community newspaper readership. perth emc newspaper readership what is combase? study overview...

Community Newspaper Readership

Perth EMCNewspaper Readership

• What is ComBase?• Study Overview• Readership Overview• Demographics• How Much of the Paper is Read• Number of Issues Read• Newspaper Ratings• Preferred Community Newspaper• Media Habits – Newspaper, Radio• Cross Readership• Perth EMC Strengths

What is ComBase?The Most Comprehensive Print Study in the World!

• Both the Research Bureau and the study• Initiative of CCNA and its members• Stand-alone incorporated company• Governed by an independent, fully tri-

partite Board• Arms-length relationship to the industry• Completely funded by 300+ member

papers• Support from independents & large

groups• Small & large papers across Canada

• 400+ markets and sub-markets• 25,000+ interviews per wave• 50,000+ total interviews• 2-year rolling study• All provinces represented• 800+ publications – community & daily

newspapers, ethnic, alternative, shoppers, and agricultural publications

• Title- and market-specific• 900+ radio stations• Demographics and readership

ComBase = Community Newspaper Database

Study Overview

Source: ComBase 2006 One Year StudyBase: Perth EMC Distribution Area *Demo: Adults 18+Weighted Population: 23,700

ComBase 2006 interviews were conducted from March to July 2006. ComBase 2006 is conducted by Millward Brown and Standard Research Systems.

*in future this area will be referred to as Perth

Community Newspapers Dominate!(Perth, ON)

• Readership of community newspapers in Perth is higher than readership of daily newspapers

• 94% of adults report reading ANY community newspaper

• 65% of adults report reading ANY daily newspaper

• And 32% report reading ONLY community newspapers and NOT a daily newspaper

32

65

94

Read AnyCommunity Paper

Read Any DailyNewspaper

Read ONLYCommunity Paper

% Readership Source: ComBase 2006 One Year Study *Base Population – Perth EMC Distribution Area (23,700)

Newspaper Readership Overview(Perth, ON)

• Readership of The Perth EMC is 73%

• Readership of The Perth Courier is 52%

• Readership of The Ottawa Citizen Saturday is 51%

• Readership of The Sharbot Lake Frontenac News is 22%

• Readership of News From The Valley is 22%

• Readership of The Lanark Era is 19%

• Readership of Business Today is 15%

15

19

22

22

45

51

32

52

73

Business Today

Lanark Era

News From The Valley

Sharbot Lake Frontenac News

Ottawa Citizen Sunday

Ottawa Citizen Saturday

Ottawa Citizen Daily

Perth Courier

Perth EMC


Readership Overview

• 73% of Perth adults report reading The Perth EMC - this represents 17,200 readers

• The Perth Courier reports 52% readership, representing 12,300 adults

• The Ottawa Citizen reports

– 7,600 weekday readers (32% readership)

– 12,000 Saturday readers (51% readership)

– 11,000 Sunday readers (45% readership)

Source: ComBase 2006 One Year Study *Base Population – Perth EMC Distribution Area (23,700)

Demographics Overview

Because of their high reach, community newspapers attract a desirable audience comprising of:

• Home owners • Families with children • Educated consumers • Professionals • High income earners • Ethnic populations, including aboriginals • More women than other mass media

% Reach by Demographic Sector(Perth, ON)

59

9

46

54

55

48

75

60

77

68

55

41

Age 40+

Age < 40

Female

Male

Perth EMC

Perth Courier

Ottawa Citizen Saturday


77% of women and 68% of men in Perth are reading The Perth EMC.


74

48

54

50

99

48

56

21

77

72

70

89

Rent Home

Own Home

HHI > $50K

HHI < $50K

Perth EMCPerth CourierOttawa Citizen Saturday


72% of Perth homeowners are reading The Perth EMC.


25

71

39

73

51

53

54

45

71

74

69

82

With Children

Without Children

Employed

Not Employed

Perth EMCPerth CourierOttawa Citizen Saturday


69% of Perth employed adults are reading The Perth EMC.

How Much of the Paper is Read (Perth, ON)

• Readers of each paper were asked how much they read

• Perth adults are strong newspaper readers, reading the majority of every issue!

• 78% of Perth EMC readers tend to read All or Most of the paper

• 69% of Perth Courier readers tend to read All or Most of the paper

• 46% of Ottawa Citizen Saturday readers tend to read All or Most of the paper

39

49

30

201617

2319

4

30

1

11

0

39

3

Perth EMC Perth Courier Ottawa CitizenSaturday

All Most About 1/2 Less Than 1/2 Very Little

% of Readers Source: ComBase 2006 One Year Study *Base Population – Perth EMC Distribution Area (23,700)**May not total 100% due to exclusion of “Refused/Not Stated” responses

1 1 0

13

0

12

11 29

75 73

90

149

Perth EMC Perth Courier Ottawa CitizenSaturday

None Read 1 Read 2 Read 3 Read 4 Read 5

• Perth newspaper readers are loyal, reading almost every issue!

• 75% of Perth EMC readers read all 4 of the last 4 issues

• 73% of Perth Courier readers read all 4 of the last 4 issues

• 90% of Ottawa Citizen Saturday readers read all 4 of the last 4 issues

Number of Issues Read (Perth, ON)

% of Readers Source: ComBase 2006 One Year Study *Base Population – Perth EMC Distribution Area (23,700)**May not total 100% due to exclusion of “Refused/Not Stated” responses

Newspaper Ratings (Perth, ON)

7

8

7

7

Ottawa Sun

Ottawa Citizen

Perth Courier

Perth EMC

Rating (1-10) Source: ComBase 2006 One Year Study *Base Population – Perth EMC Distribution Area (23,700)

Respondents were asked to rate newspapers in Perth using a scale of “1” to “10” where “10” would be interpreted as “extremely good” and “1” as “extremely poor”.

Preferred Community Newspaper (Perth, ON)

10

26

47

Sharbot LakeFrontenac News

Perth Courier

Perth EMC

% Preferred

47% of community paper readers in Perth report The Perth EMC as their preferred community newspaper


6

6

8

8

11

11

13

13

17

73

Smiths Falls 92.3 CJET

Ottawa 91.5 CBC Radio One Talk

Kingston 98.3 CFLY

CBC (unspecified)

Smiths Falls/Ottawa 101.1 CKBY

Ottawa 106.1 CHEZ

Ottawa 106.9 CKQB

Ottawa 100.3 CJMJ

Other (specified)

Perth EMC

% Reach Source: ComBase 2006 One Year StudyRadio Stations Listened to Yesterday – Stations with less than 6% reach not shown *Base Population – Perth EMC Distribution Area (23,700)

Media Habits – Newspaper vs. Radio (Perth, ON)

Radio is a very fragmented medium. None of the radio stations on their own can claim reach as high as a single insertion in The Perth EMC.

Media Habits – Newspaper and Radio (Perth, ON)

24

7

76

13

73

Did Not Listen toRadio

Listen to CBCOnly

Listened to ANYRadio Station

Ottawa 100.3CJMJ

Perth EMC

Reach %

The Perth EMC Outperforms Radio

• One insertion in The Perth EMC reaches more than the top radio station 100.3 CJMJ

(73% vs. 13%)

• To reach the 76% listening to Any Radio Station you would have to buy spots throughout the day on all radio stations available in Perth!

Radio Reach is Limited!• 31% of the population cannot be

reached with commercial radio– 24% did not listen to any station

yesterday

– 7% listened to ONLY CBC yesterday

Source: ComBase 2006 One Year Study *Base Population – Perth EMC Distribution Area (23,700) *see previous slide for specific station reach

Cross Readership (Perth, ON)

• 8,800 Perth Courier readers report also reading The Perth EMC

• 71% of Perth Courier readers can be reached using The Perth EMC

• 86% of Ottawa Citizen Saturday readers report also reading The Perth EMC


Perth EMC Strengths

• Top line readership for The Perth EMC is very strong against other newspapers in Perth at 73%

• Perth EMC readers are strong and regular readers – 75% read all 4 of the last 4 issues; and 78% read All or Most of the

Paper

• The Perth EMC rates well among Perth adults– The Perth EMC is the preferred community paper in Perth by 47% of

the population and has a rating of 7

• The Perth EMC provides higher reach than any single radio station and Perth adults are hard to reach with radio

– 31% cannot be reached at all with radio advertising!

• The Perth EMC has strong cross readership– 8,800 Perth Courier readers report also reading The Perth EMC

Source: ComBase 2006 One Year Study*Base Population – Perth EMC Distribution Area (23,700)

community newspaper readership. perth emc newspaper readership what is combase? study overview...

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