Community Newspaper Readership. Iqaluit/Rankin Inlet, NU
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1 Community Newspaper Readership Iqaluit/Rankin Inlet, NU
2 Nunavut News/North Newspaper Readership What is ComBase? Study Overview Readership Overview Demographics How Much of the Paper is Read Number of Issues Read Newspaper Ratings Preferred Community Newspaper Media Habits Newspaper, Radio, TV Exclusive Readership Cross Readership Nunavut News/North Strengths
3 What is ComBase? The Most Comprehensive Print Study in the World! ComBase = Community Newspaper Database Both the Research Bureau and the study Initiative of CCNA and its members Stand-alone incorporated company Governed by an independent, fully tripartite Board Arms-length relationship to the industry Completely funded by 300+ member papers Support from independents & large groups Small & large papers across Canada 400+ markets and sub-markets 25,000+ interviews per wave 50,000+ total interviews 2-year rolling study All provinces/territories represented 800+ publications community & daily newspapers, ethnic, alternative, shoppers, and agricultural publications Title- and market-specific 900+ radio stations Demographics and readership
4 Study Overview Base: Nunavut News/North Distribution Area * Demo: Adults 18+ Weighted Population: 7,100 The ComBase Two Year Study is a combination of interviews from Wave 1 (October 2002 to June 2003) and Wave 2 (October 2004 to June 2005). ComBase is conducted by Maritz Research. *in future this area will be referred to as Nunavut
5 Newspaper Readership Overview Newspaper readership among Nunavut adults is strong 85% report reading any community newspaper. Readership of Nunavut News/North is 76% Readership of Nunatsiaq News is 58% Readership of Kivalliq News is 20% Read Any Community Newspaper Nunavut News/North Nunatsiaq News Kivalliq News % Readership
6 Readership Overview 76% of Nunavut adults report reading Nunavut News/North - this represents 5,400 readers The Nunatsiaq News reports 58% readership, representing 4,100 adults The Kivalliq News has 1,400 readers (20% readership)
7 Demographics Overview Because of their high reach, community newspapers attract a desirable audience comprising of: Home owners Families with children Educated consumers Professionals High income earners Ethnic populations, including aboriginals More women than other mass media
8 % Reach by Demographic Sector 75% of men and 77% of women in Nunavut are reading Nunavut News/North. Male Female Age Age Age Nunavut News/North Nunatsiaq News Kivalliq News % Readership
9 % Reach by Demographic Sector 80% of Nunavut adults with household incomes above $50K are reading Nunavut News/North. HHI < $50K Nunavut News/North Nunatsiaq News Kivalliq News HHI > $50K Own Home Rent Home % Readership
10 % Reach by Demographic Sector 78% of Nunavut employed adults are reading Nunavut News/North. 78 Employed Nunavut News/North Nunatsiaq News Kivalliq News Married/Living Together Single/Widowed/ Sep/Div % Readership
11 How Much of the Paper is Read Readers were asked how much they read Nunavut adults are strong newspaper readers, reading the majority of every issue! 84%of Nunavut News/North readers tend to read All or Most of the paper 81%of Nunatsiaq News readers tend to read All or Most of the paper Nunavut News/North Nunatsiaq News All Most About 1/2 Less Than 1/2 Very Little % of Readers **May not total 100% due to exclusion of Refused/Not Stated responses
12 Number of Issues Read Nunavut newspaper readers are loyal, reading almost every issue! 59%of Nunavut News/North readers read all 4 of the last 4 issues 70%of Nunatsiaq News readers read all 4 of the last 4 issues 65%of Kivalliq News readers read all 4 of the last 4 issues Nunavut News/North 70 Nunatsiaq News 65 Kivalliq News None Read 1 Read 2 Read 3 Read 4 % of Readers **May not total 100% due to exclusion of Refused/Not Stated responses
13 Newspaper Ratings Respondents were asked to rate newspapers in Nunavut using a scale of 1 to 10 where 10 would be interpreted as extremely good and 1 as extremely poor. Nunavut News/North 7 Nunatsiaq News 7 Kivalliq News 7 Rating (1-10)
14 Preferred Community Newspaper 41% of community newspaper readers in Nunavut report Nunavut News/North as their preferred community newspaper Nunavut News/North 41 Nunatsiaq News 36 Kivalliq News 9 % Preferred
15 Media Habits Newspaper vs. Radio Nunavut News/North 76 Any CBC Station 48 Iqaluit 99.9 CKIQ Other Stations Cambridge Bay 97.7 CFBI Radio is a fragmented medium. None of the radio stations on their own can claim reach as high as a single insertion in Nunavut News/North. Radio Stations Listened to Yesterday Stations with less than 2% reach not shown *Base Population Nunavut Nunavut News/North Distribution Area (7,100) % Reach
16 Media Habits Newspaper and Radio Nunavut News/North Nunatsiaq News Any Radio Station Listened to CBC Only Did Not Listen to Radio Nunavut News/North Outperforms Radio One insertion in The Nunavut News/North reaches more than all radio stations combined (76% vs. 62%) To reach the 62% listening to Any Radio Station you would have to buy spots throughout the day on every radio station available in Nunavut! Radio Reach is Limited! 66% of the population cannot be reached with radio advertising: Did Not Listen Yesterday (32%) Listened to CBC Only (34%) Reach % *see previous slide for specific station reach
17 Lightest Heaviest 1 - (0 hours) 2 - ( hours) 3 - ( hours) 4 - ( hours) 5 - (23.5+ hours) Media Habits Radio % of Population Time Spent Listening to Radio in Past 7 Days 46%of the population falls into the lightest listening categories (#1 and #2), making them harder to reach with Radio 23%spent no time listening to any radio station 14%report heavy radio listening (category 5) Radio Quintiles Quintile Hour Definitions indexed to National Habits
18 Lightest 1 - (<3.1 hours ) 2 - ( hours) 3 - (9-14 hours) 4 - ( hours) 5 - (22+ hours) Heaviest Media Habits Television 13 % of Population Time Spent Watching TV in Past 7 Days 46%of the population falls into the lightest TV watching categories (#1 and #2), making them harder to reach with TV 20%spent less than 3.1 hours watching any television programming in the past week 13%report heavy TV watching (category 5) Television Quintiles Quintile Hour Definitions indexed to National Habits
19 Exclusive Readership 1,700 Nunavut adults are exclusive readers of Nunavut News/North these adults report not having read Nunatsiaq News That represents 25% of the Nunavut population who cannot be reached by advertising in Nunatsiaq News 4,200 Nunavut adults are exclusive readers of Nunavut News/North these adults report not having read Kivalliq News That represents 59% of the Nunavut population who cannot be reached by advertising in Kivalliq News 1,200 Nunavut adults are exclusive readers of Nunavut News/North these adults report not having read Nunatsiaq News or Kivalliq News That represents 18% of the Nunavut population who cannot be reached by either of these newspapers combined
20 Cross Readership 3,600 Nunatsiaq News readers report also reading Nunavut News/North 88% of Nunatsiaq News readers can be reached using Nunavut News/North 1,200% of Kivalliq News readers report also reading Nunavut News/North 85% of Kivalliq News readers can be reached using Nunavut News/North
21 Nunavut News/North Strengths Top line readership for Nunavut News/North is strong against other newspapers in Nunavut Nunavut News/North readers are strong and regular readers 59%read all 4 weekday issues; and 84% read All or Most of the Paper Nunavut News/North rates well among Nunavut adults has a rating of 7 and is the preferred community paper in Nunavut by 41% of the population Nunavut News/North provides higher reach than any single radio station and even all stations combined in Nunavut - and Nunavut adults are hard to reach with radio 46%percentage fall into the light listening category and 66%cannot be reached at all with radio advertising! Nunavut News/North can reach TV s light viewers (<9 hrs/wk) 46%of Nunavut adults fall into this category Nunavut News/North has strong exclusive and cross readership 1,700 Nunavut News/North readers report not reading Nunatsiaq News and 4,200 are not reading Kivalliq News -
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