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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