INMA and RAM conducted a study showing that trust in printed newspaper among the European readers is still high. Some readers do, indeed, highly value newspaper advertising.
The results of the study were shown at the INMA European Conference by Irene Fogarty, research manager at Irish Times Bob Busch, chief marketing officer of at RAM (Research and Analysis of Media).
The research was conducted in 14 European countries (no southern Europe countries were included). In all, 80 newspapers were included in the study and almost 30,000 readers were surveyed. Among the titles were 54 quality titles, 26 mid-/mass-market titles, the majority of them coming from Northern Europe.
Among the group, 8% were between the ages of 15 and 29, 13% aged 30-39; 56% were male, 44% female. Of those surveyed, 75% of people read the newspaper at least twice a week.
The survey checked reader sentiment score, a simple metric that helps researchers understand brand response and gives a simple answer to the question: How likely you are to recommend newspaper to a friend (on a scale of 1-10)?
Those who chose nine or 10 were called “champions,” loyal readers who will keep buying the newspaper. Those who scored 6-8 points are neutral, consumers who simply are satisfied with the newspaper. Answers in the range of 1-5 points were considered negative.
The country in which newspapers are most likely to be recommended is United Kingdom, with 21% of respondents willing to recommend their newspaper of choice to their friends. United Kingdom is also the country where readers spend most time with the newspaper.
Among some other findings:
- 56% of European newspaper readers use the newspaper’s Web site as the complimentary source for news.
- 19% of European newspaper readers downloaded the newspaper app.
- Social media is not the king here; 12% of European newspaper readers follow their newspaper on Facebook, 4% on Twitter, and 4% via newsletter/RSS feed.
- 79% of European newspaper readers say they will continue to read their newspaper in the future.
- 72% readers believe the newspaper is addressing the topical needs of the readers.
- Reader trust is high: 80% of quality readers trust their newspaper.
- 39% of European newspaper readers think the price of their newspaper is fair.
- 44% of quality title readers think advertising in their newspaper is attention grabbing.
- 43% of quality title readers and 32% of mid/mass market title readers get important information from their newspaper’s advertising.
- 32% of quality newspapers readers say newspaper advertising influences their purchase decisions.
Regarding paid content, the respondents answered whether they will pay for digital content. Here are the answers:
- 32% said they are ready to pay for the content.
- 52% believe digital content should be free.
- 12% declared willingness to pay for exclusive information they have never seen before.
- 6% offered an open answer to this question.