13 Ways to Build Better Pages, Part 1

Transcript

4. The reader
5. The reader How much do we know about our audience?
6. The reader How much do we know about our audience?
7. The reader How much do we know about our audience? The average American Weighs 175 pounds Roughly 5 ft 6.5 inches tall Eats 48 pints of ice cream yearly Eats 105.3 lbs red meat and 105.6 lbs poultry yearly Eats at least two snacks a day One of every eight had pizza today Uses the restroom six times a day
8. The reader How much do we know about our audience? The average American Weighs 175 pounds Roughly 5 ft 6.5 inches tall Eats 48 pints of ice cream yearly Eats 105.3 lbs red meat and 105.6 lbs poultry yearly Eats at least two snacks a day Uses the restroom six times a day One of every eight had pizza today Uses the restroom six times a day One of every three will spend $727 this year on their dog; $670 on their cat. One in four haven’t read a book in over a year Two of every three own a smartphone One in four will read a newspaper today Every other person has a Facebook account Owns an average of four digital devices Spends an average of 60+ hours weekly consuming content across platforms
9. The reader How much do we know about our audience? The average American Is exposed to nearly 400 ad messages each day Watches over 4 hours of television each day Hangs out with mobile devices nearly 3 hours dailly Surfs the Net at least 2 hours each day Looks at print just over 20 minutes each day Spends close to 10 minutes with a daily newspaper But the average community newspaper reader is a little different...
10. The reader How much do we know about our audience? Community newspaper readers Spend 38.95 minutes reading their weekly paper Just about 73% read all or most of each paper Most frequently read local news Over half rely on community newspapers as their primary source for local news 71% believe coverage & accuracy is good to excellent 65% say ads are influential in purchasing decisions Eight out of 10 read classified advertising Three quarters read public notice adveritising A little over half have shared a clipping this year Four out of ten keep their paper longer than a week Eight out of ten readers look forward to the next issue
11. The reader How much do we know about our audience? Community newspaper readers subscribe... 2% Columnists 3% Obituaries 4% Other 6% Out of habit 14% National/Intl news 21% Ads & coupons 50% Local news
12. The reader How much do we know about our audience? What does all this mean? Your paper is their paper. There is a relationship between you and the reader. Respect their opinions. Respect their time. Your franchise is local news: Local people Local events Local “stuff” Find ways to make their reading experience: Efficient Entertaining Informational and perhaps... even inspirational!
13. Questions?