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From newspapers to newsbrands: challenging the myths

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Newsworks looks at some common misconceptions newsbrands face, including 'young people don't read newsbrands' and 'social media is killing newsbrands'.

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From newspapers to newsbrands: challenging the myths

  1. 1. From newspapers to NEWSBRANDS Challenging the Myths
  2. 2. myth one: people don’t read newsbrands
  3. 3. 7 Newsbrand reach Source: NRS PADD: NRS Jul 2012-Jun 2013 + comScore June 13 82%81%
  4. 4. 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?
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. myth two: people are spending less time reading newsbrands content
  9. 9. Time spent with newsbrand content is increasing Driven by longer engagement online Source: IPA Touchpoints 3 and 4 Time Spent per Individual per Week 0 1 2 3 4 5 Print reading Online reading 2010 2012 Hours per week 1hr 55mins 2hrs 37mins 3hrs 47mins 3hrs 49mins
  10. 10. myth three: women don’t read newsbrands
  11. 11. 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
  12. 12. 48% of newsbrand readers are women 11m Source: NRS PADD: NRS Jul 2012-Jun 2013 + comScore June 13
  13. 13. 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
  14. 14. myth four: young people don’t read newsbrands
  15. 15. Read a Newsbrand 82% Source: NRS PADD/Monthly reach 15-34yr olds
  16. 16. 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
  17. 17. 12% 21% 11% 6% 7% 0% 5% 10% 15% 20% 25% 18-24 25-34 35-44 45-54 55+ Who is willing to pay for news? Source: Reuters Institute for the School of Journalism 2013
  18. 18. 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
  19. 19. 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
  20. 20. Some advertisers know it
  21. 21. myth five: social media is killing newsbrands
  22. 22. 26 66% of Twitter visitors are online newsbrand readers Source: comScore July 2013 66% That’s a shared audience of 6.2 million people
  23. 23. Engaging journalists... Henry Winter Telegraph journalist West Ham Utd. Caitlin Moran Times Columnist David Miliband 586,255 443,375 202,011 117,056
  24. 24. 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
  25. 25. 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
  26. 26. On 7th March
  27. 27. 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Twitter News/Forums/Blogs Week Commencing Conversations about Kony 2012 Blogs News Forums Twitter Social media buzz surged on 7th March (1.1m tweets!) 7th march: 1.1m tweets 8k blogs 24k forums 873 news and triggers social media buzz…
  28. 28. Google searches for KONY 2012 peaked on 7th and 8th March 7th March and Google searches
  29. 29. 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
  30. 30. 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
  31. 31. • 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
  32. 32. 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

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