RAMpanel at Edipresse. A study case, Stockholm - oct 2007

1. Are all newspapers
Different papers created equal before the readers?
Different reading experiences
Connecting the RAM parts
A do-it-yourself approach
Vincent Peyrègne
Stockholm
Oct 4th 2007
October 2007 1

2. 4 dailies 2 supra regional + 2 regional
4 reading experiences
popular and entertaining free newspaper for the
supra regional tabloid young mobile generation
Circulation : 76.000 Circulation : 150.000
Readership : 317.000 Readership : 353.000
Reach : 23,4 % Reach : 26 %
Panel : 800 Panel 1.600
the traditional swiss La Tribune serves Geneva
newspaper for Vaud and it’s urban community
county at large community
Circulation : 95.000 Circulation : 67.000
Readership : 240.000 Readership : 168.000
Reach : 47,7 % Reach : 43,8 %
Panel : 1.200 Panel : 600
October 2007 2

3. Look for more
Suitable for info
Read before
me
Discuss
New
Overall information
impression
Reaction
Easy to
understand
Important
Read again
content
Interesting
meaningful Well
Thoroughness written
Understand Monitor
reader experience editorial content
October 2007 3

4. ❶
Overall
impression
Suitable
Reaction
for me
New
Discuss information
Thoroughness
meaningful
Liking
Read
before
Read again
Look for
more info
Interesting
Easy to
Important understand
content Well
written
October 2007 4

5. 100 100
Size of bubble 90 90
= observation 2
R = 0.8904
80
80
Interesting (y)
70
70 2
R = 0.8228
60
60
50
50
0 10 20 30 40 50 60 70 80 90 100
40
40
0 10 20 30 40 50 60 70 80 90 100
30
30
20
20
10
10
0
0
Liking (x)
100 100
2
R = 0.8705
90 90
Level of interest has a
similar high impact on 80 80
overall impression for
70
the four newspapers. 70
The correlation is even 60 60
more important for the
50 50
free newspaper 0 10 20 30 40 60 70 80 90 100 50
0 10 20 30 40 50 60 70 80 90 100
40
40
2
30 R = 0.8565 30
20
20
10
10
0
0
October 2007 5

6. 120
100
Important info (y)
100
80
80
R2 = 0.5743
60
60
40
R2 = 0.2192 40
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 20 40 50 60 70 80 90 100
20
0
0
-20
Liking (x)
100 100
2
R = 0.5161
The request for 90
important information is
80 80
more diverse over the
publications. A popular 70
tabloid like Le Matin is
not correlated, while 60 60
there is a high demand
R2 = 0.3831
50
on 24heures and the
freebie (dispersion). 40 40 40
0 10 20 30 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Tribune is amazingly
less affected (emotional 30
relation?)
20
20
10
0
0
October 2007 6

7. New information (y) 100 100
90
80 80
70
60 60
50
R 2 = 0.2553
40
40
30
R2 = 0.1394 0 10 20 30 40 50 60 70 80 90 100
20
0 10 20 30 40 50 60 70 80 90 100 20
10
0
0
Liking (x)
100 100
90
LMB is a primetime
newspaper with 80 80
stronger demand for
new information 70
compared to the other 60 2 60
R = 0.0488
newspapers except La 2
R = 0.2666
Tribune. 24 heures 50
reading experience
40 40
does not seem to
depend on a request 30
0 10 20 30 40 50 60 70 80 90 100
for unpublished our
0 10 20 30 40 50 60 70 80 90 100
20
exclusive news. 20
10
0
0
October 2007 7

8. 100
100
Thoroughness (y)
90
90
80
80
70
70
60 2
60 R = 0.8266
2
R = 0.6524
50
50 0 10 20 30 40 50 60 70 80 90 100
40
40
0 10 20 30 40 50 60 70 80 90 100
30
30
20
20
10
10
0
0
Liking (x)
100
100
90
90
Thorough reading is 2
R = 0.909
2
logically connected to R = 0.8573
80 80
liking . Especially for La
Tribune, 24 heures and 70 70
Le Matin Bleu.
Thoroughness is less 60 60
relevant for Le Matin
50 50
0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100
40 40
30 30
20 20
10 10
0 0
October 2007 8

9. Useful information (y) 100 100
90 90
80 80
70 70
0 10 20 30 40 50 60 70 80 90 100
60 60
0 20 40 60 80 100
R2 = 0.2876 50 50
2
R = 0.6183
40 40
30 30
20 20
10
10
0
0
Liking (x)
100 100
R2 = 0.7291
24heures has a clear 2
80 R = 0.4034
80
mission for practical 0 10 20 30 40 50 60 70 80 90 100
& useful info, as for
0 10 20 30 40 50 60 70 80 90 100
60
LMB.
Both regional papers 60
8
seem to have again 40
different reading
profiles. 40
Le Matin is driven by 20
entertainment.
20
0
0
October 2007 9

10. Willing to read again (y) 100 100
90 90
80 80
70 70
60 60 2
R = 0.7115
50
R2 = 0.7038 50
40 40
0 10 20 30 40 50 60 70 80 90 100
30 30
0 10 20 40 50 60 70 80 90 100 30
20 20
10
10
0
0
Liking (x)
100
100
90
90
Like thoroughness, a 80
R2 = 0.7466 80
request for more info R2 = 0.8062
will be logically 70
70
driven by impression.
60
60
Does La Tribune
50
readers ask for more 50
«educational» 0 10 20 30 40 50 60 70 80 90 100
40 0 10 20 30 40 40 50 60 70 80 90 100
process ?
30 30
20 20
10 10
0 0
October 2007 10

11. (y)
Willing to discuss 100
100
80
80
60
60
2
R = 0.6923
40
40
R2 = 0.561
0 10 20 30 40 50 60 70 80 90 100
20
20 40
0 10 20 30 50 60 70 80 90 100
0
0
Liking (x)
100 100
La Tribune de 80
80
genève has a social 2
R = 0.6598
responsability. It’s a 2
60 R = 0.753
community
60
newspaper. It urban
profile drives a 40
strong connection
between liking and 40
0 10 20 30 40 50 60 70 80 90 100
20
willing to discuss the
news. 0 10 20 30 40 50 60 70 80 90 100
0 20
0
October 2007 11

12. 100
(y) 100
Appeals to me
80 80
60
60
40
R2 = 0.6104
40
R2 = 0.2562
0 10 20 30 40 50 60 70 80 90 100
20
20
0 10 20 30 40 50 60 70 80 90 100
0
0
Liking (x)
100 100
The relatively weak
connection between
appeal and liking in 80 80
2
Le Matin reflects its R = 0.4792
primary mission : 2
R = 0.6978
entertainment. On 60 60
the opposite, La
Tribune readers are
more demanding. 40
40
They want their
newspaper to reflect
0 20 40 60 80 100 0 10 20 30 40 50 60 70 80 90 100
their personal 20
20
concerns.
0
0
October 2007 12

13. Easy to understand (y) 100 100
90 90 2
R = 0.3608
80 80
70 70
R2 = 0.6502
0 10 20 30 40 50 60 70 80 90 100
60 60
0 10 20 30 40 50 60 70 80 90 100
50 50
40 40
30 30
20 20
10 10
0 0
Liking (x)
100 100
2
R2 = 0.7886
R = 0.5479
Amazingly, Le Matin 90 90
Bleu does not need to
80 80
be easy to understand
to be appreciated. It’s 70 70
the weakest correlation
over the four 40 60 50 60
0 10 20 30 60 70 80 90 100 0 20 40 60 80 100
newspapers. It’s maybe
50 50
because readers
assume that LMB is 40 40
easy to understand.
30 30
TdG readers are more
demanding 20 20
10 10
0 0
October 2007 13

14. 100 100
90 90
R2 = 0.7836
Well written (y)
80 80
R2 = 0.7665
70 70
60 60
50 50
0 10 20 30 40 50 60 70 80 90 100
40
40
0 10 20 30 40 50 60 70 80 90 100
30
30
20
20
10
10
0
0
Liking (x)
100 100
There is a general 90 90
requirement for good
80
quality writing, 80
2
R = 0.815
especially in 24 heures. 2
R = 0.576
70 70
The relatively weakest
connection in La 60 60
Tribune is mainly due to 50 50
two our three 0 10 20 30 40 50 60 70 80 90 100
exceptions. Le Matin 0 10 20 30 40 50 60 70 80 90 100
40 40
Bleu and Le Matin have
30 30
very similar profiles.
20 20
10 10
0 0
October 2007 14

15. (y)
Look for more info 10 0
100
80
80
60
60
40
R2 = 0.47
40
20
0 10 20 30 40 50 60 70 80 90 10 0
20
0
0 10 20 30 40 50 60 70 80 90 100
-20
0
Liking (x)
100
100
Is it connected to the
values of « willing to
80
read again »? La 80
Tribune de Genève
would be more
engaged than the 60
60
others? 24heures
R2 = 0.9514
reading would be more
passive, less interactive 40
40
R2 = 0.5913
20
20
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0
0
October 2007 15

16. Except for very few
values, all 4
newspapers seem 1 Interesting
1 Interesting
to respect a
2 Thoroughness
2 Well written
relatively similar
ranking of values. 3 Well written
3 Willing to read again
4 Willing to read again
Interest is the top 4 Thoroughness
value for all 5 Willing to discuss
5 Easy to understand
newspapers .
6 Useful information
Writing quality is 6 Willing to discuss
also highly ranked 7 Appeals to me
7 Useful information
except for La
8 Important
8 Appeals to me
Tribune de Genève.
9 Look for more info
9 Important
None of these
10 Easy to understand
observations put 10 New information
unpublished 11 New information
information as a
valuable experience
in terms of overall
1 Look for more info*
satisfaction. This is 1 Interesting
not a value for daily 2 Thoroughness
2 Thoroughness
newspapers.
3 Interesting
3 Well written
Importance is also 4 Willing to read again
4 Willing to read again
quite low in terms
5 Easy to understand
of connection with 5 Useful information
satisfaction, 6 Willing to discuss
6 Willing to discuss
especially for Le
7 Appeals to me
Matin. 7 Look for more info
8 Well written
8 Easy to understand
Le Matin and
9 Useful information
24heures rank 9 Important
personnal appeal 10 Important
10 Appeals to me
lower than in Le
11 New information
Matin Bleu and La 11 New information
Ttribune de Genève
October 2007 16 * 5 references only

17. Le Matin Le Matin Bleu 24 heures La Tribune
Interesting
R 2 > 0,75 0,82 0,89 0,87 0,85
Important
0,50 to 0,74 0,22 0,57 0,52 0,38
0,25 to 0,49
New information 0,14 0,29 0,04 0,27
R 2 < 0,25
Thoroughness 0,65 0,82 0,86 0,90
Besides a Useful information 0,29 0,61 0,73 0,40
benchmark on
values ranking for
Willing to read again 0,70 0,71 0,74 0,80
each newspaper
(see previous slide),
a close look at Willing to discuss 0,56 0,69 0,66 0,75
values themselves
will show a different
Appeals to me 0,26 0,61 0,48 0,70
picture where each
newspaper reading
Easy to understand
experience is 0,65 0,36 0,55 0,79
defined in different
terms Well written 0,58
0,77 0,78 0,81
Look for more info 0,47 0,59 0,95
October 2007 17

18. ❷ Quality
• Liking (overall impression)
• Easy to understand
• Contains new information
• Important content
• Well written
• Useful
Observation
Engagement
• Interesting
• It appeals to me (suitable for me)
• Read closely (thoroughness)
• Discuss
• Look for more info
• Read again
• Reaction
October 2007 18

19. 100
100.00
Size of bubble 90 90.00
= interesting
80 80.00
70 70.00
60 60.00
(y)
50.00
50
0 10 20 30 40 50 60 70 80 90 100
40.00
40
Quality
0 10 20 30 40 50 60 70 80 90 100
R2 = 0.2273 30.00
30
R2 = 0.0276
20.00
20
10.00
10
0.00
-
Observ. (x)
100
100
Same level of 90
90
2
requirement in term of R = 0.2457
80
80
overall quality 2
R = 0.4433
between a free sheet 70
70
and a urban paid for
60
regional. 60
50
Weaker connection 50
0 20 40 60 80 100
on a popular tabloid 0 10 20 30 40 50 60 70 80 90 100
40
40
like Le Matin : factual
quality values do not 30
30
drive observation.
20 20
10 10
0 0
October 2007 19

20. 100.0
100
Engagement (y)
Size of bubble 90.0
90
= appeals to me 80.0
80
70.0
70
60.0
60
50.0
50
R2 = 0.1906
R2 = 0.0121
40 40.0
0 10 20 30 40 50 60 70 80 90 100
30 30.0
0 10 20 30 40 50 60 70 80 90 100
20 20.0
10 10.0
Observ. (x) - 0.0
Difficult to conclude on
le Matin Bleu and Le
100
100
Matin cases. The
dispersion of values is 90 90
quite high.
80 80
La Tribune has again a
R2 = 0.49
2
R = 0.2358
more homogeneous 70 70
behaviour compared to 60 60
ther titles.
50 50
Both quality and
engagement play a 40 40
0 20 40 60 80 100
similar role in all 0 10 20 30 40 50 60 70 80 90 100
30 30
newspapers with similar
correlation coef. 20 20
10 10
0 0
October 2007 20

21. ++++ high
+++ somewhat high
++ somewhat low
+ low
❶
❹
impact on
observation
++ + ++ +++
Engagement
++ ++ ++ +++
Quality
October 2007 21

22. ❸
Engagement
Quality
• Liking (overall • Interesting
impression)
• It appeals to me
• Easy to understand
X • Read closely
• Contains new
• Discuss
information
• Look for more info
• Important content
• Read again
• Well written
• Reaction
• Useful
October 2007 22

23. 100
100
90 90
80 80
2
70
70 R = 0.7984
R2 = 0.9197
60
60
50
Quality (y)
50
0 20 40 60 80 100
40
40
- 10 20 30 40 50 60 70 80 90 100
30
30
20
20
10
10
0
-
Engage
ment (x)
100
100
90
90
R2 = 0.8016 2
R = 0.8649
80
80
70
70
60
60
50
50
0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100
40
40
30
30
20
20
10
10
0
0
October 2007 23

24. ++++ high
+++ somewhat high
++ somewhat low
+ low
❶ ❷
impact on
engagement
0.79 0.92 0.80 0.86
Quality
October 2007 24

25. Remark : the line inclination only indicates a level
of strengh of the correlation but does not indicate
itself the correlation.
The R indicator includes an evaluation of the
dispersion of values from both side of the line (eg.
Le Matin Bleu vs 24 heures)
0.49
0.19
Engagement
0.23
0.012
observation
October 2007 25