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Media measurement: Press for change
Danny Kay, Admap, November 2010, pp. 42-43
In recent years, regional newspaper owners have lacked the research budgets to carry out face-to-face readership studies.
In recent years, regional newspaper owners have lacked the research budgets to carry out face-to-face readership studies. They needed a new, cheaper approach to regional audience measurement that would retain the integrity of the original method. The most suitable alternative to emerge was CATI (computer assisted telephone interviewing), which is not new but has advantages over other systems. Regional newspaper owner Northcliffe Media has found that the dataset provided by CATI helps to ensure the content and format of its print and online products is shaped to best serve local audiences. CATI was approved for use by the Joint Industry Committee for Regional Media Research (JICREG) in June 2010.
Why and how people engage with their local community
Keith Donaldson, Admap, October 2008, Issue 498, pp. 57-60
This article investigates how people feel about their local communities, and the related role played by media.
This article investigates how people feel about their local communities, and the related role played by media. Feelings at a local level (for example, about the NHS) are much more positive than they are nationally, and most people identify strongly with their local area, and like living there. Research also reveals there are six key segments of community cohesion: family and social interactions, sport, leisure, finance, environment, government and public services. Understanding the importance of these segments across Britain can greatly improve the message that can be communicated by brands. Media, and especially local media, play an important role for each of these segments, and provide a largely untapped opportunity for advertisers to connect with local consumer needs.
How can I measure word of mouth?
Andrew Green, Warc Media FAQ, March 2007
Word of mouth (WOM), basically defined, can spread marketing and advertising messages at a rapid speed, and in a unique way, whether it takes the form of personal interaction or media coverage of a product.
Word of mouth (WOM), basically defined, can spread marketing and advertising messages at a rapid speed, and in a unique way, whether it takes the form of personal interaction or media coverage of a product. Personal recommendations are particularly important to consumers, who generally trust the opinions of friends and family far more than commercial messages. In this article, Andrew Green, of ZenithOptimedia, discusses the various forms of WOM, the difficulties of measuring it, and the importance of consumer advocacy.
The wanted ads
Keith Donaldson, Admap, September 2006, Issue 475, pp. 47-49
Keith Donaldson, head of research and insight at the Newspaper Society, describes the findings of a large research study undertaken in autumn/winter 2005, to determine the role of regional newspaper advertising in people's lives.
Keith Donaldson, head of research and insight at the Newspaper Society, describes the findings of a large research study undertaken in autumn/winter 2005, to determine the role of regional newspaper advertising in people's lives. The study highlighted four key strengths for the regional press - scale, locality, involvement and non-avoidance of ads - which, he claims, provide it with an advertising proposition that no other mainstream medium can match.
Single nation, different outlooks
Rob Clilverd, Admap, May 2006, Issue 472, pp. 56-57
This paper explores how as much as 20% of the UK’s biggest retail promotion budgets are wasted by advertisers who continue to try to talk to all Britons in the same way.
This paper explores how as much as 20% of the UK’s biggest retail promotion budgets are wasted by advertisers who continue to try to talk to all Britons in the same way. Clilverd believes that the jokes about stereotypes exist for a reason; because people vary in their approach to life according to where they live, not just by country but also by region. He concludes that by not taking these differences into account as much as 20% of retail promotional budgets may be wasted. Clilverd recommends that national advertising activity be supplemented with local support and regionally relevant creative adaptations.
Media online: implications for brand equity
Alison White, Admap, July 2003, Issue 441, pp. 47-49
Alison White introduces a new report published by the Newspaper Society entitled 'Investing Brand Equity Online'.
Alison White introduces a new report published by the Newspaper Society entitled 'Investing Brand Equity Online'. She argues that publishers online products now play an important role in driving print sales and building brand equity. The main findings of the report are listed in the article. The author describes how regional media have competed successfully with national newspapers online media. She notes that the number of hours consuming media has increased and predicts the level of consumption will increase by 2010. The author quotes from a Henley Centre study that illustrates that the trust in brands has to be earned and maintained. She concludes by suggesting that the reputation and performance of publishers print titles can be enhanced by online activity.
Regional press: the conversion medium
Roy Rogers, Admap, December 2002, Issue 434, pp. 31-33
This article introduces a study of the regional press published by the Newspaper Society. It consists of 9,000 interviews and examines the role of regional newspapers as part of mixed media schedules.
This article introduces a study of the regional press published by the Newspaper Society. It consists of 9,000 interviews and examines the role of regional newspapers as part of mixed media schedules. This is the first piece of industry-wide research, and the first to study the effect the regional press has on the health of brands. It also examines, for the first time, the role of the medium on fmcg brands. 26 brands were studied over a five month period, the headline findings were:- (1) the regional press adds, on average, 9% awareness to a schedule; (2) nine out of ten campaigns work effectively; (3) advertising awareness increases by an average of 10%; (4) the regional press improves brand health. The effect on brands was to improve familiarity, increase consideration and move consumers along the buying process towards purchase. The report argues that there is no point in brand building, creating awareness and building desire if it is not converted to sales. The article describes three case studies for Specsavers, Imperial Leather and the West Orchards shopping centre.
Classified advertising and the regional press
Camille Joseph, Admap, July 2002, Issue 430, pp. 22-24
The author reviews the position of the regional press within the total media market and shows a breakdown of revenue by category which emphasises the importance of recruitment to the medium.
The author reviews the position of the regional press within the total media market and shows a breakdown of revenue by category which emphasises the importance of recruitment to the medium. Cross media strategies developed by individual newspapers are described along with an outline of Fish4, regional newspapers' umbrella site which offers an on-line service for recruitment, property and motor classified advertising. The U.S. market is reviewed with radio, the internet and TV all threatening newspapers by pitching for the lucrative recruitment market. The author outlines plans to harness traditional and non-traditional media in order to maximise revenue and readership.
Local Expert Uses Research to Fish for All the Answers
Sandra Macleod, Admap, May 2002, Issue 428, pp. 32-34
This article describes a research project for Fish4, a range of interactive online services backed by regional newspapers.
This article describes a research project for Fish4, a range of interactive online services backed by regional newspapers. Fish 4 provides access to advertising for second hand cars, jobs and houses. The study, carried out by Echo Research focused on evaluating brand awareness and recall, assessing the effectiveness of above the line advertising and assessing the impact of PR activity. The author describes how an integrated communications campaign was researched enabling Fish4 to fine tune its PR activity and demonstrates how research can be used to support efficient decision making.
Regional Press: Demonstrating Effectiveness
David Hoath, Admap, February 2002, Issue 425
The Newspaper Society has carried out research to;- demonstrate the advertising effectiveness of the regional press; demonstrate its effectiveness in mixed media schedules; explore the cost effectiveness of the regional press; demonstrate how the regional press can help increase awareness, footfall and sales.
The Newspaper Society has carried out research to;- demonstrate the advertising effectiveness of the regional press; demonstrate its effectiveness in mixed media schedules; explore the cost effectiveness of the regional press; demonstrate how the regional press can help increase awareness, footfall and sales. The research will be available to advertisers and agents later in 2002, in the meantime the results of a brand test with PG Tips has been released. The results show that during the test period there was a clear increase of 7% in absolute spend among 'almost always' readers of regionals compared with 'non readers'.
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