Who is willing to pay for The Tribune online? Demographics and psychographics

The Tribune
Payment for Online Subscription Research- 2009

Paige Daniels
Stephanie Miller
Zach Morgan
Hannah Porter

Table of Contents

Page
Literature Review………………………………………………………………….. 3-4
Survey Findings……………………………………………………………………. 5-10
Who is willing to pay for The Tribune online?
Demographics 5
Psychographics 8
Recommendations…………………………………………………………………. 11-13
References………………………………………………………………………… 14
Appendix………………………………………………………………………….. 15-33
A 15
B 17
C 18
D 23
E 29

2

Literature Review

The following are topics discussed in published works about online newspaper subscriptions.
Other interesting findings can be found in Appendix A.

What are the demographics of online readers?
Education: The optimal target market for online readership would be people who
have either attended college for any amount of time, and people who have graduated
college. These groups of people not only hold the highest spot for using the internet,
but they are also at the top of the chart for people who actually read the newspaper.
Note that consumers who have graduated from high school amount for the largest
portion of Greeley’s population (Appendix B: Figure 1).
Age: Consumers who are 34 and younger are more likely to read an online newspaper
than to read a hard copy. Due to the fact that consumers who are 35 and older are part
of the largest portion of those who read the newspaper, it is very likely that the
majority of them already read a hard copy of the newspaper, so in trying to attract
consumers who do not already read a physical copy, it would be in the best interest
for The Greeley Tribune target market to be those who are under the age of 34
(Appendix B: Figure 2).
Gender: Out of total adults who read the newspaper, men outnumber women.
However, in the case of The Greeley Tribune’s efforts to attract new consumers,
women would be the optimal demographic to target. This is beneficial for The
Tribune because women outnumber men in Greeley (Appendix B: Figure 3).
Ethnicity: The optimal ethnic group that The Greeley Tribune should target would be
Caucasians because they have the highest population of people who use the internet.
Contrary to that, Spanish/Hispanic consumers have the lowest percent of the
population who already read the newspaper, so they would be the target market for
obtaining new customers (Appendix B: Figure 4).
(Harden, 2009) (Newspapers Association of America, 1967-2008) (U.S. Census Bureau, 2009)

Research Objectives: Are the readers of The Tribune online consistent with these
demographics?

What are some influencing factors that drive online reading?
The Newspaper Association of America reports that local news or weather, breaking news,
national or international news, and/or local events are the top reason to visit local newspaper
websites. They also predict that user generated content has real potential to grow among
newspaper websites after they learn about what the site offers. When making consumers
aware of the consumer generated content available, they should include blogs, user
comments/reviews, and photo and video sharing due to their popularity (Newspaper
Association of America, 2008).

Research Objectives: What features will drive people to purchase The Tribune online?
3

What products are offered online that people are willing to pay for?
Currently, The Greeley Tribune offers videos and pictures as well as full articles that are not
in print. Other newspapers around the globe including The Tribune’s competitors offer other
products like e-editions, e-newsletters, newsfeeds, mobile alerts, social networking site
updates like twitter, original video (Settles, 2009), exclusive job advertisements (Now Pay
Up, 2009). The Coloradoan’s website increased the number of breaking news stories, added
weekly online questionnaires, and daily e-newsletters to their online products and services to
help increase non-print users. They have also added photo galleries of pets, local sports
interests (Colorado Eagles, Denver Broncos, etc.), and more social concerns (Research
Institute). Benefits like these could entice consumers to consider paying for online content.

Research Objectives: Would more people be willing to pay for The Tribune’s online content
if they offered more features? If so, what features are they willing to pay for?

Why do customers prefer online content?
Below are reasons consumers either prefer online content or not.
Consumers will only pay for online content if they cannot find it somewhere else for
free (Settles, 2009) i.e. Google News.
Newspapers will find a great deal of resistance from older readers to shifting online
(Wartzman, 2009).
Consumers prefer not to register to view content if they don’t have to (Lenatti, 2009).
Consumers want to be able to search, print, email, save, and comment on online
content (Lenatti, 2009).

Research Objectives: Do people who read The Tribune have these same concerns about
online content? How can The Tribune relieve this apprehension?

4

Who is willing to pay for The Tribune online?

Of the people who have visited The Greeley Tribune online, about 20% would be willing to pay
for an online subscription (Appendix C: Figure 1). This parallels The Newspaper Association
findings that only one third of people who have been to a local newspaper’s website have used
the site within the past month. Below are the demographic and psychographic results of our
survey.

Demographics

Age: Our research found that the older someone is, the less time they spend online. It
also showed a strong, negative relationship between someone’s age and whether they
prefer to get their news online or not. This means younger people are more likely to read
news online and therefore purchase a subscription. This is supported by the fact that the
average age of those willing to pay is 37 (Appendix C: Figure 2). In our literature
review, we found a study that showed 73% of people between 18 and 34 used the
internet.
Percent

Age

Education: People who are willing to purchase an online subscription most likely have
never completed a four year college degree (Appendix C: Figure 3).

5

Gender: 25% of females said they would purchase online access. Only 14% of males
said the same, making women the more likely gender to buy The Greeley Tribune online.
This goes against our literature findings which said the majority of newspaper readers are
men (Appendix C: Figure 4).

Income: The average income of people willing to purchase a subscription to The Tribune
online is $58,437. The average income of those not willing to buy was $65,934
(Appendix C: Figure 5).

Ethnicity: 74% of Caucasian people would be willing to purchase The Tribune online.
The next largest percentage was 19% which represented the Hispanic population
(Appendix C: Figure 6).

6

Location: Not surprisingly, the zip codes with the highest percentage of people willing to
purchase a subscription to The Tribune online were the two in Greeley, 80631 followed
by 80634. The next largest were Evans followed by Windsor (Appendix C: Figure 7).

Household Profile: People with 2 to 4 adults (people 18 years or older) living in the
household are the most likely to purchase The Tribune online (Appendix C: Figure 8).
The average income for this group is $63,960 (Appendix C: Figure 9), which is higher
than the average income of all those willing to purchase The Tribune online.

61% of people with no kids living at home said they would be willing to purchase a
subscription to The Tribune online (Appendix C: Figure 10). The average age of people
with no kids is 46 but with a skew towards youth (Appendix C: Figure 11).

7

Psychographics

Interests: Those who are willing to purchase a subscription to The Tribune online are
family oriented people who are social and have many hobbies including cooking and
reading. They are not interested in community involvement, pets or working (Appendix
D: Figure 1).

The sections that scored highest on the interest index were World News, Activities and
Events, Travel/Adventure, and Reviews. No sections of the newspaper scored an average
higher than 5 on a 1 to 7 scale (Appendix D: Figure 2).

8

Respondents were also surveyed on a number of factors concerning the content of
GreeleyTribune.com.  On a scale of 1‐5, respondents marked how they felt about online
capabilities and features.  While no features scored remarkable high, it is good to note that
people want all the features they can get. (Appendix D: Figure 3)

Purchasing Habits: If the print version of The Tribune were to come with a subscription
to online content, 40.3% of people would be likely to purchase the print version
(Appendix D: Figure 4).

People who are willing to purchase The Tribune online spend their money primarily in
the Greeley area (Appendix D: Figure 5).

9

We found that the people who would buy The Tribune online spend the majority of their
disposable income at stores like, Wal-mart, Target, King Soopers, Safeway, The Home
Depot, and Kohl’s (Appendix D: Figure 5).

Preferences: For those who would consider purchasing The Greeley Tribune’s online
content, the chart below indicates how they would prefer to pay. The majority (79%)
prefers a subscription based payment method. Within this group, most want a regular
monthly subscription as opposed to a yearly subscription (Appendix D: Figure 6).

10

Recommendations

The following recommendations are aimed at certain demographics. At the end of this section
we discuss how to pull these groups together.

Age: The age to focus on is the under 40 group.

Because 61% of people with no kids at home, said they would be willing to purchase a
subscription to The Tribune online, we recommend focusing on this large younger market. The
Tribune could do this through advertising their product on social networking sites like
facebook.com.com and twitter. About 50% of people said they use facebook.com.com
(Appendix E: Figure 1). They could also make their content and features more appealing to this
demographic. The younger people surveyed said they were interested in world news and
activities. They also mentioned concerns of switching to online content which includes the ease
of access, and timeliness of content.

Due to the fact that the younger a consumer is, the more likely they are to read and purchase the
online Greeley Tribune; it would also be optimal to market toward the younger demographics as
well as direct the content toward their interests (Appendix E: Figure 2). These interests are
shown in the graph below.

11

Gender: Females are 11% more likely to purchase online access to The Tribune. We recommend
that The Greeley Tribune focus more of their content toward female interests which is shown
below. The main sections to focus on include: world news, activities and events, cooking, travel,
and reviews (Appendix E: Figure 3).

The people willing to purchase a subscription to The Tribune online are mainly interested in their
hobbies, family, and social occasions. From this we can make the assumption that a large
portion of people willing to purchase are stay-at-home-moms. This is supported by the fact that
females are 11% more likely to purchase a subscription to The Tribune. We recommend that
The Tribune focus marketing efforts and news articles around females, more specifically stay-at-
home-moms. By offering printable coupons targeted specifically to this market they could
increase their customer satisfaction ratings. The most visited stores by females are shown below
(Appendix E: Figure 4).

We also recommend that The Tribune let their advertisers know about these female statistics.
The advertisers would then be able to target women in their ads, leading to a higher response
rate. The better the response rate, the more likely that company is going to place an ad again.

12

Ethnicity: The Tribune should focus their online newspaper on the Caucasian people in the area
because this race accounts for 75% of the people willing to pay for a subscription to The Tribune
online. Greeley, Windsor and Evans are the cities to really push sales and focus marketing
efforts. (Appendix E: Figure 5).

The Tribune Bundle Package:

Even though 80% of people who have visited The Greeley Tribune online are not willing to pay,
we still recommend that The Greeley Tribune charge for online content because there will still be
a profit from the 20% who are willing to pay. However, this number could be increased when
creating incentives such as print and online bundles as mentioned above. The Tribune would be
able to do more research on the 20% to find out what articles and features are most popular and
see if they can tap into the other 80% by marketing these more heavily.

If The Greeley Tribune were to start charging for their online content, we would recommend that
they offer a bundle subscription that includes the print and online versions. We recommend this
because our studies show that 40.3% of people would want the print version if it came with the
online subscription. We also suggest marketing this as a “bundle package” so that customers feel
they are getting more for less.

13

References

Harden, M. (2009, June 3). Denver Business Journal. Retrieved from Colorado 13th among states in
Internet use: http://denver.bizjournals.com/denver/stories/2009/06/01/daily43.html

Lenatti, C. (2009, February 5). Missing the Mark: Why Online Newspapers Fall Flat With Younger
Readers.. Seybold Report: Analyzing Publishing Technologies, Vol. 9 Issue 3, p5‐14.

Newspaper Association of America. (2008, May). Retrieved from User‐Generated Content Guide:
http://www.naa.org/Resources/Articles/Digital‐Media‐User‐Generated‐Content‐Guide.aspx

Newspapers Association of America. (1967‐2008). Retrieved from Readership:
http://www.naa.org/TrendsandNumbers/Readership.aspx

Now pay up. (2009, August 29). Economist, Vol. 392, p56‐57.

Readership Institute. (n.d.). Retrieved from Getting Traction on Readership: Fort Collins Coloradoan
(CO): http://www.readership.org/readership/papers/fortcollins.asp

Settles, R., & Hardy, J. (2009, May 7). Can publishers make the internet pay?. Media: Asia's Media &
Marketing Newspaper, p15‐15.

Tartakoff, J. (2009, September 22). Taking the Plunge: How Newspaper Sites that Charge are Fairing.
Paid Content. Retrieved September 17, 2009, from
http://paidcontent.org/article/419‐taking‐the‐plunge‐how‐newspaper‐sites‐that‐charge‐are‐faring/

The Tribune. (2009, March 15). Retrieved from Whether print or Web, it’s still a newspaper:
http://www.greeleytribune.com/article/2009903159991

U.S. Census Bureau. (2009, september 4). Retrieved from State and County Quickfacts:
http://quickfacts.census.gov/qfd/states/08/0832155.html

Wartzman, R. (2009, March 11). Out with the Dead Wood for Newspapers. Find More Like This.
BusinessWeek Online, p13‐13. Retrieved September 18, 2009, from
http://www.businessweek.com/managing/content/mar2009/ca20090310_251590.htm

14

Appendix A

Are consumers currently aware of The Greeley Tribune’s online subscription?
The Newspaper Association of America reports that out of the Web-enabled market, only
half say that they have ever gone onto their local newspaper’s website, and one third of them
have used the site within the past month (Newspaper Association of America, 2008).
What is the Readership of The Greeley Tribune’s non-print readers?
According to The Greeley Tribune, there is about 1 web reader to every 5 print readers. They
report that on average, there are over 9,500 visitors per day to their online newspaper and
15% of these visitors return to the website more than once every day (The Tribune, 2009).
How successful are competitors’ online newspapers, and what are things they did to
improve that?
Readership Institute explains that the Coloradoan website increased the number of breaking
news stories, added weekly online questionnaires, and daily e-newsletters to their online
products and services to help increase non-print users. Also, they have added photo galleries
of pets, local sports interests (Colorado Eagles, Denver Broncos, etc.), and more social
concerns such as West Nile Virus, Chronic Wasting Disease, and Colorado Legislature. In
September 2002, the Coloradoan installed an Internet connectivity program allowing
consumers 24-7 access to their personal circulation accounts which has many different
functions. Consumers were also given 24-7 access for creating a classified ad. After this was
added, ClassWeb customers represented more than $98,000 for 2003’s period eight revenue.
The Coloradoan also started online contests and giveaways to help improve their site’s
readership and traffic (Readership Institute).
What should the price of an online subscription be?
There are some small and medium sized papers successfully charging for online content.
The Daily Gazette in New York charges $2.95 per week
The Valley Morning Star in Texas charges 75 cents a day, $3.95 a month or $39.50
for the year
Albuquerque Journal in New Mexico charges $110 per year (Tartakoff)
Do competitors currently charge for online subscriptions?
Within a 50-mile radius of The Tribune, there are five other newspapers. None of these
newspapers currently charge for their online content.

Research Objectives: Do people outside the Greeley area access The Tribune online?

What payment methods are available for online subscriptions?

There are a variety of different payment models for viewing online newspaper content.
Below is a list and brief explanation of each proposed method.

Subscriptions: involves a flat fee (monthly/yearly) that would allow the subscriber
total access to online newspaper content. (Settles, 2009) (Now Pay Up, 2009).
Including this service with print subscriptions is also an option.

15

Micropayment: consumer would register an account and pay for each article viewed
on the newspaper website. (Settles, 2009) (Now Pay Up, 2009)

Metered: a variation on micropayment, consumers can read a select number of
articles for free per month without being charged. (Now Pay Up, 2009)

Selection: another variation on micropayment where the consumer gets today’s
content for free but must pay for archived articles. (Now Pay Up, 2009). Included in
the selection could be crossword puzzle hints and fantasy sports league membership.

Index Fees: web sites such as Google that search news stories would pay the source
newspaper for the use of the story.

Research Objectives: Of the people willing to purchase The Tribune online, what is the most
popular payment method?

16

Appendix B- (Harden, 2009) (Newspapers Association of America, 1967-2008) (U.S. Census Bureau, 2009)

Figure 1

Figure 2

Figure 3

Figure 4

17

Appendix C

Figure 1

What percentage of people are willing to pay for a subscription to The Tribune?

GreeleyTribune.com worth purchasing subscription

Cumulative
Frequency Percent Valid Percent Percent

Valid No 274 47.4 80.4 80.4

Yes 67 11.6 19.6 100.0

Total 341 59.0 100.0

Missing System 237 41.0

Total 578 100.0

Figure 2

What is the average age for those willing to pay for online content?
Descriptive Statisticsa

N Minimum Maximum Mean Std. Deviation

Age 65 18.00 77.00 37.0615 15.01028

Valid N (listwise) 65

a. GreeleyTribune.com worth purchasing subscription = Yes

Figure 3

What is the education level for those willing to pay for online content?
Highest level of educationa

Cumulative

Valid Less than high school 3 4.5 4.5 4.5
graduate

Graduated high school 16 23.9 23.9 28.4
(includes G.E.D.)

18

Trade, technical or vocational 3 4.5 4.5 32.8
school after high school

Some college but did not 26 38.8 38.8 71.6
complete 4-year degree

Completed a 4-year degree 9 13.4 13.4 85.1

Post graduate work or degree 10 14.9 14.9 100.0

Total 67 100.0 100.0


Figure 4

What gender is more likely to purchase The Tribune?

GreeleyTribune.com worth purchasing subscription * Gender Crosstabulation

Gender

Male Female Total

GreeleyTribune.com worth No 139 135 274
purchasing subscription
Yes 23 44 67

Total 162 179 341

Figure 5
Average income of people who think Tribune is and is not worth it.
Descriptive Statistics

GreeleyTribune.com worth
purchasing subscription N Minimum Maximum Mean Std. Deviation

No Annual family income 249 10000.00 132500.50 65934.1145 36756.30776


Yes Annual family income 64 10000.00 132500.50 58437.8359 34893.71724


19

Figure 6

What is the ethnicity breakdown of those willing to purchase a subscription?

Ethnicitya

Cumulative

Valid Hispanic 13 19.4 19.4 19.4

Black 2 3.0 3.0 22.4

Caucasian 50 74.6 74.6 97.0

Asian or Pacific Islander 1 1.5 1.5 98.5

American-Indian, Eskimo, or 1 1.5 1.5 100.0
Alaska Native

Total 67 100.0 100.0


Figure 7

What is the geographic dispersion of people willing to pay for online content? (zip code)
Zip code of residencea

Cumulative

Valid 80534.00 2 3.0 3.0 3.0 Johnstown = 80534
80537.00 1 1.5 1.5 4.5
Loveland = 80537
Loveland = 80538
80538.00 1 1.5 1.5 6.0 Milliken = 80543
80543.00 1 1.5 1.5 7.5 Windsor = 80550
Eaton = 80615
80550.00 4 6.0 6.0 13.4
Evans = 80620
80615.00 2 3.0 3.0 16.4 Greeley = 80631
80620.00 14 20.9 20.9 37.3 Greeley = 80634
La Salle = 80645
80631.00 21 31.3 31.3 68.7

80634.00 19 28.4 28.4 97.0

80645.00 2 3.0 3.0 100.0

Total 67 100.0 100.0


20

Figure 8

What is the common household profile of those willing to purchase The Tribune?

Number of adults 18 and up living in householda

Cumulative

Valid 1.00 6 9.0 9.0 9.0

2.00 35 52.2 52.2 61.2

3.00 17 25.4 25.4 86.6

4.00 8 11.9 11.9 98.5

6.00 1 1.5 1.5 100.0

Total 67 100.0 100.0


Figure 9
What is the average income of those with 2 to 4 adults in the household?


Annual family income 512 10000.00 132500.50 63960.3311 36914.59920


Figure 10

What is household profile of those willing to purchase The Tribune?

Number of Children 18 or younger living in householda

Cumulative

Valid .00 41 61.2 61.2 61.2

1.00 11 16.4 16.4 77.6

2.00 8 11.9 11.9 89.6

3.00 3 4.5 4.5 94.0

4.00 3 4.5 4.5 98.5

5.00 1 1.5 1.5 100.0

Total 67 100.0 100.0

21

Number of Children 18 or younger living in householda

Cumulative

Valid .00 41 61.2 61.2 61.2

1.00 11 16.4 16.4 77.6

2.00 8 11.9 11.9 89.6

3.00 3 4.5 4.5 94.0

4.00 3 4.5 4.5 98.5

5.00 1 1.5 1.5 100.0

Total 67 100.0 100.0


Figure 11

What is the average age of those with no kids (>18) at home?


Age 313 18.00 90.00 46.1214 19.49354


a. Number of Children 18 or younger living in household = .00

22

Appendix D

Figure 1

What are the interests of those willing to purchase The Tribune online?



Community Involvement 67 1 7 3.40 1.688

Time Spent in My City 67 1 7 4.97 1.969

Free Time Outdoors 67 1 7 4.13 1.613

Prefer News Online 66 1 7 4.12 2.079

Enjoy Watching or Reading 67 1 7 4.27 2.233
Sports

I am a Family Person 67 1 7 6.04 1.618

Enjoy Cooking 67 1 7 5.46 1.599

Have Many Hobbies 65 1 7 5.22 1.431

Socially Active 66 1 7 4.91 1.586

Very Religious 67 1 7 4.46 1.744

Interested in Politics 67 1 7 3.60 1.843

Prefer to Relax 67 1 7 4.75 1.709

Love to Read 67 1 7 4.91 1.574

Love My Pets 66 1 7 3.59 2.008

Workaholic 66 1 7 3.92 1.859



Figure 2

What sections are they willing to pay for?

Descriptive Statistics- Newspaper sections


Young People Section 575 1.00 7.00 3.7217 1.75676

Celeb/Entertainment Section 576 1.00 7.00 3.3715 1.75573

23

Activities and Events Section 575 1.00 7.00 4.5530 1.66964

Advertising and Store 575 1.00 7.00 3.6052 1.69514
Specials Section

College News and Events 576 1.00 7.00 3.6962 1.67427
Section

Cooking/Food Section 574 1.00 7.00 4.1376 1.74266

Travel/Adventure Section 572 1.00 7.00 4.4126 1.70947

World News Section 574 1.00 7.00 4.9077 1.69390

Reviews Section 574 1.00 7.00 4.2300 1.70598

Children Section 577 1.00 7.00 3.3744 1.89441

National and World News 576 1.00 5.00 3.6094 1.10737

State Gov. and Statewide 575 1.00 5.00 3.4800 1.13966
Issues

Local Community News 576 1.00 5.00 3.8628 1.00101

National Sports 575 1.00 5.00 3.1635 1.33084

High School Sports 573 1.00 5.00 2.8028 1.30940

Crime and Courts News 574 1.00 5.00 3.2125 1.09582

Business News 573 1.00 5.00 3.1030 1.13966

Entertainment/Arts News 573 1.00 5.00 3.2408 1.06663

Weather 572 1.00 5.00 3.7552 1.06508

Places to Go, Things to Do 573 1.00 5.00 3.7853 1.03319

Outdoor Sports and Rec 573 1.00 5.00 3.5393 1.08902

Local College Sports 574 1.00 5.00 3.1289 1.26606
Programs

24

Personal Finance and 573 1.00 5.00 2.9494 1.14471
Investing

Travel News and Info 574 1.00 5.00 3.1742 1.11673

Advertisments Inserts 571 1.00 5.00 2.7110 1.19599

Restaurants and Dining 574 1.00 5.00 3.1446 1.06261

Rocky Mountain Travel 575 1.00 5.00 3.2504 1.11056

Local Education 573 1.00 5.00 3.1850 1.15298

Agricultural News 572 1.00 5.00 2.6451 1.10004

Faith/Religion 573 1.00 5.00 2.8028 1.20656

Professional Sports 570 1.00 6.00 3.2246 1.33840

Theatre and Movie 569 1.00 5.00 3.3831 1.07179
Entertainment Options

Editioral/Opinions 572 1.00 5.00 2.8969 1.16044

Obituaries 572 1.00 5.00 2.6171 1.18894

Deals and Specials from 572 1.00 5.00 2.8462 1.20598
Advertisers


Figure 3

What features do people what if they are going to pay for the content?



GreeleyTribune.com news 161 1.00 5.00 3.0497 .96696
articles

GreeleyTribune.com's 159 1.00 5.00 2.7987 1.02981
customization of content to
needs

25

GreeleyTribune.com 160 1.00 5.00 3.0062 1.02483
pictures/images

GreeleyTribune.com video 157 1.00 5.00 2.7834 1.05197
content

GreeleyTribune.com website 159 1.00 5.00 2.9748 1.11916
layout, navigation

GreeleyTribune.com timely 159 1.00 5.00 3.2138 1.02107
information

GreeleyTribune.com 160 1.00 5.00 2.9688 1.03049
entertainment

GreeleyTribune.com reader 159 1.00 5.00 2.9623 1.05475
comments

GreeleyTribune.com ability to 159 1.00 5.00 3.0503 1.00504
participate

GreeleyTribune.com ease of 159 1.00 5.00 3.2201 1.00409
access

GreeleyTribune.com website 158 1.00 5.00 2.9304 1.01025
community


a. youngies = 1.00

Figure 4

Are people more likely to buy print version of The Greeley Tribune if it included
access to the online version?

Frequency Percent Valid Percent Cumulative Percent

Valid No 209 36.2 59.7 59.7

Yes 141 24.4 40.3 100.0

Total 350 60.6 100.0


Total 578 100.0

26

Figure 5

Where do people who are willing to buy spend their money?


Amount spent in Greeley 67 .00 550.00 344.0299 201.04319

Amount spent in Fort Collins 67 .00 550.00 68.6567 125.78114

Amount spent in Loveland 67 .00 550.00 42.5373 84.50109

Amount spent in Longmont 67 .00 150.00 6.7164 27.37993

Amount spent in Boulder 67 .00 150.00 5.2239 21.55741

Amount spent in Denver/Metro 67 .00 450.00 30.5970 75.85634

Amount spent in Estes 67 .00 450.00 23.8806 76.55371
Park/Mountain towns

Amount spent at Sears 67 .00 50.00 5.9701 16.33547

Amount spent at JC Penney 67 .00 250.00 24.6269 59.90721

Amount spent at Wal-Mart 67 .00 550.00 202.2388 168.87166

Amount spent at Target 67 .00 550.00 79.8507 112.83526

Amount spent at Kohl's 67 .00 550.00 55.2239 93.39324

Amount spent at Ross 67 .00 350.00 25.3731 69.28921

Amount spent at Bed Bath and 67 .00 50.00 5.9701 16.33547
Beyond

Amount spent at Macy's 67 .00 250.00 14.9254 50.01131

Amount spent at Best Buy 67 .00 250.00 23.1343 57.29268

Amount spent at Dick's 67 .00 550.00 14.9254 70.18100
Sporting Goods

Amount spent at Big 5 67 .00 50.00 3.7313 13.23858
Sporting Goods

Amount spent at Sports 67 .00 50.00 3.7313 13.23858
Authority

Amount spent at Michael's 67 .00 250.00 9.7015 33.97727
Crafts

Amount spent Hobby Lobby 67 .00 250.00 20.8955 48.57769

Amount spent at King Soopers 67 .00 550.00 159.7015 178.42722

Amount spent at Safeway 67 .00 550.00 120.8955 153.03724

Amount spent at Staples 67 .00 150.00 3.7313 20.06322

Amount spent at Office Depot 67 .00 550.00 17.1642 70.47041

Amount spent at Office Max 67 .00 50.00 2.9851 11.93606

27

Amount spent at Lowes 67 .00 550.00 26.8657 74.02311

Amount spent at Home Depot 67 .00 550.00 64.1791 136.73852



Figure 6

How do people who are willing to pay want to pay?

Preferred payment method for online magazine subscriptiona

Cumulative

Valid Regular monthly subscription 33 49.3 54.1 54.1
w/unlimited access

Regular yearly subscription 16 23.9 26.2 80.3
w/unlimited access

Daily subscription paid on 6 9.0 9.8 90.2
days accessed

Rate charged per minute 1 1.5 1.6 91.8
viewing content

Charge per number of pages 1 1.5 1.6 93.4
viewed

Free daily allowance, excess 4 6.0 6.6 100.0
is charged

Total 61 91.0 100.0


Total 67 100.0


28

Appendix E

Figure 1

How many people use facebook.com as a social networking tool?

Facebook.com user or member

Cumulative

Valid No 264 45.7 50.1 50.1

Yes 263 45.5 49.9 100.0

Total 527 91.2 100.0


Total 578 100.0

Figure 2

What sections of the newspaper are people under 40 interested in?






Specials Section

Section




Reviews Section 261 1.00 7.00 4.2184 1.70356



Issues

Local Community News 264 1.00 5.00 3.6705 1.00252

National Sports 264 1.00 5.00 3.1932 1.35819

29



Business News 263 1.00 5.00 2.8783 1.11565


Weather 261 1.00 5.00 3.7625 1.03640



Programs

Investing





Local Education 263 1.00 5.00 3.1369 1.16415


Faith/Religion 263 1.00 5.00 2.6540 1.20037




Obituaries 264 1.00 5.00 2.3636 1.10837


a. sub40s = 1.00

Figure 3

What newspaper sections are women interested in?






Specials Section

30

Section




Reviews Section 316 1.00 7.00 4.4241 1.69890



Issues

Local Community News 317 1.00 5.00 3.8959 .96385

National Sports 316 1.00 5.00 2.8449 1.28162



Business News 316 1.00 5.00 2.9146 1.10510


Weather 314 1.00 5.00 3.7834 1.08912



Programs

Investing





Local Education 317 1.00 5.00 3.2965 1.14754


Faith/Religion 316 1.00 5.00 2.9367 1.22505




Obituaries 316 1.00 5.00 2.7911 1.22178


31

a. Gender = Female

Figure 4

Where do women spend their money?



Amount spent at Sears 302 .00 550.00 20.5298 74.21159

Amount spent at JC Penney 304 .00 550.00 25.1645 62.00691

Amount spent at Wal-Mart 310 .00 550.00 213.2258 189.87966

Amount spent at Target 310 .00 550.00 105.0000 125.40872

Amount spent at Kohl's 306 .00 550.00 67.1569 100.53018

Amount spent at Ross 301 .00 350.00 23.0897 55.28793

Amount spent at Bed Bath 305 .00 550.00 17.7049 51.75834
and Beyond

Amount spent at Macy's 300 .00 450.00 20.6667 56.86535

Amount spent at Best Buy 297 .00 550.00 32.1549 101.09904

Amount spent at Dick's 302 .00 350.00 11.2583 43.96170
Sporting Goods

Amount spent at Big 5 298 .00 250.00 4.8658 24.30479
Sporting Goods

Amount spent at Sports 299 .00 450.00 12.7090 44.74783
Authority

Amount spent at Michael's 303 .00 350.00 14.5215 37.34152
Crafts

Amount spent Hobby Lobby 303 .00 550.00 25.2475 61.28741

Amount spent at King 308 .00 550.00 185.0649 185.73999
Soopers

Amount spent at Safeway 307 .00 550.00 115.9609 148.21147

Amount spent at Staples 300 .00 250.00 3.0000 20.22449

Amount spent at Office Depot 301 .00 550.00 16.9435 69.60814

Amount spent at Office Max 300 .00 550.00 6.6667 38.43366

Amount spent at Lowes 306 .00 550.00 53.9216 115.59247

Amount spent at Home Depot 305 .00 550.00 60.4918 123.29663


a. Gender = Female

32

Figure 5

Zip code of residencea

Cumulative

Valid 80534.00 7 1.6 1.6 1.6

80538.00 2 .5 .5 2.1

80543.00 10 2.3 2.3 4.3

80546.00 1 .2 .2 4.6

80550.00 74 16.7 16.9 21.4

80564.00 1 .2 .2 21.6

80613.00 1 .2 .2 21.9

80615.00 9 2.0 2.1 23.9

80620.00 55 12.4 12.5 36.4

80631.00 92 20.8 21.0 57.4

80634.00 166 37.6 37.8 95.2

80644.00 3 .7 .7 95.9

80645.00 18 4.1 4.1 100.0

Total 439 99.3 100.0

Missing System 3 .7

Total 442 100.0

a. caucasians = 1.00

33

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