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Community Newspaper Readership

Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

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Page 1: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Community Newspaper Readership

Page 2: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

The St. Lawrence EMCNewspaper Readership

• What is ComBase?• Study Overview• Readership Overview• Demographics• How Much of the Paper is Read• Number of Issues Read• Newspaper Ratings• Preferred Community Newspaper• Media Habits – Newspaper, Radio, TV• Exclusive Readership• Cross Readership• The St. Lawrence EMC Strengths

Page 3: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Study Overview

Source: ComBase 2005 One Year Study

Base: St. Lawrence EMC Distribution Area *

Demo: Adults 18+

Weighted Population: 38,000

ComBase 2004/2005 is based on interviews conducted in Wave 2 (October 2004 to June 2005).

ComBase is conducted by Maritz Research.

*in future this area will be referred to as Brockville

Page 4: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

What is ComBase?The Most Comprehensive Print Study in the World!

• Both the Research Bureau and the study• Initiative of CCNA and its members• Stand-alone incorporated company• Governed by an independent, fully tri-

partite Board• Arms-length relationship to the industry• Completely funded by 300+ member

papers• Support from independents & large

groups• Small & large papers across Canada

• 400+ markets and sub-markets• 25,000+ interviews per wave• 50,000+ total interviews• 2-year rolling study• All provinces represented• 800+ publications – community & daily

newspapers, ethnic, alternative, shoppers, and agricultural publications

• Title- and market-specific• 900+ radio stations• Demographics and readership

ComBase = Community Newspaper Database

Page 5: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Newspaper Readership Overview(Brockville, ON)

• The St. Lawrence EMC is the dominant reach vehicle in the market, providing 78% coverage of area adults.

• Readership of The Recorder and Times Extra is 58%

• Readership of The Recorder and Times Weekday is 52%, and 45% on Saturday

• Readership of The Prescott Journal is 21%

• Readership of The Ottawa Sun Weekday is 15%

• Readership of Athens Mural is 12%

78

58

52

45

21

15

12

St. LawrenceEMC

Recorder andTimes Extra

Recorder andTimes Weekday

Recorder andTimes Saturday

PrescottJournal

Ottawa SunWeekday

Athens Mural % Readership

Source: ComBase 2005 One Year Study *Base Population – St. Lawrence EMC Distribution Area (38,000)

Page 6: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Readership Overview

• 78% of Brockville adults report reading St. Lawrence EMC - this represents 29,500 readers

• The Recorder and Times Extra reports 58% readership (22,200 readers)

• The Recorder and Times Weekday reports 52% readership (19,700 readers) and Saturday claims 45% readership (16,900 readers)

• Prescott Journal reports 21% readership (8,100 readers)

• Ottawa Sun Weekday reports 15% readership (5,700 readers)

• Athens Mural reports 12% readership (4,500 readers)

Source: ComBase 2005 One Year Study *Base Population – St. Lawrence EMC Distribution Area (38,000)

Page 7: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Demographics Overview

Because of their high reach, community newspapers attract a desirable audience comprised of:

• Home owners • Educated consumers • Professionals • High income earners • Ethnic populations, including aboriginals • More women than other mass media

Page 8: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

% Reach by Demographic Sector(Brockville, ON)

76

78

79

53

66

49

44

56

58

44

34

50

49

39

76

61

Under 40

40+ years

Female

Male

St. Lawrence EMC

Recorder and Times Extra

Recorder and Times Weekday

Recorder and Times Saturday

% Readership

79% of women and 76% of men in Brockville are reading The St. Lawrence EMC.

Source: ComBase 2005 One Year Study *Base Population – St. Lawrence EMC Distribution Area (38,000)

Page 9: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

% Reach by Demographic Sector(Brockville, ON)

82

75

76

80

44

59

54

65

19

56

46

61

34

43

37

57

Rent Home

Own Home

Employed*

Not Employed

St. Lawrence EMCRecorder and Times ExtraRecorder and Times WeekdayRecorder and Times Saturday

% Readership

76% of employed adults in Brockville are reading The St. Lawrence EMC.

Source: ComBase 2005 One Year Study *Base Population – St. Lawrence EMC Distribution Area (38,000) * Full/Part time or Self Employed

Page 10: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

% Reach by Demographic Sector(Brockville, ON)

83

74

79

67

48

64

65

27

65

42

39

59

High School orLess

Tech/CommunityCollege

University

St. Lawrence EMCRecorder and Times ExtraRecorder and Times WeekdayRecorder and Times Saturday

% Readership

The St. Lawrence EMC reaches more adults than competitive print media, regardless of education level. 79% of university-educated adults in Brockville read The St. Lawrence

EMC.

Source: ComBase 2005 One Year Study *Base Population – St. Lawrence EMC Distribution Area (38,000)

Page 11: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

% Reach by Demographic Sector(Brockville, ON)

77

78

71

81

63

57

68

54

55

50

53

51

30

51

46

44

Unattached

Attached

With Children

No Children

St. Lawrence EMC

Recorder and Times Extra

Recorder and Times Weekday

Recorder and Times Saturday

% Readership

71% of Brockville adults with kids are reading The St. Lawrence EMC.

Source: ComBase 2005 One Year Study *Base Population – St. Lawrence EMC Distribution Area (38,000)

Page 12: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

% Reach by Demographic Sector(Brockville, ON)

64

82

90

99

66

54

78

63

35

28

71

36

40

43

31

17

HHI $75K+

HHI $50-75K

HHI $30-50K

HHI < $30K

St. Lawrence EMC

Recorder and Times Extra

Recorder and Times Weekday

Recorder and Times Saturday

% Readership

82% of Brockville adults with HHI $50K-75K are reading The St. Lawrence EMC.

Source: ComBase 2005 One Year Study *Base Population – St. Lawrence EMC Distribution Area (38,000)

Page 13: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

How Much of the Paper is Read (Brockville, ON)

• Readers of each paper were asked how much they read

• Brockville adults are strong newspaper readers, reading the majority of every issue!

• 55% of St. Lawrence EMC readers tend to read All or Most of the paper

• 64% of Recorder & Times weekday readers tend to read All or Most of the paper

• 55% of Recorder & Times Extra readers tend to read All or Most of the paper

3229

3335

23

19

32

6

11

63 2

6

23

35

The EMC Recorder &Times M-F

Recorder &Times Extra

All Most About 1/2 Less Than 1/2 Very Little

% of Readers Source: ComBase 2005 One Year Study *Base Population – The St. Lawrence EMC Distribution Area (38,000)**May not total 100% due to exclusion of “Refused/Not Stated” responses

Page 14: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

0 0 04 65

13

3

27

2

90

7

78

57

3 4

The EMC Recorder & TimesM-F

Recorder & TimesExtra

None Read 1 Read 2 Read 3 Read 4 Read 5

• Brockville newspaper readers are loyal, reading almost every issue!

• 90% of St. Lawrence EMC readers read all 4 of the last 4 issues

• 57% of Recorder & Times weekday readers read all 5 of the last 5 issues

• 78% of Recorder & Times Extra readers read all 4 of the last 4 issues

Number of Issues Read (Brockville, ON)

% of Readers Source: ComBase 2005 One Year Study *Base Population – The St. Lawrence EMC Distribution Area (38,000)**May not total 100% due to exclusion of “Refused/Not Stated” responses

Page 15: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Newspaper Ratings (Brockville, ON)

7

7

7

The EMC

Recorder &Times M-F

Recorder &Times Extra

Rating (1-10) Source: ComBase 2005 One Year Study *Base Population – The St. Lawrence EMC Distribution Area (38,000)

Respondents were asked to rate newspapers in Brockville using a scale of “1” to “10” where “10” would be interpreted as “extremely good” and “1” as “extremely poor”.

Page 16: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Preferred Community Newspaper (Brockville, ON)

47

28

The EMC

Recorder &Times Extra

% Preferred

47% of Brockville adults report The St. Lawrence EMC as their preferred community newspaper

Source: ComBase 2005 One Year Study *Base Population – The St. Lawrence EMC Distribution Area (38,000)

Page 17: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

22

16

12

9

6

6

6

5

5

4

2

2

78

[Brockville, 103.7, CJPT, (BOB FM)]

[Smiths Falls/ Ottawa, 101.1, CKBY, (Y 101)]

[Ottawa, 106.9, CKQB, (The Bear)]

[Watertown, 97.5, WFRY, (Froggy 97) (NY)]

[Ottawa, 106.1, CHEZ]

[Kingston, 105.7, CIKR, (K Rock)]

[Ogdensburg, 96.7, WYSX, (YES FM) (NY)]

[Ottawa, 100.3, CJMJ, (Magic 100)]

[Gouverneur, 95.3, WGIX, (Oldies 95) (NY)]

[Brockville, 104.9, CFJR, (JR FM) (Hometown Radio)]

[Canton, 101.5, WRCD, (The Fox) (NY)]

[Ottawa, 105.3,CISS, (KISS FM)]

The EMC

% Listened to Yesterday

Source: ComBase 2005 One Year Study - Radio Stations Listened to Yesterday – Stations with less than 2% reach not shown *Base Population – The St. Lawrence EMC Distribution Area (38,000)

Media Habits – Newspaper vs. Radio (Brockville, ON)

Radio is a very fragmented medium. None of the radio stations on their own can claim reach as high as a single insertion in The St. Lawrence EMC.

Page 18: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Media Habits – Newspaper and Radio (Brockville, ON)

25

4

71

57

78

Did Not Listen toRadio

Listened to CBCOnly

Any RadioStation

Recorder &Times M-F

The EMC

Reach %

The St. Lawrence EMC Outperforms Radio

• One insertion in The St. Lawrence EMC reaches more than all radio stations combined

(78% vs. 71%)

• To reach the 71% listening to Any Radio Station you would have to buy spots throughout the day all radio stations available in Brockville!

Radio Reach is Limited!• 29% of the population cannot

be reached with radio advertising: Did Not Listen Yesterday (25%)

Listened to CBC Only (4%)

Source: ComBase 2005 One Year Study *Base Population – The St. Lawrence EMC Distribution Area (38,000) *see previous slide for specific station reach

Page 19: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Media Habits – Radio (Brockville, ON)

Time Spent Listening to Radio

in Past 7 Days

• 33% of the population falls into the lightest listening categories (#1 and #2), making them harder to reach with Radio

• 22% spent less no time listening to any radio station

• 30% report heavy radio listening (category 5)

Source: ComBase 2005 One Year Study – Radio Quintiles*Base Population – The St. Lawrence EMC Distribution Area (38,000)Quintile Hour Definitions – indexed to National Habits:Radio 1: (Light) < 0 hrs; 2: 0.1 to 3.4 hrs; 3: 3.5 to 8.4 hrs; 4: 8.5 to 22.5 hrs; 5: (Heavy) 23+ hrs

Lightest

Heaviest

30

22

15

11

22

5 - (23+ hours)

4 - (8.5 - 22.5hours)

3 - (3.5 - 8.4hours)

2 - (.1 - 3.4 hours)

1 - (0 hours)

% of Population

Page 20: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Media Habits – Television (Brockville, ON)

Time Spent Watching TV in

Past 7 Days• 30% of the population

falls into the lightest TV watching categories (#1 and #2), making them harder to reach with TV

• 15% spent less than 2.5 hours watching any television programming in the past week

• 21% report heavy TV watching (category 5)

Source: ComBase 2005 One Year Study – Television Quintiles*Base Population – The St. Lawrence EMC Distribution Area (38,000)Quintile Hour Definitions – indexed to National Habits:TV 1: (Light) <2.5 hrs; 2: 2.6 to 7.8 hrs; 3: 7.9 to 13.5 hrs; 4: 13.6 to 20 hrs; 5: (Heavy) 20+ hrs

Lightest

Heaviest

29

15

20

21

15

5 - (20+ hours)

4 - (13.6 - 20hours)

3 - (7.9 - 13.5hours)

2 - (2.6 - 7.8hours)

1 - (<2.5 hours )

% of Population

Page 21: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Exclusive Readership (Brockville, ON)

• 13,100 Brockville adults are exclusive readers of The St. Lawrence EMC – these adults report not having read The Recorder & Times weekday– That represents 35% of the Brockville population who cannot

be reached by advertising in the Brockville Recorder & Times weekday

• 28% of Brockville adults are exclusive EMC readers – these adults report not having read The Recorder & Times Extra

• 21% of Brockville adults are exclusive EMC readers – these adults report not having read The Recorder & Times weekday edition OR the Extra – this represents 8,000 adults

Source: ComBase 2005 One Year Study*Base Population – The St. Lawrence EMC Distribution Area (38,000)

Page 22: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

Cross Readership (Brockville, ON)

• 16,400 Recorder & Times weekday readers report also reading The St. Lawrence EMC

• 83% of Recorder & Times weekday readers can be reached using The St. Lawrence EMC

• 84% of Recorder & Times Extra readers report also reading The St. Lawrence EMC

Source: ComBase 2005 One Year Study *Base Population – The St. Lawrence EMC Distribution Area (38,000)

Page 23: Community Newspaper Readership. The St. Lawrence EMC Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of

St. Lawrence EMC Strengths

• Top line readership for The St. Lawrence EMC is strong against other newspapers in Brockville

• St. Lawrence EMC readers are strong and regular readers – 90% read all 4 of the last 4 issues; and 55% read All or Most of the Paper

• St. Lawrence EMC rates well among Brockville adults– has a rating of 7 and is the preferred community paper in Brockville by 47%

of the population• The St. Lawrence EMC provides higher reach than any single radio

station and even all stations combined in Brockville - and Brockville adults are hard to reach with radio

– 33% percentage fall into the “light” listening category and 29% cannot be reached at all with radio advertising!

• The St. Lawrence EMC can reach TV’s light viewers (<8 hrs/wk) 30% of Brockville adults fall into this category

• The St. Lawrence EMC has strong exclusive and cross readership– 8,000 Brockville adults can only be reached with The EMC – they are not

reading the weekday Recorder & Times or the Extra

Source: ComBase 2005 One Year Study - *Base Population – St. Lawrence EMC Distribution Area (38,000)