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Newspaper Industry Results

Newspaper Content. Newspaper Industry Results . The Product. Content quality Content quantity Physical quality. The Impact Study. Readers/Consumers. Readership Satisfaction Brand equity. The Organization. Workforce analysis Mgt. Practices analysis

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Newspaper Industry Results

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  1. Newspaper Content Newspaper Industry Results

  2. The Product • Content quality • Content quantity • Physical quality The Impact Study Readers/Consumers • Readership • Satisfaction • Brand equity The Organization • Workforce analysis • Mgt. Practices analysis • Cultural analysis

  3. The goal • Create a baseline to evaluate content • Be objective • Be comprehensive • Be precise • Be consistent Capture differences in approach that might matter to readers.

  4. Dimensions of content • Theme • Origin • Geographic focus • News style • Visual complexity • Overall structure • Presentation & promotion

  5. What we did • Study newspapers that represent typical days with typical stories • Gather enough information to speak about individual newspapers and the newspaper industry • Maintain the highest quality standards

  6. Questions for today Does size matter? What kinds of news are covered? How do newspapers present content to readers? How does content relate to the consumer factors?

  7. Does size matter?

  8. Average pages per issue

  9. Stories per issue

  10. Pages of listings per issue

  11. Photographs per story

  12. Percent of pages with color

  13. Staff vs. wire service stories

  14. Do differing resources translate into different editorial approaches?

  15. Story and photo area

  16. Stories with color photo

  17. Front page geographic focus

  18. Overall geographic focus

  19. News style

  20. Stories with ‘go and do’ info

  21. What kinds of news are covered?

  22. Story themes by story count

  23. Themes by story count in local news

  24. Top 5 story themes: 10-25k Monday-Saturday Sunday

  25. Top 5 story themes: 25-50k Monday-Saturday Sunday

  26. Top 5 story themes: 50-100k Monday-Saturday Sunday

  27. Top 5 story themes: 100-200k Monday-Saturday Sunday

  28. Top 5 story themes: 200k+ Monday-Saturday Sunday

  29. Story topics • Sports, Politics/government and Crime/legal dominate coverage • Differences around the edges

  30. How do newspapers present content to readers?

  31. Sections per issue

  32. Architectural stability

  33. Content promotion overall

  34. Content promotion by type

  35. Race in front page photographs

  36. Gender in front page sources

  37. Using your individual content report.

  38. Individual report sections • Individual data • Overall content • Themes • Structure • Front page content and themes • Diversity • Content promotion • Definition of data terms • Methodology

  39. Reading the report

  40. Questions for the break • How is my newspaper different weekday vs. Sunday? • What are the biggest differences between my newspaper and others in the circulation strata? How do I interpret those differences? • What do I suspect matters to readers?

  41. How does content relate to the consumer factors?

  42. Logic of building readership Recognize Opportunities Improve Satisfaction Increase Readership

  43. Are newspapers with higher satisfaction doing anything differently?

  44. Industrywide relationships with content • Quantity of content including dedicated sections • Length/complexity of stories • Geographic focus • News style • Photographs, graphics, color • Related listings

  45. Content promotion levers • Overall measurement of in-paper content promotion • Four types of promotion: • General brand promotion • Up-coming content promotion • Same-day content promotion • Web site content promotion • Relates to some kinds of stories more than others. • Some types of content promotion are more effective than others.

  46. Arts • Quantity • Story count • Total story space • Days/week with lifestyle/arts section • Content Promotion Levers • Overall frequency and size • General brand promotion frequency and size • Same-day promotion frequency

  47. Business & personal finance • Commentary, criticism and advice • Quantity • Story count • Total story space • Days/week with business section • Content Promotion Levers • Overall frequency and size • Same-day promotion frequency • Up-coming promotion frequency and size • Web site promotion frequency and size

  48. Crime, courts & legal • Local, staff-written • Quantity • Story count • Total story space • Content Promotion Levers • None

  49. Food, health, home & fashion • Quantity • Story count • Total story space • Feature-style stories • Content Promotion Levers • Overall frequency and size • Same-day promotion frequency • Up-coming promotion frequency

  50. Obituaries, community announcements & ordinary people • Quantity • Story count • Total story space • Content Promotion Levers • None

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