Table Of Contents Indiana Media Usage Study2 August 2014 PAGE I.Executive Summary3 II.Specific Findings 1.Newspaper Readership In Indiana8 2.Public Notice

Indiana Media Usage Study 2

Table Of Contents

August 2014

PAGE

I. Executive Summary 3

II. Specific Findings

1. Newspaper Readership In Indiana 8

2. Public Notice Advertising 14

3. Internet Use In Indiana 21

4. Voting Patterns and Election Information 24

Appendix A: Methodology 29


Executive Summary

Readership of printed newspapers is high in Indiana.

• Three in four adults read a printed daily or Sunday newspaper during an average week

• 79 percent read a daily, Sunday or weekly printed newspaper

In addition, newspaper websites add significantly to the reach of print. Almost nine in 10 adults (86%) read a printed newspaper or access a newspaper website weekly.

Public notice advertising is also well-read in Indiana, and considered very important.

• 85 percent of adults say keeping the public informed about governmental actions through public notice advertising is an important role for government agencies

• 64 percent of adults say government entities should be required to publish legal ads

Newspapers are the source Hoosiers prefer most to receive this information; 38 percent prefer printed newspapers and 10 percent prefer newspaper websites, a total of 49 percent.

In addition:

• 46 percent of adults say they would read public notices less often if placed on government websites

• 15 percent would read them more, a 67 percent difference

These are some of the findings of a research study of adults in Indiana, age 18 and older, conducted between July 8 and July 20, 2014. Interviewing was conducted by landline telephone, cell phone and online. Results have a margin or error of 3.1 percentage points.

A more complete description of the methodology used for this study is included in Appendix A of this report.

Following are:

• An executive summary of results

• Detailed findings

• Description of methodology

August 2014


Executive Summary

NEWSPAPER READERSHIP IN INDIANA

As shown in the adjoining chart, newspaper readership is strong in Indiana, and newspaper websites add to this reach.

• Three in four adults read a printed daily or Sunday newspaper during an average week

• Almost six in 10 (57%) read a weekly community newspaper

• Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper website during an average week

Indiana newspapers have good reach, even among younger adults:

• Two thirds of adults age 18 to 34 read a printed weekly or Sunday newspaper during an average week

• Almost six in 10 (57%) access a newspaper website at least one a week

• The average weekly reach of newspapers among young adults (print and online) is 83 percent.

Readership is even high among adults who were interviewed online; 83 percent read a printed daily Sunday or weekly newspaper during an average week, indicating they are “news” junkies.

The profile of newspaper readers is very similar to the population profile of Indiana.

An average copy of a printed newspaper is read by 1.6 adults.

PUBLIC NOTICE ADVERTISING

More than six in 10 adults in Indiana (61%) have read or seen public notice advertising in a printed newspaper, even higher among more educated and upscale people. Respondents who were interviewed online are as likely as any adults to have seen public notices.

August 2014

KEY POINT

Reach Of Newspapers In Indiana

5

Newspaper readership in Indiana is strong and newspaper websites add to this reach. Three in four adults read a daily or Sunday newspaper during an average week and almost six in 60 (57%) read a weekly community newspaper. Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper website during an average week.

Base: Total Indiana Adults (4,875,500)

86%

46%

79%

57%

75%

0% 20% 40% 60% 80% 100%

PERCENT WHO READ/USE:

Daily/Sunday NewspaperAverage Week

Total Print Read Weekday/Sunday or Weekly

*(No. of adults)

3,651,200*

3,836,800*

2,785,800*

Total Newspapers Read:Read Any Newspaper

Access Newspaper WebsiteAverage Week

July 2014Indiana Media Usage Study

2,235,500*

4,186,500*

Read Weekly NewspaperAverage Week

Access Newspapers WebsiteAverage Week


Executive Summary

Hoosiers feel public notices are important:

• An overwhelming percentage of Hoosiers (85%) say keeping the public informed through public notice advertising is an important role for government agencies, including 78 percent of respondents interviewed online

• Almost two thirds of adults (64%) say governments should be required to publish legal notices, even though it costs taxpayers’ dollars

Newspapers are the preferred method of receiving public notices:

• In a printed newspaper, 38 percent

• On government websites, 25 percent

This is a 34 percent difference.

Ten percent prefer to read public notices via newspaper websites for a total of 49 percent in printed newspapers or on their websites.

As shown in the adjoining chart, 46 percent of adults say they would read public notices less often (less often or much less often) if placed on government websites, compared with 15 percent who read more (much more often or more often). This is a 67 percent difference.

Adults who have read public notice advertising are even more likely (54%) to say they would read public notices less if placed on government websites.

Even among adults interviewed online, 36 percent say they would read legal ads less compared with 17 percent who would read more.

August 2014

KEY POINT

Fewer Would Read Notices Online

Indiana Media Usage Study 16July 2014

Forty-six percent of respondents say they would read public notices less often (less often or much less often) if placed on government websites, compared with 15 percent who read more (much more often or more often). All age groups say they are less likely to read legal ads online, also true of adults who have actually read legal ads.

Q6. … If legals were eliminated from printed newspapers and only made available on government websites, would you:Base: Total (4,875,500)

Much more often3%

More often12%

The same34%

Less often18%

Much less often28%

Don't know5%

PERCENT WHO WOULD READ ADS ONLINE

More Often

LessOften

TOTAL % 15 46AGE

18-34 % 23 3735-54 % 17 4155+ % 6 59

READ PUBLIC NOTICES

% 12 54


Executive Summary

INTERNET USE IN INDIANA

Internet use in Indiana is right at the national average:

• 77 percent access at least once a day

• Almost nine in 10 Indiana adults (86%) use the Internet at least once a week.

• Only nine percent are not Internet users

Twenty-five percent of Internet users access a newspaper website at least once a day; 50 percent access at least once a week.

VOTING PATTERNS AND ELECTION INFORMATION

According to the Indiana Secretary of State’s office, almost 46 million adults are registered to vote:

• 81 percent of these registered voters read a printed newspaper during an average week

• 88 percent read a printed newspaper or access a newspaper website

Printed newspapers, as shown on the adjoining chart, are the most common source adults use for information about national, state and local elections. Newspapers are followed by:

• The Internet, which is all websites combined

• Cable TV

August 2014

KEY POINT

Newspapers Top Source Of Election Information


Newspapers are the most used source adults use for information about national, state and local elections. The Internet (all websites combined) and Cable TV follow.

Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections? Base: Indiana Adults (4,875,500)

11%

12%

13%

15%

17%

23%

37%

41%

41%

51%

0% 20% 40% 60% 80% 100%

Newspapers

Cable TV

National TV

Radio

Word of mouth/friends

Websites

Social media

From candidates

Direct mail

Flyers/handouts

*(Registered Voters)

-Table Continues-

(55)*

(43)*

(43)*

(537)*

(24)*

(17)*

(16)*

(13)*

(13)*

(12)*


Executive Summary

As the second chart shows, a significant percentage of registered voters don’t decide for whom to vote until just before the election.

About a third (32%) don’t decide until the week before or even election day.

This means campaigns need to continue promotion and advertising throughout the election.

August 2014

KEY POINT

Deciding To Vote


A significant percentage of registered voters don’t decide until soon before the election for whom to vote. About a third (32%) don’t decide until the week before and 10 percent not until election day. For candidates campaigns, this means promotion and advertising needs to continue through the election.

Q17e. When do you typically make your decision on which candidate will get your vote?Base: Registered Voters (4,245,200)

3%

24%

21%

21%

22%

10%

0% 20% 40% 60% 80% 100%

Election day

During week prior to the election

Two to three weeks beforeThe election

Months before the election

Two months prior to the election

Other responses

PERCENT DECIDING TO VOTE

8

Newspaper Readership In Indiana


KEY POINT

Newspaper Reach In Indiana

Newspaper readership in Indiana is strong and newspaper websites add to this reach. Three in four adults read a daily or Sunday printed newspaper during an average week and almost six in 10 (57%) read a weekly community newspaper. Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper website during an average week. Reach is equally strong among respondents who were interviewed online; also, use of newspaper websites is particularly strong.


Series10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

86%

46%

79%

57%

75%

PERCENT WHO READ/USE:

Daily/Sunday NewspaperAverage Week

Total Print Read Weekday/Sunday or Weekly

*(No. of adults)**(Online sample)

3,651,200*

3,836,800*

2,785,800*

Total Newspapers Read:Read Any Newspaper

Access Newspaper WebsiteAverage Week

August 2014

2,235,500*

4,186,500*

Read Weekly NewspaperAverage Week

Access Newspapers WebsiteAverage Week

(76)**

(64)**

(80)**

(56)**

(88)**


KEY POINT

Profiling Newspaper Readership In Indiana

Indiana newspapers have good reach, even among younger adults. Two thirds of adults age 18 to 34 read a weekly or Sunday printed newspaper during an average week. Almost six in 10 (57%) access a newspaper website at least one a week, bringing the weekly overall reach of newspapers among young adults (print and online) to more than eight in 10.


Daily/Sunday Average Week

WeeklyAverage Week

TotalAverage

7-Day Print

Access Newspaper Websites

Average WeekTotal Print/Newspaper Website Average Week

TOTAL % 75 57 79 46 86

GENDERMale % 75 55 78 48 86Female % 75 60 79 44 86

AGE18-34 % 66 40 68 57 8335-54 % 73 62 79 46 8455+ % 85 68 88 35 91

INCOMEUnder $35,000 % 69 48 72 39 80$35,000 to $49,999 % 69 54 72 43 81$50,000 to $74,999 % 74 60 80 50 92$75,000 to $99,999 % 88 68 90 50 93$100,000 to $149,000 % 85 71 91 54 93$150,000 or more % 76 59 76 62 86

August 2014

PERCENT WHO READ:


KEY POINT

A Profile Of Newspaper Readership

Newspaper readership in Indiana fairly closely matches the demographic profile of the state.


PERCENT OF TOTAL ADULTS PRINTED NEWSPAPER READERSHIP% %

TOTAL 100 79

GENDERMale 49 48Female 52 52

AGE18-34 30 2635-54 37 3755+ 33 37

EDUCATIONLess than High School 4 4High School grad 22 20Some college/tech school 32 34College Grad 41 41

INCOMEUnder $35,000 24 22$35,000 to $49,999 18 17$50,000 to $74,999 25 25$75,000 to $99,999 13 14$100,000 or more 20 22

August 2014

PERCENT READING A DAILY, SUNDAY, OR WEEKLY NEWSPAPER DURING AN AVERAGE WEEK:


KEY POINT

Readers Per Copy

An average of 1.6 adults read each copy of a local printed Indiana newspaper.

Q10. How many total members of your household, including yourself, age 18 and older read an average copy of your local…?Base: Average Week Indiana Newspaper Readers (3,651,200)

1 2 3 4+ Don't know0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

38%41%

9%

2% 3%

AVERAGE NO. OF READERS: 1.6 Per Copy (2 Per Copy)*

August 2014

*(2004)


KEY POINT

August 2014

14

Public Notice Advertising


KEY POINT

More Than Six In 10 Adults Recall Legal Advertising

August 2014

More than six in 10 adults in Indiana (61%) have read or seen public notice advertising in a printed newspaper, higher among more educated and upscale adults. Even among respondents interviewed online. More than six in 10 recall seeing legal advertising in printed newspapers.

Q1. Do you recall ever reading or seeing legal advertising in any printed newspaper?Base: Total Indiana Adults (4,875,500)

Yes61%

No34%

Don't know5% PERCENT SEEING

LEGAL ADS%

TOTAL 61EDUCATION

H.S. Grad 56 Some College/Tech School 63 College Grad 65INCOME

Under $35,000 49$35,000-$49,999 63$50,000-$74,999 64$75,000-$99,999 64$100,000 or more 72

ONLINE RESPONDENTS 62

*(No. of adults)** (2004)

(64)**

(2,970,900)*


KEY POINT

Most Hoosiers Support Public Notice Advertising

August 2014

An overwhelming percentage of Hoosiers support the idea of keeping the public informed through legal advertising. Support is high among all demographic and other groups, including online respondents.

Q2. Do you believe that keeping the public informed in this way is an important role for government agencies?Base: Total Indiana Adults (4,875,500)

*(No. of adults)

TotalAdults

TelephoneRespondents

OnlineRespondents

Series1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12%

3%

6%

10%

9%

9%

78%

88%

85%

YesNoDon't Know

4,137,600*

2,841,100*

1,296,500*


KEY POINT

Two-Thirds Support Spending On Legal Ads

August 2014

Almost two thirds of adults (64%) say government entities should be required to publish legal notices. Again, support is high among all groups. The question was asked: When government units publish legal and public notices, they must pay for that publication with taxpayer dollars. While at a rate set by the state legislature that is often lower than a newspaper’s regular rates, it still may cost a public agency several thousand dollars a year. Knowing this, do you believe government units should be required to publish these notices?

Q3. Do you believe government units should be required to publish these notices? Base: Total Indiana Adults (4,875,500)

*(No. of adults)**(2004)

TotalAdults


OnlineRespondents

Series1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

22%

6%

12%

23%

25%

24%

56%

69%

64%

YesNoDon't Know

(73)**3,130,500*

2,211,300*

919,200*


KEY POINT

Most Hoosiers Have Read Legal Ads

August 2014

An overwhelming percentage of adults (83%) who have seen public notice advertising have actually read it, equal to 51 percent of all adults.

Q4. Have you ever read legal advertisements?Base: Respondents seeing legal ads in print newspapers, 61 percent of adults (2,970,900)


TotalAdults


OnlineRespondents

Series1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2%

0%

1%

16%

15%

16%

82%

84%

83%

YesNoDon't Know

2,475,500*

1,634,000*

841,400*


KEY POINT

Newspapers Preferred Source For Public Notices

August 2014

About four-in-10 adults who have seen public notice advertising in printed newspapers prefer to receive them in a printed newspaper (38%) compared with 25 percent who would prefer a government website, a 34 percent difference. About half (49%) have seen legal ads prefer to receive this in printed newspapers or on newspaper website.

Q5. How would you prefer to receive legal advertisements, including proposed budgets, sheriff’s sales, …..?Base: Adults having seen legal ads in printed newspapers (2,970,900)

Series10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2%

2%

6%

16%

25%

49%

10%

38%In a printed newspaper

In the mail

Printed newspaper or newspaper website

On a government website

Prefer not to receive them

Don’t know

Some other way

PREFERRED SOURCE OF LEGAL ADS:

On a newspaper website


KEY POINT

Fewer Would Read Notices Online

August 2014

Forty-six percent of adults say they would read public notices less often (less often or much less often) if placed on government websites, compared with 15 percent who would read more (much more often or more often) a 67 percent difference. All age groups say they are less likely to read legal ads online, also particularly true of adults who have actually read legal notices, a 78 percent difference. Among respondents interviewed online, 36 percent would read less compared with 17 percent who would read more.

Q6. … If legals were eliminated from printed newspapers and only made available on government websites, would you:Base: Total Adults In Indiana (4,875,500)

Much more often3%

More often12%

The same34%

Less often18%

Much less often28%

Don't know5% PERCENT WHO

WOULD READ ADS ONLINE

More Often

LessOften

TOTAL % 15 46AGE

18-34 % 23 37 35-54 % 17 41 55+ % 6 59

READ PUBLIC NOTICES

% 12 54

MONTHLY INTERNET USERS

% 16 43

ONLINE RESPONDENTS

% 17 36

*(2004)

(4%)*

(21%)*

(3%)*(4%)*

(42%)*

(20%)*

21

Internet Use In Indiana


KEY POINT

Internet Use In Indiana

August 2014

More than nine in 10 Indiana adults (91%) use the Internet, 86 percent weekly and 77 percent at least once a day.

Q14. How often do you access the Internet or online service?Base: Total Adults (4,875,500)

PERCENT USING INTERNET DAILY

TOTAL % 77AGE

18-34 % 85 35-54 % 81 55+ % 66

Series10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9%

1%

2%

2%

3%

6%

77%Daily or several times a day

At least once a week

Several times a month

At least once a month

Less than once a month

Never

2-3 days a week


KEY POINT

Accessing Newspaper Websites

August 2014

Twenty-five percent of Internet users access a newspaper website at least once a day; 50 percent at least once a week. Eighty percent use some newspaper website.

Q15. How often do you look at any newspaper website or newspaper online, whether it’s from your local newspaper or not?Base: Total Internet Users (4,445,700)

% ACCESSING NEWSPAPERWEBSITES AT

LEAST MONTHLY

TOTAL % 50GENDER

Male % 52Female % 49

AGE 18-34 % 58 35-54 % 49 55+ % 43

Daily

2-3 days a week

At least once a week

Several times a month

At least once a month

Less than once a month

Never

Series10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

19%

13%

10%

7%

50%

13%

12%

25%

Weekly

24

Voting Patterns & Election Information


KEY POINT

Registered Voters Read Newspaper

August 2014

About nine in 10 Indiana adults (4,555,275) are registered to vote, according to the Indiana Secretary of State. More than eight in 10 registered voters read a printed newspaper during an average week and almost nine in 10 (88%) read a printed newspaper or access a newspaper website during an average week.

Q17. Are you currently registered to vote in Indiana? Base: Total Indiana Adults (4,875,500)

Series1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

88%

81%Read printed newspaperduring an average week

Weekly printed newspaperreader or weekly newspaper

Internet user


KEY POINT

Newspapers Top Source Of Election Information

August 2014

Newspapers are the most used source adults use for information about national, state and local elections. The Internet (all websites combined) and cable TV follow.

Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections? Base: Total Indiana Adults (4,875,500)

Series10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

11%

12%

13%

15%

17%

23%

37%

41%

41%

51%Newspapers

Cable TV

National TV

Radio

Word of mouth/friends

All websites combined

Social media

From candidates

Direct mail

Flyers/handouts


-Table Continues-

(55%)*

(43%)*

(43%)*

(37%)*

(24%)*

(17%)*

(16%)*

(13%)*

(13%)*

(12%)*


Newspapers Top Source Of Election Information, continued

August 2014

Q17d. Where do you typically get the information you need to decide how to vote in national, state and local elections? Base: Total Indiana Adults (4,875,500)

Series10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1%

4%

8%

2%

3%

4%

5%

5%

Candidate’s workers/door-to-door

Magazines

Work/union

School

Other

Don’t vote

Don’t know

Billboards

(5%)*

(5%)*

(3%)*

(3%)*

(2%)*

(1%)*

(8%)*



KEY POINT

Deciding To Vote

August 2014

A significant percentage of registered voters don’t decide until soon before the election for whom to vote. About a third (32%) don’t decide until the week before and 10 percent not until election day. The results are almost the same as for printed newspaper readers. For candidate campaigns, this means promotion and advertising needs to continue through the election.

Q17e. When do you typically make your decision on which candidate will get your vote?Base: Registered Voters (4,245,200)

Series10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

3%

24%

21%

21%

22%

10%Election day

During week prior to the election

Two to three weeks beforeThe election

One month before the election

Two months prior to the election

Other responses

PERCENT DECIDING TO VOTE

*(Printed Newspaper Readers)

(9%)*

(21%)*

(21%)*

(19%)*

(22%)*

(5%)*


Appendix A: Methodology

Results of this research are based on interviews with 1,000 Indiana adults, age 18 and older, between July 8 and July 20, 2014 conducted by American Opinion Research of Princeton, N.J.

Interviews were conducted using cell phones, landlines and online. Results were then weighted and projected to the total adult population in Indiana.

The questionnaire was designed to ask about public notice advertising before questions were asked about newspaper readership, so as not to bias responses.

American Opinion Research (AOR) is a nationally-recognized, full-service market research firm. AOR has conducted research for some of the nation’s largest media companies, including The New York Times Company, McClatchy Newspapers, the Los Angeles Times, Newsday, Buffalo News, Chicago Tribune, Seattle Times, Advance Communications, and many others.

AOR also conducts research for some of the nation’s largest companies and organizations, including General Electric, Siemens, Johnson & Johnson, AARP, General Motors, Ford, Procter and Gamble, S.C. Johnson, Mattel, Apple, Agfa, Kohl’s and others.

August 2014

Documents

Table Of Contents Indiana Media Usage Study2 August 2014 PAGE I.Executive Summary3 II.Specific Findings 1.Newspaper Readership In Indiana8 2.Public Notice