1. LOCAL NEWSPAPERS REPORT Quantitative research findings June 2012 Conducted by

2. LOCAL NEWSPAPERS REPORT Quantitative research findings June 2012 Conducted by

3. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Contents 3 1.Introduction Objectives & Approach 2.Local Newspapers Role & Reader Connection Community Connection Local Newspapers Role Influence & Impact 3.Local Newspapers Positioning Community Newspapers Regional Newspapers National/Metro Newspapers 4.Regional Newspapers – In Focus Engagement Perceptions & Preferences Influence & Impact Implications for Advertisers 5.Community Newspapers – In Focus Engagement Perceptions & Preferences Influence & Impact Implications for Advertisers

4. 1. Introduction

5. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Research aim & objectives 5 The aim of this research was to develop a compelling, independent narrative, based on sound evidence, to demonstrate the impact and value of local newspapers for advertisers. Underpinning this aim were a number of specific objectives: Understanding the independent and complementary role of newspapers in the Metro & National, Regional and Community tiers, with distinct emphasis on Regional and Community newspapers. Understanding reader perceptions and the impact of Regional and Community newspapers, relative to other key media and information channels Understanding the motivations & benefits that underpin both Regional and Community newspaper usage and the benefits to readers Understanding the reader mood & mindset relating to Regional and Community newspapers Understanding editorial and advertising content & section consumption, including general news and information, areas of personal interest and decisions in regard to the purchase of goods and services for both Regional and Community newspapers

6. Bringing Local Papers to Life Quantitative Research for The Newspaper Works A two stage research approach 1. Exploratory Qualitative 33 qualitative in-depth interviews with regular readers of Regional and Community newspapers ~45 to 60 minutes Face to face - in home Mix of metro & regional locations (including, Sydney, Newcastle, Nowra, Melbourne, Bendigo, Townsville, Toowoomba, Mandurah, Bunbury) Regional Newspapers were defined as ‘paid’ and Community Newspapers ‘free’ home delivered local papers Interviews - November-December 2011 Where agreed, select video footage was recorded. 6 2. Quantitative Online Survey Online survey (~ 15-18 mins in length) n=600 Community Newspaper readers (Metro areas - nationally representative coverage) n=610 Regional Newspaper readers (nationally representative coverage) who may ALSO read a local Community Newspaper Readers were defined as reading within the last week (regional) or last month (community) or regular readers (some/most issues) Survey conducted 10-23 April 2012 Data has been weighted by age, gender & location to match ABS population statistics. All results based on readers of Regional/ Community Newspapers.

7. 2. Local Newspapers’ Role & Reader Connection Local Newspaper Influence Engagement with Local Newspapers Role of Local Newspapers Local connection

8. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Local newspapers play a unique & important role 8 Being connected to and involved with the local community is important to many people. This need and desire for community connection typically becomes stronger as people move in to family lifestages (with children) and beyond. Local newspapers play an important role in connecting people to their local community. This includes both keeping them informed about local issues, news, events etc, and also providing practical information for them to become more involved or improve their lifestyle (in some way). Importantly, local newspapers are seen as the BEST and most readily accessible (and for some people the ONLY) source of this type of local information. This strength of preference for local newspapers as a source of local information becomes stronger as people move in to family lifestages (with children) and beyond. This local perspective and the relationship readers have with local newspapers is very different to that of metropolitan and national newspapers Readers are highly engaged with local newspapers. Compared to other media channels, readers dedicate greater focus to the content of local newspapers. They read with an ‘active’ mindset, seeking and expecting local content with direct relevance to them – such as issues that may impact them, people and places they know, and events or offers they can participate in. Local newspapers are an enjoyable read – readers enjoy ‘relaxing’ while reading the local paper, with many having regular reading routines they look forward to (such as reading the local paper over a cup of tea, or after the kids have gone to bed).

9. Bringing Local Papers to Life Quantitative Research for The Newspaper Works 9 % of respondents Base: Local Newspaper readers n=1210 (weighted data) Readers have a strong desire for community connection & local information

10. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Older people & families have the strongest desire for local community connection Younger (pre children) Families Older Typically – Less engaged with local community Have other important ‘communities’ Busy and spend less time in the local area (eg, work, social, activities) Typically – Spend time in local area – particularly related to children (eg, school, sports, activities) Less ‘available’ time, so looking for local (convenient) events, activities and interests Typically – More available time (particularly, if not working) Spend more time in local area Looking for opportunities to connect and engage with others (eg, local clubs, community groups etc) Lifestage is correlated with the desire for community connection and interest in local information and issues Interest in local issues, events, people and places Desire for local community connection 10

11. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Preference for local shopping is largely convenience driven 11 Readers are far more likely to visit a local business or shop across the majority of categories – particularly, for more frequent purchases For each of the following types of goods or services, please indicate whether you would be more or less likely to visit a shop or business in your local area. % of respondents Base: Local Newspaper readers n=1210 (weighted data)

12. 2. Local Newspapers’ Positioning Local Newspaper Influence Engagement with Local Newspapers Role of Local Newspapers Local connection

13. Bringing Local Papers to Life Quantitative Research for The Newspaper Works 13 Local Newspapers support and enable connection with the local community Local newspapers both fulfill the desire for local information and reinforce community connection and involvement Community Connection Information Needs Interest & Involvement Local issues, events, people & places Community & Regional newspapers Information Needs Interest & Involvement

14. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Readers value relevant and practical local information from Local Newspapers Regional Newspapers Informs me about important issues for my local area Keeps me informed about local events and activities Provides information that is relevant to me Informs me about facilities / services / businesses in my local area Stands up for important issues in my local area/community My local area would be worse off without it 14 Community Newspapers Keeps me informed about local events and activities Informs me about facilities / services / businesses in my local area Informs me about important issues for my local area Tells me how I can become more involved in my local area/ community Stands up for important issues in my local area/community Is important in defining the identity of my local community My local area would be worse off without it Provides information that is relevant to me Strength of agreement (% of readers) Base: Local Newspaper readers n=1210 (weighted data) 80%+ 70%+

15. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Local Newspapers influence reader behaviour 15 The local relevance of content and potential for impact drives strong engagement Actions Tear out content (eg, articles, advertisements, coupons) and keep for reference Take advantage of sales, specials and other opportunities Try new cafes, restaurants, services – lawyers, doctors, hairdressers etc Go to local events, fairs, fetes, concerts and parades “Any of the events we attend with the kids on the weekend, we find out from the local paper” Behavioural Impact Drives community conversations on issues that matter (eg, new development, council issues) People act on the content and advertising they read

16. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Local paper advertisers can effectively influence reader perceptions and behaviour Advertising in Community and Regional papers can impact readers differently because they have a more open and expectant mindset ‘What is in here that is useful to me?’ Local convenience is expected (particularly in Community Newspapers) Readers look for specials, deals and offers, assuming large retailers have a local/convenient store Advertorials and reviews are of particular interest – especially for restaurants and cafes More complex or multifaceted services (such as lawyers, doctors, beauticians, hairdressers) can communicate more detail about services 16

17. 3. Local Newspapers’ Positioning Local Newspaper Influence Engagement with Local Newspapers Role of Local Newspapers Local connection

18. Bringing Local Papers to Life Quantitative Research for The Newspaper Works The three tiers of newspapers play unique roles and meet different reader needs Stimulate & Entertain Inform & Advise Connect & Enable Community Papers Regional Papers Metro & National Dailies Bringing my world to life Bringing the world to me Protecting my interests Connect & Enable 18

19. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Community newspapers ‘bring my world to life’ Emotional Benefits Improved sense of place & community identity Connection to people Pride in my community Opportunities for participation Opportunities to enhance my lifestyle Functional Benefits Awareness of things I/my family can do Awareness of things that might impact my family People & places I know Services & goods I can benefit from Local deals & specials Characteristics Locally selective Community happenings – people, places, events Unbiased, descriptive editorial Light-hearted tone Stories of personal relevance Celebrating achievement in the community Connect & Enable Community Papers 19 Belonging Personal PracticalityShared Stories

20. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Regional Papers Regional newspapers ‘protect my interests’ Inform & Advise Emotional Benefits Knowledgeable about the issues Secure in my knowledge of what’s going on Actively involved in region Alert to threats and opportunities across the region Prepared for change Functional Benefits Staying up to date Awareness of local issues and significant events Protection of local interests Region-wide happenings to participate in Savings from offers and deals from big businesses Characteristics Locally comprehensive, factual news Local interpretation and implications of State, National and International events Authoritative, trusted source – a pillar of the local community A common and current base of knowledge 20 Confidence & Security Being informed The Local Authority

21. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Metro & National Dailies Metro & National newspapers ‘bring the world to me’ Stimulate & Entertain Emotional Benefits Knowledgeable about the issues Amazed by extraordinary events Excited by major happenings Alert to possible threats Worldly in my perspective Culturally astute Functional Benefits Knowledge of significant issues and events that happen elsewhere Hearing different points of view Aware of ideas and trends Iconic events to attend Talking points with friends and colleagues Characteristics Comprehensive in-depth coverage of “big” news Critical analysis of events Authoritative tone Strong opinions Hold others to account Stories of importance, albeit indirectly 21 Savvy Being stimulated Window on the world

22. 4. Regional Newspapers - In Focus

23. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Regional newspapers are the ‘protectors of local interests’ 23 Typically, Regional newspapers are read regularly and thoroughly, with readers scanning for information of personal relevance and local importance. Readers seek confidence in being well informed about issues impacting their local area and being prepared for any potential implications. Readers are highly engaged with regional newspapers. Compared with other media channels they use (including TV and radio), readers are more focussed on the content of local newspapers and less likely to be multitasking. Older readers and families with children typically have a stronger relationship with Regional Newspapers and more positive perceptions across the board. Regional newspapers are considered a local authority and a trusted information source, ahead of TV and radio. Readers main content preferences are: Local events and activities Stories about local people in the community Local crime Readers are more likely to act on information they have seen in Regional newspapers compared to other media and information sources (including TV and radio). Once again, older readers and families are more likely to have acted on Regional newspapers content For advertisers, readers have more positive associations with businesses advertising in regional newspapers

24. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Regional newspaper readers want to feel informed and involved 24 Key Motivations Scanning for content of importance and relevance Desire to keep informed about news and issues affecting the town/region Awareness of key local events Broad awareness of key national and international news stories Reader Mood & Mindset What are the important issues that will/may affect my region? What do I need to know that will/may affect me/my family? Desire for inclusion – being in the know and feeling involved in the region “If you don’t read the (regional) paper, you won't have anything to talk about” “It gives you a sense of satisfaction that comes from knowing what is going on” “If you don’t read it, you’ll miss out on what's on – events, festivals etc…”

25. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Readers engage more deeply with Regional newspapers 25 Base: Regional Newspaper readers n=610 Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. % of respondents Compared to TV and radio, readers dedicate greater focus and attention to Regional newspaper content (weighted data)

26. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Regional papers are relevant, trusted & engaging 26 Compared to TV or radio, Regional newspapers are considered far more engaging, and provide more valued information Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. % of respondents Base: Regional Newspaper readers n=610 (weighted data) 63% (female) 67% (female)

27. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Younger readers engage with Regional newspapers 27 Regional papers are considered a more relevant, trusted and engaging source of information Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Regional Newspaper readers n=31 (18-24yrs), n=88 (25-34yrs) (weighted data) 18-24 years 25-34 years Younger Readers % of respondents

28. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Families value Regional newspapers’ relevant, trusted content 28 Similarly, families consider Regional papers to be more engaging and provide more valued information relative to other information sources Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. % of respondents Base: Regional Newspaper readers – with Partner & children n=213 (weighted data) Families with Children

29. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Keeping locally informed is Regional newspapers’ strength 29 Regional newspapers provide superior coverage of important local news, issues and practical local information compared to local TV and radio Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Regional Newspaper readers n=610 (weighted data) % of respondents 83% (female) 75% (female)

30. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Local events/activities & local people are of greatest interest 30 What type of information or stories are you interested in when reading the ? Base: Regional Newspaper readers n=610 (weighted data) % of respondents

31. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Regional newspapers encourage reader action 31 Readers are more likely to act on, keep or share content in Regional newspapers compared to TV, radio or catalogues Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Regional Newspaper readers n=610 (weighted data) % of respondents 52% (female)

32. Bringing Local Papers to Life Quantitative Research for The Newspaper Works The reader ‘mind-set’ influences perceptions of Regional newspaper advertisers Interpreting Analytical Active Thoughtful Information seeking Alert Value conscious Iconic Local Supportive Successful Trusted Good value Absorbed Larger scale Accessible 32

33. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Advertising in Regional newspapers has a positive impact 33 The majority of readers are more positive towards Regional newspaper advertisers and responsive to advertiser messages via this medium Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Regional Newspaper readers n=610 (weighted data) % of respondents

34. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Implications & opportunities for Regional newspaper advertisers Regional newspapers provide a medium that allows advertisers to: Build brand awareness in the region Provide deals and offers that reinforce value for regional customers Take advantage of information-seeking mindset to communicate more detailed information than is possible in electronic broadcast channels Achieve positioning of bringing the national/international quality/range or capability to the region Demonstrate a understanding of and commitment to supporting the region Build iconic reputation based on impressions of success and scale 34

35. 5. Community Newspapers - In Focus Analysis note: Community Newspaper reader results includes both metropolitan and regional readers As such, all results (including for TV and radio) are based on combined metro and regional data

36. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Community newspapers ‘bring my world to life’ 36 Community newspapers readers seek personal connection and relevance in the information they read – in particular, people and places they know and opportunities to connect or act. There is an expectation of personal relevance in Community newspapers and a strong desire to be ‘in the know’ about what is happening in the local community. Readers are engaged with Community newspapers, dedicating greater focus on the compared with other media channels they use (including TV and radio). Older readers and families with children are most engaged and tend to have more positive perceptions of Community newspapers. Community newspapers provide relevant, practical local information which both informs readers about what is happening in their local community and enables them be involved or enhance their lifestyle. Readers are most interested in: Local events and activities Shopping and special offers Stories about local people in the community Readers are more likely to act on information they have seen in Community newspapers compared to other media and information sources (including TV and radio). Once again, older readers and families are more likely to have acted on information in Community Newspapers. Readers are more positive towards businesses advertising in Community newspapers and have a strong desire to support local businesses and those involved in the local community.

37. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Community newspaper readers actively seek connection 37 Key Motivations ‘Browsing’ for interest and relevance Looking for people and places they know of interest. Connecting with the local community Listening to the community voice Seeking opportunities to enhance lifestyle, participate or meet a need Reader Mood & Mindset An active mindset – looking for relevance and connection Looking for (and expecting) personal relevance (What will impact me directly? What will benefit me/my family?) An enjoyable readership experience – reflecting positive tone Relaxed – a more leisure and social focus “I read the local paper because I don’t want to feel like I am missing out. I want to know what is happening in my local area” “I really enjoy reading the local paper – it keeps me connected” “It’s usually more enjoyable to read”

38. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Readers dedicate greater focus to Community newspapers 38 Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. % of respondents Base: Community Newspaper readers n=954 Reading Community newspapers is seen by most as a relaxing experience, and is afforded greater dedicated focus compared to TV and radio. (weighted data)

39. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Community readers value relevant, practical & trusted content 39 Community newspapers provide practical local information in a medium that is convenient for readers to engage with and use Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Community Newspaper readers n=954 (weighted data) % of respondents 66% (female)

40. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Younger readers also value relevant & practical content 40 Slightly older readers (25-34yrs) clearly perceive Community papers more positively (relative to other sources), while 18-24yrs also trust and engage with TV Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Community Newspaper readers n=29* (18-24yrs), n=145 (25-34yrs) (weighted data) % of respondents 18-24 years* 25-34 years Younger Readers *Caution: small sample

41. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Families perceive Community papers very positively 41 Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Community Newspaper readers – with partner & children n=352 (weighted data) Families with Children Compared to other sources, Community papers provide far more trusted and valued information % of respondents

42. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Community papers clear strength is local information 42 Community newspapers are clearly the preferred medium for readers to keep ‘locally informed’ and connect with the community Thinking about each of the following different sources of information, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Community Newspaper readers n=954 (weighted data) % of respondents 84% (female) 80% (female)

43. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Local activities & offers are of greatest interest 43 What type of information or stories are you interested in when reading the ? Base: Community Newspaper readers n=954 (weighted data) % of respondents

44. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Readers act on Community newspaper content 44 Readers are far more likely to keep, act on or share the content from Community newspapers compared to TV, radio or catalogues Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Community Newspaper readers n=954 (weighted data) % of respondents

45. Bringing Local Papers to Life Quantitative Research for The Newspaper Works The reader ‘mind-set’ influences perceptions of Community newspaper advertisers Connect & Enable Expectant Searching for things to do/buy/act-upon Active Positive Relaxed Playfully curious Alert Value seeking Hyper- convenient Approachable Local Supportive Helpful service Unique Trusted Personal “The same ad could be in the daily paper, but I wouldn’t stop to look because I’d think it wasn’t local and therefore not relevant to me” 45

46. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Advertising in Community papers influences reader behaviour 46 The majority of readers are more positive towards Community newspaper advertisers (compared to TV or radio) and have acted on advertising messages Thinking about each of the following types of media that you use, please indicate which statements you feel apply to each. You may nominate as many or as few information sources for each statement as you wish. Base: Community Newspaper readers n=954 (weighted data) % of respondents

47. Bringing Local Papers to Life Quantitative Research for The Newspaper Works Implications & opportunities for Community newspaper advertisers Community newspapers provide a medium that allows advertisers to: Leverage convenience Provide highly targeted deals and offers that reinforce value for local customers Use call-to-action advertising and promotion given the action-oriented mindset of readers Provide valuable/useful information and content Harness the pass-on and retention behaviour of readers to run promotions over longer time-frames Demonstrate a strong understanding of and involvement in the community Enhance reputation based on connectedness to the local community 47

48. For more information and to view respondent videos, visit: www.thenewspaperworks.com.au