The Press Readership & Information Pack Feb 2008
KEY FACTS The Nielsen Media Readership Survey TAGS definitions Socio-Economic Group definitions Christchurch Retail Catchment Area Map Growth in Canterbury CORE STATISTICS Core Statistics Total Press Weekly Coverage Total Press Average Issue Readership Day by Day Readership Day by Day Readership Penetration Readership in the Regions Readership Reach by Key Target Groups Average Issue by Household Income Average Issue by Age Average Issue by TAGs Segments THE MAIL & THE COMMUNITIES The Christchurch Urban Area Key Statistics Reach by Key Target Markets in Christchurch Combined Reach with The Press The Northern Outlook The Central Canterbury News OTHER MEDIA Total Readership Trends in Readership Readership in Christchurch Average Issue Readership by Household Income How Does the Daily Newspaper Stack up SECTIONAL READERSHIP Why we have different sections Monday s Press Tuesday s Press Wednesday s Press Thursday s Press Friday s Press The Weekend Press Contents
Key Facts
The Nielsen National Readership Survey Syndicated service with over 170 magazines & newspapers on survey Independently audited and the industry currency for buying and selling print media Based on a sample of 12,000 people Approximately 1,340 in wider Christchurch Face to face methodology surveyed continuously throughout the year Readership is based on spending 2 minutes or more with a publication Readership results are released every three months, with research pack updates only twice yearly
TAGs Group Definitions Top TAGs AFFLUENT ACQUIRERS Tend to be aged under 35 and are active, status-conscious consumers. They have strong opinions and an innovative outlook on life. Success is an important goal, and Affluent Acquirers support new ideas. They are very interested in entertainment and going out; frequently dining at restaurants, going out for a drink, going to nightclubs and visiting art galleries and museums. They are also active in home improvement and like to keep fit. Above-average newspaper readers, with a strong interest in almost all sections. LIBERAL SOPHISTICATES Most likely to be female and well-educated. They have strong opinions on issues such as gender equality, Maori culture and the environment. They lead a healthy lifestyle and have an interest in arts and culture. Liberal Sophisticates are high consumers of print media, with specific areas of interest being fashion, travel, gardening, real estate, entertainment and the arts. COMFORTABLE FULL NESTERS: Tend to be aged in their 30 s and 40 s with high household incomes. They are likely to have older children at home, and family time is important. They have a positive outlook on life, like to try new products and are active in home improvement. Comfortable Full Nesters are above-average print media consumers, with specific interests in business news, sport, real estate, arts, entertainment, home ideas, food, gardening, fashion and travel. Low TAGs YOUNG HOPEFULS The majority of Young Hopefuls are under 35, with a strong concentration in the 20-24 age group. They are most likely to be male. They dream of success in life, however their circumstances mean this may not yet be possible. They respond to new ideas, enjoy participation in sports and frequently go out to hotels and nightclubs. Although generally not high consumers of newspapers, Young Hopefuls are aboveaverage readers of the entertainment, motoring and sports sections. STRUGGLING YOUNG FAMILIES Family life is a top priority for Struggling Young Families. Financial considerations mean they frequently shop for specials and bargains. They are interested in inexpensive things the family can do together and like to visit public facilities such as swimming pools and recreation centres. They are below-average consumers of all types of media, and tend to be interested mostly in the news. LONELY AND DISSATISFIED Over a third of Lonely and Dissatisfied are aged over 65, and many people in this group often feel lonely. They find it difficult to gain a sense of purpose of life, don t know who to trust and have few interests. Lonely and Dissatisfied are below-average media users, but they do read the news and have some interest in the gardening section. SETTLED SENIORS Although the majority of Settled Seniors are 60+, they remain active in the community and have a strong interest in sport. They have a lower income, but find it easy to deal with money. They prefer to buy well-known brands and lead a healthy lifestyle. They are avid newspaper readers with wide-ranging interests including business, sport, motoring, travel, entertainment, gardening and food.
Socio-Economic Group Definitions NZSEI LEVEL 1 (TOP PROFESSIONALS) Legislators, Senior Administrators, Physical & Mathematical Science Professionals, Health Professionals, Legal Professionals, Life & Social Science Professionals, Tertiary & Secondary Teaching Professionals, Computing Professionals. NZSEI LEVEL 2 (BUSINESS & PUBLIC SERVICE PROFESSIONALS) Architects, Engineers, Business Professionals, General Managers, Protective Services Workers, Primary & Early Childhood Teaching Professionals, Nursing & Midwifery Professionals, Administrative Associate Professionals. NZSEI LEVEL 3 (MANAGERS, SALES, SERVICE & ENTERTAINMENT WORKERS) Finance & Sales Associate Professionals, Computer Equipment Controllers, Specialised Managers, Blacksmiths & Toolmakers, Glass Cutters, Armed Forces, Writers, Artists, Entertainment & Sports Associate Professionals. NZSEI LEVEL 4 (TRADES WORKERS & CLERKS) Building Trades Workers, Metal & Machinery Trades Workers, Office Clerks, Cashier & Teller Clerks, Assemblers, Mobile Machinery Operators. NZSEI LEVEL 5 (SEMI-SKILLED WORKERS) Motor Vehicle Drivers, Client Information Clerks, Stationary Machine Operators, Packers & Freight Handlers, Salespersons & Demonstrators, Labourers. NZSEI LEVEL 6 (UNSKILLED WORKERS) Personal Care Workers, Housekeeping & Restaurant Service Workers, Building Caretakers & Cleaners, Market Orientated Animal Producers, Market Farmers & Crop Growers, Textile Products Machine Operators. NZSEI OTHER All people who do not fit into the above classification system, or have not had a previous occupation are grouped into this category.
The Christchurch Retail Catchment Area POPULATION AGED 15+ Christchurch Urban Area 304,000 people Christchurch Retail Catchment Area 358,000 people 358,000 people aged 15yrs and over live in the Christchurch Retail Catchment Area Almost 20% of these people live outside of the Christchurch Urban Area The majority live in the Christchurch Urban Area, but significant growth and development is occurring in the city s wider catchment Significant amounts of travel occurs into Christchurch City for both work and shopping from the outer catchment For advertisers it is important to capture the entire potential market
Core Statistics
Core Statistics AVERAGE ISSUE READERSHIP Total - (All South Island) 233,000 (29% of population 15yrs+) Christchurch Urban Area 155,000 (51% of population 15yrs+) Christchurch Retail Catchment 186,000 (52% of population 15yrs+) Canterbury 206,000 (47% of population 15yrs+) WEEKLY COVERAGE READERSHIP Total - (All South Island) 381,000 (47% of population 15yrs+) Christchurch Urban Area 237,000 (78% of population 15yrs+) Christchurch Retail Catchment 283,000 (79% of population 15yrs+) Canterbury 314,000 (72% of population 15yrs+) CIRCULATION Average Daily Circulation: 89,047 All people 15+ Audit: Audit Bureau of Circulations 30/9/07
1994 1995 1996 1997 1998 1999 2000 2001 Jul 01 - Jun 02 2002 Jul 02 - Jun 03 2003 Jul 03 - Jun 04 2004 Jul 04 - Jun 2005 2005 Jul 05 - Jun 2006 2006 Jul 06 - Jun 07 2007 348,000 354,000 378,000 380,000 365,000 370,000 378,000 382,000 385,000 381,000 374,000 376,000 369,000 367,000 362,000 375,000 378,000 375,000 379,000 381,000 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 Total Press Weekly Coverage ALL PEOPLE 15+ The Press has remained stable over the past 13 years with a slight increase over the last 4 years Source: Nielsen Media esearch National Readership
1994 1995 1996 1997 1998 1999 2000 2001 Jul 01 - Jun 02 2002 Jul 02 - Jun 03 2003 Jul 03- Jun 04 2004 Jul 04 - Jun 2005 2005 Jul 05 - Jun 06 2006 Jul 06 - Jun 07 2007 223,000 229,000 238,000 235,000 226,000 223,000 228,000 226,000 230,000 239,000 229,000 222,000 225,000 227,000 223,000 233,000 234,000 223,000 221,000 233,000 0 50,000 100,000 150,000 200,000 250,000 Total Press Average Issue Readership ALL PEOPLE 15+ Similarly over 13 years, The Press average issue readership numbers have remained stable, with an increase over the last year All people 15+ South Island
450,000 400,000 350,000 300,000 250,000 301,000 381,000 Day by Day Readership ALL PEOPLE 15+ 200,000 150,000 100,000 50,000 233,000 218,000 218,000 242,000 210,000 210,000 The Press has gained stronger readership in the South Island for every day of the week 0 Average Issue Readership Monday Tuesday Wednesday Thursday Friday Saturday Weekly Coverage All people 15+ South Island
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 52% Average Issue Readership 49% 50% 55% 47% 47% Monday Tuesday Wednesday Thursday Friday Saturday Weekly Coverage 64% 79% Day by Day Readership Penetration ALL PEOPLE 15+ CHRISTCHURCH RETAIL CATCHMENT AREA And the penetration into the Christchurch Retail Catchment Area still shows excellent readership in our core circulation area All people 15+ Christchurch Retail Catchment Area
60% 50% 40% 30% 29% 37% 47% 54% Average Issue The Weekend Press 29% Readership in the Regions ALL PEOPLE 15+ 20% 10% 0% 24% 24% 20% 17% 15% 14% 8% South Island Ashburton Timaru Nelson Marlborough West Coast As well as a high readership in the Canterbury region, The Press also has good readership in the regions throughout the South Island All people 15+
All People 15yrs+ Top 3 Socio-Economic Groups All 18-49 yrs All 25-54 yrs Main Household Shoppers Personal Income $50,000+ Household Income $80,000+ Business Decision Makers $10,000+ Average Issue 52% 57% 44% 51% 52% 67% 61% 64% Weekend Press 64% 67% 57% 66% 65% 73% 74% 77% Weekly Coverage (6 Issues) 79% 82% 77% 82% 79% 91% 89% 92% Readership Reach by Key Target Groups ALL PEOPLE 15+ CHRISTCHURCH RETAIL CATCHMENT AREA Those with high disposable income, high socio groups, main household shoppers and business professionals remain The Press core readers All people 15+ Christchurch Retail Catchment Area
70% 60% 50% 40% 30% 20% 10% 0% 64% 61% 57% 57% 58% 59% 59% 44% <$20,000 $20,000+ $30,000+ $40,000+ $60,000+ $80,000+ $100,000+ $120,000+ Average Issue Readership by Household Income ALL PEOPLE 15+ CHRISTCHURCH RETAIL CATCHMENT AREA All people 15+ Christchurch Retail Catchment Area
80% 70% 60% 50% 40% 30% 20% 10% 0% 70% 67% 69% 53% 45% 37% 20-29 30-39 40-49 50-59 60-69 70+ Average Issue Readership by Age ALL PEOPLE CHRISTCHURCH RETAIL CATCHMENT AREA All people 15+ Christchurch Retail Catchment Area
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 60% Liberal Sophisticates 90% Affluent Acquirers 71% Comfortable Full Nesters 82% Settled Seniors 32% 32% Lonely & Dissatisfied Struggling Young Familes 43% Young Hopefuls Average Issue Readership by TAGs Segments ALL PEOPLE 15+ CHRISTCHURCH RETAIL CATCHMENT AREA All people 15+ Christchurch Retail Catchment Area
The Christchurch Mail and the Communities
Christchurch Urban Area, 304,000 people The Christchurch Urban Area POPULATION AGED 15+ 304,000 people aged 15yrs and over live in the Christchurch Urban Area Many are people with families and those looking to understand what s happening in their local community For advertisers it is important to capture their community market
Key Statistics The Christchurch Mail is read by 129,000 people, or 42%, of all people 15+ in Christchurch The Christchurch Mail is the largest circulating community newspaper in Christchurch - 115,947 copies are circulated Used singularly or in tandem with The Press, the Christchurch Mail is a powerful tool for advertisers The Christchurch Mail enjoys excellent penetration into groups that are not avid daily newspaper readers All people 15+ Christchurch Urban Area Audit: Audit Bureau of circulation 31/3/07
70% 60% 50% 40% 30% 20% 42% 50% 51% 53% 46% 50% 56% Reach by Key Target Markets in Christchurch ALL PEOPLE 15+ CHRISTCHURCH URBAN AREA 10% 0% All People 15+ Main Household Shoppers Females 20+ Mothers People who Shop for Specials and Bargains Households with Income Less than $60,000 Main House hold shopper with Kids up to 10yrs The Christchurch Mail s strength is to groups with a stronger community focus; including females, household shoppers, mothers and those who shop on price and seek out bargains All people 15+ Christchurch Urban Area
Monday's Press 48% add the Christchurch Mail 68% Tuesday's Press 49% add the Christchurch Mail 68% Wednesday's Press 55% add the Christchurch Mail 71% Thursday's Press 46% add the Christchurch Mail 67% Friday's Press 45% add the Christchurch Mail 66% The Weekend Press 62% add the Christchurch Mail 76% 20% 30% 40% 50% 60% 70% 80% Combined Reach of The Press & the Christchurch Mail ALL PEOPLE 15+ CHRISTCHURCH URBAN AREA Regardless of the day, the Christchurch Mail is the perfect complement to The Press, extending and strengthening The Press reach All people 15+ Christchurch Urban Area
The Northern Outlook ALL PEOPLE 15+ SOUTH ISLAND Christchurch Urban Area 300,000 people Christchurch Retail Catchment Area 355,000 people The Northern Outlook is circulates 20,124 copies in its primary area The Northern Outlook publishes on a Wednesday and a Saturday 38,000 readers 15+ read the Wednesday edition, while 28,000 readers 15+ read the Saturday edition Over a week, 42,000 of all people 15+ in the South Island read the Northern Outlook All people South Island 15+ Audit: ABC 31/3/07
The Central Canterbury News ALL PEOPLE 15+ SOUTH ISLAND Christchurch Urban Area 300,000 people Christchurch Retail Catchment Area 355,000 people The Central Canterbury News circulates 18,603 copies in its primary area The Central Canterbury News publishes on a Wednesday 23,000 people 15+ in the South Island read a copy of the Central Canterbury News All people 15+ Audit: ABC 31/3/07
Other Media
The Weekend Press The Press - Average The Star - Average 141,500 233,000 301,000 Total Readership ALL PEOPLE 15+ SOUTH ISLAND Christchurch Mail The Northern Outlook - Average 33,000 132,000 The Weekend Press exceeds any other newspaper in readership The Central Canterbury News 23,000 0 50,000 100,000 150,000 200,000 250,000 300,000 All people 15+ South Island
The Weekend Press The Press - Average Christchurch Star - Average 40% 52% 64% Readership in Christchurch ALL PEOPLE 15+ Christchurch Mail The Northern Outlook - Average 9% 37% The Press is the highest read newspaper within the Christchurch Urban area market Central Canterbury News 6% 0% 10% 20% 30% 40% 50% 60% All people 15+ Chch Urban Area
220,000 170,000 120,000 70,000 20,000 The Press The Christchurch Mail Christchurch Star APN Canterbury Communities All people 15+ South Island, Average issue Trends in Readership ALL PEOPLE 15+ SOUTH ISLAND On average, The Press is the most read newspaper - by a long shot July 2001 - June 2002 January - December 2002 July 2002 - June 2003 January - December 2003 July 2003 - June 2004 January - December 2004 July 2004 - June 2005 January 2005 - December 2005 July 2005 - June 2006 January 2006 - December 2006 July 2006 - June 2007 January 2007 - December 2007 January - December 2001 January - December 1998
90% 80% 70% 60% 50% 40% 30% 20% 10% 42% 50% 57% The Press Average Issue The Weekend Press The Star Average Issue 70% 70% 72% 73% 74% 77% 57% 57% 58% 59% 61% 64% 47% 47% 46% 45% 42% 36% 59% 74% 30% Average Issue Readership by Household Income ALL PEOPLE 15+ CHRISTCHURCH URBAN AREA 0% > $20,000 $20,000+ $30,000+ $40,000+ $60,000+ $80,000+ $100,000+ $120,000+ The Press reaches all the top income levels within the Christchurch market All people 15+ Christchurch Urban Area Average Issue and Weekend Press
Sectional Readership
Why we have different sections REGULAR LIVE SECTIONS SECTION A, WORLD Section A and B are the two sections read by a wide range of The Press readers They contain all the latest news locally, nationally and internationally Advertisers wanting to catch a wide range of people should look at advertising within these sections TARGETED SECTIONS ZEST, BUSINESS, SPORT, ESCAPE, ARTS, MAINLANDER, ENTERTAINMENT, 48 HOURS, MUSIC, THE BOX The targeted environments are sections delivering high value to our readers, those who are interested in these particular areas will turn to these sections The quality of reader can be more defined and targeted Advertisers wanting to target specific demographics should consider these sections as part of their advertising mix CLASSIFIEDS SECTIONS PROPERTY, DRIVE, YOUR CAREER The classifieds sections are destination sections they will deliver to the advertiser hot prospects. If you re serious about buying a house, car or finding a job, these dedicated sections are a must read. Although the readership is lower than the regular or targeted sections, the quality of the potential buyer is very high and advertisers can catch these people who are in the market to buy
Monday s Press SECTION A WORLD ESCAPE SUPER SPORT 210,000 readers 181,000 readers 110,000 readers 135,000 readers Females 45% Females 43% Females 47% Females 32% Males 55% Males 57% Males 53% Males 68% BUSINESSDAY ENTERTAINMENT 99,000 readers 140,000 readers Females 29% Females 49% Males 71% Males 51% All people 15+
Tuesday s Press SECTION A 211,000 readers Females 45% Males 55% WORLD 183,000 readers Females 44% Males 56% BUSINESSDAY 99,000 readers Females 29% Males 71% FAMILY 105,000 readers Females 53% Males 47% ENTERTAINMENT COMMERCIAL PROPERTY 137,000 readers 61,000 readers Females 38% Males 62% Females 49% Males 51% SPORT 134,000 readers Females 33% Males 67% All people 15+
Wednesday s Press SECTION A 228,000 readers Females 49% Males 51% WORLD 196,000 readers Females 46% Males 54% BUSINESSDAY 103,000 readers Females 31% Males 69% All people 15+
Wednesday s Press ARTS 99,000 readers Females 54% Males 46% YOUR CAREER 83,000 readers Females 45% Males 55% PROPERTY 87,000 readers Females 46% Males 54% DRIVE 53,000 readers Females 23% Males 77% ENTERTAINMENT 144,000 readers Females 51% Males 49% SPORT 140,000 readers Females 34% Males 66% All people 15+
Thursday s Press SECTION A WORLD ZEST ENTERTAINMENT 201,000 readers 174,000 readers 121,000 readers 132,000 readers Females 45% Females 43% Females 63% Females 48% Males 55% Males 57% Males 37% Males 52% BUSINESS SPORT 91,000 readers 129,000 readers Females 32% Females 34% Males 68% Males 66% All people 15+
Friday s Press SECTION A 204,000 readers Females 45% Males 55% WORLD 175,000 readers Females 43% Males 57% BUSINESS 95,000 readers Females 31% Males 69% ENTERTAINMENT 133,000 readers Females 49% Males 51% SUPER SPORT 128,000 readers Females 30% Males 70% PUNT 43,000 readers Females 30% Males 70% All people 15+
The Weekend Press SECTION A 280,000 readers Females 49% Males 51% WORLD 246,000 readers Females 46% Males 54% 48 HOURS 200,000 readers Females 51% Males 49% All people 15+
The Weekend Press MAINLANDER 217,000 readers Females 51% Males 49% GARDENING 142,000 readers Females 58% Males 42% BUSINESSDAY 129,000 readers Females 31% Males 69% WEEKEND SPORT 177,000 readers Females 35% Males 65% All people 15+
The Weekend Press YOUR CAREER PROPERTY DRIVE CLASSIFIEDS 113,000 readers 134,000 readers 83,000 readers 123,000 readers Females 45% Females 46% Females 23% Females 46% Males 55% Males 54% Males 77% Males 54% All people 15+