Group 6 Competition

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Group 6 Competition

• Who Are We Up Against?

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Objectives, Known Factsand Secondary Data

• To learn who is the Missourians competition
• Secondary Data Findings
• Primary Data Findings

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Hypothesis and Description of Methodology
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Hypothesis

• The greater number and frequency of usage of
  other news sources by people, the less likely
  they are to prefer the Columbia Missourian

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Methodology

• 13 Research Teams
• Topic chosen Competition for the Columbia
  Missourian
• Research questions for telephone surveys
• Analysis of results
• Basis for recommendations and further research

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Methodology

• Hypothesis Proved or Disproved?

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Review of Survey Results

• 40 read the Missourian
• 56 read the Tribune
• Tribune and St. Louis Post-Dispatch are the top
  competitors
• National newspapers not competition for local
  newspapers

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Review (Cont)

• Slightly more than half prefer Missourian over
  the Tribune
• Online is not the only up-to-date news source
• Online Missourian has a lot to offer in terms of
  news accessibility

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Review (Cont)

• Most important visual aspects are graphics and
  photos, and headlines
• Tribune and USA Today are best examples for these
  visual aspects
• Most important news coverage

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Analysis

• We separated our results by
• Print Media
• Radio
• Broadcast
• Online
• Reader Demographics
• Print Media Preferences

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Analysis Print Media

• The Tribune is the primary competition to the
  Missourian
• Income and age effect preference to VOX
• Overall, print media is the main form of
  competition

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Analysis (Cont.)

• Radio
• Expediency
• Age
• Education
• Income

• Broadcast
• Reliability
• Age
• Education
• Income

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Analysis (Cont.)

• Online
• Readership
• Income
• Education
• Age
• Expediency

• Missourian
• Vs. Tribune
• Accessibility

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Analysis (Cont.)

• Reader Demographics
• Non-subscribers
• Subscribers
• Local news
• Age
• Education
• Income
• Marital Status
• Gender

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Analysis (Cont.)

• Frequency
• 1-3 times/week
• 3-5 times/week
• Both Missourian Tribune
• More than 1 daily paper
• Subscription

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Analysis (Cont.)

• Determining Preference
• News Content
• Reputation
• Visual Presentation
• Price
• Other

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Limitations and Restrictions

• Phone Book
• Columbia
• Voluntary Response
• Small Sample Size
• Disproportionate Demographics
• Problematic Codesheets

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Recommendations for Action

• Separate University of Missouri news into a
  sub-section or into a weekly tabloid insert.
  Columbia
• Allow the Missourian to be bought at other areas
  around campus Small Sample Size

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Recommendations for Action (Cont)

• Advertise on KOMU
• Advertise on radio, KBIA
• Advertise in VOX

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Recommendations for Further Research from Survey

• News Content
• Tribune, St. Louis Post-Dispatch
• Visuals
• Colors Graphics
• Tribune USA Today
• Headlines
• Tribune, St. Louis Post-Dispatch

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Further Research

• New survey only of online users.
• Have an incentive for completing a survey
• Put the surveys in the Missourian or mail with
  bill.
• Track the locations of survey participants.

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