Purchaser Conduct: Can standard daily papers re-catch the slippery "youthful peruser"?.


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Perusing propensities are for the most part altered by age 30. Since 1972 daily papers have had continuously lower levels of consistent daily paper readership among youthful grown-ups ...
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Purchaser Behavior: Can standard daily papers re-catch the subtle "youthful peruser"? Heather Lamm VP, Strategic Development MediaNews Group Interactive April 12, 2005 Leeds School of Business

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Overview Media utilization among youthful grown-ups Implications for daily paper industry Case Studies: Newspaper endeavors to achieve youthful perusers Access (Atlanta Journal Constitution) Orlando City Beat (Orlando Sentinel) Red Eye (Chicago Tribune) Bias (The Denver Newspaper Agency) Blue (Center Daily Times) Key inquiries and suggested activities

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Readership Trends: Declining over the populace however particularly among youthful grown-ups Generation X and Y: Born 1966-1976 and 1977-1994 and involve right around 40% of the US populace Reading propensities are by and large altered by age 30. Since 1972 daily papers have had logically bring down levels of general daily paper readership among youthful grown-ups 40% of single-duplicate purchasers are 18-34 years of age; just 20 percent of supporters are in that age bunch.

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of course, the Internet is picking up perusers as conventional media sources lose perusers

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The Denver market takes after the national patterns More than a quarter-million youthful grown-ups (ages 18-35) in Denver spend at a rate of $7.7 billion yearly, or $32,895 per capita. Somewhere around 2001 and 2003, The Denver Post and Rocky Mountain News lost 41,470 perusers (17%) between the ages of 18 and 35. " We are confronting wave after influx of youthful customers who are progressively not interested in print. They\'re saturated with gadgetry , have cash to spend, and see anywhere in the range of 6,000-20,000 promoting messages in a solitary day. Standing out enough to be noticed inside customary print media is extreme work. Current center DNA items don\'t have the brand versatility important to bolster an item with the bona fide edge and tone expected to connect with and engage more youthful demographics. To move past the center group of onlookers, we should move past center items. We should make an altogether new brand." (Denver Newspaper Agency)

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Changing industry flow are likewise affecting daily paper readership News total Google, Yahoo, and so on Brands of aggregators as opposed to daily papers Other industry analogies? Emergency of standard media validity (and voice) Jayson Blair/Steven Glass Expert conclusion versus the astuteness of group The ascent of online journals Passive versus intuitive media Lecture versus discussion Search capacities Finding what you need when, how and where you require (classifieds, occasion postings, eateries, climate, movement, and so on)

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What are the ramifications of these patterns for daily papers? Declining advertisement incomes Declining course income Unwillingness to pay for substance online Loss of way of life as voice of group Loss of nearby restraining infrastructure Consolidation (corporate) and discontinuity (corner distributions and sites) Varied endeavors to catch computerized gathering of people Digital releases, daily paper sites, specialty distributions, and so forth

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AccessAtlanta http://www.accessatlanta.com/Model and center: Print embed in Thursday\'s AJC + remain solitary on racks + Online; free (with daily paper) Entertainment center with long lead time for occasions Differentiation: Large showcasing spending plan (for daily papers!) Advertising seen as wellspring of validity Content may be "looser" than daily paper however not very hip: "You all don\'t have the road cred to go that far."

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OrlandoCityBeat.com http://www.orlandocitybeat.com/Model and center: Website (separate from Sentinel site); constrained print version; promotion based plan of action Entertainment center with substantial advancement of beverage specials, free music downloads and "O-Lens" Differentiation: Web-driven model with overwhelming accentuation on Search; "we over-evaluated enthusiasm for the print item." VIP card and drink specials; O-Lens and the stun squad Free arranged advertisements for stock under $1000.

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RedEye http://www.chicagoredeye.com/Model and center: Separate weekday newspaper paper, 25 pennies/duplicate, altered stock for publicists; online supplement National and neighborhood news center with more profound stimulation and big name content Differentiation: Aggressive client input has prompted particular identity and voice Paid model/honor boxes Advertising seen as believability Cross advancement with other Tribune properties

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Bias - Denver Newspaper Agency Model and Focus: Bi-week after week, 24-to-32-page remain solitary release + online website + occasions/advancements Distributed allowed to key nightlife, understudy and worker zones in downtown range Voice: "the sound of youthful grown-ups going up against life, love and work; confession booth, topical and sarcastic" Differentiation: (pre-dispatch) "Now and then it\'s a hip magazine. Here and there it\'s an online discussion. Now and then it\'s a challenging advancement. It\'s generally an aggregate P2P promoting vehicle. Be that as it may, it\'s never exhausting."

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Blue - State College, PA http://www.centredaily.com Model and center: 5 days/week print version with site supplement; essential objective of driving perusers to Center Daily Times Content disarray - no unmistakable concentrate however an excessive amount of sex and irreverence? Dispersion disarray Wrapped around CDT at to begin with, newspaper later Website perplexity - Five moment blue? Separation: ???

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Buyer conduct and news Consumer conduct What is driving the movement of shopper utilization of news? What figures out where and how individuals devour their news? Is the basic leadership process distinctive for more youthful perusers? Substance and medium Is changing purchaser conduct making news "objectivity" inconceivable or undesirable? Did daily papers push youthful perusers away or did youthful perusers react to and augment the new online medium? TV remote versus satellite TV versus Tivo Distribution How does the movement in shopper conduct from detached to dynamic utilization change the way substance is scattered, shown and imparted? What does that mean for the daily paper industry?

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And at last… What are some of your proposals for how daily papers can recover these youthful grown-up perusers?

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