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Reaching Out to New Residents
Improving New Resident Readership for The Greeley
                                          ...
Executive Summary
       This report analyzes new residents (people that have lived in the Greeley community for

less tha...
Target. Within a 60-day period, 75% of new residents surveyed spent a minimum of $50 at one

or more of these locations.

...
Table of Contents
Executive Summary……………………………………………………………………………….2
Introduction………………………………………………………………………………………..5
How R...
This report seeks to determine characteristics of new residents in the Greeley area in order to

better understand why the...
The graph above demonstrates that of all people surveyed and who actually read the weekday

edition of The Tribune, the ma...
Reader Characteristics




The graph above is a representation of the averages of how new residents classify themselves.

...
The following graph represents what topics news residents enjoy reading about in the newspaper.

A one signifies “Not at a...
Reasons Why New Residents Do Not Subscribe
The following graphs show the various reasons why new residents do not subscrib...
Approximately 50 new residents do

                                                                  not subscribe because...
25 of the 185 new residents surveyed

believe that The Tribune is too expensive

and are not willing to pay for a

subscri...
This graph shows that 120 new

residents do not read The Tribune

during the week and 61 do read it at

least once during ...
advertisements that are placed in the Wednesday edition. 48 new residents said they had read the

most recent Wednesday ed...
Approximately 64% of new

                                                                  residents surveyed prefer to g...
receive their news.



When new residents do read a

newspaper, 35% prefer to read

brief summaries, 27% only want to

rea...
These graphs represent the 3 stores where




     new residents shop the most. Nearly ¾ of

     those surveyed spend at ...
Recommendations
Section Related to Families

       Those surveyed classify themselves as “Family People,” so The Tribune ...
entire article. Also, the articles should be brief in order to entice readers to actually read the

article rather than ju...
Appendix I

                                How Readers Receive the Tribune

          How did you get the Weekday edition...
Reader Characteristics

                 Level of agreement with each of the following statements:

                      ...
The following sections of the newspaper would be of interest to me:

                                    N          Mean  ...
How interested are you in reading about each of the following topics?

                                     N          Mea...
On average new residents are interested in places to go and things to do topic the most as well
as being interested in top...
I get it for free

                                                                Cumulative
                   Frequency...
I subscribe to another paper instead

                                                                   Cumulative
      ...
Appendix IV
           Sunday Edition Versus Weekday Edition

                      Read the Tribune on Sunday

          ...
Cumulative
                   Frequency       Percent     Valid Percent     Percent

Valid     No              136        ...
Read Thursday

                                                                 Cumulative
                    Frequency  ...
Appendix V
                    New Resident Preferences
                  Internet is preferred for media outlet/news

   ...
When I read the news, I mostly prefer reading

                                                                           ...
Appendix VI
                  Where New Residents Spend Money

                Approximately how much is spent at King Soo...
Approximately how much is spent at WalMart

                                                                     Cumulativ...
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Greeley Tribune Project

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My group and I did research for the Greeley’s Tribune. Our task was to analyzes new residents (people that have lived in the Greeley community for less than five years) in order to better understand why they do not subscribe to The Tribune nor read newspapers in general. We gathered data from the northern Colorado area. Enter the data into SPSS and analyzed it.

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Greeley Tribune Project

  1. 1. Reaching Out to New Residents Improving New Resident Readership for The Greeley Tribune Kara Killenberg Aimee Hruska Kara Killenberg Kelsey Highland Marcus Farrell 2009
  2. 2. Executive Summary This report analyzes new residents (people that have lived in the Greeley community for less than five years) in order to better understand why they do not subscribe to The Tribune nor read newspapers in general. Of all people surveyed, most people that read The Tribune subscribe to it. During the week, a number of people receive it some other way such as at work or school. This number drops substantially on the weekend. Those surveyed classify themselves as “Family People,” and additionally, they enjoy cooking/preparing food. When these people read a newspaper, they enjoying reading about world and national news, activities and events going on in the area, the weather, and outdoor recreation. The results found that new residents do not subscribe to The Tribune because they are not interested in the content and/or they do not feel like they have time to read the newspaper. Additional reasons for non-subscription include receiving The Tribune for free, not willing to pay for a newspaper subscription, and a subscription to another paper such as The Denver Post. When asked whether they read The Tribune on Sunday or during the week, more new residents said they read it during the week than on Sunday. This could be attributed to the fact that there are five possible days to read it during the week as opposed to just Sunday. The least amount of people read The Tribune on Tuesday, while the greatest number of people read it on Wednesday. New residents prefer to get their news from television and/or the Internet as opposed to other media outlets such as newspapers or magazines. When they do read a newspaper, they prefer reading headlines and brief summaries instead of short stories or detailed articles. The top three stores that new residents shop at include King Soopers, Walmart, and 2
  3. 3. Target. Within a 60-day period, 75% of new residents surveyed spent a minimum of $50 at one or more of these locations. Finally, recommendations for The Tribune include adding a section related to families, additional advertisements on Tuesdays to increase readership and utilizing informative headlines and brief summaries since new residents do not like read long, detailed articles. Also, The Tribune should include a list of activities, events, and places to go in the Northern Colorado area in an effort to acclimate new residents with the Greeley area. Finally, The Tribune should add additional world and national news so readers can get all the information they seek from one news source. 3
  4. 4. Table of Contents Executive Summary……………………………………………………………………………….2 Introduction………………………………………………………………………………………..5 How Readers Receive The Tribune……………………………………………………………….5 Reader Characteristics…………………………………………………………………………….7 Reasons Why New Residents Do Not Subscribe…………………………………………………9 Sunday Edition Versus Weekday Edition………………………………………………………..11 New Resident Preferences……………………………………………………………………….14 Where New Residents Spend Money……………………………………………………………16 Recommendations………………………………………………………………………………..17 Appendix I……………………………………………………………………………………….19 Appendix II………………………………………………………………………………………20 Appendix III……………………………………………………………………………………...23 Appendix IV……………………………………………………………………………………...25 Appendix V………………………………………………………………………………………28 Appendix VI……………………………………………………………………………………...30 4
  5. 5. This report seeks to determine characteristics of new residents in the Greeley area in order to better understand why they do not read and/or subscribe to The Tribune. The following information shows how all readers receive The Tribune as well as characteristics of those surveyed. There is also information regarding why new residents do not subscribe to The Tribune, whether or not they read the Sunday and/or weekday editions, preferences regarding how they receive their news, as well as the stores they shop at the most. Finally, there are several recommendations that will help increase new resident as well as overall readership for The Tribune. How Readers Receive The Tribune It is important to determine how readers of The Tribune receive the weekday edition as well as the Sunday edition. The two graphs below show how those that read the Tribune receive it. 5
  6. 6. The graph above demonstrates that of all people surveyed and who actually read the weekday edition of The Tribune, the majority subscribe to the paper, while, a good portion receive it some other way such as school or work. Those that buy it most likely buy it at a convenience or grocery store. (See Appendix I). In the graph above, the amount of people who subscribe to The Tribune on Sunday versus during the week remains the same, while the number of people that receive it some other way drops dramatically. This drop represents the people who receive the paper at school or at work during the week. (See Appendix I). 6
  7. 7. Reader Characteristics The graph above is a representation of the averages of how new residents classify themselves. One means that they strongly disagree with the statement, seven means they strongly agree with the statement, and four means they do not agree nor disagree. For example, for the statement “I am a family person,” the average response was a six, which means they strongly agree with the statement. (See Appendix II). 7
  8. 8. The following graph represents what topics news residents enjoy reading about in the newspaper. A one signifies “Not at all interested” and a five is “Extremely interested.” The top five topics that new residents are interested in reading about include “National/World news,” “Local News,” “Weather,” “Activities to do,” and “Outdoor Sports and Recreation.” They are neutral regarding “High School Sports,” “Advertising Inserts,” “Agriculture News,” and “Obituaries.” (See Appendix II). The next graph shows what additional newspaper sections new residents would find interesting. A one means “Not Interesting” and a seven means very interesting.” As the graph shows, new residents are interested in “Activities and Events,” “Travel/Adventure,” and “World News/Events.” They are least interested in “Celebrity News/Entertainment” and a section for children. (See Appendix II). 8
  9. 9. Reasons Why New Residents Do Not Subscribe The following graphs show the various reasons why new residents do not subscribe to The Tribune. “No” means that it is not the reason why they do not subscribe while “Yes” is a reason for non-subscription. (See Appendix III). Of the 185 “New Residents” (people who have lived in the community for less than 5 years) surveyed, nearly 50 people do not subscribe because they are not interested in the content. 9
  10. 10. Approximately 50 new residents do not subscribe because they do not have time to read The Tribune. When new residents were asked if they didn’t subscribe because they got it for free, only 14% said yes so that is not a significant reason as to why people do not subscribe. Approximately 28 new residents do not subscribe to The Tribune because they subscribe to a different paper instead. 10
  11. 11. 25 of the 185 new residents surveyed believe that The Tribune is too expensive and are not willing to pay for a subscription. Sunday Edition Versus Weekday Edition This graph shows that of the 185 new residents, almost 150 do not read The Tribune on Sunday and only 38 do read it on Sunday. 11
  12. 12. This graph shows that 120 new residents do not read The Tribune during the week and 61 do read it at least once during the week. The previous graphs are a good indication of the habits of new residents. There are various explanations for this data such as not enough time on the weekend or they do not like the Sunday content because maybe it is too long. (See Appendix IV). More new residents read The Tribune during the week as opposed to on Sunday, however the Tuesday edition has the lowest number of new resident readers of any day. The survey asked if they had read the most recent Tuesday edition and only 33 said yes while 149 said no, they had not read the most recent Tuesday edition. (See Appendix IV). Wednesday’s edition has the highest readership of any day. This can be attributed to the 12
  13. 13. advertisements that are placed in the Wednesday edition. 48 new residents said they had read the most recent Wednesday edition, while 135 had not read it. New Resident Preferences The following graphs show what source new residents prefer to get their news from, as well as what they prefer to read when reading a newspaper. (See Appendix V). 13
  14. 14. Approximately 64% of new residents surveyed prefer to get their information from the internet, while only 36% do not prefer to get their news from the Internet. Approximately 71% of new resdients prefer to get their news from television, and only 29% do not prefer television as their news source. The above graphs represent changing trends in the media industry. In the past, most people received their news from the newspaper, however in today’s society, people rely on the Internet and the television for their news. In the coming years, people will also rely on social networking sites such as Facebook to 14
  15. 15. receive their news. When new residents do read a newspaper, 35% prefer to read brief summaries, 27% only want to read headlines, 20% prefer short stories, and only 19% like to read detailed articles. This graph means that readers want their news in the shortest amount of time possible. They rely on headlines and brief summaries to get the information they are interested in. Newspapers must utilize headlines in order to draw readers in and make their newspaper stand out from other competing newspapers. Where New Residents Spend Money 15
  16. 16. These graphs represent the 3 stores where new residents shop the most. Nearly ¾ of those surveyed spend at least $50 at one of these locations within a 60 day period. The greatest number of people shop at Walmart and spend the most money there. (See Appendix VI). 16
  17. 17. Recommendations Section Related to Families Those surveyed classify themselves as “Family People,” so The Tribune should have a section either weekly or daily that relates to “family.” For instance, there could be various activities and crafts that parents could do with their children. You could also include receipes that encourage healthy, family meals. Finally, you could work with local restaurants to have specials advertised in the paper such as “Kids Eat Free on Wednesday.” Additional Advertisements on Tuesdays The survey shows that the greatest number of new residents read The Tribune on Wednesday and the smallest number read it on Tuesdays. The Wednesday edition is popular due to the advertising section. The Tuesday edition should also offer advertisements. Wednesday could focus on grocery store and retail store advertisements, and the Tuesday edition could focus on advertisements at Walmart and Target since new residents shop there the most. This will increase Tuesday’s readership because people will be interested in seeing what deals are available at the stores they utilize the most. Informative Headlines/Brief Summaries New residents do not enjoy reading long, detailed articles. Instead, they prefer reading brief summaries and headlines. The Tribune should improve its headlines in order to really grab the attention of potential readers. The headlines should also be informative so readers feel as though they are getting good, substantial information even if they do not have time to read the 17
  18. 18. entire article. Also, the articles should be brief in order to entice readers to actually read the article rather than just the headline. Finally, since new residents surveyed prefer to get their news from the Internet, each brief article could have a web address for those readers who want more information on that particular article. Activities/Events in Northern Colorado New residents are not interested in the content of The Tribune because they are not involved in the local Northern Colorado community. There should be a section of activities, events, and places to visit in order to better acclimate Greeley residents with the area. In turn, this will increase their interest in the local community, thus making them more interested in reading The Tribune in order to be better informed. Additional World/National News New residents are very interested in reading about world and national news. The Tribune should include larger “World News” and “National News” sections because these people want to be informed in all news areas. With these additions, readers will feel as though they can get all of the information they seek from one news source, and in the end, it will save them time. If everything is included in one newspaper, then readers will begin to rely more heavily on newspapers as a source for their news because they can get everything from one souce. 18
  19. 19. Appendix I How Readers Receive the Tribune How did you get the Weekday edition of the Tribune you read most recently? Cumulative Frequency Percent Valid Percent Percent Valid .00 3 1.6 2.4 2.4 Subscribe to have it delivered 44 23.8 35.8 38.2 to home or business Buy it outside of home or 28 15.1 22.8 61.0 business some other way 48 25.9 39.0 100.0 Total 123 66.5 100.0 Missing System 62 33.5 Total 185 100.0 On Average new residents receive the weekday edition of the Tribune some other way or have it delivered to their home or business. How did you get the Sunday edition of the Tribune you read most recently? Cumulative Frequency Percent Valid Percent Percent Valid Subscribe to it delivered to 39 21.1 37.5 37.5 home or business Buy it outside of home or 34 18.4 32.7 70.2 Busines Get it some other way 31 16.8 29.8 100.0 Total 104 56.2 100.0 Missing System 81 43.8 Total 185 100.0 On Average new residents subscribe to have the Tribune delivered to their home or business. Appendix II 19
  20. 20. Reader Characteristics Level of agreement with each of the following statements: N Mean Std. Deviation Std. Error Mean Very involved in my 183 3.35 1.448 .107 community spend most of my time in the 183 4.47 1.827 .135 city in which I live spend most of my free time 183 4.20 1.448 .107 outdoors would rather read the new 182 3.94 1.907 .141 on-line enjoy watching/reading about 185 4.72 2.146 .158 sports am a "family" person 182 6.09 1.388 .103 Like to cook/prepare food 183 5.23 1.764 .130 I have many hobbies 183 4.99 1.477 .109 am a very socially active 183 4.89 1.482 .110 person am a very religious person 181 4.49 2.073 .154 Politics are very interesting to 183 4.17 1.927 .142 me When I have free time, I just 183 4.98 1.591 .118 want to relax I love to read 184 4.79 1.919 .141 My pet(s) are my life 183 3.44 1.940 .143 I am a workaholic 184 3.57 1.587 .117 On average new residents are more likely to be a “family” person and also like to cook/prepare food, and have many hobbies. When they have free time, they also just want to relax. 20
  21. 21. The following sections of the newspaper would be of interest to me: N Mean Std. Deviation Std. Error Mean Something oriented to 185 4.1189 1.74048 .12796 younger people Celebrity News/Entertainment 184 3.6359 1.82065 .13422 Activities News/Entertainment 184 4.7772 1.57831 .11635 More Advertising/Store 185 3.7351 1.71949 .12642 Specials College News adn Events 185 3.8919 1.65477 .12166 Cooking/Food sectoin 184 4.1522 1.69173 .12472 Travel/Adventure section 183 4.5792 1.67824 .12406 World News/Events 185 4.9189 1.70642 .12546 Reviews-Restaurant/movies 184 4.3207 1.74005 .12828 ect Children section 185 3.2432 1.84458 .13562 On average new residents are interested in the World News/Events section of the newspaper the most. 21
  22. 22. How interested are you in reading about each of the following topics? N Mean Std. Deviation Std. Error Mean National and world news 185 3.6378 1.07525 .07905 News about state 184 3.4185 1.12783 .08314 government adn statewide issues News about your local 185 3.6541 .96645 .07105 community National sports 184 3.2337 1.29933 .09579 High school sports 184 2.6087 1.20070 .08852 News about crime and the 184 3.1413 1.10222 .08126 courts Business news 184 3.0978 1.11678 .08233 Entertainment and the arts 185 3.3405 1.03090 .07579 The weather 183 3.7104 1.04737 .07742 Places to go and things to do 185 3.8811 .98186 .07219 Outdoor sports and 184 3.7065 .99219 .07315 recreation Local college sport programs 185 3.2216 1.28941 .09480 such as UNC, CU, CSU Personal Finance and 184 2.9837 1.13790 .08389 Investing News and information 185 3.2541 1.14934 .08450 regarding travel Advertising inserts 185 2.6703 1.17234 .08619 Restaurants and Dinning 185 3.2108 1.06521 .07832 Rockey Mountain Travel 185 3.2649 1.13258 .08327 Education (local) 184 3.1304 1.08861 .08025 Agriculture news 185 2.4595 1.09332 .08038 Faith/Religion issues 183 2.7486 1.23243 .09110 Professional Sports 184 3.3043 1.30354 .09610 Theater and Movie 183 3.4754 1.04734 .07742 entertainment options Editorial/Opinions 185 2.7514 1.11940 .08230 Obituaries 184 2.3261 1.03606 .07638 Information regarding deals 184 2.7826 1.20406 .08876 22
  23. 23. On average new residents are interested in places to go and things to do topic the most as well as being interested in topics on the weather and outdoor sports and recreation. Appendix III Reasons Why New Residents Do Not Subscribe Not interested in the content Cumulative Frequency Percent Valid Percent Percent Valid .00 136 73.5 76.4 76.4 1.00 42 22.7 23.6 100.0 Total 178 96.2 100.0 Missing System 7 3.8 Total 185 100.0 No time to read it Cumulative Frequency Percent Valid Percent Percent Valid no 127 68.6 71.3 71.3 Yes 51 27.6 28.7 100.0 Total 178 96.2 100.0 Missing System 7 3.8 Total 185 100.0 23
  24. 24. I get it for free Cumulative Frequency Percent Valid Percent Percent Valid no 152 82.2 85.4 85.4 Yes 26 14.1 14.6 100.0 Total 178 96.2 100.0 Missing System 7 3.8 Total 185 100.0 24
  25. 25. I subscribe to another paper instead Cumulative Frequency Percent Valid Percent Percent Valid no 150 81.1 84.3 84.3 Yes 28 15.1 15.7 100.0 Total 178 96.2 100.0 Missing System 7 3.8 Total 185 100.0 Too expensive Cumulative Frequency Percent Valid Percent Percent Valid no 153 82.7 86.0 86.0 Yes 25 13.5 14.0 100.0 Total 178 96.2 100.0 Missing System 7 3.8 Total 185 100.0 These are not the major reasons for why new residents don’t subscribe to the Tribune. Only a small portion of new residents aren’t interested in the content, have no time, get it for free, subscribe to another paper or believe the Tribune to be too expensive. 25
  26. 26. Appendix IV Sunday Edition Versus Weekday Edition Read the Tribune on Sunday Cumulative Frequency Percent Valid Percent Percent Valid No 143 77.3 79.0 79.0 yes 38 20.5 21.0 100.0 Total 181 97.8 100.0 Missing System 4 2.2 Total 185 100.0 On average new residents do not read the Tribune on Sunday. Read the Tribune during the week Cumulative Frequency Percent Valid Percent Percent Valid No 120 64.9 66.3 66.3 yes 61 33.0 33.7 100.0 Total 181 97.8 100.0 Missing System 4 2.2 Total 185 100.0 On average new residents do not read the Tribune during the week. Read Monday 26
  27. 27. Cumulative Frequency Percent Valid Percent Percent Valid No 136 73.5 74.3 74.3 yes 47 25.4 25.7 100.0 Total 183 98.9 100.0 Missing System 2 1.1 Total 185 100.0 Read Tuesday Cumulative Frequency Percent Valid Percent Percent Valid No 149 80.5 81.9 81.9 yes 33 17.8 18.1 100.0 Total 182 98.4 100.0 Missing System 3 1.6 Total 185 100.0 Read Wednesday Cumulative Frequency Percent Valid Percent Percent Valid No 135 73.0 73.8 73.8 yes 48 25.9 26.2 100.0 Total 183 98.9 100.0 Missing System 2 1.1 Total 185 100.0 27
  28. 28. Read Thursday Cumulative Frequency Percent Valid Percent Percent Valid No 147 79.5 80.8 80.8 yes 35 18.9 19.2 100.0 Total 182 98.4 100.0 Missing System 3 1.6 Total 185 100.0 Read Friday Cumulative Frequency Percent Valid Percent Percent Valid No 137 74.1 74.9 74.9 yes 46 24.9 25.1 100.0 Total 183 98.9 100.0 Missing System 2 1.1 Total 185 100.0 Read Saturday Cumulative Frequency Percent Valid Percent Percent Valid No 147 79.5 80.3 80.3 yes 36 19.5 19.7 100.0 Total 183 98.9 100.0 Missing System 2 1.1 Total 185 100.0 New residents are less likely to read the Tribune on Tuesday than any other day of the week, but are more likely to read the Monday edition of the Tribune. 28
  29. 29. Appendix V New Resident Preferences Internet is preferred for media outlet/news Cumulative Frequency Percent Valid Percent Percent Valid No 66 35.7 35.7 35.7 Yes 119 64.3 64.3 100.0 Total 185 100.0 100.0 Television is preferred for media outlet/news Cumulative Frequency Percent Valid Percent Percent Valid No 53 28.6 28.6 28.6 Yes 132 71.4 71.4 100.0 Total 185 100.0 100.0 . Magazines are preferred for media outlet/news Cumulative Frequency Percent Valid Percent Percent Valid No 147 79.5 79.5 79.5 Yes 38 20.5 20.5 100.0 Total 185 100.0 100.0 Newspaper is preferred for media outlet/news Cumulative Frequency Percent Valid Percent Percent Valid No 100 54.1 54.1 54.1 Yes 85 45.9 45.9 100.0 Total 185 100.0 100.0 On average new residents prefer the internet and television as their media outlet for news information. 29
  30. 30. When I read the news, I mostly prefer reading Cumulative Frequency Percent Valid Percent Percent Valid Headlines 49 26.5 26.8 26.8 Short Stories 36 19.5 19.7 46.4 Brief Summaries 64 34.6 35.0 81.4 Detailed articles 34 18.4 18.6 100.0 Total 183 98.9 100.0 Missing System 2 1.1 Total 185 100.0 On average new residents prefer reading about brief summaries in the news. 30
  31. 31. Appendix VI Where New Residents Spend Money Approximately how much is spent at King Soopers Cumulative Frequency Percent Valid Percent Percent Valid .00 39 21.1 21.4 21.4 50.00 48 25.9 26.4 47.8 150.00 35 18.9 19.2 67.0 250.00 17 9.2 9.3 76.4 350.00 11 5.9 6.0 82.4 450.00 9 4.9 4.9 87.4 550.00 23 12.4 12.6 100.0 Total 182 98.4 100.0 Missing System 3 1.6 Total 185 100.0 Approximately how much is spent at Target Cumulative Frequency Percent Valid Percent Percent Valid .00 58 31.4 32.0 32.0 50.00 71 38.4 39.2 71.3 150.00 29 15.7 16.0 87.3 250.00 11 5.9 6.1 93.4 350.00 4 2.2 2.2 95.6 450.00 3 1.6 1.7 97.2 550.00 5 2.7 2.8 100.0 Total 181 97.8 100.0 Missing System 4 2.2 Total 185 100.0 31
  32. 32. Approximately how much is spent at WalMart Cumulative Frequency Percent Valid Percent Percent Valid .00 35 18.9 19.1 19.1 50.00 52 28.1 28.4 47.5 150.00 24 13.0 13.1 60.7 250.00 26 14.1 14.2 74.9 350.00 10 5.4 5.5 80.3 450.00 8 4.3 4.4 84.7 550.00 28 15.1 15.3 100.0 Total 183 98.9 100.0 Missing System 2 1.1 Total 185 100.0 On average new residents spend at least $50.00 at one of these locations, but spend most of their money at WalMart. 32

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