Impact of Local Printed Newspapers in Alberta
Local printed newspapers play a crucial role in engaging Albertans, with trusted content leading to increased trust in advertising. Studies show that community newspapers are highly trusted by 79% of Albertans, making them effective in driving consumer action. Additionally, local news is deemed important by eight in ten Albertans, highlighting the significance of printed community newspapers in delivering relevant information. Trust in advertising and content is seen to enhance purchase likelihood, emphasizing the importance of local media in Alberta.
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Presentation Transcript
Advertising effectiveness increases in trusted environments making local printed newspapers an impactful way to drive action among consumers.
Local newspaper readers are engaged with content. Trusted content leads to trust in advertising. Ad engagement increases in trusted environments. Stronger trust in content and advertising leads to higher likelihood to purchase.
Local news is most important to Albertans. Eight in ten Albertans spend the same amount of time or more with news (compared to 2 years ago). Printed community newspapers are the preferred medium for local information that matters to Albertans. Totum Research, Alberta Adults 18+; August 2018
% 59 58 58 51 48 42 34 26 24 20 18 16 16 15 15 15 14 14 14 13 12 12 12 9 9 9 9 8 8 7 7 7 7 7 7 3 Community Issues People in Community Community Events Local Business Sales/Events Local Local Government Programs Schools/Education Local Newspaper Website Television Post on Social Media Radio Printed Local Newspaper Web Search Q. Please tell me which of the following media is your preferred medium to receive thistype of information. Totum Research, Alberta Adults 18+; August 2018
Trusted content leads to trust in advertising. Printed community newspapers have the highest overall level of trust of all media 79% of Albertans trust print community newspapers for news and advertising. Social media and general websites have lowest levels of trust among Albertans. Totum Research, Alberta Adults 18+; August 2018
Community Newspapers Print 79 38 41 Community Newspapers Digital 53 22 31 31 Social Media 3 28 33 Other Websites 3 30 65 Television 17 48 72 Radio 21 51 % Trust Very Much % Trust Somewhat Q. For each medium s news and advertising, please tell me whether you trust it very much, somewhat, neither trust nor distrust it, distrust it somewhat or distrust it very much. Totum Research, Alberta Adults 18+; August 2018
Want to inspire Albertans to take action? Printed local newspaper ads are the most effective medium in 6 of 8 categories. Newspapers are most effective in: 1. Automotive 2. Health & Wellness 3. Agriculture 4. Real Estate 5. Community Services 6. Government Programs/Services Totum Research, Alberta Adults 18+; August 2018
Food & Grocery Health & Wellness Retail Stores Ad Type Automotive 29% 30% Printed local newspaper 27% 28% Flyers 18% 20% 48% 35% Social media - video 3% 2% 7% 4% Social media - banner 5% 3% 6% 5% Website video ads 5% 3% 6% 4% Website banner 7% 5% 10% 7% TV commercials 16% 12% 20% 18% Radio commercials 12% 10% 13% 15% Q. For each of these products and services, in which media are ads most likely to inspire action by you, by visiting a store/dealer, asking for more information, visiting a website, purchasing a product or service etc.? Totum Research, Alberta Adults 18+; August 2018
Government Programs Real Estate Community Services Ad Type Agriculture Printed local newspaper 28% 29% 33% 44% Flyers 10% 15% 13% 18% Social media - video 5% 5% 4% 6% Social media - banner 5% 4% 5% 9% Website video ads 7% 5% 5% 6% Website banner 12% 6% 8% 6% TV commercials 20% 14% 8% 12% Radio commercials 15% 12% 6% 18% Q. For each of these products and services, in which media are ads most likely to inspire action by you, by visiting a store/dealer, asking for more information, visiting a website, purchasing a product or service etc.? Totum Research, Alberta Adults 18+; August 2018
Printed newspapers are most effective for: Driving store visits (in-person or online) Product/Service purchases Generating awareness Referrals to others Digital media is effective at driving online research. Totum Research, Alberta Adults 18+; August 2018
% 24 Referred the ad to someone else 19 30 Bought a product or service 21 48 Visited a store in person or online 31 Looked for more printed information about product or service 17 15 Gone online for more information about product, service or sale 29 35 Became aware of product or service or sale 30 22 Printed Local Newspaper Online Website or Social Media Q. Which of the following actions have you taken as a result of seeing an ad in your local community newspaper/online either on a website or social media? Totum Research, Alberta Adults 18+; August 2018
Six in ten Albertans receive a printed local newspaper at home. 81% read each issue of their printed local newspaper. Average time spent reading is 20 minutes. Average readers per copy is 1.5 household members. Do Not Read 19% Read Printed Paper 81% Q. Do you receive a printed local newspaper at home? Q. How much time do you personally spend, on average, reading or looking into each edition of a local newspaper? Totum Research, Alberta Adults 18+; August 2018
80% of non-urban Albertans have high speed access. Average time spent reading community newspaper websites is 19 minutes. 67% of digital readers follow Local/Community News most of the time. Q. Do you personally visit the website of your local newspaper in a typical week? Q. How much time do you personally spend, on average, reading or looking into the local newspaper s website each week? Totum Research, Alberta Adults 18+; August 2018
Internet is Very/Somewhat Important to: Some Albertans are impacted by their internet connection issues. That doesn t stop them from consuming news and doing research. Shopping online is less important outside of urban centres. Consume news and information 68% Research products and services 72% Learn about government programs/services 56% 44% Shop online Q. Please tell me how important each of these activities is for you personally. For ___ is the internet very important, somewhat important, neither important nor unimportant, somewhat unimportant or very unimportant? Totum Research, Alberta Adults 18+; August 2018
Albertans are engaged online daily with local news and research on government programs as well as products and services. Daily Online Activities Average Time Spent Online 61% Local news and information 24 minutes Research on provincial government programs 83% 13 minutes Research on local government programs 84% 14 minutes Research on products and services 54% 25 minutes Q. How much time do you personally spend on each of these activities on a typical day? Totum Research, Alberta Adults 18+; August 2018
Printed local newspapers outside of urban centres in Alberta provide a powerful way to drive action among consumers. Albertans engage with news and trust the content in the pages of local printed newspapers. This trust extends to the ads in local printed newspapers. Ad effectiveness increases in trusted environments.
C:\Users\Kelly Levson\Documents\A - Marketing\Industry Campaign\2018 Newspapers Matter\LOGO\Newspapers-Matter-no-date-EN-FRLogo.jpg #NewspapersMatter #NowMoreThanEver
How Who When How Many Accuracy Supplier Where Random Dial Telephone Adults 18+ with most recent birthday July 8 18, 2018 401 4.9% Totum Research This survey covers Albertans 18 years of age or older not living in the largest cities. Residents of the following Census Metropolitan Areas (CMAs) were not included in the sample: Calgary Edmonton Medicine Hat Wood Buffalo Grand Prairie Totum Research, Alberta Adults 18+; August 2018
The printed local newspaper is the most trusted medium for news and advertising. Two respondents in five distrust news and advertising in social media. Totum Research, Alberta Adults 18+; August 2018
The majority of Albertans follow all types of news most of the time. International, national and provincial news are followed most closely by Albertans who read the local newspaper in printed and/or online format. Local/community news is followed more closely by readers of the printed local than by non-readers. Almost two of three Albertans claimed to follow local news most of the time. Men tend to follow international news more than women, but the reverse is true for local or community news. Older people are more likely than younger ones to follow all kinds of news. Local news is most important to more Albertans than any other type. The time spent with news is unchanged or increasing slightly compared with 2 years ago. Totum Research, Alberta Adults 18+; August 2018
The printed local newspaper is the preferred source for all local information including news about people, events, jobs, businesses or sales and schools. The printed local newspaper is also the preferred medium for information about local government programs and initiatives. Television and the printed local newspaper are the preferred sources for information about provincial government programs and initiatives. For information about federal government programs and initiatives, television is the preferred medium followed by the printed local newspaper and web search almost equally. Totum Research, Alberta Adults 18+; August 2018
60% or more of the respondents receive the printed local newspaper at home. But 80% read a typical issue of the printed local newspaper weekly. Older people tend to read it more than younger people. Younger people spend less time with it than do older folks. The average time spent reading the printed local newspaper is 22 minutes per issue. The typical issue has an average of 1.5 readers per household. 16% of respondents also visit the local newspaper s website weekly spending almost 20 minutes on the site. Totum Research, Alberta Adults 18+; August 2018
15% of respondents have no internet access. While significant numbers of people are involved in various online activities, for many of these activities half or more say their internet connection impacts their level of involvement. Except for research, older people participate in online activities to a significantly lesser extent than do those under 45. The most important activities for people with internet connection are email, texting and researching products and services. Again, with the exception of email and texting, all activities are significantly less important to those aged 55 or older than to younger respondents. The vast majority of online participants spend 15 minutes per day or less on any one activity. Totum Research, Alberta Adults 18+; August 2018
More than 2 in 5 respondents find ads in the printed local newspaper useful. Ads in the printed local community newspaper were said to be more likely than ads in other media to inspire action for all the products and services tested. In particular, ads in the printed local newspaper produced more action than did online ads in every respect except going online for more information. In the latter case printed and online ads were almost equal in their impact. Totum Research, Alberta Adults 18+; August 2018
80% of respondents ignore, dont notice or are annoyed by ads on websites. Up to 30% of respondents use an ad blocker to avoid digital advertising. While fewer than 40% of respondents occasionally click on digital ads intentionally, almost 60% say they occasionally do this accidentally. Irrelevance, privacy and security were the most common reasons for respondents to avoid clicking on digital ads. Totum Research, Alberta Adults 18+; August 2018
