The true value of newspapers

Staffan Hultén

Infodata AB

Scandinavians read a lot of newspapersCirculation per 1000 inh.

274

371

371

383

393

444

543

544

664

706

0 200 400 600 800

USA

Denmark

Germany

UK

Iceland

Switzerland

Sweden

Finland

Japan

Norway

Copies per 1000 inhabitants

A Refined Method of Tracking Ad/Article recall

On-going, standardized panels focus primarily on the observation, readership and captivation of ads and articles .

The database is continuously expanding. All front pages as well as ads/articles are stored in one single database.

The effective use of web-based solutions generates efficient, instantaneous reports.

The RAM approach offers high validity through its recognition-method. The panelist views both the front page and the ad/article.

The larger the database, the better the quality of analysis. As knowledge of both the panelists and newspaper expands, so does the opportunity to get even more from the analyses.

Aggregateddatabase

Newspaper dataFormat, circulation etc.

Panel respondent dataDemographics, habits, etc.

Ad dataSize, color, frequency,

page, etc.

Research data

Observed,

read, etc.

The 4 parts of theRAM database

Provided bythe newspaper

Provided by the reader

About the Adit/Edit database...

• Adit now contains more than 2 mill individual advertising observations – about 160 000 measuring inserts/preprints

• Reliable measurements from 80 daily newspapers.• Before end of 2005 – more than 130 magazines and

newspapers in the system• Start in Sweden 2002.

– Norway 2004– US 2005– Puerto Rico 2005– Finland 2005– Germany 2005– Switzerland 2006– UK 2006

• Edit - the article database now contains more than 170 000 interviews measuring articles

Production process

Order

Control

Mail out 1

Reminder

Weighting

Report

Order or pre-order of measurements

Manual check up of order and jpegs

Mail out via email to full panel or part/split panel

Reminder via email after 24 h

Weighting with calibration after finalized fieldwork

Report available from www after 48 h

SMS SMS till non-respondents – depending on country

Birthday: 1503-1506 Birthplace: Florence, Italy Current home: The Louvre, Paris, FranceStats: 20 7/8" x 30", oil on poplar wood.Marital Status: Married to Francesco del Giocondosince 1495

What do we like and dislike?

What is good or bad communication?

Ad Survey Questions• Ad Recall – Did you see/read the advertisement when you read the Newspaper? (Yes/No)

• Advertiser awareness – How difficult/easy was it to recognize the advertiser? (scale 1-10)

• Previous knowledge – How well do you previously know the advertiser? (scale 1-10)

The readers’ opinion of the advertisement?

• Overall opinion (scale 1-10)

• Advert directed to me (scale 1-10)

• Interesting advertisement (scale 1-10)

• Easy to understand (scale 1-10)

• Originality (scale 1-10)

• The advertisement gives me new information (scale 1-10)

How the advertisement influences the readers?

• Positive - Does the advertisement make me feel positive about the advertiser?(scale 1-10) • Benefit – Has the advertisement been useful or will the information be useful in the future? (Yes/No)

The panorama viewrepresents the ”DNA” of the ad

Observation

Brand

Appeal

Usefulness

Results presentation:

Organ donations

Some results so far…..

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

1933 1936 1939 1942 1945 1948 1951 1954 1957 1960 1963 1966 1969 1972 1975 1978 1981 1984 1987

Ad recall by ageObservation by age

Full page

Half pageQuarter page

Inserts/preprints

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1932 1935 1938 1941 1944 1947 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989

Ad/Article recall by ageObservation by age

All articles measured

All ads measured

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1932 1935 1938 1941 1944 1947 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989

Ad/Article recall by ageObservation by age

All articles measured

The whole/close to all of the ad

All/close to all of the article

All ads measured

10%

20%

30%

40%

50%

60%

20

28

81

00

95

90

13

01

5

14

10

0

16

10

0

21

85

4

23

09

5

24

00

0

28

08

5

35

20

0

41

10

0

46

35

0

48

36

0

77

12

0

90

09

0

Observation of display adsBase: non-repeated colour ads

Small ads medium-sized ads big ads

0,00

5,00

10,00

15,00

20,00

25,00

30,00

35,00

40,00

45,00

Time spent reading - by ageAll formats

0,00%

0,50%

1,00%

1,50%

2,00%

2,50%

3,00%

3,50%

4,00%

Poly. (eff art) Poly. (eff ad)

Ad/article recall effiency – by ageAd/article recall/minutes spent reading – all formats

Right hand page has an on average 2-3% higher observation

37 % observation

39,5 % observation

Left or right?

27%

32%

38%

45%

55%

29%

34%

41%

48%

58%

0%

10%

20%

30%

40%

50%

60%

70%

1 column 2 columns 3 columns 4 columns 5 columns

Left

Right

Observation left or right hand page

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Male Female

Average observation of ads from different industries

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Domestic Foreign LocalNews

Sport Debate Business Weather Entertnm Food/wine

Ad observ Page obs

What about editorial environment?Half-page ad observation

0%

10%

20%

30%

40%

50%

60%

24 30 36 42 48 52 64 72 84 92 112

156

Ad observation and # of pages in the newspaper

83% 42%

Negative environment – positive outcome…

83

61

80

35

31

33

63

59

34

31

12

40

5

Ad Recall

Advertiser Identification

Previous brand awareness

Directed to me

Interesting

News

Easy to understand

Original

Overall impression

Positive attitude

Benefit

Emotional response

Purchase Interest

0 20 40 60 80 100

Median

69

36

72

29

19

16

28

43

21

15

37

Ad Recall

Advertiser Identification

Previous brand awareness

Directed to me

Interesting

News

Easy to understand

Original

Overall impression

Positive attitude

Benefit

0 20 40 60 80 100

High ad recall - but not liked nor understood

T M F Y M O

Overall Impression

T M F Y M O

Same newspaper - but different

83 % 13 %

How to succed in advertising

Relevant and interesting

Stands out

Easy to recognize

Observation

%

3835

66

6164

0

20

40

60

80

100

<quarter pg Half spread Quarter pg Full pg (B) Full pg (T)pg 6

7 feb

pg 10-11

2 apr

last pg

6 jun

pg 21

21 sep

pg 21

5 oct

Advertiser identification

%

34

484639 40

0

20

40

60

80

100

07-feb 02-apr 06-jun 21-sep 05-oct

Previous knowledge of the advertiser

43

5752

36

50

0

20

40

60

80

100

07-feb 02-apr 06-jun 21-sep 05-oct

%

Yes, you can still build your brand in the morning daily!!

66

84

42

0

10

20

30

40

50

60

70

80

90

2003-09-25 2004-01-29 200504-21

Full page Half pageSpread

Ad recall

36

66

76

0

10

20

30

40

50

60

70

80

2003-09-25 2004-01-29 200504-21

Previous knowledge

Full page Half pageSpread

49 51

81

0

10

20

30

40

50

60

70

80

90

2003-09-25 2004-01-29 200504-21

Full page Half pageSpread

Sender ID

30000

23000

18000

0

5000

10000

15000

20000

25000

30000

35000

2003-09-25 2004-01-29 200504-21

… but what about buying intention?

Full page Half pageSpread

How to gain benefits from RAM Adit•Build stronger, better, more lasting relationships•Become more consultative•Understand your newspaper better•Understand communication better – ads, articles•Sell measurements – packaging, rebates etc.•Change your pricing – using scientific reasons•“Run by paper”