line Readership Will Help Off-set the Decline
  in Traditional Readership

• Pot of Gold
• Embrace and Promote Total Line Readership