6. 16% Total audience growth across print &
online
4 million more digital users in December, YoY (from 9m to 13m)
Over 500,000 newspapers sold every day
24 million readers in print and digital
6
33% Local digital display advertising growth
25% digital revenue growth, YoY 2013H2
9. Rateofchange
Digital Kitbag
Rich Media Ads
Smart List
Daily Deals
e-commerce
Social
Deals
Dating
Advertising
Classifieds
Stamford Mercury
StageCoach
Times
Jobs
Johnston Falkirk
Cattle Auctions
Tides
Chemist Opening
Weather
MobileWeb
Planning apps
Video
Ads
Web Ads
BMD
Traffic Travel
Video
Offers
Events
Rental yields
Ofsted reports
Classf’d
300+ titles
50+ newspapers
A 300 YEAR PERSPECTIVE
9
10. Readers show a willingness to pay
for differentiated content in a
premium environment
11. Source: Forrester Research
Willingness to pay for content is
there, or not•Print-engaged favor a
format and editorial
approach that
resembles a
newspaper, even
though they are eager
users of new
technology, more
willing to pay for Globe
content. (18%)
23. The Bourne experiment
High profile launch in Bourne
– wrap/leaflet drop
Alternative 'soft launch' and
cumulative approach in
Rutland Times
Differentiation – colour coded
page furniture
Recruitment phase is critical
Social media endorsement
(Bourne 700 to 1,500 Twitter
followers)
66% UGC rising to 75%
INTRODUCTION OF AH AND JP
200 regional newspaper brands, associated websites, digital marketing services and e-commerce platforms. A business that’s beleaguered, in decline, debt-ridden? That would be fair assumption if the headlines of late are to be taken at face value.
Back to the very beginning. The Stamford Mercury, first published in 1715. Local media was then - and still is today - the fabric that binds local communities together with local businesses.
Now, we will review locations and circumstances of reading. There is quite a range of occasions. Respondents noted their usual behavior from the choices listed, and print usage is highest in the morning at breakfast at 31%, but with large nodes at home during the day, at work or school, and after dinner at around 20% to 25%.
For newspaper websites via computers, usage peaks a bit later in the day and also surges after dinner and just before bed.
Users of both platforms average just under two occasions daily.
Newspaper mobile device usage also shows up more often at certain times of the day.
Tablet usage is highest after dinner and just before bed, but is high at several other day parts. Smartphone usage is high at work or school, lunch and breaks, but also late in the evening, when waking up and while commuting.
Besides particular content interests, we found in the focus groups that other motivations can influence usage at different times of the day, including a greater sense of control over the day’s activities, getting into the flow of things at work, killing time, staying in the loop in case some big news event happens, and others.
Growing circulation on some titles,
Every title in profit,
Digital revenues exceeding expectation (45%)
Our biggest critic Roy Greenslade supporting our ‘sensible’ decision over photographers –
Digital audience up 45%
Digital revenue up 25%
Local digital display up 33% (See additional stats page)
10 and 2 year perspective slides
The second project on UGC is the Pocklington Post – run by Ed Asquith and his team.
That, too, was an ailing title. Its sale performance was around minus 20 per cent and it was losing staff through VR.
Ed decided to pick the bones out of the Bourne Local and put his own varation on it.
He has set up a readers panel – a Community Board – recrutied from the community who have a large say in the content of each edition. They meet monthly and Ed chairs that meeting. The board was recruited through radio interviews and through the paper
He wanted even more UGC content but wanted to ensure that there was far more news being provided by readers as well as columnists. His board comprises, doctors, headteahcers, shopkeepers etc.
As a result, the paper is no less than 80 per cent UGC. The design is less clearly defined than Bourn – it is not colour co-ordinated but still clearly labelled.
He now has around 20 contributors – over and above the village correspondents, supported by 3-4 journalists. He has been able to divert staff tow ork on other titles as a result, using that flexibility of staff because the UGC quality is so high.