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13 Ways to Build Better Pages, Part 1

13 Ways to Build Better Pages, Part 1

Transcript

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  4. The reader

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  5. The reader
    How much do we know about our audience?

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  6. The reader
    How much do we know about our audience?

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  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

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  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

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  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...

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  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

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  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

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  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!

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  13. Questions?

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