LOCAL NEWSPAPERS RESEARCH 2022 - Adspace24
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
LOCAL NEWSPAPERS RESEARCH 2022
Local papers deliver
• Quality engagement and a source to look
every week for specials.
Our local papers
• Long shelf life. add value!
• Advertising is sought, noticed and
translated into action.
• Readers are a good target with means. Be a part of our
• Readers are moving with the times –
many have embraced the digital success story.
transition.
Background, methodology & sample
• Forum24 (Media24’s in-house online panel that has over 39,000 members) was used as a vehicle.
• Forum24 respondents living in Western Cape, Eastern Cape, Northern Cape, Free State and KwaZulu-Natal were invited. The survey was
also open on social media via a link.
• Respondents were screened and only readers of Media24’s local papers qualified.
• This is progressive and ahead of the curve as readership research is moving towards using online panels. Media24 newspapers was one
of the first to tap into this trend as Forum24 is over 10 years old already.
• We conducted this research last year using the same methodology. This piece of research received an honourable mention in the INMA
2022 Global Media Awards in the category “Best Use of Data to Drive a Business Result”.
Sample
• 20 065 invited: Fieldwork dates
• 2 872 answered 3 June to 2 July 2022
• 2 153 qualified (readers past 3 month)
FORUM24’S SURVEY METHODOLOGY RECEIVED
INTERNATIONAL RECOGNITIONBOLAND LOCAL NEWS REACH 400 K 144 K 144 K ESTIMATED CIRCULATION LIKES READERSHIP
Estimated readership
Readers per Circulation Estimated Readers per Circulation Estimated
copy ABC Q2 2022 readership copy ABC Q2 2022 readership
2.79 35,314 98,526 2.75 20,613 56,686
3.31 6,718 22,237
2.60 23,778 61,823
2.98 14,995 44,685
2.50 12,304 30,760
2.61 5,440 14,198
2.83 19,319 54,673 3.22 5,278 16,995LOCAL READERS ARE HIGHER INCOME
EARNERS
77% 49% 67% 48%
Copies are read by Employed full time
Personally earn
more than one or part time SEM 9 - 10
R10,000+
personLOCAL PAPERS READERSHIP & VALUE
OUR LOCAL READERS ARE LOYAL AND RELY ON
ADVERTISING TO KNOW ABOUT SPECIALS
Readers per copy How long paper is kept for How thoroughly do they read the paper
Average 2.92 Average 3.8 days 73% all/most of it
How long do they spend reading the paper Advertising in newspapers Bargains/specials/promotions
Average 31.7 minutes 68% look for every week in local paper
63% are influenced by advertising and
36% spend more than half an hour leaflets in local papersLOCAL NEWSPAPERS ARE AT THE HEART OF
READERS
Reasons for reading local papers
• 58% Local news is important
• 56% They keep me informed about local events
• 48% They inform me about services and businesses in my area
• 40% They provide information that is relevant to me
• 28% They provide practical information I find useful
• 24% They are interesting to read
• 8% They are entertaining
• 4% I cannot do without themLOCAL NEWSPAPERS ARE A PART OF OUR
READERS’ LIVES
Advertising is very/to some extent…
98% informative
14% more relevant than normal 95% useful
78% just as relevant as always 95% valuable
8% less relevant now
Advertising is INFORMATIVE, USEFUL
Local papers are RELEVANT 92% 98% AND VALUABLE
Local papers are a TRUSTWORTHY Local papers have current reach, they
source
99% 72% are READ RECENTLY
54% extremely trustworthy source 72% of past 3 months readers have read their local
46% somewhat trustworthy source paper in the past month
0.4% untrustworthy sourceRESULTS MEDIA & ADVERTISING
LOCAL READERS NOTE A WIDE RANGE OF
ADVERTISED PRODUCT CATEGORIES
Categories of products readers take notice of in local papers
As on-the-page advertisements Inserted as loose pamphlets
Food & Groceries 78% Food & Groceries 80%
Healthcare & Wellbeing 32% DIY, Home improvement & Decor 31%
DIY, Home improvement &… 31% Personal Care 28%
Media 31% Healthcare & Wellbeing 28%
Personal Care 29% Electronics & Technology 27%
Electronics & Technology 27% Property & Land 23%
Property & Land 24% Fashion 23%
Sport & Fitness 21% Furniture 22%
Financial services & products 21% Mobile phones 22%
Mobile phones 20% Media 19%
Fashion 19% Sport & Fitness 16%
Furniture 18% Vehicles/Motoring 16%
Travel & Holidays 15% Travel & Holidays 14%
Vehicles/Motoring 15% Toys & Hobbies 11%
Toys & Hobbies 11% Financial services & products 11%
Other 2% Other 0.4%
None 1% None 2%FREQUENT ADVERTISERS STAY TOP OF
READERS’ MINDS
Top advertisers seen by readers in local papers
Boland local paper readers
National advertisers Direct advertisers
Pick n Pay 76% Build It 58%
Checkers 71% De Jagers 54%
Spar 67% Fruit & Veg City 54%
Game 65% Britos Meat 46%
Shoprite 62% Die Visfabriek 45%
Dis-Chem Pharmacies 54% Specsavers 39%
Clicks 49% Tafelberg Furnishers 39%
Shoprite Liquor 39% Western Cape Blood Service 29%
Woolworths 36% 1-Up Cash n Carry 28%
Incredible connection 31% Midas Parts Centre 28%
Boxer Superstore 29% Mambos Plastics Warehouse 24%
Government Western Cape 29% Fashion World 22%
Usave 26% Traders Warehouse 20%
Pep Clothing 24% Timber City 19%
Pep Home 24% Cab Foods Factory Shop 19%…BUT READERS STILL WANT TO SEE MORE
ADVERTISING
Boland local paper readers
Checkers 19%
Take-aways in your area 18%
Clicks 16%
Takealot.Com 16%
Mr Price 16%
Dis-Chem 15%
Pep Home 13%
Government (notices and recruitment) 12%
Game 10%
Shoprite 10%
Ackermans 10%
Pep Clothing 10%
Makro 8%
Spa and beauty in your area 7%
Build-It 6%OUR READERS ARE INFLUENCED BY
NEWSPAPER ADVERTISING AND TAKE ACTION
56% 54%
57%
Purchased a product Considered purchasing
Visited a store dealer
advertised in a newspaper a product advertised
or other location
insert in a newspaper insert
43%
54% 44% Recommended a product
Gone to look online for Saved a newspaper insert advertised in a newspaper
more information for future reference insert to someone
98% took at least one of these actionsINSERT ADVERTISING IS MEMORABLE AND
RELEVANT
82% prefer receiving them in local paper vs
post box
Descriptor to respondents
78% read all the time even if not
looking for anything in particular Products that are for sale or specials
taking place can sometimes be
advertised in leaflets, consisting of
one or more pages.
6.9 days remembered on average These pages can be referred to as
inserts (if inside a paper), leaflets or
pamphlets.
63% look at or refer to leaflets every week
in their local paperLOCAL PAPER READERS LIFESTYLE & PSYCHOGRAPHICS
Grocery shopping
R 2,690 Breederivier Gazette R 2,968 Weskus Nuus
R 3,497 Swartland Gazette R 3,002 Paarl Post
R 3,186 District Mail/Helderberg Gazette R 3,030 Hermanus Times
Average amount spent on groceries
R2 970 85% spend more than R1 000
R
R
3,172
2,942
Eikestadnuus
Weslander
R 2,832 Worcester Standard
9.00 Breederivier Gazette 9.98 Weskus Nuus
12.28 Swartland Gazette 9.90 Paarl Post
Average times shop a month
9.1 74% shop once a week or more often
10.15 District Mail/Helderberg Gazette 11.78
8.25
Hermanus Times
Worcester Standard
10.37 Eikestadnuus
10.64 Weslander
97% are mainly/partly responsible for grocery shoppingREADERS LOOK FOR THE BEST DEAL IN
EVERDAY GOODS AND LUXURY GOODS
Everyday goods Luxury goods
Price is more
55% important than brand
41%
Convenience is
34% more important than
30%
brand or price
11% Brand is more
29%
important than priceLOCAL READERS ARE FINACIALLY SAVVY
INVESTORS
88% 58% 56% 50%
have a bank account have funeral cover/policy have a motor vehicle have medical aid
• 63% A savings / transmission account
• 58% A store card
• 45% A current account
• 41% Short term insurance (i.e. house/car cover)
• 37% A credit card
• 36% Long term insurance/investment/life cover
• 7% Actively participate in a StokvelPsychographics
% Agree/Strongly Agree 85% are proudly South African
91% Breederivier Gazette 82% Weskus Nuus
76% Swartland Gazette
79% agree it’s important to dress well 86% District Mail/Helderberg Gazette
87% Paarl Post
83% Hermanus Times
76% Breederivier Gazette 83% Eikestadnuus 90% Worcester Standard
80% Swartland Gazette 82% Weslander
78% District Mail/Helderberg Gazette
72% Eikestadnuus 73% enjoy shopping
71% Weslander 68% Weskus Nuus
74% Breederivier Gazette 66% Weskus Nuus
84% Paarl Post
66% Swartland Gazette 79% Paarl Post
72% Hermanus Times
61% Hermanus Times
81% Worcester Standard 75% District Mail/Helderberg Gazette
71% Eikestadnuus 80% Worcester Standard
58% have experienced improvement in 67% Weslander
their lives over the past few years
56% Breederivier Gazette
52% Weskus Nuus
33% have enough disposable income to
53% Swartland Gazette
65% Paarl Post purchase brands they have seen
61% District Mail/Helderberg Gazette
46% Hermanus Times advertised
61% Eikestadnuus
59% Worcester Standard
48% Weslander 44% Breederivier Gazette
29% Swartland Gazette
48% have influence over other people 28% District Mail/Helderberg Gazette
68% Breederivier Gazette 40% Eikestadnuus
52% Weskus Nuus 30% Weslander 43% Weskus Nuus
60% Swartland Gazette
50% Paarl Post 36% Paarl Post
50% District Mail/Helderberg Gazette
61% Hermanus Times 42% Hermanus Times
58% Eikestadnuus
41% Worcester Standard 36% Worcester Standard
48% WeslanderLOCAL PAPERS E-LEAFLETS
THERE IS CROSS PLATFORM ENGAGEMENT
AMONG LOCAL READERS
27% 30%
19%
12%
5% 3% 3%
I prefer reading I prefer reading I don’t really like I enjoy reading I prefer reading I have never read I have never read
local papers local papers reading local local papers local papers in print local papers local papers
digitally/online and digitally/online and papers digitally/online as format digitally/online but digitally/online and
do so often would like to do so digitally/online but well as in print would like to don’t intend to
more do so anyway format with equal
preference
53% have read their local paper online in 29% have accessed the PDF version of
the past month their local paper online in the past
monthOUR READERS READ OFFLINE AND ONLINE
Digital media such as news Social media
websites and general online usage
Average times a month: 21.99 Average times a month: 27.45
65% Every day 89%
23%
Several times a
7%
week
4% Once a week 2%
23.41 Breederivier Gazette A few times a 26.73 Breederivier Gazette
4% 1%
18.51 Swartland Gazette month 26.58 Swartland Gazette
22.40 District Mail/Helderberg Gazette 26.72 District Mail/Helderberg Gazette
22.69 Eikestadnuus 0% Once a month 0.2% 27.20 Eikestadnuus
18.82 Weslander 25.98 Weslander
20.97 Weskus Nuus 4% Less often than 25.61 Weskus Nuus
0%
23.04 Paarl Post once a month 28.62 Paarl Post
23.44 Hermanus Times 25.52 Hermanus Times
1% 1%
21.88 Worcester Standard Never 28.72 Worcester StandardE-leaflets | Description shown to respondents
These are examples of e-leaflets
Descriptor to respondents
An e-leaflet is the digital version of a leaflet/pamphlet
usually found inserted into your local community
newspaper. Instead of the printed version, the digital
version can be found with your e-publication within local
titles online.
E-publications are available on Media24 local sites i.e.
https://streeksnuus.netwerk24.com/
https://www.news24.com/news24/southafrica/localE-leaflets | Readers’ opinions
Want to receive together Feelings towards e-leaflets Would you purchase directly
with e-publications being available together with from an e-leaflets onto the
e-publications relevant site?
Yes, This would entail clicking on a product,
75%
being redirected to the site, making
payment then it gets delivered to you.?
70%
38%
21% 26%
No, 25% 19% 18%
8%
This is great, it is I don’t care either I don’t like it - It
really helpful and way if they are there makes the e- Yes – I have I have not doneI have not done No – I would
convenient or not publication cluttered already done this but would this but maybe not do this
this definitely like to would try
tryValue of finding e-leaflet with PDF copy of local newspaper
Extent to which that would be Extent to which that would be Extent to which that would be
USEFUL VALUABLE INFORMATIVE
Extremely, Extremely,
36% Extremely, To some 36%
To some 31% extent,
extent, 44%
To some
40% extent,
45%
Not at all,
Not at all, Not at all,
6%
8% 7%
Not really, Not really, Not really,
16% 19% 13%
76% USEFUL 74% VALUABLE 81% INFORMATIVETHANK YOU FOR YOUR TIME
You can also read
