Research Questions

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Research Questions

• What is the average community newspaper readers
  relationship with newspaper advertising?
• How does a reader interact with newspaper
  advertising ( Classifieds,inserts etc.)?
• What are the implications of that relationship?

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Research Hypothesis

• The more frequently a person reads a community
  newspaper, the more he or she will notice the
  advertisements in said paper.
• In other words, people who read a paper 3 times a
  week or more will be more likely to notice and/or
  pay attention to advertisements

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Methodology

• Randomly selected participants
• Forty-one responded
• Generally used scale questions Using a scale of
  1-4, with one being rarely, two sometimes, three
  frequently and four almost always, respond to the
  following statement I notice advertisements
  when reading the community newspapers.

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Review of Research Results

• Our hypothesis was that the more frequently
  people read a community newspaper, the more they
  will notice the ads in said newspaper.
• Graph of results

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Review Continued

• Data remains constant with daily readers as well
  as those who read 3 times or more.
• Essentially

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Specifically
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Analysis of Results

• Confirmed Hypothesis
• Coupons
• Inserts
• Notice Ads
• Classifieds

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Confirmed Hypothesis

• As we already mentioned, the hypothesis was
  confirmed with the survey results.
• The more frequently people read a community
  newspaper, the more they will notice ads in said
  newspaper.

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Coupons

• Inverse relationship between clipping coupons and
  income.
• The lower a respondents income, the more likely
  they were to clip coupons.
• Household items and groceries are the most
  popular categories

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Notice Inserts and Ads

• Inserts
• Those who have read the Missourian in the last
  seven days read Missourians insets less
  frequently than other papers

• Ads
• More colorful
• Bigger
• Products or services that interest readers

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Classified

• Research showed section is not very popular
• Research mirrors focus group results

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Recommendations

• Target audience
• Build up brand name
• Build relationships with advertisers
• Collaborate with television
• Do more research to improve Classified ads

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Target and Branding

• Target Audience
• Since people pay more attention when they read a
  newspaper regularly, it is important to know WHO
  reads
• Define audience
• Target that audience

• Build up the brand
• Advertisers prefer good brand images
• If the Missourian name has a positive image in
  the community, advertisers will choose it over
  competition
• Sponsorships

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Relationship to Advertisers

• Keep advertising clients updated.
• Inform when increase or decrease in circulation
  and of any attempts to increase circulation

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Collaboration

• Collaborate with television to advertise the
  Missourian
• Television most widely used medium
• Ex Pepper and Friends

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The Classifieds

• Do more research to improve the Classified
  section
• According to research results, Classified not
  very popular with readers except the Auto section
• Begs question Why?

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Conclusions

• Hypothesis confirmed
• Coupon users and income
• If ads are for products and services people want,
  they will notice the ads more

• Define target and get the to read, target ads to
  them
• Build the Missourian as a brand name
• If ad base is increased, more revenue for paper
  expansion and improvement

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It all Ads up!

• Research Team 3