National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Index National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet TNS Belgium Author(s) Jan Drijvers Olivier Dequinnemaere Belgian newspaper editors Client contact Jan Drijvers AC5403 | © TNS 1.Survey overviewSurvey overview p. 3 2.Additional crossmedia reachAdditional crossmedia reach p Leverage in readership offline + onlineLeverage in readership offline + online p ProfilesProfiles p ConclusionsConclusions p. 44

National Newspublishers survey 2011 Survey overview

Objective of the survey To study aspects of newspapers which are not (yet) covered by the CIM surveys Common goal Individual perspectives 4 National Newspublishers survey 2011 > Survey overview

Objectives – Common goal To calculate the combined reach of newspapers, their magazines / supplements and internetsite(s). To translate these reach figures into indices useful for cross-mediaplanning (accumulation, duplication, exclusive reach) To maintain the structure of the universe and the reach figures from the CIM Print Survey for paper version of the dailies & magazines (reproduction of ‘CIM-fiche’) 5 National Newspublishers survey 2011 > Survey overview

Objectives – Individual perspectives To compare the image of the different media within the triple play (Corelio, Rossel) To compare the reach of week- and weekend-editions (Concentra, Corelio, Mediafin, Persgroep) To monitor the use of new digital platforms : Ipad, smartphone, digital TV (Corelio, Rossel) 6 National Newspublishers survey 2011 > Survey overview

Datacollection method CATI (telephone) – omnibus : Neutral method with regards to paper and internet Exhaustiveness (no internet at home : +/- 40%) Representativity : RDD fixed lines & mobile exclusives Equal distribution of the sample over days of the week (//CIM) 7 National Newspublishers survey 2011 > Survey overview

Sample Universe 2010 : Belgian population 15+ Respondent receives questionnaire with appropriate titles according to language Sample size : Goal : minimum 200 observations total reach for each newspaper NL : 2503 interviews / FR : 2500 interviews Weighing procedure : Weighing towards objectives CIM PMP 2010 on all important variables of a CIM-fiche: gender, age, social class, province, habitat, profession, education, family size, presence of children (‘Calage’ + ‘Calibrage’) 8 National Newspublishers survey 2011 > Survey overview

Questionnaire Reach indicators Total reach : print : ‘read, seen, leafed through, last months ‘ (formulation CIM) websites : ‘consulted last months’ Recency question (LLP/LDP) : Open recency-question for all media : Last time : yesterday / 2 day ago / 3 days ago / last 7 days / last days / last 30 days / longer ago ? Definition of LLP / LDP depends on day of interview and last day of publication Frequency question : dailies & websites : 6-7 days / 7, 5/7, 3-4/7, 1-2/7, <1/7 (adapted for free and financial dailies) Weekend editions and magazines : 4 weeks out of 4, 3 out of 4, 2 out of 4, 1 out of 4, < ¼ 9 National Newspublishers survey 2011 > Survey overview

Output All classic reach indices for paper versions of newspaper : Net reach, gross contact, frequency distribution, accumulation Aggregation of individual reach indices than allows to calculate for the entire universe or for specific target groups : The net reach of the combination of two or more titles/sites The number of exclusive users of each of the titles/sites The number of duplicate users between two or more titles / sites 10 National Newspublishers survey 2011 > Survey overview

National Newspublishers survey 2011 Additional crossmedia reach

Segmentation of titles PopularQualityRegional Dutch titles French titles 12 National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach of websites in addition to one day paper French titlesDutch titles Websites offer a substantial additional reach to the newspaper reach *Index = National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach of websites in addition to one day paper Dutch titles Popular titlesAll titlesQuality titlesRegional titles *Index = 100 Additional reach of websites is higher for Dutch quality titles 14 National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach of websites in addition to one day paper French titles Popular titlesAll titlesQuality titlesRegional titles *Index = 100 Websites of French regional titles offer less additional reach compared to sites of both popular and quality titles 15 National Newspublishers survey 2011 > Additional crossmedia reach

Added value of websites in numbers of contacts (‘000) Paper 1x Site 1x Paper + Site Dutch titles (147) French titles (130) *Index (Paper=100) 16 National Newspublishers survey 2011 > Additional crossmedia reach

Added value of websites in numbers of contacts (‘000) Paper 1x Site 1x Paper + Site Dutch titles (147) Dutch popular titles (144) Dutch quality titles (172) Dutch regional titles (135) French titles (130) French popular titles (143) French quality titles (138) French regional titles (120) Websites offer a substantial additional number of contacts to the paper version *Index (Paper=100) 17 National Newspublishers survey 2011 > Additional crossmedia reach

Added value of websites in GRP Dutch titles – GRPs among Dutch population (‘000) Paper 1x Site 1x Paper + Site Dutch titles Dutch popular titles Dutch quality titles Dutch regional titles National Newspublishers survey 2011 > Additional crossmedia reach

Added value of websites in GRP French titles – GRPs among French population (‘000) Paper 1x Site 1x Paper + Site French titles French popular titles10415 French quality titles17724 French regional titles National Newspublishers survey 2011 > Additional crossmedia reach

Combined weekreach (paper + magazine + site) MondayTuesdayWednesdayThursdayFridaySaturdaySunday Site 7x Paper 6x (5x*) Magazine 1x *For De Tijd and L’Echo 20 National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach on paper weekreach French titlesDutch titles On average, magazines and websites offer an addtional reach of respectively 30% (Dutch titles) and 20% (French titles) to the paper weekreach *Index = National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach on paper weekreach Dutch titles Popular titlesAll titlesQuality titlesRegional titles *Index = 100 Combined weekreach is higher for Dutch quality titles National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach on paper weekreach French titles Popular titlesAll titlesQuality titlesRegional titles *Index = as well as for French quality titles 23 National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach on paper weekreach Exclusive readers/visitors and duplicants Dutch titles Exclusive readers/visitors 44% 6% 16% Duplicants 14% 12% 1% 7% 66% 34% % on base: Combined Weekreach 24 National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach on paper weekreach Exclusive readers/visitors and duplicants Dutch titlesFrench titles Exclusive readers/visitors 44%63% 6%3% 16%13% Duplicants 14%8% 12%9% 1% 7%3% Less duplication between media for French titles 66% 34% 79% 21% % on base: Combined Weekreach 25 National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach on paper weekreach Exclusive readers/visitors and duplicants All titles Popular titles Quality titles Regional titles Exclusive readers/visitors 44%48%42%45% 6%5%9%2% 16%14%20%12% Duplicants 14% 11%19% 12% 10%14% 1% 7%6%7% Dutch titles % on base: Combined Weekreach 26 National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach on paper weekreach Exclusive readers/visitors and duplicants All titles Popular titles Quality titles Regional titles Exclusive readers/visitors 63% 57%71% 3%2%5%1% 13%14%16%7% Duplicants 8%6%9% 12%9% 1% 0% 3%2%3% French titles % on base: Combined Weekreach 27 National Newspublishers survey 2011 > Additional crossmedia reach

National Newspublishers survey 2011 Leverage in readership offline + online

French titles Dutch titles % readers of an average paper edition of a title... A large proportion of print readers visit the website of their chosen title. 29 National Newspublishers survey 2011 > Leverage in readership offline + online

Leverage in readership offline + online Dutch titles Popular titles All titles Quality titles Regional titles % readers of an average paper edition of a title National Newspublishers survey 2011 > Leverage in readership offline + online

Leverage in readership offline + online French titles Popular titles All titles Quality titles Regional titles % readers of an average paper edition of a title National Newspublishers survey 2011 > Leverage in readership offline + online

Leverage in readership offline + online French titles Dutch titles % visitors of a site (on an average day)... Newspaper sites appeal to their existing print readership, but they also attract a new audience to the title 32 National Newspublishers survey 2011 > Leverage in readership offline + online

Leverage in readership offline + online Dutch titles Popular titles All titles Quality titles Regional titles % visitors of a site (on an average day) National Newspublishers survey 2011 > Leverage in readership offline + online

Leverage in readership offline + online French titles Popular titles All titles Quality titles Regional titles % visitors of a site (on an average day) National Newspublishers survey 2011 > Leverage in readership offline + online

National Newspublishers survey 2011 Profiles

Differences in profiles Dutch titles Website visitors versus paper readers Magazine versus paper readers IND 100 = PROFILE PAPER (DAY) Dutch magazines attract a female and upscale public, whereas websites attract more men as well as active visitors 36 National Newspublishers survey 2011 > Profiles

Differences in profiles Dutch popular titles Magazine versus paper readers Website visitors versus paper readers IND 100 = PROFILE PAPER (DAY) 37 National Newspublishers survey 2011 > Profiles

Differences in profiles Dutch quality titles Magazine versus paper readers Website visitors versus paper readers IND 100 = PROFILE PAPER (DAY) 38 National Newspublishers survey 2011 > Profiles

Differences in profiles Dutch regional titles Magazine versus paper readers Website visitors versus paper readers IND 100 = PROFILE PAPER (DAY) 39 National Newspublishers survey 2011 > Profiles

Differences in profiles French titles Magazine versus paper readers Website visitors versus paper readers Both French magazines and websites attract a more upscale public. IND 100 = PROFILE PAPER (DAY) 40 National Newspublishers survey 2011 > Profiles

Differences in profiles French popular titles Magazine versus paper readers Website visitors versus paper readers IND 100 = PROFILE PAPER (DAY) 41 National Newspublishers survey 2011 > Profiles

Differences in profiles French quality titles Magazine versus paper readers Website visitors versus paper readers IND 100 = PROFILE PAPER (DAY) 42 National Newspublishers survey 2011 > Profiles

Differences in profiles French regional titles Website visitors versus paper readers Magazine versus paper readers IND 100 = PROFILE PAPER (DAY) 43 National Newspublishers survey 2011 > Profiles

National Newspublishers survey 2011 Conclusions

The increasing reach of websites provides additional reach, rather than cannibalisation. Complementarity works. The different platforms (print + online) are mutually reinforcing. 3 out of 10 who visit an online newspaper, read the same newspaper that day, 6 out of 10 any given newspaper. The incremental reach of online is higher in the North and for quality titles. While building on a solid foundation of newspaper readers, newspaper websites are attracting a younger, more affluent and more active consumer, while their magazines attract a more female readership. 45 National Newspublishers survey 2011 > Conclusions

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