The American reader and the newspaper

Transcript

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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
   

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3. The American Reader
   

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4. The American Reader
   

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5. The American Reader
   

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6. The American Reader
   

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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/
   

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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/
   

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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/
   

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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
    

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11. The American Reader
    n 0:10 reading for personal interest
    

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12. The American Reader
    n 0:10 reading for personal interest
    Why should that matter to me?
    

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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
    

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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
    

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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
    

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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
    

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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!
    

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18. The American Reader
    Fortunately,
    one picture is worth 1,000 words!
    

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19. The American Reader
    Fortunately,
    one picture is worth 1,000 words!
    And community newspaper
    readers are a special audience.
    

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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
    

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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
    

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22. The Community Newspaper
    Why should that matter to me?
    

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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
    

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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
    

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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
    

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