Canadian Newspaper Association: Webinar

1. Canadian Newspaper Association:Webinar Designing Reader Surveys

2. Agenda • Reader Feedback Methodologies • Panel Recruitment • Panel Management • Panel Size • Participation Rates • Panelist Compensation • Questionnaire Development/Question Formats • Editorial Opportunities • Advertising Opportunities • Profit Centre Opportunities • Success Stories

3. Reader Feedback Methodologies • Direct Feedback • Letters, Calls, Emails • Surveys • Reader Communities • Reader Panels • Set clear objectives for the research

4. Panel Recruitment • Random is Difficult to Achieve • Self-Select Environment • Promotions • Advertisements In-paper/Online • Articles In-paper/Online • Recruit By Phone • Email Blast • Subscriber List • Contest Entrants • Attractive Incentive • Clarity of Respondent Activity • Indicate role of panelist • Editorial vs Advertising Branding Example Recruitment Page Example

5. Panel Management • Know Your Panelists • Panel Profile vs Readership Profile • Demographics • Readership levels • Who’s participating, who’s not • Survey preferences by participation rates • Keep panelists engaged • Communicate With Panelists • Newsletter • Draw/Contest winners • Survey Feedback • General greetings and updates

6. Panel Size • Be Sure Adequate Sample Can Be Obtained • How many surveys • Types of surveys • Suppliers can offer guidance • Segment Large Panels • Create smaller sub-sets to increase usage

7. Participation Rates • Not Response Rates • Standard error is not directly applicable • Target Rate • 40%-50%

8. Panelist Compensation • Is None still possible? • Yes – but expect a smaller panel of only hardcore readers • Some level of compensation is required • Draws vs Point Accumulation • $$ vs Prizes

9. Questionnaire Development • Standard Flow Developing • Day Specific Readership Qualifier • Sections Read • Pages Read • Advertisement Readership • Editorial Readership • Questionnaire Wording • Developing consistency across papers/suppliers • In-the-market Questions

10. Editorial Opportunities • Reader Feedback • Redesigns • Product Check-ups • Product Development • Recruit Volunteers • Article participants and story support data • Provincial Election – TV Debate • Home Energy Audit • Provincial Budget • Effect of Recession • “Town Halls” • “State of the Union Address” blog (Virginia Pilot)

11. Advertising Opportunities • Ad Testing • Provide ad recall/awareness • What is a good recall score? • Ad diagnostics • Test ads before they run • New Business Development • Targeted advertiser tests • Individual advertisers • Category tests • Increase current advertiser activity • Product Development • Save At-Risk Advertisers

12. Profit Centre Opportunities • Cost Savings • Reduce overall research costs • Reduce time/costs for Editorial article volunteers • Revenue • Winning new business • Maintain at-risk advertisers • Charge for advertisers to add questions

13. Success Stories: USA Today • Cost Savings It is estimated that the net savings from performing the work internally, versus outsourcing, is more than $650,000 over the past 12 months alone. • Flexibility Maintaining direct control over the process allows for much more flexibility in meeting clients’ needs, both in terms of timing as well as study design. Not having to coordinate with an external vendor simplifies the process, even if it does mean more work to be performed internally. • Efficacy The custom work over the last 12 months has had a demonstrable impact in either winning additional business or holding onto at-risk dollars. Examples include: • A 12-month, three-wave brand awareness and attitudinal tracking study for a large manufacturing company. The study, which demonstrated the power of the client’s advertising in USAT to a C-level B@B target, secured retention of a $3 million account. • A product awareness study for a major consumer electronics manufacturer. Results from the study resulted in an upsell on the $1.3 million account. • Three advertising effectiveness studies which we ran for a large travel industry advertiser. The studies illustrated the attention-getting power of USA TODAY’s key “franchise” page positions, helping secure $2.5 million in at-risk business. • Three ad effectiveness and brand image studies resulted in renewal of $21.3 million in business from two core automotive accounts. All three studies went from discussion to delivery of results in less than four weeks.

14. Success Stories: Virginia Pilot Movie Review Plus Movie Ad

15. Success Stories: Virginia Pilot Value/Impact of Movie Review

16. Success Stories: Macy’s The Macy’s Believe Campaign Study of Newspaper Print Ads November 9 & 16, 2008

17. Full page in 3 Dominant in 8 Spread in 12 newspapers Success Stories: Macy’s Macy’s (Nov 9, 2008) Ads in 23 newspapers measured

18. Success Stories: Macy’s 16,607,000 reach times 12% that will send a letter to Santa equals close to 2 million letters Do you or does anyone in your family plan on depositing a letter to Santa at Macy's after seeing this ad? Does the fact that Macy's is contributing to "Make a Wish" with this program make you think positively about Macy's? Does the Macy's advertisement make you think of Macy's as a holiday shopping place?

19. Press Coverage Toronto Star panel results featured in coverage of a provincial election (referenced by a radio station) Teen Vogue results from a poll on the presidential election displayed on Times Square

20. Contact Info Jim Fahey Manager, Marketing Research & Data Analytics Toronto Star One Yonge Street, 4th Floor, Toronto, Ontario. M5E 1E6 T: 416-869-4057 E: jfahey@thestar.ca