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Portrait 2010 presse hebdomadaire du quebec-ang

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All details about the weeklies industry in Québec is available in this document.

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Portrait 2010 presse hebdomadaire du quebec-ang

  1. 1. READERSHIP REMAINS ROBUST Portrait of the weekly press in Québec in 2010 An association of 150 newspapers June 2010
  2. 2. CONTENTS Introduction to the weekly press industry 03 Readership survey and media tools 11 The current situation of “traditional” media 21 Results of the StatHebdo readership survey 37 10 reasons to choose local weeklies 59
  3. 3. HEBDOS QUÉBEC: WHO WE ARE
  4. 4. AN ASSOCIATION OF 150 WEEKLY NEWSPAPERS Founded in 1932 Not-for-profit corporation Promoting and documenting the industry Hebdos Québec promotes the growth and excellence of the weekly press industry in Québec and takes concerted action on its behalf. It is also the promoter of the largest media survey in Québec: StatHebdo. Providing a range of services to members Training Media research and marketing Annual convention Grands Prix des Hebdos awards Market watch Government relations Maison de la presse hebdomadaire, Montréal
  5. 5. NOT ANYONE CAN BE A MEMBER Must have been in existence for at least 12 months. Must publish at least 48 issues per year. Must publish a yearly average minimum of 16 pages per issue. Must have circulation audited by a recognized firm. Must retain the services of at least one full-time journalist. Must have a front page with at least 80% editorial content, with text and illustrations predominating over advertising messages. Must feature a minimum of 20% editorial content, two-thirds of which must concern events in its region, covered by the journalist(s) employed by the paper. Newspapers must meet the following criteria to become Hebdos Québec members:
  6. 6. BREAKDOWN OF CIRCULATION BY PRESS GROUP, 2010 Hebdos Québec member newspapers: circulation as of January 2010
  7. 7. HEBDOS QUÉBEC REPRESENTS 95% OF FRENCH-LANGUAGE CIRCULATION IN QUÉBEC
  8. 8. WEEKLY CIRCULATION OF OUR MEMBER PUBLICATIONS: 95% of French-language circulation in Québec Source: ODC and ABC. January 2010 Region Newspapers Circulation Montérégie 25 728,271 Montréal 20 616,163 Laurentides 17 593,673 Lanaudière 8 356,580 Chaudière-Appalaches 10 308,235 Québec 8 469,196 Laval 2 242,460 Bas-Saint-Laurent 10 221,713 Outaouais 5 213,760 Centre-du-Québec 6 201,930 Estrie 7 181,901 Saguenay / Lac-Saint-Jean 6 139,615 Mauricie 5 116,335 Côte-Nord 6 86,843 Abitibi-Témiscamingue 7 92,452 Gaspésie / Îles-de-la-Madeleine 5 43,092 Province of Québec 147 4,412,555
  9. 9. WEEKLIES RANK IN THE TOP FOR ADVERTISING DOLLARS SPENT IN QUÉBEC
  10. 10. ADVERTISING SPENDING IN QUÉBEC Advertising revenues Millions of $ Advertising revenues Percentage breakdown Total advertising spending in Québec was $2.459 billion in 2008. Source: Guide annuel des médias Infopresse, 2010
  11. 11. LOCAL WEEKLIES RUN THE BIGGEST MEDIA SURVEY IN QUÉBEC A glance at the readership survey and media planning tools
  12. 12. THE STATHEBDO SURVEY The objectives of the study are as follows: Measure the reach (readership) of Hebdos Québec member newspapers. Draw a comprehensive socio-economic profile of readers. Identify readers’ advertising and shopping habits. Measure the reach of daily newspapers in weeklies’ primary distribution zones. Provide accurate data on the habits and purchasing intentions of readers of the weekly press .
  13. 13. STATHEBDO 2010: A HYBRID METHODOLOGY Sample: 33,436 respondents Population: Adults 18 + Geographical area: French-speaking Québec Web-based survey 57% Telephone survey 43% Survey period Sept. 25 – Dec. 15, 2009 Margin of error ± 0.6%, 19 times out of 20
  14. 14. STATHEBDO ALSO SURVEYS PURCHASE INTENTIONS AND HABITS Close to 100 goods and services in 27 different commercial sectors
  15. 15. STATHEBDO SURVEYS CONSUMER HABITS COVERING 27 SECTORS Automotive Cable and satellite TV Clothing Cultural activities DVDs Education Electronics Financial services Food Furniture and appliances Habits (purchase intentions) Health Home renovation Insurance Internet Local purchasing (volume, habits) Media (coupons, Publi-Sac, radio) Music (downloads) Personal finance Pharmaceutical (purchases) Restaurants Retail Shopping (distance travelled) Sports and leisure Telecommunications Travel Video games
  16. 16. HEBDOS QUÉBEC HAS CREATED A USER-FRIENDLY MEDIA PLANNING TOOL: PlanHebdo
  17. 17. PlanHebdo : A user-friendly database divided into three components: PlanHebdo : Readership Readership rates, circulation Campaign reach and frequency Reach of dailies Readership profile PlanHebdo : Buying Habits 100 questions on consumer behaviours and purchase intentions PlanHebdo : Costing Cost of a campaign, net or gross CPM and total impressions
  18. 18. PlanHebdo: THREE EASY-TO-USE MODULES
  19. 19. GENERATE DATA ON CONSUMER PATTERNS WITH JUST A FEW CLICKS!
  20. 20. TO USE PLANHEBDO, VISIT www.hebdos.com/plan
  21. 21. THE CURRENT SITUATION OF “TRADITIONAL” MEDIA Audiences are generally shrinking
  22. 22. The media have entered an era of significant change. Per-capita radio listening hours and television viewing hours are declining. At the same time, daily newspaper and magazine readership is decreasing. In the midst of these profound changes, where does the local weekly press fit in?
  23. 23. DAILIES: DECREASING CIRCULATION AND READERSHIP Weekly circulation of dailies, Canada Source : Canadian Newspaper Association, 2009 -17% -14% Readership share of dailies, Canada, A 18+ (Read yesterday, Mon-Fri edition)
  24. 24. THERE IS NO CONNECTION BETWEEN READER ENGAGEMENT AND THE FACT THAT THE PUBLICATION IS FREE OR PAID Worldwide trend toward free information, driven by the Web and non-paid newspapers
  25. 25. Source: CARD (Canadian Advertising Rates & Data), September 2009 FREE DAILIES: 1.4 MILLION COPIES PER DAY! Toronto Metro 278,015 24 Hours 270,999 549,014 Vancouver Metro 140,000 24 Hours 125,940 265,940 Calgary Metro 55,000 24 Hours 50,000 Rush Hour 10,000 115,000 Montréal Métro 142,925 24 Heures 145,016 287,941 Ottawa Metro 50,000 24 Hours 35,085 85,085 Edmonton Metro 55,000 24 Hours 38,375 Rush Hour 10,000 103,375
  26. 26. RADIO, THE 2nd-RANKED LOCAL MEDIA AFTER WEEKLIES, IS EXPERIENCING A DECLINE IN LISTENING HOURS
  27. 27. Marked decline of 36% among teens and 24% among 18–24s. Source: Statistics Canada, September 2008 and deepblue, September 2009 GRADUAL DECLINE IN RADIO LISTENERSHIP Listening hours per person, Canada All, ages 12 + / Fall survey Variance 2008 / 1999 = -11% 1999 2008 12–17s 11.3 7.2 18–24s 17.3 13.1
  28. 28. PER-CAPITA TELEVISION VIEWING HOURS ARE ALSO DOWN SHARPLY
  29. 29. Trend in average weekly television viewing hours, per capita, Canada, 1995–2008 Among the youngest viewers (12–17s), the decline is 41%, more than double the overall decline of 17% for A 2+. Source : www.tvb.ca , TVBasics Report, 2008-2009. GENERAL VIEWERSHIP IS DOWN 17% A 2+ A 18+ A 12–17
  30. 30. READERSHIP OF QUÉBEC MAGAZINES IS DOWN 5.5% Total impressions, 2009 versus 2008 Source: Infopresse.com, March 27, 2009. Cumulative readership, total 38 Québec magazines, A 12+
  31. 31. AND WHAT ABOUT WEEKLIES?
  32. 32. AN INDUSTRY THAT’S STILL GROWING Circulation, French-language weekly press, Québec Source: Ministère de la Culture, des Communications et de la Condition féminine . Weekly circulation Tendance Circulation Trend
  33. 33. CIRCULATION IS UP 4.0% Trend in circulation, Québec weeklies 2010 over 2004 Between 2004 and 2010, total circulation of Hebdos Québec member newspapers grew by 4.0%. Province of Québec
  34. 34. According to a recent study by the Centre d’études sur les médias , people are interested above all in news and information about their city and their region.
  35. 35. ABOVE ALL, PEOPLE WANT LOCAL NEWS & INFORMATION Degree of interest in various topics, general news (score) Source: Centre d’études sur les médias, Université Laval, “La dynamique des publics de l’information 2009,” 470 respondents, January 2009 News about my city or region Scientific discoveries The weather Québec politics International politics Crime/accidents Canadian politics Travel Economy and finance Practical information / tips & tricks Québec celebrities/entertainment Books, music Sports Movies Home décor & furnishings International celebrities Public opinion Automotive Fashion & trends
  36. 36. While most media outlets are seeing their audiences shrink, readership of local weeklies remains robust.
  37. 37. RESULTS OF THE 2010 STATHEBDO SURVEY The reach of local newspapers remains high
  38. 38. WEEKLIES READERSHIP REMAINS ROBUST Weekly readership rate (%) Total of Québec’s 17 administrative regions Source: StatHebdo 2004, 2007 and 2010
  39. 39. 3,530,000 readers per week which is 19,000 more readers than in 2007! Note: Data based on adult population (18+) of 5,515,969 (2007: 5,402,000)
  40. 40. 4,412,000 readers per month which is 90,000 more than in 2007! Note: Data based on adult population (18+) of 5,515,969
  41. 41. WEEKLIES READERSHIP RATE* IS HIGH THROUGHOUT QUÉBEC Readership rate (%) by administrative region Source: StatHebdo 2010. *Read previous week’s issue
  42. 42. WEEKLIES READERSHIP RATE* IS HIGH THROUGHOUT QUÉBEC Readership rate (%) by administrative region Source: StatHebdo 2010. *Read previous week’s issue
  43. 43. READERSHIP OF WEEKLIES FAR EXCEEDS THAT OF DAILIES
  44. 44. STATHEBDO ALSO MEASURES READERSHIP OF DAILIES Readership rates (%) of weeklies and dailies * Read daily the previous day, Monday to Friday. ** To access data on other dailies in the province, including Métro and 24 Heures , visit www.hebdos.com/plan Source: StatHebdo 2010 Region Weeklies Dailies* Week Month 3 mos. La Presse Journal de Montréal Le Soleil Journal de Québec Other** Gaspésie/Îles-de-la-Madeleine 82% 90% 91%     3% 8%   Côte-Nord 78% 86% 88%     6% 17%   Bas-Saint-Laurent 79% 89% 90%     8% 15%   Chaudière-Appalaches 66% 83% 86%     20% 26%   Centre-du-Québec 73% 83% 85% 7% 21%       Saguenay/Lac-Saint-Jean 83% 90% 92%       10% Mauricie 77% 88% 90%   13%     Nord-du-Québec 78% 87% 87%           Lanaudière 67% 82% 85% 10% 30%       Montérégie 71% 83% 86% 16% 25%       Estrie 70% 83% 85%   9%     Abitibi-Témiscamingue 68% 84% 87%   9%       Laurentides 61% 77% 80% 12% 22%       Outaouais 57% 69% 71%   9%     Québec 47% 66% 70%     26% 32%   Laval 56% 76% 80% 22% 32%       Montréal 52% 68% 73% 21% 19%     Province of Québec 64% 79% 82% 10% 15% 4% 6%
  45. 45. ONE MILLION READERS OF WEEKLIES NEVER READ DAILIES!* Source: StatHebdo 2010.* Absolute numbers calculated based on 3,530,000 readers: 1,164,900 readers of weeklies do not read the Monday-to-Friday editions of dailies, and 1,059,000 readers of weeklies read no dailies at all. 3,530,000 1,164,900 1,059,000 Total readership, weeklies Exclusive readership, Monday to Friday Exclusive readership, Monday to Sunday
  46. 46. READERS OF WEEKLIES ARE LOYAL
  47. 47. THE AVERAGE READER IS PARTICULARLY LOYAL Source: StatHebdo 2010 Number of issues read per month Average: 3.2 copies per month 1 issue 2 issues 3 issues 4 issues
  48. 48. THE ONLY MEDIUM ALSO READ FOR THE ADS! Read advertising in weeklies to plan purchases (regular/occasional) Source: StatHebdo 2004, 2007 and 2010
  49. 49. THE STRENGTH OF THE WEEKLY PRESS: Maximized return per advertising dollar invested
  50. 50. READERS ARE CLOSE TO POINTS OF SALE Source: StatHebdo 2010 Distance travelled for day-to-day purchases 68 % Distance from home to retailers visited Less than 3 km 3 to 5 km 5 to 10 km More than 10 km
  51. 51. THE PROFILE OF OUR READERS IS ALIGNED WITH THAT OF THE QUÉBEC POPULATION
  52. 52. THE PROFILE OF OUR READERS IS ALIGNED WITH THAT OF THE QUÉBEC POPULATION 58% of our readers are aged 25 to 54 Source: StatHebdo 2010 Population of Québec Population du Québec Lectorat 2010 Men Women Primary/ Secondary College University Less than $20,000 $20,000–$39,000 $60,000–$79,000 $80,000–$99,000 $100,000 and up $40,000–$59,000 Readership of weeklies
  53. 53. THE PEOPLE WHO READ THE PRINT EDITION AREN’T THE SAME AS THOSE WHO READ THE WEB VERSION. This means true added value for the advertiser, because the inclusion of a Web ad with the print ad purchase expands the reach of the campaign.
  54. 54. IN THE PAST MONTH, HOW MANY TIMES DID YOU VIEW THE NEWSPAPER’S WEBSITE? Source: StatHebdo 2010 Province of Québec 2.2 average monthly visits Satisfaction rating: 7.3/10 Once 3 times 4 times or + Never Twice
  55. 55. OUR READERS ARE HIGHLY SOCIALLY CONSCIOUS
  56. 56. HOW IMPORTANT IS IT FOR YOU TO SHOP AT LOCAL INDEPENDENT RETAILERS WHEN YOU MAKE YOUR PURCHASES? Source: StatHebdo 2010 Province of Québec 81 % Somewhat important Very important Not very important Not at all important Don’t know
  57. 57. HOW OFTEN TO YOU MAKE PURCHASES FROM RETAILERS LOCATED CLOSE TO YOUR HOME? Source: StatHebdo 2010 Province of Québec Sometimes Rarely Never Don’t know Most of the time
  58. 58. IF YOU CONSIDER ALL THE PURCHASES YOU MAKE DURING A GIVEN MONTH, TO WHAT EXTENT WOULD YOU SAY YOU BUY LOCAL OR QUÉBEC-MADE PRODUCTS? Source: StatHebdo 2010 Province of Québec Sometimes Rarely Never Don’t know Most of the time
  59. 59. 10 REASONS TO CHOOSE WEEKLIES
  60. 60. WHY CHOOSE WEEKLIES? Because a single insertion in Hebdos Québec member weeklies reaches 64% of the population, i.e., close to 3.6 million people every week.   Because of reader loyalty : an average of 3.2 issues are read per month.   Because weeklies reach more than a million readers who never look at a daily newspaper during the week.   For their accurate targeting ability, based on geography or readers’ purchase intentions.   Because 68% of people make their day-to-day purchases less than 5 km from home, so an advertiser who chooses weeklies limits losses due to clutter seen in radio, TV and dailies.   Because weeklies benefit from a highly efficient CPM due to minimal clutter, which means the advertiser pays for real consumers.   For their relevance : weeklies report stories that happen right in their readers’ communities.   Because weeklies are the only media that people read for the editorial as well as the advertising content.   Because they are the only “traditional” medium experiencing growth. Weeklies reach the target audience effectively.   Because weeklies impart a local “flavour” to a national brand.
  61. 61. www.hebdos.com All you need to know about the weekly press industry An association of 150 newspapers

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