Be Web Now Public Distribution - Belden Associates

About This Report

Data reported in this presentation:
– 81 online studies
– 66,613 total interviews
– 46,393 interviews from local area residents

• Comparative data from Belden 2001-2006 surveys

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Belden Associates Belden Associates © 2008 Be WeB Now

Sales and Site Survey (S3)
• Measurement of users and their activities around
a website; not page flow through the site

• Comparability of measure to how editors and
advertisers have understood audiences in
relation to print

• Not a comscore type of measure

• www.northjersey.com as an example 3

Methodology
• Respondent receives “pop-up” box
• Nth selection method
• No duplicates
• Self administered
• 15-20 minutes to complete
• Sweepstakes /contest eligilbilty
• 1,000-2,000 targeted interviews per site
• Sample period from 21-28 days
• 90 data points
4

Survey Topics
• Demographics
• Internet and print behaviors
• Content and advertising issues
• Purchase intentions
• Local shopping
• Web impact upon print
• 1-2 other topics

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Report Headlines

The Good News…

1. Newspaper Sites
deliver the best local
audiences of any
mass media in local
markets.

6

HIGHLIGHTS

Value…Newspaper Sites have it.

The Perfect Profile for Local AND National Advertisers!

Gender 45% Men
55% Women
Median Age 45 Years
Median Income $67,600
Education 48% College Graduate or More
Residence 70% Local Area

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HIGHLIGHTS

Visitor Behaviors

Daily Visitors Profile

Use the Internet 6.6 days per week
Visit local Belden Client site 4.6 days per week
Loyal and long-term 80% visiting year or more

Repeat usage Weekdays visiting 2.8 times

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DEMOGRAPHICS

Newspaper Site visitors cluster in the
25-54 year age groups

2007 Belden Client Surveys
Sample N = 66,613

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DEMOGRAPHICS

Growing the younger audience
poses an ongoing challenge
Site Users’ Median Ages: 2001-2007

4 4 .9
4 4 .2
4 1 .6
4 0 .3 4 0 .6
3 9 .5
3 7 .9

2 0 01 20 0 2 2 0 03 20 0 4 2005 2 00 6 2 0 07

Highlights:
• Visitors’ age composition has
remained under 13% for the
18-24 group.
• The 25-44 group has shown a
steady decline.
• Older cohorts (55+) have
increased their proportions.

10

DEMOGRAPHICS

Newspaper Site visitors have high incomes

Overall Distribution Based on Jan-Dec 2007
81 Sites Reporting

Sample N = 66,613
11

DEMOGRAPHICS

Most Newspaper Site visitors
live in the Local Area
Highlights
No Answer
1% • Visitors are primarily local
residents.
• There is wide variation in out of
market use.
Out of Market • Very large and “destination”
29% ZIPs Core markets typically exhibit highest
70% out of market use.
• Visitors’ locale also appears to
have some seasonal bias –
especially for seasonal destination
markets

71% report being permanent full-time Local
residents and 69% answer “Yes” to “live in
the LOCAL and Metro area.”

12

DEMOGRAPHICS

Newspaper Sites visitors are educated,
employed and in white-collar jobs

Not Employed
20%

Employed
80%

EVERY site should have Top Jobs,
Top Cars, Top Real Estate,
and Top Rentals programs.
Everyone.

Sample N = 66,613 13

DEMOGRAPHICS

Most Newspaper Site visitors are also
married home-owners.
Site Visitors’ characteristics are
also reflected in their purchase
intentions, showing their intense
value to local advertisers.

Top Consumer Intentions to Buy

Sample N = 66,613 14

DEMOGRAPHICS

91% of Newspaper Site visitors are registered voters

Every politician of every
stripe would be well advised
to take out space on local
newspaper sites.

And, not only are 91% of
users registered voters, in
2007 a net of 51% reported
they intended to vote in the
next 12 months—a number
certain to increase as we
move closer to the
Presidential election in 2008.

Sample N = 66,613 15

REACH

Most Newspaper Site visitors have a
relationship to Local Site area

More than just living
locally, 89% of ALL site
visitors report shopping
the client site area in the
last 12 months.

Sample N = 66,613 16

READERSHIP

Newspaper Site Visitors reach beyond
local print readership

Did NOT
Read Print
Highlights:
Last 7 days
33% Read Print • Three in ten site visitors did not read the
Edition print edition in the prior 7 day period.
Last 7 days
67% • Proportions of site visitors not reading
the print edition has been growing slowly
since 2001.

Sample Base: Local ZIPs N = 46,393

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AUDIENCE

Building Reach -- Most sites have not even
come close to reaching their total opportunity
Telephone Data

Belden Composite Telephone Survey Data
32 Markets Reporting

Building Reach -- Belden TELEPHONE Data
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AUDIENCE

The Belden Understanding of
Newspaper Site Audiences
All newspaper sites have
three basic types of users:

 Fly-bys
 Loyalist Incidentals
 Core Loyalist

Audiences appear very differently when examined
by daily, weekly, and monthly composition

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AUDIENCE

The Belden Growth Model

Non-Users –
Reach into the local market Fly-bys---
of Internet users and give them Give them a
reasons to visit your site. reason to visit again
Go beyond in-print promotion.

Core Loyalists – Loyalist Incidentals –
Drive pageviews by creating and These are your
promoting reasons to visit main opportunity for growth.
multiple times during the day. Create and promote reasons
for them to visit again soon.

20

AUDIENCE

The Daily Visitor base includes both
“Incidental” (8%) and Core Loyalists.

Fly-bys are an
unpredictable proportion
of daily visits/visitors
based on random news
and other events during
any month. Belden 2007 Surveys Sample Base:
N = 66,613
21

AUDIENCE

Weekly Audiences are primarily composed
of Core Incidental Loyalists

Belden 2007 Surveys Sample Base

22

AUDIENCE

Monthly audiences are composed of Core
Incidental Loyalists, as well as “Fly-bys”

Large market pattern
Belden 2007 Surveys Sample Base

Fly-bys can drive a large proportion of total
Unique Visitor counts during any month—
especially larger markets with nationally covered
stories or even with big sports teams.
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AUDIENCE

Belden believes this model represents the true
underlying structure of newspaper Web Sites

Market-specific research studies—both telephone
Large market pattern
and directly off your site—are the only ways to
accurately know who your audience really is, how
frequently they visit, and what
their value is to your advertisers. 24

Iron Law of Marketing

“Give customers more of what they say they want
and less of what you think they need!”
- Ries and Trout

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CONTENT

Site Surveys Test 47 Content Items
for Interest and Satisfaction

Percent “Very Interested”
Sample N = 66,613 26

Content

The Only Content Area Newspaper
Web Sites Clearly “Own” Is Obituaries.

Scores given to Interest and Satisfaction on
1-10+/- based on percents “Very interested” Percent “Very Interested”
and “Mostly satisfied.” Sample N = 66,613

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BELDEN CLIENT SITES

Key local interest items reveal
often unrealized opportunity

1-10+/- based on percents “Very interested”
and “Mostly satisfied.”

Sample N = 66,613

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BELDEN CLIENT SITES

Lower interest/Higher satisfaction items
often indicate “niche opportunities”

1-10+/- based on percents “Very interested”

Sample N = 66,613

29

BELDEN CLIENT SITES

Given the profile of the online audience,
many niche opportunities are missed
Lower Interest/Lower Satisfaction

Major Goods/Service to be bought next 6 months

Scores given to Interest and Satisfaction on Percent “Very Interested”
1-10+/- based on percents “Very interested” Sample N = 66,613

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ENGAGEMENT

Confidence is very high in only
9 of 27 metrics
Page 1 of 2

Sample Base: 9 Sites Reporting
Respondents N = 9,891

31

SITE USE

Of special note is that only 3 in 10 visitors
believe the content is unique to sites
Page 2 of 2

32
Sample Base: 9 Sites Reporting Respondents N = 9,891

ADVERTISING

Site Visitors are interested in a
wide variety of local advertising

All items refer
to “Local Ads”

Sample N = 64,728 33

CONTENT

The Internet allows sites to
respond more broadly to user-
interests in ways that a “print-
only” world did not.

Content managers have vast
opportunities to “think outside
the box” given the range of
interests that audiences report.

Percent expect to do in next 12 months Sample N = 46,305
* = Response not available in all markets 34

TECHNOLOGY

Site visitors use a wide variety
of communication methods

Sample Base: 12 Sites reporting 35

COMPETITION

Back in the Breaking News Business

Belden 2007 Surveys Sample Base:
Local N = 36,928 (Question not asked in all markets)

Sites Checked for Breaking News 36

COMPETITION

Newspaper Sites Used to
Buy/Sell/Find Personal Goods

Sample Base: Local Respondents N = 46,393 37

COMPETITION

Newspaper Sites Used for
Jobs/Career Information

Sample Base: Local Respondents N = 46,393

38

COMPETITION

Newspaper Sites Used for
Real Estate Information

Sample Base: Local Respondents N = 46,393

39

THE ONLINE AUDIENCE PRINT

Good:
Newspaper Sites are
reaching beyond local
print readership

Bad:
Most of the
Newspaper Sites’
audience is driven
from the local print
readership

Sample Base: Belden Client Sites area Local ZIPs N = 46,393
40

EFFECTS OF SITE

Newspaper Sites reach beyond
the print subscriber base

Sample Base: Belden Client Sites area Local ZIPs N = 46,337 41

REACH

Newspaper Sites are reaching some
who have never subscribed

Sample Base: Belden Client Sites area
Local ZIPs N = 35,471 42

EFFECTS OF SITE

Belden continues to see very little direct impact of
the Sites themselves on circulation
Since you started visiting this site:

The sites
themselves do not
appear to be the
“problem” relative
to print circulation
so much as the
Internet in general
and the larger
media environment.

Note: 2006 data based on 39 Sites Reporting
2007 data based on 81 Sites Reporting
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Ten Truths About Local Newspaper Web

1. Your Web site is not your business problem.
2. Your Web site in not your newspaper.
3. You neither own nor control your audience.
4. User-Submitted content is not optional.
5. Your Web site must predominantly contain Web unique content and
information. It is not a place simply to republish print content—either
editorial or advertising.
6. Your Web site must contain a substantial amount of real-time content.
7. Your mission remains unchanged at its core—being the central forum
for local news, information, advertising, business, and politics.
8. Your users ARE your content.
9. Limiting access to your content will limit your audience and ultimately
serve to destroy your brand and enterprise.
10. You are responsible to transform your enterprise.

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Be Web Now Public Distribution - Belden Associates

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