Newsworks looks at some common misconceptions newsbrands face, including 'young people don't read newsbrands' and 'social media is killing newsbrands'.
8. 42%
54%
60%
44%
38%
27%
All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+
Tablet owners: Will/do read more news
Tablet ownership increases news consumption
Over 4 in 10 owners think they will/do read more news, 60% of 25-34s
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.
Question summary : do you think owning a tablet means you will (or already do) read more or less news?
9. 9
More adults read a newsbrand
than use Google each month
Source: NRS PADD: NRS Jul 2012-Jun 2013 + comScore June 13
80%41.6m vs
Google
monthly reach
80%38.7m
Newsbrands
monthly reach
10. Royal Baby
Increases newspaper circulation
10.7million unique browsers to
Daily Mail in one day
Over 1million users during peak hour
20,000
7,000
25,000
2,500
50,000
20,000
35,000
50,000
+1% +5%
+5%
+3%
+2.5%
+4%
+4%
+15%
Increase in newspaper circulation 23rd July 2013
11. The Big Story: Margaret Thatcher, April 8
The Telegraph
10-part obituary
75 articles
26 commentators
19 videos
8 picture galleries3 graphics
More than 3.5 million people visited Telegraph’s website and a further 1.2 million read the newspaper
15. 16 million women a week
16m
10m
Source: NRS Jul 2012-Jun 2013
Women who read a
women’s magazine
in a week
Women who read
a newspaper in
a week
16. 48% of newsbrand readers are women
11m
Source: NRS PADD: NRS Jul 2012-Jun 2013 + comScore June 13
17. Female Main Shoppers
Source: YouGov - 1158 women online, 23rd - 25th January 2013
Question summary: Which of the following influence your food purchasing decisions?
17.6m
(79%)
female main shoppers
in a month read a newsbrand
Influences on women’s food purchasing decisions
20. 20
Over half of 18-34 year olds access news on
their smartphone
61% of 18-34 year old mobile
phone owners access news
through their smartphone.
They make up 40% of all
smartphone owners
Source: comScore MobiLens, 3 month average ending June 2013
22. 78%
66%
28%
23%
8%
81%
62%
45%
41%
11%
83%
64%
38%
41%
15%
Any newspaper
format
Print Online via
computer/laptop
Mobile Tablet
All online adults 18-24 25-34
18-34 year olds during the Olympics
Base: 601 UK adults online aged 18-34
Question summary: Do you recall reading any newspapers around the time of the London 2012 Olympic Games?
Each format/method of access asked separately. National titles + Evening Standard
23. A significant young audience
Most popular 16-34 programmes
BARB 2013/NRS PADD Daily readership
2.6m 2.6m
Britain’s Got Talent The Sun
28. 28
More 18-34s access newsbrands than Twitter
via their mobile browser
3.5m
2.3m
Newsbrands Twitter
mobile browser users (millions)
Source: comScore MobiLens, 3 month average ending June 2013
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk,
Times Online, Dailystar.co.uk, Financial Times Group
29. Helicopter Crash
1400 YouTube comments within 24 hours
30 requests to use photos/videos/interviews
1.4 million YouTube views on the video within 24 hours
32. Google searches for KONY 2012 peaked on 7th and 8th March
7th March
and Google searches
33. 7/8th March5/6th March
Video views: 9m
Social media buzz: 238k
Google Searches: Index 3
Video views: 55m
Social media buzz: 1.5m
Google Searches: Index 10
NEWS
+611%
+630%
+333%
Mainstream news played a key role in spreading the buzz
and conversations and interest on Kony 2012 campaign.
the importance of mainstream media
Sources:
Video views, Invisible Children
Social media buzz, Prophesee
Google searches, Google Insight for Search
…in boosting conversations and buzz on social media and beyond
34. Publisher Articles #
www.guardian.co.uk 21
www.telegraph.co.uk 10
www.bbc.co.uk 8
www.sabotagetimes.com 4
www.manmademag.com 4
www.amnesty.org 4
www.huffingtonpost.co.uk 3
http://buzz.bournemouth.ac.uk 3
www.wsc.co.uk 3
blogs.channel4.com 3
Top 10 online publications
by volume of articles
Newsbrands’ publications
played a key role in
triggering buzz about
Kony 2012
newsbrands were prominent
35. • Articles: 600 a day, up from 50% from three years ago
• Video: 40 a day
• Picture galleries: 25 a day
• Blogs: 25 a day
• Breaking news blogs: 5 a day
Daily Digital Journalism
The Telegraph
75% of newsroom output is website only
37. The facts
Big audience: 41.6 million monthly reach
Time spent with newsbrand content is increasing
48% of newsbrand readers are women
8 out of 10 young people aged 15-34yr read a newsbrand
Social Media: Newsbrands drive the conversation
Notes de l'éditeur
So what are newsbrands then?Newspapers are still the core part of the overall newsbrand. They still account for the bulk of the time consumers spend with a newsbrand.But a newsbrand encompasses all the platforms where the content is accessed by consumers, including online, apps, mobile, email, events... (and more as they develop of course)To some extent, consumers don’t care about the platform where they are getting the content. What they do care about though are the brand values of that content – in a moment we’ll look at why this is important to advertisers.
For the first time, combined print and online readership figures for national newspaper brands are available.Daily readers – 22.2million, 44% of adultsWeekly readers – 35.5million, 70.5% of adultsMonthly readers – 40.9million, 81.2% of adults
IPA Touchpoints is a survey which allows us to see the whole picture, from the consumer’s point of view.This makes it very clear that, while the time people spend with their newsPAPER hasn’t changed much over the last two years, time spent with newsbrands online has grown by over a third.(Note: the online and print reading times should not technically be added together, as they are separate averages about different sets of people)This suggests that, as people become familiar with the new technologies and gadgets, their online behaviour is starting to resemble the way people read newspapers – which is good news for advertisers because it means more engaged readers.
Newsbrands:17m per week. 67% of all women.Print only:16m per week.63% of all women 6/10Magazines:11m weekly. 43% 4/10
Thats pretty much half and half.For the print versions its very similar, its 48% female.
topline figures (PADD):39% of all 15-34 daily68% of all 15-34 weekly81% of all 15-34 monthly
Mobile phones were used to access newsbrand content by 41% of the 18-34 year old age group.Computers and laptops were the most dominant platform amongst 18-24 year olds (45%)Tablets were most used by 25-34 year olds (15% usage).
Total print + online readership for The Sun = 2.7 million dailyLast weekend’s X Factor = 2.4 million (Saturday 15th Sept)
Henry Winter – Daily Telegraph football correspondentCaitlin Moran - columnist at The Times, three columns a week: one for the Saturday Magazine, a TV review column, and the satirical Friday column "Celebrity Watch". People turn national newsbrands to get quality journalism and comment from their favourite columnists. Previews, up to the minute news, or analysis of the previous day’s events.
the story went mainstream and was reported by all the most important online and offline publication worldwide, including all major UK papers.
what happened??
what happened??
On 8th March 2012 a total of 205 onlinenews articles and blog posts reporting on Kony 2012 were published in the UK.16.1% of these were issued by Newsworks’ publications.Online Newsworks’ brands The Guardian and The Daily Telegraph were the top two publishers of online articles about Kony 2012 on 8th March.