Newspapers have become stronger and more relevant in the digital age with newspaper websites complementing print editions and enhancing the relationship between newspaper brands and their readers, part two of the landmark Newspapers Today study has revealed.
In addition, the online era has seen newspapers and their websites evolve to become highly respected, multi-dimensional brands that readers regard as even more absorbing, dynamic and reputable than they did two years ago.
Newspapers Today Part 2: Print & Online is the second report in the Newspapers Today research series, and is the first study to explore how consumers relate to newspapers in their printed and online forms. Conducted by Celsius Research, Newspapers Todayis a quantitative and qualitative mainstream media study that provides a comprehensive understanding of the relationship between Australian consumers and newspapers and their websites, editorial and advertising content, and how they compare with other media.
This second wave in the series used the same methodology as Newspapers Today Part 1, which was released in 2008.
View previews of the research below:
Newspapers Today Part 2: Print & Online is divided into three chapters: a validation of the results two years on from the first study using the three brand attribute measures of absorbing, dynamic and reputable; correcting the myth that newspaper websites are cannibalising printed newspapers; and demonstrating that newspaper brands are seen as powerful and multi-dimensional.
Newspapers and their websites clearly lead all other main media on the measures of absorbing, dynamic and reputable – almost double these measures for free-to-air TV and radio;
News has become its own currency. It fuels social, professional and personal conversation and debate, and drives the agenda for newspaper websites. The study found that 85 per cent of people seek out news and entertainment content;
Newspapers and their websites fulfil different roles. For example, a total of 75% of dual users (print and online) agree that printed newspapers are a relaxing reading experience. Conversely 80% of them also use newspaper websites to get a quick fix of news and information;
Printed newspapers provide a considered, mind-expanding read, while newspaper websites deliver instant gratification. For example, 78% of people said newspaper websites provided up-to-date coverage and 60% said printed newspapers expanded their knowledge;
People’s interests dictate what they read and where, so that particular topics drive usage and demand for both print and online platforms. The printed newspaper is favoured for topics that attract more investment in time and money (for example motoring and real estate), while websites answer consumer demand for regular and immediate updates in categories where currency of information is important;
Newspaper brands share all the attributes of great traditional brands such as Cadbury, Holden, McDonald’s and Telstra as well as contemporary brands such as Nike, Google, YouTube and Apple;
In the eyes of consumers newspaper brands compare favourably with truly digital brands such as Google and YouTube.
Download the 44-page report and a PDF of the Executive Summaries below. For hard copies, please contact your sales executive or contact us.
Read the first installment of the audience report Newspapers Today Part 1, which provides a comprehensive understanding of how consumers relate to content in printed newspapers and how that relationship impacts on the way advertising is processed.