survey on printed media market, june 2008

8/2/2019 Survey on Printed Media Market, June 2008

1/40

Strate ic Marketin ResearchPart of StrategicPuls Group and Member of ESOMAR

SURVEY ON PRINTED MEDIA MARKET

THE SURVEY WAS ORDERED BY:

This project was realized thanks to citizen of USA within USAID program of support

StrategicPuls Group

Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania

o me a e a u es expresse ere e ong exc us ve y o au or an ey o norepresent the official attitude of USAID.


2/40

jun 2008.

INTRODUCTORY NOTES

Survey, the main results of which are contained in this report is the eleventh survey on readership

of printed media ordered by IREX, and realized by Strategic Marketing.

Survey objectives:

To track media consumption in general To ascertain readership of daily newspapers

To ascertain readership of magazines

ercep on o newspapers an magaz nes

Readers attitude towards local printed media

The main objective of this survey is to explore the habits in consumption of printed media, and

readership of printed media in Serbia.

Data presented in this survey are a combination of data obtained from AdHoc field survey and Print

Adex survey.

AdHoc Face to facesurvey on nationally representative sample of 1403 respondents

Continued surve on readershi of dail news a ers and ma azines Print ADEXon monthl

sample of 6000 respondents by telephone interviews.

StrategicPuls Group

Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania2


3/40

jun 2008.

METHODOLOGY FOR AD HOC SURVEY

Ad Hoc survey

Size of realized sample: 1403 respondents

Face to face survey, in household, nationally representative sample

Population aged 14+

Urban and other settlements

Type of sample: three-stage random representative stratified sample

Fieldwork realized: from 26th May to 30th May 2008

StrategicPuls Group



4/40

jun 2008.

SAMPLE AND METHODOLOGY PRINT ADEX

PRINT ADEX

PrintAdex is an information base about ratings and presence of advertisements in printed media,which makes possible introspection and analysis of data on total costs and costs by variouscategories of advertising messages.

The basic components of PrintAdex are:

Data on readership of newspapers and magazines, obtained from random representative sample,collected daily on 250 respondents, or circa 6000 respondents on monthly basis.

.

These two sets of data are merged in unique software, which not only makes possible calculationof printed media ratings, but also a complete analysis of advertisements market.

, ,

Serbia

12-65 years of age

Urban and other settlements

Type of sample: three-stage random representative stratified sample

Continual

StrategicPuls Group



5/40

StrategicPuls Group



6/40

jun 2008.

How often do You watch TV, listen to radio, read daily newspapers and magazines, use Internet?

SURVEY ON PRINTED MEDIA MARKET CONSUMPTION OF MEDIA IN GENERAL

ase: o a arge popu a on

5%

90%

100%

24%

45%

70%

80%

87%40%

50%

60%

60%

31%

20%

30%

5%14%

0%

TV radio read daily newspapers read magazines use Internet

Every day 4 - 6 times a week 2 -3 times a week Once a week

StrategicPuls Group


Several times a month Once a month Less than once a month Never


7/40

jun 2008.

How often do You read daily newspapers and magazines and use Internet?



24%

17%21%

30% 31%

45%

21%

36%

24%

80%

90%

100%

Never

36%

30% 25% 36% 25%

84%78% 73% 74%

25% 22%50%

60%

70%

Rarely

Once a month

40%44%

22%23%

27% 23% 8% 5%37% 41%

17%

20%

30%

40%

Weekly (at least

once a week)

11% 10% 6% 7%12% 16%

4% 5%

8% 8%0%

10%

vine2003

ers2005

ers2006

ers2008

ines2003

ines2005

ines2006

ines2008

rnet2003

rnet2005

rnet2006

rnet2008

times a week)

Newspapers Magazines Internet

N

o

Newsp

a

Newsp

a

Newsp

a

Maga

z

Maga

z

Maga

z

Maga

z

Inte

Inte

Inte

Inte

StrategicPuls Group


Use of internet constantly increases!


8/40

jun 2008.

Average readership of daily newspapers

PRINT ADEX DAILY NEWSPAPERS

Average number of people who read daily newspapers. Slight increase of frequency of readership of daily newspapers

(bigger offer and increase of income, prize games, political situation)

36,0%

36,4%

2004

2005

2004.

2005.

35,3%20062006.

42.9%

38,3%

42,9%

2007

2008

2007.

2008.

Base: Respondents aged from 12 to 65 years

StrategicPuls Group



9/40

jun 2008.

During an average day, how much time a day (in minutes) do You devote to...


verage va ues; ase: o a arge popu a on

210Watching TV?

187Listening to radio?

52

47

Reading of dailynewspapers?

Readin ma azines?

119Use of Internet?

During one average day TV is watched for the longest time (3.5 hours on the average, radio -3 hours, daily

StrategicPuls Group


newspapers somew a ess an an our . ren s a mos comp e e y co nc e w ren s rom prev ous

surveys. It seems that habits in media consumption dont change quickly.


10/40

jun 2008.

Why dont You read newspapers? Why dont You read magazines?


u p e response; ase: respon en s w o on rea newspapers o arge popu a on

53%I am not interested in newspapers 48%I am not interested in magazines

20%

18%

17%

Newspapers are expensive

I don't like to read

I don't have time

25%

17%

13%

Magazines are expensive

I don't have time

I don't like to read

6%

1%

Newspapers are not objective

Not access ible, they aren't available in

my place

3%

2%

Magazines in Serbia lack quality

Magazines are not objective

1%

3%

6%

Newspapers in Serbia lack quality

DK/Refusal

Other

0%

11%

3%

,in my place

DK/Refusal

Other

StrategicPuls Group


ac o n eres an ac o me an money are mos requen y e reasons w y a y newspapers an magaz nes

are not read. In this wave newspapers are perceived as expensive, not only magazines.


11/40

StrategicPuls Group



12/40

jun 2008.

Can You recall the names of some daily newspapers?

SURVEY ON PRINTED MEDIA MARKET DAILY NEWSPAPERS

Base: res ondents who ever read dail news a ers 76%of tar et o ulation

40%

16%

Blic

Veernje novosti

82%

65%

Blic

Veernje novosti

FIRST SPONTANEOUS MENTION - top of mind ALL SPONTANEOUS MENTIONS

10%

9%

8%

Politika

Press

Kurir

57%

49%

39%

Kurir

Politika

Press

3%

2%

1%

sa a

Alo!

Magyar Szo

Dnevnik - Novi Sad

20%

15%

13%

13%

Alo!

Sportski urnal

Danas

24 sata

1%

1%

1%

Sportski urnal

Danas

Gazeta

12%

11%

11%

Glas (javnosti)

Gazeta

Sport

1%

0%

0%

por

Pravda

Glas (javnosti)

Kurir Sport

11%

9%

6%

5%

Pravda

Dnevnik - Novi Sad

Magyar Szo

Kurir Sport

StrategicPuls Group


0%

4%

Other

DK/Refusal

1%

4%

Other

DK/Refusal


13/40

jun 2008.

Have You heard about these daily newspapers?


u p e response; ase: respon en s w o ever rea a y newspapers o arge popu a on

97%

94%

Blic

Veernje novosti

95%

95%

94%

90%

83%

75%

Kurir

Politika

Press

Alo!

98%

94%

92%

Belgrade

66%

65%

60%

Danas

Sportski urnal

Glas (javnosti)

99%

97%

94%CentralSerbiatratum

Blic

Veernje novosti

Kurir

59%

57%

54%

46%

Gazeta

Sport

Pravda

24 sata 96%

91%

83%

Press

37%

34%

19%

Kurir Sport

Dnevnik - Novi Sad

Magyar Szo

88%

90%

83%

Vojvodina

StrategicPuls Group


1%

1%

Other

DK/Refusal

73%


14/40

jun 2008.

Readership of 5 daily newspapers with the highest average rating, by gender

PRINT ADEX DAILY NEWSPAPERS

Male readers are prevalent

newspapers in Serbia

The biggest gender-related

difference is recorded among

the readers of Kurira

The smallest gender-related

difference is recorded among

StrategicPuls Group



15/40

jun 2008.

Which of these daily newspapers do You (dis)like?


47%Blic 29%Kurir

Like Dislike

26%

15%

14%

Veernje novosti

Press

Kurir

15%

10%

9%

Politika

Alo!

Press

13%

7%

Politika

24 sata

6%

5%

5%

Pravda

Sportski urnal

Gazeta

6%

6%

5%

Alo!

Sportski urnal

Gazeta

5%

5%

Glas (javnosti)

Veernje novosti

4%

4%

Magyar Szo

Sport

4%

4%

Danas

24 sata

StrategicPuls Group


3%

3%

Danas

Dnevnik - Novi Sad

4%

3%

Sport

Kurir Sport


16/40

jun 2008.

Is the following column important for You?


10%

11%

68%

70%

Domestic news

Local news, news from your town

Unimportant Important

32%

18%

19%

17%

51%

53%

57%

59%

Sport

World news

Weather forecast

Economy, salaries, standard

33%

28%

31%

24%

39%

42%

43%

47%

Crime chronicle

Culture

Healthy life

Entertainment

47%

50%

37%

41%

25%

31%

35%

37%

Authorial texts, columnists

Recipees, cook book

Political analysis

Information about village

59%

46%

53%

18%

21%

23%

Readers' letters

Feuilleton

Classified ads

StrategicPuls Group


oca news are mpor an , as we as omes c news, nves men s an wea er orecas , en

world news. Interests of Serbian citizens arent changing.


17/40

jun 2008.

Interest of readers of daily newspapers in various topics

0.6

Readers of Politika are interested the most in culture and authorial texts, readers of Blic and Veernje Novosti are

interested in local information and domestic news, and readers of Press and Kurir in entertainment, Crime chronicle and

weather forecast.

CultureEntertainment

Healthy living

Recipees, cook book

Readers' letters

0.4

Crime chronicle

Weather forecast

TV program

Classified adsiWorld news

Authorial texts, columnists PRESS

KURIR

POLITIKA0

0.2

Polytical analyses

Sport

Local news, news from

your town

Economy - investments,

salaries, standard

Domestic news

-0.2

n orma on a ou v ageFeuilletons

VEERNJE

NOVOSTI

-0.6

-0.4

StrategicPuls Group


-1.2 -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.2


18/40

jun 2008.

Do You agree with the following statements?


14% 64%I always thumb through daily newspapers if something important happens

Disagree Agree

20%

16%

48%

55%

Reading daily newspapers is a special fun

Our daily newspapers deal too much with scandals

43%

21%

39%

42%

If I had more money I would read more daily newspapers

There are also some objective daily newspapers in Serbia

53%

32%

24%

28%

I don't have time to read daily newspapers

Daily newspapers have more strict political attitudes than TV

78%

51%

10%

22%

I prefer news from Internet than from daily newspapers

Reading newspapers is unnecessary because all news are alreadyavailable on TV

StrategicPuls Group



19/40


MAGAZINES

StrategicPuls Group



20/40

jun 2008.

Average consumption of weekly magazines

PRINT ADEX PERIODICALS

In Serbia, 34% of population read weekly newspapers.

StrategicPuls Group


Base: Respondents aged 12 to 65 years


21/40

jun 2008.

Try to recall some magazines

SURVEY ON PRINTED MEDIA MARKET - MAGAZINES

u p e answers; ase: espon en s w o rea newspapers o arge popu a on

20%

7%

Blic ena

Svet

34%

24%

Blic ena

Svet

FIRST SPONTANEOUS MENTION - top of mind ALL SPONTANEOUS MENTIONS

6%

4%

4%

Scandal!

Gloria

Lepota i zdravlje

21%

12%

12%

10%

7%

Scandal!

Gloria

Lepota i zdravlje

Lisa

Bravo

3%

3%

2%

Lisa

Nin

Csaladi kor

6%

5%

5%

5%

4%

Nin

Revija 92

Blic Puls

StilStory

2%

2%

2%

Revija 92

Story

CKM

4%

4%

4%

4%

4%

Ilustrovana politika

Cosmopolitan

Joy

Bazar

Pla bo

1%

1%

1%

Joy

Bilje i zdravlje

Playboy

4%4%

4%

3%

Grand RevijaCKM

Vreme

Svet kompjutera

StrategicPuls Group


7%

31%

Don't know/Refusal

Other


22/40

jun 2008.

Are the following sections important to You in a magazine?


22%

19%

20%

54%

56%

56%

How to live healthy, popular medicine

Travels, foreign countriesMusic

Unimportant Important

35%

31%

28%28%

25%

43%

43%

43%44%

45%

Home decoration

News of local celebritiesLove, sex, marriage

Interesting history

FilmsTV program

31%46%

41%

39%

35%

33%

38%38%

39%

39%

40%

43%

World newsSports-football, basketball

Recipes, cookbooksFacial and body care

Political situation in Serbia

Dressing, fashion

46%

38%

42%

38%

34%

39%

34%

34%

35%

35%

35%

36%

Cosmetics make-uBuying guide

Upbringing of children

Political situation in the worldBooks

News from Hollywood, foreign celebrities

50%

46%

46%

49%42%

29%

30%

31%

31%33%

Photos of attractive girlsFitness, exercizes, gym, running

Diets

New technologies, computersPaparazzo photos

StrategicPuls Group


45%

51%

27%

28%

TheaterActors from TV series

,


23/40

jun 2008.

Interest of magazine readers in various topics

1,2

Love, sex, marriage...

Paparazzo photographs

Local celebrities

Fotographs of pretty girls

Car

TABLOIDS0,6

0,8

1

Political situation in Serbia

TV program

Foreign celebrities

Music

FilmsChild breeding

Ac tors

Sport

0

0,2

0,4

or new s

Political situation in the w orld

Popular historyTravel, foreign countries

Theatre

Books

Home decoration

Shopping guide

Fashion

Cosmetics

FitnessRecipees, cook book

Popular medicine

ew ec nooges

WOMEN'S MAGAZINES

POLITIKA

-0,6

-0,4

-0,2

Diets

-1,2

-1

-0,8

StrategicPuls Group


- , - , - , - - , - , - , - , , , , , , , ,


24/40

jun 2008.

How often does it happen that You pass a kiosk, or enter a shop without

intendin to bu a ma azine, and then You suddenl wish to bu it?


Base: Respondents who read magazines (55% of target population)

17%

49%

Never

Rarely

64%

34%Belgrade

30%

um -

Sum +

62%

33%

CentralSerbia

Stratum Sum -

Sum +

2%

4%

Always

Don't

76%

21%

Vojvodina

now e usa

StrategicPuls Group


Readers know in advance what they are going to buy at a kiosk, not many of them decide on the spot.


25/40

jun 2008.

In case You dont find a magazine You want, what do You do?


ase: espon en s w o rea magaz nes o arge popu a on

Don't

some other

magazine

24%You w ould quit

buying amagazine

5%28%

26%

34%

42%

31%7%

ryand

lower

You would buy som eother magazine

16%

20%

51%

28%

28%

4%

5%

Elem

enta

Seco

ndary

e/facu

ltyEducatio ou wou go o ano er

shop/kiosk to get it

You would quit buying amagazine

Don't know/Refusal

You w ould go to

another

60%15%

5%Colle

Pupils

and

stu

dents

it45%

Readers are loyal, they would search until they find the magazine they wanted. Impulsive purchase is not that frequent.

StrategicPuls Group



26/40

jun 2008.

Imagine that You just came back from a shop or a kiosk with a purchased magazine. What is

it, most likely that You said to yourself when you left to the shop?


15%Ì'm going to buy something to read `

(without knowing whether it is a

24%

9% Ì'm going to buy`

6%

magazine or newspapers)

Ì am going to buy a magazine - nomatter what kind` 16%

11%

25%

24%

ementa

ryand

low

er

s om e ng o rea(without knowingwhether it is a magazineor newspapers)

Ì am going to buy amagazine - no matterwhat kind`

19%Ì 'm going to buy a magazine of certainprofile` (for example, a female, male or

magazine about cars)

10%

18%

38%

17%Se

cond

ary

duc

ation

Ì 'm going to buy amagazine of certain

profile` (for example, afemale, male or

40%Ì'm going to buy one excat magazine

(You know the nam e of that magazine)

You didn 't even know you were going to

2%

16%

56%

10%

Colle

ge/fa

culty

magazne a ou cars

Ì'm going to buy oneexcat magazine (Youknow the name of thatmagazine)

'15%

5%

buy a magazine, You remembered in

the shop

Don't know/Refusal

7%29%

43%

9%

andstud

ents

were going to buy amagazine, Youremembered in the shop

StrategicPuls Group


Pupil


27/40

jun 2008.

Do You agree with the statements answers 4 and 5: partly and completely agree


73%

71%

I like to read humorous articles

Things I can't even afford to buy areoften advertised in magazines

74%

81%

62%

71%

69%

66%

It is very important that magazines Iread have interesting photos

Without good articles, a magazine iscompletely uninteresting and empty

It is very important that magazines Iread have ood des i n

71%

74%

71%

59%

57%

Elem

entary

andlo

we

I like to read humorousarticles

Things I can't even afford

65%

62%

62%

I like it when there is a g ift in amagazine

I like to make a treat for myselfocass ionally with a magazine

It is important that good journalists and

74%

54%

71%

65%Se

cond

ary

Education

advertised in magazines

It is very important thatmagazines I read haveinteresting photos

Without good articles, ama azine is com letel

62%

60%

55%

It is important that magazine is printedon quality paper

I like seeing nicely made commercialsin m agazines

I l ike an attractive cover ofa ma azine

77%

70%

83%

68%

Colle

ge/fa

culty

uninteresting and empty

It is very important thatmagazines I read havegood design

52%

50%

I borrow magazines from time to time

I don't regret giving even som ewhatmore m oney for a good magazine

I like to read political and analyst

81%

63%

74%

Pupils

and

stu

dents

StrategicPuls Group


articles in m agazines


28/40

jun 2008.

Do You agree with the following statements?


12% 64%Ma azines are rett ex ensive here

Disagree Agree

36% 42%I would buy more magazines if I had more money

37% 37%Reading magazines is unnecessary because there are a lot more

interesting TV programes

55% 27%

Even if I were given a magazine as a present, I doubt I would have time to

We have never read magazines in our household, we are not used to it

47% 23%Everything written in magazines I can also read in daily newspapers

read it

StrategicPuls Group



29/40


Attitude towards printed media

StrategicPuls Group



30/40

jun 2008.

Have You heard of any local newspapers and magazines from your place of residence/region?

ATTITUDE TOWARDS PRINTED MEDIA


41%

57%

59%

ntaryan

dlo

wer

Yes

50%

No

50%61%

43%

39%

Elem

Seco

ndary

aculty

Education

Yes

No

33%

67%

Colle

ge

andstud

ents

Pu

pils

Local newspapers are not especially known, especially among people with lower education.

StrategicPuls Group




31/40

jun 2008.

Are daily newspapers/magazines here under the influence of powerful lobbies or

olitical arties rou s of individuals, or anizations ?


Base: Total target population

34%

66%

Elementary and

lower

45%

No

55%

66%

52%Secondary

College/facultyE

ducation

Yes

No

34%

66%

Pupils andstudents

Significant part of the population think that newspapers are under the influence of political parties and powerful

lobbies. Bad image of bias of newspapers and magazines is intensified compared with the year 2006.

StrategicPuls Group




32/40

jun 2008.

Under the influence of which powerful lobbies, political parties and groups of individuals are daily

newspapers/magazines?


Multiple answers; Base: Respondents who think that daily newspapers/magazines here are under the influence of strong lobbies or political parties (45% oftarget population)

30%

14%

8%

Political parties, politicians

Rich individuals, financially stronggroups

28%

13%

12%

10%

11%

Belgrade

Political parties,politicians

6%

6%

3%

2%

DS

SPS

31%

17%

5%

4%

4%

CentralSerbia

Stratum

Governing politicalparties

Rich individuals,financially strong groups

SRS

1%

40%

5%

Don't know/Refusal

33%

7%

8%

3%

1%

Vojvodina

DS

Those are mostly political parties, and rich businesspeople less.

StrategicPuls Group


j 2008ATTITUDE TOWARDS PRINTED MEDIA


33/40

jun 2008.

Do daily newspapers/magazines here report truly about political and national

issues?



Don't know

know/Refusal1% Mostly yes-allnewspapers

12%

17%

12%

29%17%

36%

ndlower

Mostly yes-allnews a ers

28%

11%

50%

47%

15%

25%

22%

16%

Elem

enta

ry

Second

ary

culty

Education Some newspapers yes,

others no

Mostly no-allnewspapers

Don't know

Some

newspapersyes, others no

42%Mostly no-all

newspapers

5%39%

16%40%

Colle

ge

ilsand

stu

dents

Pu

StrategicPuls Group


gn can par o arge popu a on n a some newspapers repor ru y a ou po ca an

national issues, and that some dont.

jun 2008ATTITUDE TOWARDS PRINTED MEDIA


34/40

jun 2008.

Are there any newspapers or magazines that intentionally launch false or untrue

information?



Yes

30%Don't know

38%

51%

20%8%

21%

Bbelgrade

29%

21%

14%

37%

CentralSerbia

Stratum

Yes

Both yes and no

No

Don't know

Both yes and

noNo

17%

16%

17%

50%

Vojvodina

Some print intentionally launch false or untrue information (in the opinion of almost one third of population).

StrategicPuls Group


jun 2008ATTITUDE TOWARDS PRINTED MEDIA


35/40

jun 2008.

Do newspapers/magazines publish misinformation because they are actually

mislead b their sources of information?


Yes, usuallysources are toblame14%

'

Don'tknow/Refusal

1%

16%

18%

14%

37%33%

Under 75

oldmemb

er

Yes, usually sources are,

journalis ts areto blame

15%

30%

11%

13%

19%

45%

47%

24%

76-150

More than150 m

eperhouseh to blame

No, usually journalistsare to blame

Both

Don't know

Both

40% 10%12%

34%

21%

43%

Refusal

Averageinc

Majority of population think that both sources of information and journalists are to blame.

StrategicPuls Group


jun 2008.ATTITUDE TOWARDS PRINTED MEDIA


36/40

jun 2008.

How important is it that newspapers and magazines have good editorial

comments, authorial articles and interviews with celebrities?Base: Total target population

4%

5%

8%

It is not important at all

Mostly unim portant

Sum -

10%

42%

Primary and

less

39%

52%

It is all the same, Ii don't know

Sum + 9%

56%Secondary

College,university

Education

Sum -

Sum +

19%

1%

Mostly important

It is very important

Don't know/Refusal

12%

42%

Pupils andstudents

It is important that newspapers and magazines have good editorial comments, author articles and

interviews with celebrities.

StrategicPuls Group




37/40

j

Do You ocassionally read newspapers or magazines from Croatia, BiH, Montenegro?


Yes

4% 2%98%

Primary andless

3%

10%

97%Secondary

College,Education

Yes

No

No

96% 4%

90%

96%

university

Pupils andstudents

Interest in magazines from neighboring countries is extremely low.

StrategicPuls Group




38/40

In case newspaper/magazine in Serbian actually had foreign ownership, how

would that affect You would You like to read that ress?

Majority of target population dont consider type of ownership as being of crucial importance for their

attitude towards newspaper/magazine.

11%

10%

Absolutely not

I mos tly wouldn't like that

20%

Belgrade

21%

63%

15%

Sum -

Iam indifferent, I don't know

+

25%

Central Serbiatratum Sum -

Sum +

11%

5%

I mos tly would li ke that

Of course, it is an advantage12%

13%

Vojvodina

1%I don't know/Refusal

StrategicPuls Group




39/40

Do You prefer to read newspapers and magazines written in Latin or Cyrillic

al habet?

Majority of the population does not mind the alphabet. Significant regional differences are observable.

11%

11%

22%

Only Cyrillic

Mostly Cyrillic

Sum -

24%

9%

Belgrade

64%

13%

It is all the s ame, I don't know

Sum +

27%

10%

Central Serbia

Stratum Sum -

Sum +

4%

1%

Mostly Latin

Only Latin

Don't know/Refusal

11%

23%

Vojvodina

StrategicPuls Group


jun 2008.


40/40

THANK YOU FOR YOUR ATTENTION!

Contacts

Jasna [email protected] Tel: 011/3284-075, SMR

Marija [email protected] Tel: 011/3284-075, SMR

Dragan [email protected] Consultant

StrategicPuls Group


survey on printed media market, june 2008

Documents