Attracting the Newspaper Reader in a New Domain: Dimensions of User Interest in News Content Online Seth C. Lewis M. Jacie Yang Media Economics Research Group School of Journalism University of Texas at Austin

The Backdrop Newspapers in a new domain What do people want to read online? Is that a preference for medium … or content ?

Newspapers in a new domain

What do people want to read online?

Is that a preference for medium … or content ?

The Story of Content Interest Old vs. new media in literature But what about content interest? Conundrum of online news High capacity vs. low preference Content = Value for newspaper firms But, conflicting data on Web content interest

Old vs. new media in literature

But what about content interest?

Conundrum of online news

High capacity vs. low preference

Content = Value for newspaper firms

But, conflicting data on Web content interest

Research Questions What kind of content features most interest online readers of local daily newspapers? How to classify that interest? (via factor analysis) How does that interest vary according to … Demographics Frequency of news use on other sites One’s proximity to the local newspaper Local “hybrid” users (print + online) Local online-only users Long-distance online users

What kind of content features most interest online readers of local daily newspapers?

How to classify that interest? (via factor analysis)

How does that interest vary according to …

Demographics

Frequency of news use on other sites

One’s proximity to the local newspaper

Local “hybrid” users (print + online)

Local online-only users

Long-distance online users

Method Secondary analysis of industry data (‘07-08) Surveys on 28 websites of (local) U.S. dailies N = 25,964 Proximity to newspaper 51% - Local “hybrid” users 26% - Local online-only users 23% - Long-distance users

Secondary analysis of industry data (‘07-08)

Surveys on 28 websites of (local) U.S. dailies

N = 25,964

Proximity to newspaper

51% - Local “hybrid” users

26% - Local online-only users

23% - Long-distance users

Rank of Content Features 1 Breaking news 75.6% 2 Local news 73.4% 3 Weather forecasts 60.9% 4 Local crime and safety information 50.8% 5 Statewide news 48.8% 6 Obituaries 45.5% 7 Reports on events in your neighborhood 44.1% 8 Local traffic conditions/road closures 43.5% 9 National news 43.2% 10 Local business news 39.6% 11 School closing and information 36.6% 12 Information about restaurants 35.9% 13 Classified ads 34.9% 14 Movie listings 33.5% 15 Community calendar/local schedule of events 33.2% 16 Employment opportunities and information 31.5% 17 Health and medical news 31.3% 18 Cooking and recipes 31.2% 19 College sports 28.6% 20 International news 27.8% 21 Local columnists 27.6% 22 High school sports 26.5% 23 Movie reviews 26.3% 24 Local sports (youth, semi-pro, club teams, etc) 26.2% 25 Pro sports 25.5% 26 Opinions 25.3% 27 Photo galleries 25.1% 28 Home and garden 24.9% 29 Special offers or coupons from advertisers 24.6% 30 Tourist information about the local area 23.7% 31 Lottery results 23.1% 32 Games, puzzles, etc 22.8% 33 Technology and science news 22.8% 34 Travel news and information 22.7% 35 TV listing and reviews 21.5% 36 Local discussion forums 21.4% 37 Local business directory/listing 19.5% 38 Real estate related information 19.4% 39 Contests 17.7% 40 Blogs, reader comment, or chat 16.8% 41 Financial markets and stocks 15.7% 42 Legal and financial information 15.2% 43 Religion 12.1% 44 Personal ads 10.7% 45 Computer, online or video games 10.4% 46 Automotive-related information 9.5% 47 Gaming (gambling) information 6.3%

Content Interest: Nine Factors 1. Local News 2: Non-Local News 3: Sports 4: Guides 5: Commentary 6: Games 7: Marketplace 8: TV and Movies 9: Household

1. Local News

2: Non-Local News

3: Sports

4: Guides

5: Commentary

6: Games

7: Marketplace

8: TV and Movies

9: Household

Content Interest and Demographics G ender (overall, women showed more interests) Women more interested in: local news, guides, games, marketplace, TV/movies, household. Men : Non-local news, sports, commentary A ge (overall, younger groups expressed more interests) 18-34 : guides, games, marketplace, TV/movies. 35-54 : Local news, sports, and household. 55-older : Non-local news, sports, household. E ducation (overall, lower edu showed more interests) Lower-education readers were more interested (overall) than those with college degrees across most content factors. I ncome (overall, the highest income showed slightly less interests) Lowest income group : Games, marketplace, TV/movies. Higher income groups : Non-local news, sports, and commentary.

G ender (overall, women showed more interests) Women more interested in: local news, guides, games, marketplace, TV/movies, household. Men : Non-local news, sports, commentary

A ge (overall, younger groups expressed more interests) 18-34 : guides, games, marketplace, TV/movies. 35-54 : Local news, sports, and household. 55-older : Non-local news, sports, household.

E ducation (overall, lower edu showed more interests) Lower-education readers were more interested (overall) than those with college degrees across most content factors.

I ncome (overall, the highest income showed slightly less interests) Lowest income group : Games, marketplace, TV/movies.

Higher income groups : Non-local news, sports, and commentary.

Content Interest and Site Use L ocal Daily Newspaper Sites Heavy users: greater interest across factors Infrequent users: marketplace and TV/movies N ational News Sites Users who used national news sites were more interested across nearly all content dimensions P ortal News Sites Users who used portal news sites were more likely to express interest in local newspaper content

L ocal Daily Newspaper Sites Heavy users: greater interest across factors Infrequent users: marketplace and TV/movies

N ational News Sites Users who used national news sites were more interested across nearly all content dimensions

P ortal News Sites Users who used portal news sites were more likely to express interest in local newspaper content

Content Interest and Proximity to the Newspaper L ong-Distance Users Group most interested in Sports L ocal, Hybrid Users (Print + Online) Group most interested across all other 8 content factors L ocal, Online-Only Users Less interested across all content factors

L ong-Distance Users Group most interested in Sports

L ocal, Hybrid Users (Print + Online) Group most interested across all other 8 content factors

L ocal, Online-Only Users Less interested across all content factors

Discussion: 6 key findings 1. Nine content factors identified and analyzed across demographics and online news usage variables. 2. Young people (18-34) showed interest in content on their local newspaper sites. 3. Higher-income/education groups more interested in Non-Local News; lower income/education groups morein Local news. 4. Frequent readers (of different sites) showed more interest in local newspaper content online. 5. Sports is a niche for long-distance markets. 6. Hybrid users (print + online) were more interested than online-only users on nearly every dimension. Why?

1. Nine content factors identified and analyzed across demographics and online news usage variables.

2. Young people (18-34) showed interest in content on their local newspaper sites.

3. Higher-income/education groups more interested in Non-Local News; lower income/education groups morein Local news.

4. Frequent readers (of different sites) showed more interest in local newspaper content online.

5. Sports is a niche for long-distance markets.

6. Hybrid users (print + online) were more interested than online-only users on nearly every dimension. Why?

Thank You! Media Economics Research Group School of Journalism University of Texas at Austin http://sethlewis.org http://jacieyang.com