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- 1. The 7th InternationalSymposium on Online Journalism April 7-8, 2006 The School of Journalism at the University of Texas at Austin
- 2. Audience and BusinessModels: Will the Online News Industry be Able to Finance Quality Journalism? Gary Meo SVP, Print & Internet Services Scarborough Research
- 3. Agenda Brief Scarboroughoverview Printed newspaper readership trend Newspaper web site audience – size and composition Newspaper company economics Things to think about . . . .
- 4. Scarborough Research Local marketsyndicated study Measures retail behavior, media usage, demographics and lifestyle Ratings service for the newspaper industry 80 local markets measured plus the total U.S. Two phase methodology Telephone interview, mailed product booklet and TV diary 130+ newspaper subscribers and 500+ advertising agencies
- 5. Average-Issue Newspaper Readership 58.654.356.9 55.1 55.4 54.1 52.8 51.6 68.2 63.766.9 65.1 63.6 62.5 61.2 59.6 0 25 50 75 100 1998 1999 2000 2001 2002 2003 2004 2005 Adult Penetration Daily Sunday Both daily and Sunday newspaper readership continues to erode at a slow and steady pace. Source: Scarborough Research Top 50 Markets, 1998-2005
- 6. We are talkingabout Readership, not Circulation Circulation Number of newspapers sold Audited by the Audit Bureau of Circulations Readership/audience Number of adults who read the newspaper Measured by survey research
- 7. Newspapers have pioneeredthe digital world
- 8. In November 2005,newspaper websites . . . reached an all-time high of 55 million users 30% increase over November 2004 30% of all active internet users visited newspaper websites in November 2005 unique visitors to newspaper Web sites jumped 21% from January 2005 to December 2005, and page views increased by 43% over that same period 11 of the top 25 national news and information Web sites are newspaper sites Nielsen Net//Ratings
- 9. Houston Chronicle ExtendsIts Reach Into the Houston Market with chron.com 47% 57% 8% 6% 0% 25% 50% 75% 100% Daily Sunday Visited Chron.com only, Past 30 days Houston Chronicle Cume Readers 55% 63% Base: 3,939,303 Adults Source: 2005 Scarborough Report, Houston DMA Daily Cume – 5 Issues Sunday Cume – 4 Issues
- 10. If Chron.com wasa radio station, it would be the number one radio station in Houston during morning drive 8.0 8.0 7.9 7.0 6.8 9.8 0 50 100 chron.com KODA-FM KLTN-FM KTRH-AM KRBE-FM KMJQ-FM Base = Houston Arbitron Metro Area (3,805,620 adults) Stations Ranked on Cumulative Morning Drive Reach Sources: Scarborough Research, Sep ‘04 - Feb ’05 (Current Six Months) The past 7 day audience of Chron.com, compared to the weekly cumulative reach of the top five radio stations during morning drive.
- 11. Print and Onlineare Complementary Houston DMA Source: Scarborough Research, Mar ‘04 - Feb ‘05 Daily Houston Chronicle Visited Chron.com Avg-Issue Audience Past 30 Days Men 107 98 Women 94 102 Age 18-49 78 111 Age 25-49 80 119 Age 35-49 95 133 Age 50+ 142 80 Less than High School Grad 41 17 High School Grad 84 62 Some College 111 112 College Graduate 146 176 Post Graduate 148 209 HHI<$25,000 72 32 HHI $25,000 - $49,999 84 73 HHI $50,000 - $74,999 93 110 HHI $75,000+ 134 155
- 12. . . .And with audience comes advertising revenue Advertising revenue for general market newspaper web sites is expected to reach $2.5 billion in 2006 Newspaper web site revenue will comprise 5% of total newspaper revenue Newspaper web sites reach affluent, upscale and young audiences Source: Newspaper Association of America
- 13. Newspaper Revenue byType 19% 81% Circulation Advertising Source: NAA
- 14. Newspaper Advertising Revenueby Type 17% 37% 46% National Retail Classified Source: NAA
- 15. Things to thinkabout . . . McClatchy buys Knight Ridder for $4.5 billion (32 dailies and internet businesses) In 1998, McClatchy bought the Minneapolis Star-Tribune for $1.4 billion Washington Post to cut 80 editorial jobs, 9% of its newsroom Debt ratings for the New York Times Company, Tribune and Scripps have been put under review by Moody's Investors Service, with an eye to downgrades. Merrill Lynch downgrades Dow Jones from "neutral" to "sell“ on fears of slower than anticipated revenue growth Block Communications, owner of The Toledo Blade and Pittsburgh Post-Gazette, will close its five-person D.C. bureau, which has operated out of the National Press Building since 1927 In September, the E.W Scripps-owned Cincinnati Enquirer gave buyouts to 15 staffers, decreasing the newsroom from 80 to the current 65. If another five are lost through buyouts, that would mean a 25% reduction in staff since last fall.
- 16. Things to thinkabout . . . The New York Times launches “Times Select” providing access to specific content for a fee ($49.95 a year) and boasts 135,000 subscribers in its first two months. The St. Petersburg Times has begun offering free private-party classified ads. Individuals can sell personal merchandise through free ads online and in print. Ads may be renewed one time for free and sellers can purchase upgrades to enhance their ads. The Associated Press and MSN launched the AP Online Video Network providing 40 video clips per day covering national, international, technology, business, and entertainment news. U.S. newspapers begin to introduce podcasting and vodcasting to reach young people through digital channels. The Newspaper Association of America reported that total newspaper advertising revenue grew 1.4% in Q4 2005, largely due to spending online. Print advertising revenue was up 0.4% compared to the same period the previous year while online advertising jumped 32.5%. At the World Economic Forum in Switzerland, New York Times Company Chairman and Publisher, Arthur Sulzberger Jr., said its online product, NYTimes.com, has moved from "ancillary" to being "core" to the company's future.
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- 18. The 7th InternationalSymposium on Online Journalism April 7-8, 2006 The School of Journalism at the University of Texas at Austin
Editor's Notes
- #7 Circulation and readership defined. When comparing newspaper with other media, one must use readership, not circulation, for an apples-to-apples comparison.
- #10 When you add in the audience of Chron.com, the Chronicle’s daily coverage increases from 47% to 55%. On Sunday, the Chron.com audience increases the percent coverage from 57% to 63%. You should always talk about the combined audience of your newspaper and your web site.
- #11 If chron.com were a radio station, it would be the number 1 station in Houston during morning drive (chron.com’s weekly audiences is bigger than the morning drive time audiences of the top radio stations).
- #12 The chron.com audience is just as upscale as the daily Chronicle audience, but the chron.com audience is much younger, as illustrated by the high indexes for the younger age groups. Chron.com reaches a young, affluent audience. If your advertisers think the Chronicle does not deliver young people, show them that your web site is delivering young people.