Tribune Paper - "Who" Section

The Tribune Payment for Online Subscription Research- 2009 Paige Daniels Stephanie Miller Zach Morgan Hannah Porter

Table of Contents Page Literature Review………………………………………………………………….. 3-4 Survey Findings……………………………………………………………………. 5-10 Who is willing to pay for The Tribune online? Demographics 5 Psychographics 8 Recommendations…………………………………………………………………. 11-13 References………………………………………………………………………… 14 Appendix………………………………………………………………………….. 15-33 A 15 B 17 C 18 D 23 E 29 2

Literature Review The following are topics discussed in published works about online newspaper subscriptions. Other interesting findings can be found in Appendix A. What are the demographics of online readers? Education: The optimal target market for online readership would be people who have either attended college for any amount of time, and people who have graduated college. These groups of people not only hold the highest spot for using the internet, but they are also at the top of the chart for people who actually read the newspaper. Note that consumers who have graduated from high school amount for the largest portion of Greeley’s population (Appendix B: Figure 1). Age: Consumers who are 34 and younger are more likely to read an online newspaper than to read a hard copy. Due to the fact that consumers who are 35 and older are part of the largest portion of those who read the newspaper, it is very likely that the majority of them already read a hard copy of the newspaper, so in trying to attract consumers who do not already read a physical copy, it would be in the best interest for The Greeley Tribune target market to be those who are under the age of 34 (Appendix B: Figure 2). Gender: Out of total adults who read the newspaper, men outnumber women. However, in the case of The Greeley Tribune’s efforts to attract new consumers, women would be the optimal demographic to target. This is beneficial for The Tribune because women outnumber men in Greeley (Appendix B: Figure 3). Ethnicity: The optimal ethnic group that The Greeley Tribune should target would be Caucasians because they have the highest population of people who use the internet. Contrary to that, Spanish/Hispanic consumers have the lowest percent of the population who already read the newspaper, so they would be the target market for obtaining new customers (Appendix B: Figure 4). (Harden, 2009) (Newspapers Association of America, 1967-2008) (U.S. Census Bureau, 2009) Research Objectives: Are the readers of The Tribune online consistent with these demographics? What are some influencing factors that drive online reading? The Newspaper Association of America reports that local news or weather, breaking news, national or international news, and/or local events are the top reason to visit local newspaper websites. They also predict that user generated content has real potential to grow among newspaper websites after they learn about what the site offers. When making consumers aware of the consumer generated content available, they should include blogs, user comments/reviews, and photo and video sharing due to their popularity (Newspaper Association of America, 2008). Research Objectives: What features will drive people to purchase The Tribune online? 3

What products are offered online that people are willing to pay for? Currently, The Greeley Tribune offers videos and pictures as well as full articles that are not in print. Other newspapers around the globe including The Tribune’s competitors offer other products like e-editions, e-newsletters, newsfeeds, mobile alerts, social networking site updates like twitter, original video (Settles, 2009), exclusive job advertisements (Now Pay Up, 2009). The Coloradoan’s website increased the number of breaking news stories, added weekly online questionnaires, and daily e-newsletters to their online products and services to help increase non-print users. They have also added photo galleries of pets, local sports interests (Colorado Eagles, Denver Broncos, etc.), and more social concerns (Research Institute). Benefits like these could entice consumers to consider paying for online content. Research Objectives: Would more people be willing to pay for The Tribune’s online content if they offered more features? If so, what features are they willing to pay for? Why do customers prefer online content? Below are reasons consumers either prefer online content or not. Consumers will only pay for online content if they cannot find it somewhere else for free (Settles, 2009) i.e. Google News. Newspapers will find a great deal of resistance from older readers to shifting online (Wartzman, 2009). Consumers prefer not to register to view content if they don’t have to (Lenatti, 2009). Consumers want to be able to search, print, email, save, and comment on online content (Lenatti, 2009). Research Objectives: Do people who read The Tribune have these same concerns about online content? How can The Tribune relieve this apprehension? 4

Who is willing to pay for The Tribune online? Of the people who have visited The Greeley Tribune online, about 20% would be willing to pay for an online subscription (Appendix C: Figure 1). This parallels The Newspaper Association findings that only one third of people who have been to a local newspaper’s website have used the site within the past month. Below are the demographic and psychographic results of our survey. Demographics Age: Our research found that the older someone is, the less time they spend online. It also showed a strong, negative relationship between someone’s age and whether they prefer to get their news online or not. This means younger people are more likely to read news online and therefore purchase a subscription. This is supported by the fact that the average age of those willing to pay is 37 (Appendix C: Figure 2). In our literature review, we found a study that showed 73% of people between 18 and 34 used the internet. Percent Age Education: People who are willing to purchase an online subscription most likely have never completed a four year college degree (Appendix C: Figure 3). 5

Gender: 25% of females said they would purchase online access. Only 14% of males said the same, making women the more likely gender to buy The Greeley Tribune online. This goes against our literature findings which said the majority of newspaper readers are men (Appendix C: Figure 4). Income: The average income of people willing to purchase a subscription to The Tribune online is $58,437. The average income of those not willing to buy was $65,934 (Appendix C: Figure 5). Ethnicity: 74% of Caucasian people would be willing to purchase The Tribune online. The next largest percentage was 19% which represented the Hispanic population (Appendix C: Figure 6). 6

Location: Not surprisingly, the zip codes with the highest percentage of people willing to purchase a subscription to The Tribune online were the two in Greeley, 80631 followed by 80634. The next largest were Evans followed by Windsor (Appendix C: Figure 7). Household Profile: People with 2 to 4 adults (people 18 years or older) living in the household are the most likely to purchase The Tribune online (Appendix C: Figure 8). The average income for this group is $63,960 (Appendix C: Figure 9), which is higher than the average income of all those willing to purchase The Tribune online. 61% of people with no kids living at home said they would be willing to purchase a subscription to The Tribune online (Appendix C: Figure 10). The average age of people with no kids is 46 but with a skew towards youth (Appendix C: Figure 11). 7

Psychographics Interests: Those who are willing to purchase a subscription to The Tribune online are family oriented people who are social and have many hobbies including cooking and reading. They are not interested in community involvement, pets or working (Appendix D: Figure 1). The sections that scored highest on the interest index were World News, Activities and Events, Travel/Adventure, and Reviews. No sections of the newspaper scored an average higher than 5 on a 1 to 7 scale (Appendix D: Figure 2). 8

Respondents were also surveyed on a number of factors concerning the content of GreeleyTribune.com. On a scale of 1‐5, respondents marked how they felt about online capabilities and features. While no features scored remarkable high, it is good to note that people want all the features they can get. (Appendix D: Figure 3) Purchasing Habits: If the print version of The Tribune were to come with a subscription to online content, 40.3% of people would be likely to purchase the print version (Appendix D: Figure 4). People who are willing to purchase The Tribune online spend their money primarily in the Greeley area (Appendix D: Figure 5). 9

We found that the people who would buy The Tribune online spend the majority of their disposable income at stores like, Wal-mart, Target, King Soopers, Safeway, The Home Depot, and Kohl’s (Appendix D: Figure 5). Preferences: For those who would consider purchasing The Greeley Tribune’s online content, the chart below indicates how they would prefer to pay. The majority (79%) prefers a subscription based payment method. Within this group, most want a regular monthly subscription as opposed to a yearly subscription (Appendix D: Figure 6). 10

Recommendations The following recommendations are aimed at certain demographics. At the end of this section we discuss how to pull these groups together. Age: The age to focus on is the under 40 group. Because 61% of people with no kids at home, said they would be willing to purchase a subscription to The Tribune online, we recommend focusing on this large younger market. The Tribune could do this through advertising their product on social networking sites like facebook.com.com and twitter. About 50% of people said they use facebook.com.com (Appendix E: Figure 1). They could also make their content and features more appealing to this demographic. The younger people surveyed said they were interested in world news and activities. They also mentioned concerns of switching to online content which includes the ease of access, and timeliness of content. Due to the fact that the younger a consumer is, the more likely they are to read and purchase the online Greeley Tribune; it would also be optimal to market toward the younger demographics as well as direct the content toward their interests (Appendix E: Figure 2). These interests are shown in the graph below. 11

Gender: Females are 11% more likely to purchase online access to The Tribune. We recommend that The Greeley Tribune focus more of their content toward female interests which is shown below. The main sections to focus on include: world news, activities and events, cooking, travel, and reviews (Appendix E: Figure 3). The people willing to purchase a subscription to The Tribune online are mainly interested in their hobbies, family, and social occasions. From this we can make the assumption that a large portion of people willing to purchase are stay-at-home-moms. This is supported by the fact that females are 11% more likely to purchase a subscription to The Tribune. We recommend that The Tribune focus marketing efforts and news articles around females, more specifically stay-at- home-moms. By offering printable coupons targeted specifically to this market they could increase their customer satisfaction ratings. The most visited stores by females are shown below (Appendix E: Figure 4). We also recommend that The Tribune let their advertisers know about these female statistics. The advertisers would then be able to target women in their ads, leading to a higher response rate. The better the response rate, the more likely that company is going to place an ad again. 12

Ethnicity: The Tribune should focus their online newspaper on the Caucasian people in the area because this race accounts for 75% of the people willing to pay for a subscription to The Tribune online. Greeley, Windsor and Evans are the cities to really push sales and focus marketing efforts. (Appendix E: Figure 5). The Tribune Bundle Package: Even though 80% of people who have visited The Greeley Tribune online are not willing to pay, we still recommend that The Greeley Tribune charge for online content because there will still be a profit from the 20% who are willing to pay. However, this number could be increased when creating incentives such as print and online bundles as mentioned above. The Tribune would be able to do more research on the 20% to find out what articles and features are most popular and see if they can tap into the other 80% by marketing these more heavily. If The Greeley Tribune were to start charging for their online content, we would recommend that they offer a bundle subscription that includes the print and online versions. We recommend this because our studies show that 40.3% of people would want the print version if it came with the online subscription. We also suggest marketing this as a “bundle package” so that customers feel they are getting more for less. 13

References Harden, M. (2009, June 3). Denver Business Journal. Retrieved from Colorado 13th among states in Internet use: http://denver.bizjournals.com/denver/stories/2009/06/01/daily43.html Lenatti, C. (2009, February 5). Missing the Mark: Why Online Newspapers Fall Flat With Younger Readers.. Seybold Report: Analyzing Publishing Technologies, Vol. 9 Issue 3, p5‐14. Newspaper Association of America. (2008, May). Retrieved from User‐Generated Content Guide: http://www.naa.org/Resources/Articles/Digital‐Media‐User‐Generated‐Content‐Guide.aspx Newspapers Association of America. (1967‐2008). Retrieved from Readership: http://www.naa.org/TrendsandNumbers/Readership.aspx Now pay up. (2009, August 29). Economist, Vol. 392, p56‐57. Readership Institute. (n.d.). Retrieved from Getting Traction on Readership: Fort Collins Coloradoan (CO): http://www.readership.org/readership/papers/fortcollins.asp Settles, R., & Hardy, J. (2009, May 7). Can publishers make the internet pay?. Media: Asia's Media & Marketing Newspaper, p15‐15. Tartakoff, J. (2009, September 22). Taking the Plunge: How Newspaper Sites that Charge are Fairing. Paid Content. Retrieved September 17, 2009, from http://paidcontent.org/article/419‐taking‐the‐plunge‐how‐newspaper‐sites‐that‐charge‐are‐faring/ The Tribune. (2009, March 15). Retrieved from Whether print or Web, it’s still a newspaper: http://www.greeleytribune.com/article/2009903159991 U.S. Census Bureau. (2009, september 4). Retrieved from State and County Quickfacts: http://quickfacts.census.gov/qfd/states/08/0832155.html Wartzman, R. (2009, March 11). Out with the Dead Wood for Newspapers. Find More Like This. BusinessWeek Online, p13‐13. Retrieved September 18, 2009, from http://www.businessweek.com/managing/content/mar2009/ca20090310_251590.htm 14

Appendix A Are consumers currently aware of The Greeley Tribune’s online subscription? The Newspaper Association of America reports that out of the Web-enabled market, only half say that they have ever gone onto their local newspaper’s website, and one third of them have used the site within the past month (Newspaper Association of America, 2008). What is the Readership of The Greeley Tribune’s non-print readers? According to The Greeley Tribune, there is about 1 web reader to every 5 print readers. They report that on average, there are over 9,500 visitors per day to their online newspaper and 15% of these visitors return to the website more than once every day (The Tribune, 2009). How successful are competitors’ online newspapers, and what are things they did to improve that? Readership Institute explains that the Coloradoan website increased the number of breaking news stories, added weekly online questionnaires, and daily e-newsletters to their online products and services to help increase non-print users. Also, they have added photo galleries of pets, local sports interests (Colorado Eagles, Denver Broncos, etc.), and more social concerns such as West Nile Virus, Chronic Wasting Disease, and Colorado Legislature. In September 2002, the Coloradoan installed an Internet connectivity program allowing consumers 24-7 access to their personal circulation accounts which has many different functions. Consumers were also given 24-7 access for creating a classified ad. After this was added, ClassWeb customers represented more than $98,000 for 2003’s period eight revenue. The Coloradoan also started online contests and giveaways to help improve their site’s readership and traffic (Readership Institute). What should the price of an online subscription be? There are some small and medium sized papers successfully charging for online content. The Daily Gazette in New York charges $2.95 per week The Valley Morning Star in Texas charges 75 cents a day, $3.95 a month or $39.50 for the year Albuquerque Journal in New Mexico charges $110 per year (Tartakoff) Do competitors currently charge for online subscriptions? Within a 50-mile radius of The Tribune, there are five other newspapers. None of these newspapers currently charge for their online content. Research Objectives: Do people outside the Greeley area access The Tribune online? What payment methods are available for online subscriptions? There are a variety of different payment models for viewing online newspaper content. Below is a list and brief explanation of each proposed method. Subscriptions: involves a flat fee (monthly/yearly) that would allow the subscriber total access to online newspaper content. (Settles, 2009) (Now Pay Up, 2009). Including this service with print subscriptions is also an option. 15

Micropayment: consumer would register an account and pay for each article viewed on the newspaper website. (Settles, 2009) (Now Pay Up, 2009) Metered: a variation on micropayment, consumers can read a select number of articles for free per month without being charged. (Now Pay Up, 2009) Selection: another variation on micropayment where the consumer gets today’s content for free but must pay for archived articles. (Now Pay Up, 2009). Included in the selection could be crossword puzzle hints and fantasy sports league membership. Index Fees: web sites such as Google that search news stories would pay the source newspaper for the use of the story. Research Objectives: Of the people willing to purchase The Tribune online, what is the most popular payment method? 16

Appendix B- (Harden, 2009) (Newspapers Association of America, 1967-2008) (U.S. Census Bureau, 2009) Figure 1 Figure 2 Figure 3 Figure 4 17

Appendix C Figure 1 What percentage of people are willing to pay for a subscription to The Tribune? GreeleyTribune.com worth purchasing subscription Cumulative Frequency Percent Valid Percent Percent Valid No 274 47.4 80.4 80.4 Yes 67 11.6 19.6 100.0 Total 341 59.0 100.0 Missing System 237 41.0 Total 578 100.0 Figure 2 What is the average age for those willing to pay for online content? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Age 65 18.00 77.00 37.0615 15.01028 Valid N (listwise) 65 a. GreeleyTribune.com worth purchasing subscription = Yes Figure 3 What is the education level for those willing to pay for online content? Highest level of educationa Cumulative Frequency Percent Valid Percent Percent Valid Less than high school 3 4.5 4.5 4.5 graduate Graduated high school 16 23.9 23.9 28.4 (includes G.E.D.) 18

Trade, technical or vocational 3 4.5 4.5 32.8 school after high school Some college but did not 26 38.8 38.8 71.6 complete 4-year degree Completed a 4-year degree 9 13.4 13.4 85.1 Post graduate work or degree 10 14.9 14.9 100.0 Total 67 100.0 100.0 a. GreeleyTribune.com worth purchasing subscription = Yes Figure 4 What gender is more likely to purchase The Tribune? GreeleyTribune.com worth purchasing subscription * Gender Crosstabulation Gender Male Female Total GreeleyTribune.com worth No 139 135 274 purchasing subscription Yes 23 44 67 Total 162 179 341 Figure 5 Average income of people who think Tribune is and is not worth it. Descriptive Statistics GreeleyTribune.com worth purchasing subscription N Minimum Maximum Mean Std. Deviation No Annual family income 249 10000.00 132500.50 65934.1145 36756.30776 Valid N (listwise) 249 Yes Annual family income 64 10000.00 132500.50 58437.8359 34893.71724 Valid N (listwise) 64 19

Figure 6 What is the ethnicity breakdown of those willing to purchase a subscription? Ethnicitya Cumulative Frequency Percent Valid Percent Percent Valid Hispanic 13 19.4 19.4 19.4 Black 2 3.0 3.0 22.4 Caucasian 50 74.6 74.6 97.0 Asian or Pacific Islander 1 1.5 1.5 98.5 American-Indian, Eskimo, or 1 1.5 1.5 100.0 Alaska Native Total 67 100.0 100.0 a. GreeleyTribune.com worth purchasing subscription = Yes Figure 7 What is the geographic dispersion of people willing to pay for online content? (zip code) Zip code of residencea Cumulative Frequency Percent Valid Percent Percent Valid 80534.00 2 3.0 3.0 3.0 Johnstown = 80534 80537.00 1 1.5 1.5 4.5 Loveland = 80537 Loveland = 80538 80538.00 1 1.5 1.5 6.0 Milliken = 80543 80543.00 1 1.5 1.5 7.5 Windsor = 80550 Eaton = 80615 80550.00 4 6.0 6.0 13.4 Evans = 80620 80615.00 2 3.0 3.0 16.4 Greeley = 80631 80620.00 14 20.9 20.9 37.3 Greeley = 80634 La Salle = 80645 80631.00 21 31.3 31.3 68.7 80634.00 19 28.4 28.4 97.0 80645.00 2 3.0 3.0 100.0 Total 67 100.0 100.0 a. GreeleyTribune.com worth purchasing subscription = Yes 20

Figure 8 What is the common household profile of those willing to purchase The Tribune? Number of adults 18 and up living in householda Cumulative Frequency Percent Valid Percent Percent Valid 1.00 6 9.0 9.0 9.0 2.00 35 52.2 52.2 61.2 3.00 17 25.4 25.4 86.6 4.00 8 11.9 11.9 98.5 6.00 1 1.5 1.5 100.0 Total 67 100.0 100.0 a. GreeleyTribune.com worth purchasing subscription = Yes Figure 9 What is the average income of those with 2 to 4 adults in the household? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Annual family income 512 10000.00 132500.50 63960.3311 36914.59920 Valid N (listwise) 512 Figure 10 What is household profile of those willing to purchase The Tribune? Number of Children 18 or younger living in householda Cumulative Frequency Percent Valid Percent Percent Valid .00 41 61.2 61.2 61.2 1.00 11 16.4 16.4 77.6 2.00 8 11.9 11.9 89.6 3.00 3 4.5 4.5 94.0 4.00 3 4.5 4.5 98.5 5.00 1 1.5 1.5 100.0 Total 67 100.0 100.0 21

Number of Children 18 or younger living in householda Cumulative Frequency Percent Valid Percent Percent Valid .00 41 61.2 61.2 61.2 1.00 11 16.4 16.4 77.6 2.00 8 11.9 11.9 89.6 3.00 3 4.5 4.5 94.0 4.00 3 4.5 4.5 98.5 5.00 1 1.5 1.5 100.0 Total 67 100.0 100.0 a. GreeleyTribune.com worth purchasing subscription = Yes Figure 11 What is the average age of those with no kids (>18) at home? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Age 313 18.00 90.00 46.1214 19.49354 Valid N (listwise) 313 a. Number of Children 18 or younger living in household = .00 22

Appendix D Figure 1 What are the interests of those willing to purchase The Tribune online? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Community Involvement 67 1 7 3.40 1.688 Time Spent in My City 67 1 7 4.97 1.969 Free Time Outdoors 67 1 7 4.13 1.613 Prefer News Online 66 1 7 4.12 2.079 Enjoy Watching or Reading 67 1 7 4.27 2.233 Sports I am a Family Person 67 1 7 6.04 1.618 Enjoy Cooking 67 1 7 5.46 1.599 Have Many Hobbies 65 1 7 5.22 1.431 Socially Active 66 1 7 4.91 1.586 Very Religious 67 1 7 4.46 1.744 Interested in Politics 67 1 7 3.60 1.843 Prefer to Relax 67 1 7 4.75 1.709 Love to Read 67 1 7 4.91 1.574 Love My Pets 66 1 7 3.59 2.008 Workaholic 66 1 7 3.92 1.859 Valid N (listwise) 62 a. GreeleyTribune.com worth purchasing subscription = Yes Figure 2 What sections are they willing to pay for? Descriptive Statistics- Newspaper sections N Minimum Maximum Mean Std. Deviation Young People Section 575 1.00 7.00 3.7217 1.75676 Celeb/Entertainment Section 576 1.00 7.00 3.3715 1.75573 23

Activities and Events Section 575 1.00 7.00 4.5530 1.66964 Advertising and Store 575 1.00 7.00 3.6052 1.69514 Specials Section College News and Events 576 1.00 7.00 3.6962 1.67427 Section Cooking/Food Section 574 1.00 7.00 4.1376 1.74266 Travel/Adventure Section 572 1.00 7.00 4.4126 1.70947 World News Section 574 1.00 7.00 4.9077 1.69390 Reviews Section 574 1.00 7.00 4.2300 1.70598 Children Section 577 1.00 7.00 3.3744 1.89441 National and World News 576 1.00 5.00 3.6094 1.10737 State Gov. and Statewide 575 1.00 5.00 3.4800 1.13966 Issues Local Community News 576 1.00 5.00 3.8628 1.00101 National Sports 575 1.00 5.00 3.1635 1.33084 High School Sports 573 1.00 5.00 2.8028 1.30940 Crime and Courts News 574 1.00 5.00 3.2125 1.09582 Business News 573 1.00 5.00 3.1030 1.13966 Entertainment/Arts News 573 1.00 5.00 3.2408 1.06663 Weather 572 1.00 5.00 3.7552 1.06508 Places to Go, Things to Do 573 1.00 5.00 3.7853 1.03319 Outdoor Sports and Rec 573 1.00 5.00 3.5393 1.08902 Local College Sports 574 1.00 5.00 3.1289 1.26606 Programs 24

Personal Finance and 573 1.00 5.00 2.9494 1.14471 Investing Travel News and Info 574 1.00 5.00 3.1742 1.11673 Advertisments Inserts 571 1.00 5.00 2.7110 1.19599 Restaurants and Dining 574 1.00 5.00 3.1446 1.06261 Rocky Mountain Travel 575 1.00 5.00 3.2504 1.11056 Local Education 573 1.00 5.00 3.1850 1.15298 Agricultural News 572 1.00 5.00 2.6451 1.10004 Faith/Religion 573 1.00 5.00 2.8028 1.20656 Professional Sports 570 1.00 6.00 3.2246 1.33840 Theatre and Movie 569 1.00 5.00 3.3831 1.07179 Entertainment Options Editioral/Opinions 572 1.00 5.00 2.8969 1.16044 Obituaries 572 1.00 5.00 2.6171 1.18894 Deals and Specials from 572 1.00 5.00 2.8462 1.20598 Advertisers Valid N (listwise) 521 Figure 3 What features do people what if they are going to pay for the content? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation GreeleyTribune.com news 161 1.00 5.00 3.0497 .96696 articles GreeleyTribune.com's 159 1.00 5.00 2.7987 1.02981 customization of content to needs 25

GreeleyTribune.com 160 1.00 5.00 3.0062 1.02483 pictures/images GreeleyTribune.com video 157 1.00 5.00 2.7834 1.05197 content GreeleyTribune.com website 159 1.00 5.00 2.9748 1.11916 layout, navigation GreeleyTribune.com timely 159 1.00 5.00 3.2138 1.02107 information GreeleyTribune.com 160 1.00 5.00 2.9688 1.03049 entertainment GreeleyTribune.com reader 159 1.00 5.00 2.9623 1.05475 comments GreeleyTribune.com ability to 159 1.00 5.00 3.0503 1.00504 participate GreeleyTribune.com ease of 159 1.00 5.00 3.2201 1.00409 access GreeleyTribune.com website 158 1.00 5.00 2.9304 1.01025 community Valid N (listwise) 156 a. youngies = 1.00 Figure 4 Are people more likely to buy print version of The Greeley Tribune if it included access to the online version? Frequency Percent Valid Percent Cumulative Percent Valid No 209 36.2 59.7 59.7 Yes 141 24.4 40.3 100.0 Total 350 60.6 100.0 Missing System 228 39.4 Total 578 100.0 26

Figure 5 Where do people who are willing to buy spend their money? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Amount spent in Greeley 67 .00 550.00 344.0299 201.04319 Amount spent in Fort Collins 67 .00 550.00 68.6567 125.78114 Amount spent in Loveland 67 .00 550.00 42.5373 84.50109 Amount spent in Longmont 67 .00 150.00 6.7164 27.37993 Amount spent in Boulder 67 .00 150.00 5.2239 21.55741 Amount spent in Denver/Metro 67 .00 450.00 30.5970 75.85634 Amount spent in Estes 67 .00 450.00 23.8806 76.55371 Park/Mountain towns Amount spent at Sears 67 .00 50.00 5.9701 16.33547 Amount spent at JC Penney 67 .00 250.00 24.6269 59.90721 Amount spent at Wal-Mart 67 .00 550.00 202.2388 168.87166 Amount spent at Target 67 .00 550.00 79.8507 112.83526 Amount spent at Kohl's 67 .00 550.00 55.2239 93.39324 Amount spent at Ross 67 .00 350.00 25.3731 69.28921 Amount spent at Bed Bath and 67 .00 50.00 5.9701 16.33547 Beyond Amount spent at Macy's 67 .00 250.00 14.9254 50.01131 Amount spent at Best Buy 67 .00 250.00 23.1343 57.29268 Amount spent at Dick's 67 .00 550.00 14.9254 70.18100 Sporting Goods Amount spent at Big 5 67 .00 50.00 3.7313 13.23858 Sporting Goods Amount spent at Sports 67 .00 50.00 3.7313 13.23858 Authority Amount spent at Michael's 67 .00 250.00 9.7015 33.97727 Crafts Amount spent Hobby Lobby 67 .00 250.00 20.8955 48.57769 Amount spent at King Soopers 67 .00 550.00 159.7015 178.42722 Amount spent at Safeway 67 .00 550.00 120.8955 153.03724 Amount spent at Staples 67 .00 150.00 3.7313 20.06322 Amount spent at Office Depot 67 .00 550.00 17.1642 70.47041 Amount spent at Office Max 67 .00 50.00 2.9851 11.93606 27

Amount spent at Lowes 67 .00 550.00 26.8657 74.02311 Amount spent at Home Depot 67 .00 550.00 64.1791 136.73852 Valid N (listwise) 67 a. GreeleyTribune.com worth purchasing subscription = Yes Figure 6 How do people who are willing to pay want to pay? Preferred payment method for online magazine subscriptiona Cumulative Frequency Percent Valid Percent Percent Valid Regular monthly subscription 33 49.3 54.1 54.1 w/unlimited access Regular yearly subscription 16 23.9 26.2 80.3 w/unlimited access Daily subscription paid on 6 9.0 9.8 90.2 days accessed Rate charged per minute 1 1.5 1.6 91.8 viewing content Charge per number of pages 1 1.5 1.6 93.4 viewed Free daily allowance, excess 4 6.0 6.6 100.0 is charged Total 61 91.0 100.0 Missing System 6 9.0 Total 67 100.0 a. GreeleyTribune.com worth purchasing subscription = Yes 28

Appendix E Figure 1 How many people use facebook.com as a social networking tool? Facebook.com user or member Cumulative Frequency Percent Valid Percent Percent Valid No 264 45.7 50.1 50.1 Yes 263 45.5 49.9 100.0 Total 527 91.2 100.0 Missing System 51 8.8 Total 578 100.0 Figure 2 What sections of the newspaper are people under 40 interested in? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Young People Section 264 1.00 7.00 4.2121 1.77447 Celeb/Entertainment Section 263 1.00 7.00 3.6540 1.85702 Activities and Events Section 264 1.00 7.00 4.6742 1.69990 Advertising and Store 264 1.00 7.00 3.7311 1.66592 Specials Section College News and Events 264 1.00 7.00 3.9129 1.66945 Section Cooking/Food Section 264 1.00 7.00 4.0909 1.74170 Travel/Adventure Section 262 1.00 7.00 4.3359 1.73365 World News Section 264 1.00 7.00 4.6705 1.72251 Reviews Section 261 1.00 7.00 4.2184 1.70356 Children Section 264 1.00 7.00 3.6402 2.01214 National and World News 264 1.00 5.00 3.4015 1.11580 State Gov. and Statewide 263 1.00 5.00 3.2357 1.17445 Issues Local Community News 264 1.00 5.00 3.6705 1.00252 National Sports 264 1.00 5.00 3.1932 1.35819 29

High School Sports 263 1.00 5.00 2.7148 1.28350 Crime and Courts News 263 1.00 5.00 3.2091 1.10083 Business News 263 1.00 5.00 2.8783 1.11565 Entertainment/Arts News 263 1.00 5.00 3.3194 1.05420 Weather 261 1.00 5.00 3.7625 1.03640 Places to Go, Things to Do 264 1.00 5.00 3.8523 1.02671 Outdoor Sports and Rec 263 1.00 5.00 3.6996 1.06160 Local College Sports 264 1.00 5.00 3.2462 1.24093 Programs Personal Finance and 264 1.00 5.00 2.7803 1.13910 Investing Travel News and Info 264 1.00 5.00 3.0795 1.12917 Advertisments Inserts 264 1.00 5.00 2.6212 1.16037 Restaurants and Dining 264 1.00 5.00 3.1023 1.07555 Rocky Mountain Travel 264 1.00 5.00 3.0947 1.11783 Local Education 263 1.00 5.00 3.1369 1.16415 Agricultural News 263 1.00 5.00 2.4905 1.09427 Faith/Religion 263 1.00 5.00 2.6540 1.20037 Professional Sports 263 1.00 6.00 3.3156 1.35185 Theatre and Movie 262 1.00 5.00 3.4504 1.06288 Entertainment Options Editioral/Opinions 263 1.00 5.00 2.6350 1.04655 Obituaries 264 1.00 5.00 2.3636 1.10837 Valid N (listwise) 243 a. sub40s = 1.00 Figure 3 What newspaper sections are women interested in? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Young People Section 316 1.00 7.00 3.9272 1.68591 Celeb/Entertainment Section 316 1.00 7.00 3.6899 1.72526 Activities and Events Section 316 1.00 7.00 4.8101 1.57420 Advertising and Store 317 1.00 7.00 3.8770 1.67465 Specials Section 30

College News and Events 316 1.00 7.00 3.7342 1.60126 Section Cooking/Food Section 315 1.00 7.00 4.5143 1.70489 Travel/Adventure Section 316 1.00 7.00 4.5127 1.72650 World News Section 315 1.00 7.00 4.9143 1.65561 Reviews Section 316 1.00 7.00 4.4241 1.69890 Children Section 317 1.00 7.00 3.8044 1.93394 National and World News 317 1.00 5.00 3.4921 1.08387 State Gov. and Statewide 317 1.00 5.00 3.3849 1.10958 Issues Local Community News 317 1.00 5.00 3.8959 .96385 National Sports 316 1.00 5.00 2.8449 1.28162 High School Sports 314 1.00 5.00 2.7166 1.27118 Crime and Courts News 316 1.00 5.00 3.1677 1.12421 Business News 316 1.00 5.00 2.9146 1.10510 Entertainment/Arts News 314 1.00 5.00 3.3631 1.01209 Weather 314 1.00 5.00 3.7834 1.08912 Places to Go, Things to Do 316 1.00 5.00 3.8829 1.03382 Outdoor Sports and Rec 317 1.00 5.00 3.4038 1.13114 Local College Sports 316 1.00 5.00 2.9842 1.23818 Programs Personal Finance and 317 1.00 5.00 2.7729 1.15239 Investing Travel News and Info 316 1.00 5.00 3.1772 1.15480 Advertisments Inserts 316 1.00 5.00 2.8544 1.19961 Restaurants and Dining 317 1.00 5.00 3.2334 1.10053 Rocky Mountain Travel 317 1.00 5.00 3.3123 1.12801 Local Education 317 1.00 5.00 3.2965 1.14754 Agricultural News 317 1.00 5.00 2.6435 1.11480 Faith/Religion 316 1.00 5.00 2.9367 1.22505 Professional Sports 314 1.00 6.00 2.9554 1.32242 Theatre and Movie 316 1.00 5.00 3.4241 1.09135 Entertainment Options Editioral/Opinions 317 1.00 5.00 2.9905 1.18665 Obituaries 316 1.00 5.00 2.7911 1.22178 Valid N (listwise) 297 31

a. Gender = Female Figure 4 Where do women spend their money? Descriptive Statisticsa N Minimum Maximum Mean Std. Deviation Amount spent at Sears 302 .00 550.00 20.5298 74.21159 Amount spent at JC Penney 304 .00 550.00 25.1645 62.00691 Amount spent at Wal-Mart 310 .00 550.00 213.2258 189.87966 Amount spent at Target 310 .00 550.00 105.0000 125.40872 Amount spent at Kohl's 306 .00 550.00 67.1569 100.53018 Amount spent at Ross 301 .00 350.00 23.0897 55.28793 Amount spent at Bed Bath 305 .00 550.00 17.7049 51.75834 and Beyond Amount spent at Macy's 300 .00 450.00 20.6667 56.86535 Amount spent at Best Buy 297 .00 550.00 32.1549 101.09904 Amount spent at Dick's 302 .00 350.00 11.2583 43.96170 Sporting Goods Amount spent at Big 5 298 .00 250.00 4.8658 24.30479 Sporting Goods Amount spent at Sports 299 .00 450.00 12.7090 44.74783 Authority Amount spent at Michael's 303 .00 350.00 14.5215 37.34152 Crafts Amount spent Hobby Lobby 303 .00 550.00 25.2475 61.28741 Amount spent at King 308 .00 550.00 185.0649 185.73999 Soopers Amount spent at Safeway 307 .00 550.00 115.9609 148.21147 Amount spent at Staples 300 .00 250.00 3.0000 20.22449 Amount spent at Office Depot 301 .00 550.00 16.9435 69.60814 Amount spent at Office Max 300 .00 550.00 6.6667 38.43366 Amount spent at Lowes 306 .00 550.00 53.9216 115.59247 Amount spent at Home Depot 305 .00 550.00 60.4918 123.29663 Valid N (listwise) 290 a. Gender = Female 32

Figure 5 Zip code of residencea Cumulative Frequency Percent Valid Percent Percent Valid 80534.00 7 1.6 1.6 1.6 80538.00 2 .5 .5 2.1 80543.00 10 2.3 2.3 4.3 80546.00 1 .2 .2 4.6 80550.00 74 16.7 16.9 21.4 80564.00 1 .2 .2 21.6 80613.00 1 .2 .2 21.9 80615.00 9 2.0 2.1 23.9 80620.00 55 12.4 12.5 36.4 80631.00 92 20.8 21.0 57.4 80634.00 166 37.6 37.8 95.2 80644.00 3 .7 .7 95.9 80645.00 18 4.1 4.1 100.0 Total 439 99.3 100.0 Missing System 3 .7 Total 442 100.0 a. caucasians = 1.00 33

Tribune Paper - "Who" Section

by Paige Daniels on Mar 11, 2010

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Tribune Paper - "Who" Section — Document Transcript