From newspapers to newsbrands: challenging the myths

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Newsworks looks at some common misconceptions newsbrands face, including 'young people don't read newsbrands' and 'social media is killing newsbrands'.

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  • So what are newsbrands then?Newspapers are still the core part of the overall newsbrand. They still account for the bulk of the time consumers spend with a newsbrand.But a newsbrand encompasses all the platforms where the content is accessed by consumers, including online, apps, mobile, email, events... (and more as they develop of course)To some extent, consumers don’t care about the platform where they are getting the content. What they do care about though are the brand values of that content – in a moment we’ll look at why this is important to advertisers.
  • For the first time, combined print and online readership figures for national newspaper brands are available.Daily readers – 22.2million, 44% of adultsWeekly readers – 35.5million, 70.5% of adultsMonthly readers – 40.9million, 81.2% of adults
  • IPA Touchpoints is a survey which allows us to see the whole picture, from the consumer’s point of view.This makes it very clear that, while the time people spend with their newsPAPER hasn’t changed much over the last two years, time spent with newsbrands online has grown by over a third.(Note: the online and print reading times should not technically be added together, as they are separate averages about different sets of people)This suggests that, as people become familiar with the new technologies and gadgets, their online behaviour is starting to resemble the way people read newspapers – which is good news for advertisers because it means more engaged readers.
  • Newsbrands:17m per week. 67% of all women.Print only:16m per week.63% of all women 6/10Magazines:11m weekly. 43% 4/10
  • Thats pretty much half and half.For the print versions its very similar, its 48% female.
  • topline figures (PADD):39% of all 15-34 daily68% of all 15-34 weekly81% of all 15-34 monthly
  • Mobile phones were used to access newsbrand content by 41% of the 18-34 year old age group.Computers and laptops were the most dominant platform amongst 18-24 year olds (45%)Tablets were most used by 25-34 year olds (15% usage).
  • Total print + online readership for The Sun = 2.7 million dailyLast weekend’s X Factor = 2.4 million (Saturday 15th Sept)
  • Henry Winter – Daily Telegraph football correspondentCaitlin Moran - columnist at The Times, three columns a week: one for the Saturday Magazine, a TV review column, and the satirical Friday column "Celebrity Watch". People turn national newsbrands to get quality journalism and comment from their favourite columnists. Previews, up to the minute news, or analysis of the previous day’s events.
  • the story went mainstream and was reported by all the most important online and offline publication worldwide, including all major UK papers.
  • what happened??
  • what happened??
  • On 8th March 2012 a total of 205 onlinenews articles and blog posts reporting on Kony 2012 were published in the UK.16.1% of these were issued by Newsworks’ publications.Online Newsworks’ brands The Guardian and The Daily Telegraph were the top two publishers of online articles about Kony 2012 on 8th March.
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  • From newspapers to newsbrands: challenging the myths

    1. 1. From newspapers to NEWSBRANDS Challenging the Myths
    2. 2. myth one: people don’t read newsbrands
    3. 3. 7 Newsbrand reach Source: NRS PADD: NRS Jul 2012-Jun 2013 + comScore June 13 82%81%
    4. 4. 42% 54% 60% 44% 38% 27% All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+ Tablet owners: Will/do read more news Tablet ownership increases news consumption Over 4 in 10 owners think they will/do read more news, 60% of 25-34s Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012. Question summary : do you think owning a tablet means you will (or already do) read more or less news?
    5. 5. 9 More adults read a newsbrand than use Google each month Source: NRS PADD: NRS Jul 2012-Jun 2013 + comScore June 13 80%41.6m vs Google monthly reach 80%38.7m Newsbrands monthly reach
    6. 6. Royal Baby Increases newspaper circulation 10.7million unique browsers to Daily Mail in one day Over 1million users during peak hour 20,000 7,000 25,000 2,500 50,000 20,000 35,000 50,000 +1% +5% +5% +3% +2.5% +4% +4% +15% Increase in newspaper circulation 23rd July 2013
    7. 7. The Big Story: Margaret Thatcher, April 8 The Telegraph 10-part obituary 75 articles 26 commentators 19 videos 8 picture galleries3 graphics More than 3.5 million people visited Telegraph’s website and a further 1.2 million read the newspaper
    8. 8. myth two: people are spending less time reading newsbrands content
    9. 9. Time spent with newsbrand content is increasing Driven by longer engagement online Source: IPA Touchpoints 3 and 4 Time Spent per Individual per Week 0 1 2 3 4 5 Print reading Online reading 2010 2012 Hours per week 1hr 55mins 2hrs 37mins 3hrs 47mins 3hrs 49mins
    10. 10. myth three: women don’t read newsbrands
    11. 11. 16 million women a week 16m 10m Source: NRS Jul 2012-Jun 2013 Women who read a women’s magazine in a week Women who read a newspaper in a week
    12. 12. 48% of newsbrand readers are women 11m Source: NRS PADD: NRS Jul 2012-Jun 2013 + comScore June 13
    13. 13. Female Main Shoppers Source: YouGov - 1158 women online, 23rd - 25th January 2013 Question summary: Which of the following influence your food purchasing decisions? 17.6m (79%) female main shoppers in a month read a newsbrand Influences on women’s food purchasing decisions
    14. 14. myth four: young people don’t read newsbrands
    15. 15. Read a Newsbrand 82% Source: NRS PADD/Monthly reach 15-34yr olds
    16. 16. 20 Over half of 18-34 year olds access news on their smartphone 61% of 18-34 year old mobile phone owners access news through their smartphone. They make up 40% of all smartphone owners Source: comScore MobiLens, 3 month average ending June 2013
    17. 17. 12% 21% 11% 6% 7% 0% 5% 10% 15% 20% 25% 18-24 25-34 35-44 45-54 55+ Who is willing to pay for news? Source: Reuters Institute for the School of Journalism 2013
    18. 18. 78% 66% 28% 23% 8% 81% 62% 45% 41% 11% 83% 64% 38% 41% 15% Any newspaper format Print Online via computer/laptop Mobile Tablet All online adults 18-24 25-34 18-34 year olds during the Olympics Base: 601 UK adults online aged 18-34 Question summary: Do you recall reading any newspapers around the time of the London 2012 Olympic Games? Each format/method of access asked separately. National titles + Evening Standard
    19. 19. A significant young audience Most popular 16-34 programmes BARB 2013/NRS PADD Daily readership 2.6m 2.6m Britain’s Got Talent The Sun
    20. 20. Some advertisers know it
    21. 21. myth five: social media is killing newsbrands
    22. 22. 26 66% of Twitter visitors are online newsbrand readers Source: comScore July 2013 66% That’s a shared audience of 6.2 million people
    23. 23. Engaging journalists... Henry Winter Telegraph journalist West Ham Utd. Caitlin Moran Times Columnist David Miliband 586,255 443,375 202,011 117,056
    24. 24. 28 More 18-34s access newsbrands than Twitter via their mobile browser 3.5m 2.3m Newsbrands Twitter mobile browser users (millions) Source: comScore MobiLens, 3 month average ending June 2013 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Times Online, Dailystar.co.uk, Financial Times Group
    25. 25. Helicopter Crash 1400 YouTube comments within 24 hours 30 requests to use photos/videos/interviews 1.4 million YouTube views on the video within 24 hours
    26. 26. On 7th March
    27. 27. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Twitter News/Forums/Blogs Week Commencing Conversations about Kony 2012 Blogs News Forums Twitter Social media buzz surged on 7th March (1.1m tweets!) 7th march: 1.1m tweets 8k blogs 24k forums 873 news and triggers social media buzz…
    28. 28. Google searches for KONY 2012 peaked on 7th and 8th March 7th March and Google searches
    29. 29. 7/8th March5/6th March Video views: 9m Social media buzz: 238k Google Searches: Index 3 Video views: 55m Social media buzz: 1.5m Google Searches: Index 10 NEWS +611% +630% +333% Mainstream news played a key role in spreading the buzz and conversations and interest on Kony 2012 campaign. the importance of mainstream media Sources: Video views, Invisible Children Social media buzz, Prophesee Google searches, Google Insight for Search …in boosting conversations and buzz on social media and beyond
    30. 30. Publisher Articles # www.guardian.co.uk 21 www.telegraph.co.uk 10 www.bbc.co.uk 8 www.sabotagetimes.com 4 www.manmademag.com 4 www.amnesty.org 4 www.huffingtonpost.co.uk 3 http://buzz.bournemouth.ac.uk 3 www.wsc.co.uk 3 blogs.channel4.com 3 Top 10 online publications by volume of articles Newsbrands’ publications played a key role in triggering buzz about Kony 2012 newsbrands were prominent
    31. 31. • Articles: 600 a day, up from 50% from three years ago • Video: 40 a day • Picture galleries: 25 a day • Blogs: 25 a day • Breaking news blogs: 5 a day Daily Digital Journalism The Telegraph 75% of newsroom output is website only
    32. 32. The facts Big audience: 41.6 million monthly reach Time spent with newsbrand content is increasing 48% of newsbrand readers are women 8 out of 10 young people aged 15-34yr read a newsbrand Social Media: Newsbrands drive the conversation

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