The American reader and the newspaper

Transcript

2. Now 9 Welcome and introduction 9:15 The American reader and the newspaper 9:45 History and anatomy of page one 10:20 BREAK 10:30 Language of design 11 Modular design and designing modules Noon LUNCH 12:45 America’s page one – PART ONE 1:45 America’s page one – PART TWO 2:45 BREAK 3 Putting it all together 3:55 Wrapping it all up 4 Conclusion
3. The American Reader
4. The American Reader
5. The American Reader
6. The American Reader
7. The American Reader Average American Worker’s Day n 8 hours working n 8 hours sleeping n 5.25 hours leisure (2.75 hours TV) n 1.75 hours household/personal care n 1 hour eating/drinking American Time Use Survey for 2017 - U.S. Department of Labor 2018 figure due in June 2019 www.bls.gov/tus/
8. The American Reader Average American Worker’s Day n 2 hours working n 8 hours sleeping n 5.25 hours leisure (2.75 hours TV) n 1.75 hours household/personal care n 1 hour eating/drinking American Time Use Survey for 2017 - U.S. Department of Labor 2018 figure due in June 2019 www.bls.gov/tus/
9. The American Reader How are leisure hours spent? n 2:45 watching TV n 0:45 socializing/communicting n 0:45 playing games n 0:25 sports, exercise or recreation n 0:20 on the computer n 0:15 relaxing, thinking n 0:10 reading for personal interest American Time Use Survey for 2017 - U.S. Department of Labor 2018 figure due in June 2019 www.bls.gov/tus/
10. The American Reader Other surveys n 11 hours watching, reading, listening to or interacting with media, according to 2018 Nielsen Total Audience Report n 4 hours, 46 minutes watching TV from the same Nielsen report n 2 hours, 51 minutes on smartphones accord- ing to comScore’s 2017 Cross Platform Future in Focus n 4 hours, 40 minutes on mobile phones from Flurry and eMarketer’s reports
11. The American Reader n 0:10 reading for personal interest
12. The American Reader n 0:10 reading for personal interest Why should that matter to me?
13. The American Reader Staples speed-reading test (Part of an e-book promotion) Measured in wpm (words per rminute) 150 Third grade students 250 Eighth grade students 450 Average college student 575 Average “high level exec” 675 Average college professor 1,500 Speed readers 4,700 World speed reading champion 300 Average adult taking the test 250 “Average” American reads at 8th grade level https://www.staples.com/sbd/cre/marketing/technology-research-centers/ereaders/speed-reader/index.html
14. The American Reader Staples speed-reading test (Part of an e-book promotion) Measured in wpm (words per rminute) 150 Third grade students 250 Eighth grade students 450 Average college student 575 Average “high level exec” 675 Average college professor 1,500 Speed readers 4,700 World speed reading champion 300 Average adult taking the test 250 “Average” American reads at 8th grade level https://www.staples.com/sbd/cre/marketing/technology-research-centers/ereaders/speed-reader/index.html
15. The American Reader 2,856 words stories At 250 wpm it would take the average reader about 11.4 minutes to read it 50 words Headlines/Teasers At 250 wpm it would take the average reader about 12 seconds to read it
16. The American Reader 2,640 words Page one At 250 wpm it would take the average reader 10.5 minutes to read it 130 words Headlines/Teasers At 250 wpm it would take the average reader about 32 seconds to read it
17. The American Reader n 0:10 reading for personal interest Why should that matter to me? You are competing for people’s time - Not only against other interests and subjects but also within those 10 minutes... If people spend less than 15 seconds on a web page to decide if they want to stay there and read, they are most likely applying the same time frame to your page one... You have 60 words to convince them to stay!
18. The American Reader Fortunately, one picture is worth 1,000 words!
19. The American Reader Fortunately, one picture is worth 1,000 words! And community newspaper readers are a special audience.
20. The Community Newspaper n 63% of your market finds your ads influence purchases n 81% of your market reads your classifieds n Nearly 52% of your market considers you their news source National Newspaper Association Surveys
21. The Community Newspaper n 63% of your market finds your ads influence purchases n 81% of your market reads your classifieds n Nearly 52% of your market considers you their news source n Nearly 82% of your readers share the paper n 90% say you have information they need n 73% includes valuable local shopping and advertising info n 73% read most to all of the paper n 30% have been reading your paper for over 30 years n Your readers spend almost 39 minutes with each edition (and in case you were wondering, that is about 9,500 words) n 30% have been reading your paper for over 30 years National Newspaper Association Surveys
22. The Community Newspaper Why should that matter to me?
23. The Community Newspaper Why should that matter to me? n People look for the paper n People depend on the paper n People actually like the paper n Many consider it “their” paper
24. The Community Newspaper So what does that mean for Page One? n Page One establishes an identity n Page One establishes a mark in time n Page One informs n Page One sells the whole package
25. Next 9 Welcome and introduction 9:15 The American reader and the newspaper 9:45 History and anatomy of page one 10:20 BREAK 10:30 Language of design 11 Modular design and designing modules Noon LUNCH 12:45 America’s page one – PART ONE 1:45 America’s page one – PART TWO 2:45 BREAK 3 Putting it all together 3:55 Wrapping it all up 4 Conclusion