Newspaper Multiplatform Usage
Qualitative Research Report
Presentation to:
April 2012
CONFIDENTIAL AND PROPRIETARY Copyright 2012 by Frank N. Magid Associates, Inc. Any
duplication, reproduction, or usage of this document or any portion thereof without the written
consent of the firm is prohibited.
© 2012 Frank N. Magid Associates, Inc.
Objectives
Primary
Objective
Secondary
Objectives
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 Deepen understanding of multiplatform news consumption overall
and identify newspaper brands’ unique benefits within the news
media consumption landscape
 For each newspaper consumption platform, identify key usage
and engagement drivers, differentiating features, quality signifiers
and perceived benefits
 Understand consumers’ perceptions of and expectations for
advertising when engaging with daily local newspaper content
© 2012 Frank N. Magid Associates, Inc.
Methodology
 Nine 1 hour and 40 minute mini-groups (three per market) were conducted with participants who met
the following criteria:
− Ages 21-60, with groups broken by age – 21-34, 35-49 and 50-60
− An even mix of males and females
− Read a local daily newspaper in print at least once a week (2/group could read once a month or
less)
− Access a local daily newspaper on either a smartphone or iPad more than once a week
− Use a smartphone or iPad daily to access Internet
− No relevant industry employment
− Household income above $40,000 per year
 Groups were conducted in:
Denver
− Washington, D.C., on November 2, 2011
Washington, D.C.
− Austin on November 8, 2011
− Denver on November 10, 2011
Austin
 Susan Kresnicka of Frank N. Magid Associates moderated the sessions.
 As is the case with any qualitative research, these focus groups were conducted among a limited and
specific sample. As such, the findings contained in this report should be used for directional purposes
only.
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© 2012 Frank N. Magid Associates, Inc.
Key Findings – News Consumption Throughout the Day
© 2012 Frank N. Magid Associates, Inc.
Newspaper Readers Consume Newspaper Content on Multiple
Platforms Throughout the Day… Especially on Weekdays
Typical Weekday Newspaper Content Consumption
Upon
Waking
4
Breakfast
A.M.
Commute
Start of
Work Day
Breaks/
Lunch
P.M.
Commute
Errands
Evening
Before
Sleep
© 2012 Frank N. Magid Associates, Inc.
Weekends Yield Lower, Less Vigilant News Consumption Overall,
But Higher Print Use
 Less frequent, less patterned consumption
− Some make a conscious decision to take a “mental break” from the news on weekends
− Others simply consume less because they are active, engaged in other activities
 Fewer platforms
− Smartphones for top headlines dominate while out and about
− iPad and print for more relaxed news reading sessions
− Some Sunday morning TV news shows – e.g., “Meet the Press”
 Print as ritual, relaxation
− More prevalent among older readers, but carried on by some younger readers, too
− Associated with total setting – coffee, couch, blankets, no rush
− Sales, coupons and circulars prove key drivers
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© 2012 FrankPlatform
N. Magid Associates, Inc.
Multiplatform Newspaper Readers Seek Information
Throughout the Day From a Set of ‘Go-to’ News Brands –
Mix of TV, Radio, Print and Online News Brands
TV
Online
Local
TV
News
Radio
Newspaper
Local Daily
Newspaper
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© 2012 Frank N. Magid Associates, Inc.
Key Findings – Daily, Local Newspaper Platforms
© 2012 Frank N. Magid Associates, Inc.
Print – Emotional Experience, Circulars/Coupons Among the Best
Things About Reading the Paper in Print
Key Equities
 Strong emotional attachment to
the reading experience
− Reinforces connection with
heritage (familial, cultural)
− Associated with relaxation
− Grounded in the tactile
 Most trustworthy
− Permanence of print demands
higher quality, better editing,
greater accuracy
− However, some younger readers
consider print less current, and
therefore less trustworthy
Key Drawbacks
 “Bad for the environment”
Engagement
 Relatively deep
 Bulky, awkward to use for some
− Read with greater focus
 Ink on hands
− Consume more full articles
than on other platforms
 Requires more time to read;
opportunity to relax/slow down
 Isn’t always available (as
opposed to smartphone)
 Requires another platform to
search/follow up for more info
 Difficult to share with others
 Articles jump to other pages,
sections
 Perceived as offering deeper
reporting
 Associated with less intrusive,
more useful advertising
− Ads can’t pop up, take over or
expand to cover the content
− Circulars, coupons considered
useful and relevant
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© 2012 FrankPlatform
N. Magid Associates, Inc.
Website on Computer – Best for Search, Worst for ‘Intrusive’ Ads
Key Equities
 Encourages search,
exploration, connections to
new information
− Easy to do with full keyboard,
multiple tabs
 Always fresh, up-to-date
Key Drawbacks
 “Intrusive” advertising can
undermine the reading
experience
 Can be difficult to see/skim full
range of content available
Engagement
 Moderate
− Skimming headlines,
reading first few paragraphs
− Easy to become distracted,
follow links/searches to new
articles/sites
 Easy to share info with others –
and type a message to
accompany it
 Provides anytime access to
previous articles, archives
 Offers a record of how stories
unfold
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© 2012 Frank N. Magid Associates, Inc.
Smartphones’ Anytime, Anywhere News Keeps Readers Informed
On the Go, but Offers a Suboptimal Reading Experience
Key Equities
Key Drawbacks
 Keeps news at the reader’s
fingertips throughout the day
 Small screen makes it difficult
to read
 Provides something to do
during down times during the
day, especially when waiting
 Slow – articles spread over
multiple pages; have to reload
every time
 Offers constant access to
local news that may affect the
reader during the day
 Difficult to search for further
information
 Ads can be difficult to close;
take up a disproportionate
share of the visual real estate
Engagement
 Shallow
− Mainly skimming headlines,
reading first few paragraphs
− Easy to get distracted by
ads, small screen; need to
expand font repeatedly
− Often used for squeezing
news in between other
activities, with limited time
and concentration to begin
with
 Platform of last resort for
reading the newspaper, yet
far better than nothing
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© 2012 FrankPlatform
N. Magid Associates, Inc.
The iPad Makes Reading the Newspaper Fun and Convenient
Key Equities
 Makes reading the newspaper
fun
− Mimics print newspaper in
novel, satisfying ways
(especially page-turning)
− The platform itself elicits a
“new toy” enthusiasm for users
Key Drawbacks
 Lack of keyboard makes
typing awkward for some
− Limits their desire to search
− Discourages sharing news
because typing a
corresponding message
seems arduous
Engagement
 Moderate
− Deeper engagement
because the experience is
enjoyable, mimics print
− But articles seem truncated
to some readers
− Users tend to associate the
iPad with passive consumption
and relaxation rather than
purposeful tasks and work
 “Small enough to carry, big
enough to see.”
 Provides easy-access video,
audio
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© 2012 FrankPlatform
N. Magid Associates, Inc.
Newspaper Apps Offer Optimized Web Experiences,
Greater Sense of Trust
 Those who frequently use news apps develop strong loyalties to them, finding the experiences apps
provide to be:
− “Smoother,” “less clunky,” “more seamless” and generally more intuitive
− “Faster” – less waiting for screens to load; some information cached for immediate access
− “Less cluttered,” “streamlined” visually
 Some news app users also feel a greater sense of trust within the confines of the branded app
experience
− Expect to avoid the behaviorally targeted, highly intrusive, potentially electronically dangerous
advertising they associate with websites
− Believe the brand bears responsibility for creating a desirable experience within the “walls” of its
app environment, including avoiding intrusive, “obnoxious” advertising
“I would trust an ad most if it’s within The [Washington Post] app on an iPad. … It would have the biggest
effect on me because The Washington Post is taking responsibility for the app. On The Washington Post
website, I could be receiving an ad from anywhere.” – 21-34-year-old, Washington, D.C.
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© 2012 FrankPlatform
N. Magid Associates, Inc.
Key Findings – Advertising and the Daily Local Newspaper
© 2012 Frank N. Magid Associates, Inc.
Readers Retain and Sometimes Even Welcome Advertising
When They Can Choose It and Find Value in It
CONTROL
 Selecting the stores,
brands, products and
categories from which
they receive advertising
 Choosing how they
experience advertising –
upfront, interspersed, etc.
 Opt-in ad platforms
VALUE
 Discounts, sales,
coupons, special offers
and giveaways from
brands/products they
are interested in
 Local deals
 Loyalty program
points/credits
− E-mail
 Charitable donations
− Social networking
 Even a good laugh
− The print newspaper
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© 2012 Frank N. Magid Associates, Inc.
Circulars and Coupons Drive Interest in the Print Paper and Readers
Seem Poised to Welcome Analogous or Improved Online Versions
 Circulars and coupons considered primary benefits of the print paper
 Few recall seeing digital circulars/weekly ads in digital forms of the newspaper, but many receive these
ads by e-mail or visit retailers’ websites to view them
 Most readers express strong interest in a section of the digital paper that aggregates these ads,
especially if it …
− Offers enhanced functionality
• Comparison shopping tools
• Product locater
• Links with discounts automatically applied
− Allows the reader to choose which brands’ ads to
view
− Reduces unpleasant advertising experiences
• Intrusive advertising in content areas
• Overabundance of e-mail ads
− Offers an incentive for viewing it (e.g., discount on
purchased products, reward system)
− Includes exclusive local and time-sensitive deals
− Maintains the brand-bounded experience of the
traditional circular
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© 2012 Frank N. Magid Associates, Inc.
Susan Kresnicka
Executive Director
skresnicka@magid.com
© 2012 Frank N. Magid Associates, Inc.