In 2013, with the aid of our business partner, Research and Analysis of Media AB (RAM), INMA’s research expert group conducted a European Newspaper Reader Survey, exploring the trust and value readers place in their newspaper of choice.
The survey attracted participation from nearly 30,000 readers across 80 different European print titles.
One of many interesting reveals from our survey is the gender difference in reader receptiveness to newspaper advertising. While our overall findings have many positive insights for newspapers in this regard, high engagement among female readers vis a vis newspaper ads stands out, compared with their male counterparts....[more]
17 November 2013 · by Bart de Proost
In 2012, Cebuco and Intomart Gfk conducted research on trust and value that showed readers have a strong connection to and confidence in the newspaper they read.
To prove the positive effect this strong connection and trust have on advertisers, De Persgroep Advertising in the Netherlands asked Ruigrok-NetPanel to carry out further research.
This is what they found:
Execution of the research: To register which effect the environment has on an advertisement, researchers presented some participants with advertising in the context of a printed newspaper. Other test subjects were shown advertising in an online environment. A third group was shown an ad on its own.
The research was carried out quantitatively online for readers and non-readers of newspapers and for visitors and non-visitors of Web sites.
The importance of likeability: Consumers now are being flooded with advertising messages. Advertisements are not always noticed by the target group, which is why the message doesn’t always reach the consumer.
Between consumer reach and the actual effect on brand recognition, brand preference, and purchase intent are a number of barriers that need to be broken. Likeability plays a major role.
What the target group intends with the likeability of an advertisement is the extent to which an advertisement is positively appreciated. When a consumer thinks an advertisement is fun, kind, or sympathetic, he or she touches a susceptible mood and is open for new things.
This mental state benefits the absorption of the communicated message (Franzen & Bouwman, 1990).
High trust and value among readers: Readers attach great value to the newspaper they read. Nearly four-fifths of readers (78%) indicated the newspaper gives them knowledge, and three-quarters (73%) said reading the newspaper represents a moment for themselves.
Readers have great confidence in their newspaper. Of those surveyed, 70% indicated they trust the information they reading in their newspaper. More than half (56%) believe the newspaper offers them high-quality content they don’t find elsewhere.
03 September 2013 · by Erik Grimm
News media companies play an important role in our society, both on a personal level and for society as a whole.
But nowadays, public opinion underestimates the role of news media. They are perceived like the sun, something that’s there every morning but unappreciated.
A new campaign by 39 Dutch brands in all possible news media — including newspapers, Web sites, social media (online virals), and radio — set out to change this perception by persuading the Dutch public of the indispendable value of news.
Led by NDP Nieuwsmedia, the campaign has received a wide reception in the Dutch media. It will enable follow-up for specific target audiences, such as politicians (lobby), education (young readers), and advertisers, and encourage a better entrepreneurial climate and more appreciation from readers and advertisers.
The creative concept of the ads focuses on the importance of journalism. The creatives illustrate what we would miss if news media were not around.
The kickoff advertisement, for example, states: “This is what you would have known about Syria without news media.” This was followed by an empty space to symbolise how little that is....[more]
31 July 2013 · by Irene Fogarty
The average Irish Times newspaper reader has money and occupies a high social class, with 79% of readers falling into the ABC1 (higher social class) bracket: the highest proportionally of any Irish daily title (source: JNRS/MBL 2012).
Our readers’ pre-tax family income averages €60,923, compared with a population average of €41,945 (source: © Kantar Media TGI Republic of Ireland Survey 2012).
However, recent research using The Irish Times Reader Panel shows our readers are highly engaged with — and prompted to action by — advertising from budget grocery retailers.
To illustrate this point, we look to a TGI Republic of Ireland Survey, which shows a steady, year-on-year increase in the number of Irish Times readers shopping at European grocery retailer Lidl. Since 2009, the number of readers using Lidl has grown by 14% (source: © Kantar Media TGI Republic of Ireland Survey 2012).
16 June 2013 · by Ilse Peeters
Newspaperswork, the Belgian newspaper publishers’ marketing platform, has recently set up the Consumer Insights Center (CIC).
The CIC is a knowledge centre that will gauge the views of newspaper readers and Internet users on current themes or specific sectors on a regular basis.
What makes the CIC special is that it is a joint initiative of the different newspaper publishers, which have joined forces to position the medium in the market through research.
For the first survey, the CIC has chosen the automotive industry. Historically, this sector is very important for newspapers. In recent years, however, it has been hit hard by the economic crisis, and advertising income has fallen considerably.
The survey looks at the position of the car in the life of Belgian consumers, brand recognition, buying intentions, and consumers’ attitudes to car advertising. The importance, credibility, and call to action of the different media in terms of car advertising are also examined.
The CIC worked with the independent market research firm, AQRate, for the survey. The online interviews were conducted between January 11 and February 3 of this year. A total of 2,510 respondents took part in the study, which was representative of the views of the Belgian over-18 population.
The survey’s approach is also special, in that two different recruitment methods were chosen, via AQRate’s online panel, as well as recruiting ads in the newspapers and on the pubishers’ Web sites. The results are very promising....[more]
06 May 2013 · by Irene Fogarty
The Irish Times runs four audience panels for research purposes (operated in conjunction with our business partner, RAM Panel). One panel is dedicated to irishtimes.com and represents our Republic of Ireland digital audience.
A huge advantage of the digital audience panel rests in the scope we gain to study the impact of online ads beyond traditional click-through rate metrics.
We are all aware that click-through rate, or CTR, means the interaction on a display ad bringing you to the brand Web site or tailored brochure page for that ad. In other words, you have to physically interact with the advertisement to be counted.
For me, CTR misses important aspects of engagement with ads, and we are not serving our advertisers well if we focus only on CTR as a measure of campaign success.
Strong voices in the industry show counter-arguments to CTR are gaining momentum.
As John Lowell of Starcom points out, “A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal – and it’s certainly not to generate clicks.”
Equally, John Battelle, board member of the IAB, argues, “You don’t build brands by optimising for clicks. There needs to be other measurements.”
Globally, CTR continues to be low....[more]
04 April 2013 · by Margareth Koller-Prisching
Editor’s note: The following is a guest post written by Margareth Koller Prisching, a colleague of regular Media Research contributor Wolfgang Granigg.
Today, ichkoche.at can be presented as a digital success story of the Styria Media Group AG. Over the years, ichkoche.at got to know its digital community, understand its needs, and serve exactly those needs.
Ichkoche.at was founded in September 2007, as an Austrian digital cooking portal with its headquarters in Vienna. The site was re-launched in 2011.
In December 2012, ichkoche.at served an audience of 1,306,777 visits a month (according to ÖWA), making it the preferred Austrian cooking portal.
The cooking portal offers more than 12,500 recipes, ranging from sweet, traditional Austrian desserts such as sachertorte to Indian chapati to fiskbullar (Norwegian fish dumplings).
Ichkoche.at also offers a digital magazine that covers topics related to cooking, including fashionable table decorations, nutritional information about various ingredients, and book recommendations....[more]
26 March 2013 · by Erik Grimm
Dutch news media have invested heavily in editions for such devices as smartphones, tablets, and e-readers. A good decision because the penetration of tablets doubled last year.
About one-third of the Dutch population uses a tablet nowadays. With this growth, an enormous market opens up for mobile news. In December 2012, 21% percent of the Dutch used the iPad for reading a newspaper, and this number is growing every day.
Working in the advertising sector, the first question that comes to mind is, “Do the ads on a tablet work as well as on paper?" An interesting research question that is picked up by Cebuco, a news media marketing organisation in the Netherlands.
Reader Groups Research company Ipsos homed in on the reading behaviour of four representative newspapers in the Netherlands, at their request. More than 2,500 readers were divided into three groups: digital readers, conventional (“paper”) readers; and combined (“print + digital”) readers.
They were questioned about their reading behaviour, their attention for advertising, brand recall, and buying intentions.
The main conclusion from this study is that the reading behaviour of print and e-paper is similar. The pleasure and intensity of reading is the same, just like the engagement with the newspaper. Nine out of 10 enjoy the edition and two-thirds read almost every page. The engagement is high; 70% feel connected to the news brand....[more]
13 March 2013 · by Bart de Proost
With great interest and enthusiasm, I have read the results of a new research study by Sanoma Media België. Sanoma België is a magazine-only publisher, but for this research in particular, it also considered newspapers.
“Does media brand leverage really exist?” That was the crucial question in the research.
Sanoma discovered viable metrics and valuable diagnostics of commercial return of media brands. On the basis of these metrics, researchers calculated an index per title.
The calculation of that score indicates the quality of a media contact: the engagement index! This index takes into consideration the strength of the media brand, the inspirational surrounding context, and the higher advertising effectiveness.
The study is based on 3,000 computer-assisted Web interviews (TNS online panel representative 15+), representing about five media types (television, radio, newspapers, magazines, and online), and +/-100 media brands for a total of more than 13,000 title observations.
If we compare the results of magazines (newspaper magazines included) and newspapers with television and radio, we conclude the following:
07 March 2013 · by Irene Fogarty
For the fourth consecutive year, The Irish Times has invested in Kantar Media’s TGI Republic of Ireland survey, which provides invaluable insight into media consumption habits across the Irish population. In addition, the survey offers subscribers a vast bank of consumer data, with more than 2,000 measured brands across 18 industry sectors and multiple sections exploring consumer behaviour and attitudes.
Compared against previous years, the 2012 survey release reveals a steady growth in the amount of Irish adults supporting nationally produced goods – expecting quality, fresh food from their supermarket and rejecting GM food products.
In 2010, 416,000 Irish adults strongly agreed they buy free-range products whenever they can. Last year, 453,000 strongly agreed – revealing an increase of 9%....[more]