Survey Report Community Newspaper Readership Survey [National Newspaper Association]

Transcription

1 Survey Report 2012 Community Newspaper Readership Survey [National Newspaper Association] Center for Advanced Social Research The Donald W. Reynolds Journalism Institute School of Journalism University of Missouri-Columbia December 2012 Introduction The purpose of the 2012 NNA Community Newspaper Readership Survey was to continue to examine public attitudes, perceptions, and readership of editorial and advertising contents in local newspapers in small communities across the United States. Center for Advanced Social Research (CASR) of The Reynolds Journalism Institute and Missouri's School of Journalism completed 584 telephone interviews (using both landline and cell phone numbers) with adults aged 18 or older that lived in areas where the circulation size of the local newspaper was 15,000 or less on behalf of NNA in October and November Survey Instrument Similar to the previous research since 2005, the survey questionnaire was designed to collect the following information. Readership of local newspapers (including children aged 11 to 21, if applicable) Values of local newspapers to local residents Readership of various contents of local newspapers Evaluation of local newspapers both in print & online Attitudes toward good journalism in local newspapers Primary & preferred sources of information about local communities Access to and use of the Internet and websites of local newspapers Evaluation of the websites of local newspapers Readership of various advertisements in local newspapers Comparison of advertisements on different media outlets Purchasing plans for a variety of goods and services Sources of information for purchasing decision making Demographics -1-

2 Unlike in the previous research, the following question items were added to the questionnaire to reflect the changes that have occurred in local newspapers in their transition to digital platforms. Experience of paid content models in local newspapers Likelihood of paying for content online & on mobile devices Use of mobile devices for consumption of news & information Sampling Methodology The sample of the survey targeted at small towns and cities where the circulation size of the local newspaper was 15,000 or less across the United States. Specifically, it followed a twostage probability sampling plan that first selected a sample of primary sampling units (PSUs) for all the targeted areas, and subsequently selected a sample of secondary sampling units (SSUs) from each PSU. For example, the zip codes served by the community newspapers collected from the membership database of NNA were first identified and grouped. A random sample of telephone numbers was then generated proportional to the population size of each of the zip codes. The random digit aspect of the sample was designed to avoid response bias and provide representation of both listed and unlisted telephone numbers (including not-yet-listed). The design of the sample ensured this representation by random generation of the last two digits of telephone numbers selected on the basis of valid area codes and telephone exchanges. To reach an adequate number of young adults, other demographic groups (e.g., Hispanics), and the cell phone only cohort (AAPOR, 2010), both landline and cell phone random digit dialing (RDD) frames were included in the sample. The purpose was to include adequate representation of wireless only adults. Respondent Selection Method For landline phone numbers, the Troldahl-Carter-Bryant (T-C-B) respondent selection method was used to randomly select an eligible respondent if there were more than one adult 18 years of age or older in a household. The T-C-B method requires the interviewer to ask two questions shortly after the introductory statements, How many adults aged 18 or over live in your household, including yourself? and How many of them are women / men? Based on answers to the two questions, the interviewer will select a designated respondent using one of the eight different versions of a selection matrix that appears on the computer screen at random. In so doing, a proper balance of males and females, younger and older adults in a household can be reached. The likelihood of within-sampling-unit non-coverage error is minimized because all eligible respondents in a household are equally considered by the selection method. For cell phone numbers, the person who answered was asked (1) if he or she was 18 years of age or older, and (2) if he or she was a local resident. If he/she answered yes to both -2-

3 questions, they would then be asked to participate in the survey; if he/she answered no to either or both questions, they would be thanked and survey terminated as ineligibles. At least fifteen attempts were made to complete an interview at every sampled telephone number. The calls were scheduled over days of the week to maximize the chances of making a contact with a potential respondent. All refusals were recontacted at least once in order to attempt to convert them to completed interviews. Field Operation Five hundred eighty-four (584) interviews were completed via telephone in October and November 2012 by the trained interviewing and supervising staff of CASR. Using the definitions and final codes for calculating response rate provided by The American Association for Public Opinion Research (AAPOR, 2000), the response rate of the survey was 40.3%. For results based on the entire sample (n = 584), the margin of sampling error is plus or minus five percentage points (5%). In addition to sampling error, question wording and practical difficulties in conducting telephone surveys may introduce some error or bias into the findings. -3-

4 Descriptive Statistics of the Sample Demographics In the end of the survey, demographic information such as age, education, ethnicity, employment status, income, and gender was collected. The purpose was to obtain a comprehensive profile of the survey participants for better understanding of the survey results. Age The average age of the sample (n = 584) was 54.2 years (standard deviation = 17.1 years) ranging from 18 to 85. Age Groups [n = 584] Length of residence [n = 584] [Average years of residency = 19.6 years] -4-

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6 Home ownership Do you own or rent your home? [n = 583] Location of residence Do you live? [n = 552] In the survey, small town was defined as having a population of fewer than 10,000 people, and medium town as fewer than 25,000, to be consistent with those defined in previous research. -6-

7 Having children younger than 18 Do you have children under 18 living at home? [n = 584] Education Ethnicity Level of Education Level of Education 2012 Less than high school High school / GED Vocational/Technical/Community college Some university but no degree year college degree Some graduate work but no degree Master's degree Doctoral degree : (n = 500); 2012: (n = 584) Ethnicity Categories of ethnicity 2012 White African American Latino/Hispanic Asian American American Indian Other specify : (n = 500); 2012: (n = 584) -7-

8 Marital status Employment status Income Marital Status Description of marital status Married Single Separated Divorced Widowed Member of an unmarried couple : (n = 500); 2012: (n = 580) Employment Status Description of employment 2012 Employed full time Employed part time Self-employed Unemployed / out of work Student Homemaker Retired Disabled : (n = 500); 2012: (n = 582) Household Income Categories of Income 2012 Less than $10, $10,000 but less than $25, $25,000 but less than $50, $50,000 but less than $75, $75,000 but less than $100, $100,000 or more Don't know/not sure Refused : (n = 500); 2012: (n = 580) -8-

9 Gender [n = 584] Circulation & types of local newspapers Of the 416 readers identified in the 2012 survey, 52% were daily newspaper readers, and 48% non-daily readers. The circulation sizes of the newspapers ranged from 309 to 14,943. Adequate effort was made to ensure that all the names of local newspapers reported by respondents matched those in the NNA s membership database. Cell phone vs. landline telephone numbers Of the 584 respondents in 2012, 40% were interviewed via cell phone numbers, and 60% through landline numbers; 27% were wireless only. References TABLE II: Completed Interviews by Types of Telephone Numbers Types of telephone numbers 2012 Cell phone only Cell phone and a working landline number Landline : n = 500; 2012: n = 584 The American Association for Public Opinion Research (AAPOR). (2010). New considerations for survey researchers when planning and conducting RDD telephone surveys in the U.S. with respondents reached via cell phone numbers: AAPOR Cell Phone Task Force Retrieved November 8, 2010, from ntid=

10 Survey Findings Readership of local newspapers The survey shows that 71% of the 584 people interviewed read a community newspaper at least once a week in small towns or cities in the United States. This number is lower than the 74% readership of community newspapers identified in, and 73% in How many days in a week do you read a local newspaper? [n = 416][2012] How many days in a week do you read a local newspaper? [n = 370] -10-

11 Regression analysis shows that readership of local newspapers was significantly and positively associated with age, suggesting that older adults read local newspapers significantly more than younger adults. This finding is consistent with those of the NNA surveys in 2010 and, and those reported by the Pew Research Center in earlier The pass along rate of the 2012 survey, measured by the average score of the responses to the question item: About how many of your friends, colleagues, co-workers or those in your household do you share the newspaper with? was 2.18 persons, compared to 2.33 in. On average, readers of the 2012 survey spent minutes on reading local newspapers, compared to minutes in and 37.5 minutes in TABLE 1: On what days of the week is the local newspaper published? [Check all that apply] Days of week Monday Tuesday Wednesday Thursday Friday Saturday Sunday On average, readers have read their local newspapers for approximately years (standard deviation = 20.9 years), compared to years in and 26.2 years in Similar to previous NNA research, 96% of readers paid for their newspapers. Is the local newspaper free or paid? [n = 41] -11-

12 TABLE 2: How do you receive the local newspaper? Description of categories Delivered by mail Delivered by a newspaper carrier Pick up from news rack/store Electronic delivery through & other How much of the newspaper do you usually read? [n = 415] 2012 How much of the newspaper do you usually read? [n = 370] -12-

13 As consistent in previous research, readers continued to pay adequate attention to the content of local newspapers. The 2012 survey shows that a combined 75% of readers read either all or most of the content, compared to 73% in and 78% in 2010 using the same measurement. Description of categories TABLE 3: How long do you usually keep an issue of the local newspaper? (n = 431) (n = 405) (n = 488) (n = 370) 2012 (n = 400) Read it the same day & throw it away 1 day days to 5 days but fewer than 10 days or more days Don't know/not sure TABLE 4: Primary reason that [you] read the local newspaper Description of reasons Local news/local information Knowledge/General news Advertisements/Classified ads Nothing in particular Others specify 1.2 n.a. 1.9 n.a. (2009: n = 403; 2010: n = 484; : n = 368; 2012: n = 416) Consistent with previous NNA research, one of primary reasons that local residents read local newspapers is to obtain local news/local information, as evident in the findings in Table 4 (2009 through 2012). This is consistent with findings from the Pew Research Center (2012) and the former Suburban Newspapers of America (2009). With coverage of local news being their biggest strength, community newspapers need to continue to do what they do the best in order to attract audience and sustain revenue in the long term, whether in print or online. TABLE 5: Primary reason that [you] do not read local newspaper Description of reasons Not interested Have no time Prefer Internet or other sources Paper too biased/doesn t cover the news I want Don t receive the paper Others specify Nothing in particular (2009: n = 94; 2010: n = 180; : n = 130; 2012: n = 166) -13-

14 In the 2012 survey, respondents were also asked whether their children aged between 11 and 21, if any, would read local newspapers. Of the 175 households where there were children in the age group, 18% read a local newspaper at least once a week. How many days in a week do your children aged between 11 and 21 read a local newspaper? [n = 175] How many days in a week do your children aged between 11 and 21 read a local newspaper? [n = 31/Excluding the none responses] -14-

15 Table 5a displays the percentages of responses to the specific contents usually available in local newspapers that were read by the children aged between 11 and 21. Caution is recommended in interpreting the results because the effective sample size (n = 31) is small. TABLE 5a: What content of the newspaper do they primarily read? [Check all that apply] Description of newspaper content 2012 Local school news 48.4 Local entertainment 25.8 Local education news 25.8 Political news 25.8 Local sports 61.3 Local business 25.8 Comics 41.9 Other specify 16.1 To further identify the relevance of content of the local newspapers, a new question was added to the 2012 survey: In the past twelve months, have you clipped a story from the newspaper or provided a link from the newspaper website to save or send to a friend or family member? As shown below, more than half of readers (56%) had either clipped a story from the print newspaper or provided a link from the newspaper s website to save or send to a friend or family member in the past 12 months. In the past twelve months, have you clipped a story from the newspaper or provided a link from the newspaper website to save or send to a friend or family member? [n = 414] -15-

16 Values of local newspapers to local residents To examine the importance of local newspapers to local residents in small towns and cities in the United States, the 2012 survey asked readers about the values of community newspaper in informing and providing them with local shopping and advertising information. The question items were copied from the 2009 Suburban Market Study by the then Suburban Newspapers of America (SNA) and used in the NNA research in 2010 and. Differently from the past years, one more item, I use it to help make up my mind about candidates and elections, was added to the 2012 survey. Respondents were asked to check all the items that applied to them. TABLE 6: Thinking about [name of local newspaper], please tell me if each of the following applies to you [Check all that apply] Description of newspaper s values I/My family couldn t live without it I/My family look forward to reading it It entertains me It informs me It provides valuable local shopping & advertising information I/My family relies on it for local news and information I use it to help make up my mind about candidates and elections n.a. n.a Other specify As shown above, majority of local readers continued to regard community newspapers as highly valuable and important sources information about their communities. For example, 92% of readers thought local newspapers were informative; 83% agreed that they and their families relied on the newspapers for local news and information; 84% of readers (and their families) would look forward to reading the newspapers; 69% thought the newspapers provided valuable local shopping & advertising information, and 75% agreed that local newspapers entertained them; and Nearly half of readers (46%) used the newspapers for their political & voting decisions. Again, these findings were consistent with those reported in the 2010 and NNA research as well as with those reported by the Pew Research Center in earlier They suggest that local newspapers are valuable and key sources of information about local communities. This public dependence on community newspapers should be noted by local news organizations to continue to improve their editorial products, both in print and online, to meet or exceed public expectations. -16-

17 Readership of various contents of local newspapers The next set of questions was designed to find out how often readers would read various contents that usually appear in local newspapers. Readers were asked to use a 7-point scale with "7" being "very often" and "1" being "never" to provide their answers. How often do you read local news in the local newspaper? [n = 416] How often do you read local news in the local newspaper? As shown above, the 2012 findings were very similar to what was found in both 2010 and NNA surveys, as 88% of readers often read local news in their community newspapers. -17-

18 How often do you read local news online? [n = 357]2012 How often do you read local news online? [n = 320] Of those who had access to the Internet, 49% reported that they had never read local news online, compared to 48% in, suggesting that residents in small towns and cities still replied on print newspapers for local news more than via online platforms. -18-

19 How often do you read local news online? Seeking out local news online Of those who used online sources for local news, 59% sought out specific local news, higher than in the NNA research (52%). In addition, 30% happened to come across it, and 11% answered both. When getting local news through the Internet, is it usually because you seek out specific news or is it usually because you just happen to come across it? [n = 182] -19-

20 The 2012 survey shows that 47% of online users would choose newspaper s website as their favored source of information for local news. Meanwhile, 24% would select local television s website, 21% independent sites such as Yahoo, MSN, Google, and etc. It should be noted that two percent of online users would rely on social networking sites, and five percent radio stations sites for local news. There was no measurement of radio station s website and social sites in the previous NNA research. Overall, the 2012 results were similar to what was found in both 2010 and surveys. Where do you go online most frequently for local news? [n = 175] Where do you go online most frequently for local news? -20-

21 How often do you read local school news in the local newspaper? 2012 How often do you read local school news in the local newspaper? As shown above, a combined 67% of local readers either very often or somewhat often read local school news in the local newspapers, higher than 56% in the NNA research. -21-

22 How often do you read local school news online or using mobile devices? [n = 414] 2012 How often do you read local education news online? Similar to the findings, local residents in small towns or cities did not rely on online sources (including mobile media devices) for local education or school news. -22-

23 How often do you read local sports news in the local newspaper? [n = 415] 2012 How often do you read local sports news in the local newspaper? More than half of readers (56%) in the 2012 survey read local sports news in local newspapers, higher than 47% in the NNA research in. -23-

24 How often do you read local sports news online or using mobile devices? 2012 How often do you read local sports news online? -24-

25 How often do you read editorials or letters to the editor in the local newspaper? [n = 416] How often do you read editorials or letters to the editor in the local newspaper? -25-

26 How often do you read editorials or letters to the editor in the local newspaper? Overall, readership of editorials or letters to the editor in community newspapers has been solid, as a combined 69% often read the content in the 2012 survey, so did 66% in, 64% in 2010, and 62% in How often do you read editorials or letters to the editor online?

27 How often do you read editorials or letters to the editor online? How often do you read public notices in the local newspaper? [n = 413]

28 How often do you read public notices in the local newspaper? How often do you read public notices in the local newspaper? Consistent with previous NNA research, readership of public notices in local newspapers continued to be solid, as a combined 51% often read the content in 2012, 46% in, 48% in 2010, and 40% in

29 As in, the 2012 survey asked local residents how often they visited the website of their Chamber of Commerce. The results show that 85% had never visited the website. How often do you visit the website of your local Chamber of Commerce? [n = 544] 2012 Those who did visit the website of Chamber of Commerce specified what they were looking for from the website. Their responses are presented in Appendix B Open-Ended Responses. How often do you visit the website of your local Chamber of Commerce? -29-

30 Evaluation of local newspapers both in print & online As in previous research, the 2012 NNA survey continued to ask readers to evaluate their local newspapers in terms of accuracy, coverage of local news, quality of writing, and fairness of reporting. Accuracy of the local newspaper s coverage [n = 440] 2012 Accuracy of the local newspaper s coverage As shown above, more than two-thirds of readers rated accuracy of local newspapers coverage as either excellent or good (71% in 2012, 71% in, and 70% in 2010). -30-

31 Coverage of local news [n = 440] 2012 Coverage of local news In terms of coverage of local news, majority of readers gave satisfying marks as 70% in 2012, 75% in, and 73% in 2010 gave a rating of either excellent or good. -31-

32 Quality of writing [n = 439] 2012 Quality of writing Six out of ten readers (60%) rated quality of writing in their local newspapers as either excellent or good, similar to 63% in 2010 and 67% in. However, their ratings were lower than those in other evaluation measures, suggesting more room for improvement in quality of writing. -32-

33 Fairness of reporting [n = 437] 2012 Fairness of reporting Similarly, readers gave equally satisfying evaluation marks to fairness of reporting in their local newspapers, as 59% of readers in 2012 thought it was either excellent or good. On the other hand, 41% felt the newspapers did either a fair or poor job. This finding may explain why 17% of those who did not read local newspapers cited Paper too biased/doesn t cover the news I want (Table 5) as their reasoning, suggesting that local newspapers, either daily or non-daily, will need to do a better job in fairness of reporting in order to sustain readership. -33-

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35 Those who went online for local news were also asked to evaluate the quality of local news coverage of online sources, other than the websites of local newspapers they had visited. Accuracy of local news coverage online [n = 194] 2012 Accuracy of local news coverage online -35-

36 Coverage of local news online [n = 189] 2012 Coverage of local news online -36-

37 Quality of news writing online [n = 194] 2012 Quality of news writing online -37-

38 Fairness of reporting online [n = 193] 2012 Fairness of reporting online -38-

39 Evaluation of attributes toward good journalism in local newspapers As consistent in the previous NNA research since 2009, the next set of questions of the 2012 survey was designed to see how readers would perceive the journalistic values of local newspapers. The items included [Newspaper name] is a newspaper that I really trust, [Newspaper name] has stories for people with my particular interests, [Newspaper name] provides more background and depth than any other news source, and so on. Respondent answered these questions on a 7-point scale where 1 was Does not describe my newspaper and 7 was Describes my newspaper extremely well. [Name of newspaper] is a newspaper that I trust more than other sources of news [n = 436] 2012 [Name of newspaper] is a newspaper that I trust more than other sources of news -39-

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41 [Name of newspaper] really understands the things that are of special interest & importance to people who live in the area [n = 442] 2012 [Name of newspaper] really understands the things that are of special interest & importance to people who live in the area -41-

42 [Name of newspaper] has stories for people with my particular interests [n = 442] 2012 [Name of newspaper] has stories for people with my particular interests -42-

43 [Name of newspaper] really cares about people like me [n = 427] 2012 [Name of newspaper] really cares about people like me -43-

44 [Name of newspaper] does a better job than any other news source of helping me understand the news [n = 425] 2012 [Name of newspaper] does a better job than any other news source of helping me understand the news -44-

45 [Name of newspaper] provides more background and depth than any other news source [n = 427] 2012 [Name of newspaper] provides more background and depth than any other news source -45-

46 [Name of newspaper] is extremely useful to me personally [n = 444] 2012 [Name of newspaper] is extremely useful to me personally -46-

47 [Name of newspaper] is very well organized and easy to get through [n = 444] 2012 [Name of newspaper] is very well organized and easy to get through -47-

48 The website of the local newspaper is very well organized & easy to get through [n = 109] 2012 The website of the local newspaper is very well organized & easy to get through -48-

49 [Name of newspaper] makes it very easy to find the information I want [n = 443] 2012 [Name of newspaper] makes it very easy to find the information I want -49-

50 The website of the local newspaper makes it very easy to find the information I want [n = 112] 2012 The website of the local newspaper makes it very easy to find the information I want -50-

51 [Name of newspaper] gives me the information I need to hold government, Civic and business leaders to a high level of accountability [n = 430] 2012 [Name of newspaper] gives me the information I need to hold government, Civic and business leaders to a high level of accountability -51-

52 How important is it to you that the public, or the newspaper on the public s behalf, holds government, civic and business leaders to a high level of accountability? [n = 441] 2012 How important is it to you that the public, or the newspaper on the public s behalf, holds government, civic and business leaders to a high level of accountability? -52-

53 [Name of newspaper] does an excellent job investigating claims and statements made by government, civic and business leaders [n = 423] 2012 [Name of newspaper] does an excellent job investigating claims and statements made by government, civic and business leaders -53-

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55 How important is it to you that the public, or the newspaper on the public s behalf, investigates claims & statements made by government, civic and business leaders [n = 438] 2012 How important is it to you that the public, or the newspaper on the public s behalf, investigates claims & statements made by government, civic and business leaders -55-

56 Primary (& preferred) sources of information about local communities As shown in Table 7A, 48% of respondents in 2012 selected newspaper as their primary source of information about what was happening in their communities. TABLE 7A: Primary source of information about local communities Description of sources Newspaper Television Radio Internet Friends/Relatives Co-workers Newspaper & TV 1.6 n.a. n.a. n.a. n.a. n.a. Newspaper & Radio 1.0 n.a. n.a. n.a. n.a. n.a. Social media n.a. n.a. n.a. n.a Others Don't know/not sure (2007: n = 505; 2008: n = : n = : n = 670. : n = : n = 584) When asked about their preference for the source of information about local communities, 53% of residents preferred newspaper over other local media outlets such as television, radio, and etc. Notice that newspaper was preferred in a 3-to-1 margin over television, showing consistency as in the previous research. TABLE 7B: Where do you prefer to get news about your local community? Description of sources Newspaper Television Radio Magazine n.a. n.a. 0.2 n.a. n.a. 0.5 Internet Friends/Relatives Co-workers Newspaper & TV 1.8 n.a. n.a. n.a. n.a. n.a. Newspaper & Radio 0.8 n.a. n.a. n.a. n.a. n.a. Others Social media n.a. n.a. n.a. n.a. n.a. 0.5 Don't know/not sure (2007: n = 505; 2008: n = : n = : n = 670. : n = : n = 584) -56-

57 Access to and usage of the Internet As shown below, 73% of the 2012 survey participants in small towns and cities had access to the Internet at home, slightly higher than 70% in, and 71% in Do you have access to the Internet at home? [2012] Nine out of ten residents (91%) used broadband Internet technology (e.g., DSL, cable modem, WiFi, etc.) to access the Internet. By which method do you access the Internet at home?

58 During the past month, have you visited the website of the local newspaper? [2012] The survey shows that 3 out of 10 residents (30%) that had access to the Internet visited the website of their local newspapers during the past month, slightly higher than 28% in. This is consistent with the previous NNA research showing the percentage between 28% in 2007 and 32% in Have you visited other Web sites for local news & information? [n = 418]

59 Have you visited other Web sites for local news & information? In a typical week, how many days do you visit the local newspaper s Web site? [n = 125]

60 In a typical week, how many days do you visit the local newspaper s Web site? Respondents were also asked about what they liked the most and the least about the websites they visited. Their responses can be found in Appendix B Open-Ended Responses. Experience of paid content models in local newspapers To continue to capture the changes in establishing paid content models possibly by community newspapers in the past two years or so, the 2012 survey asked those who visited the websites of newspapers during the past month whether they paid for the content or not. The results show that only six percent paid to view the online content, the same as in the survey, suggesting that in small towns or cities the development of paid content models is still in its infancy. Do you pay to view the content on the website? [n = 127] -60-

61 Do you pay to view the content on the website? [n = 98] The survey also asked the respondents how they paid for the online content (e.g., through a metered approach, etc.). The results are not reported here because the effective sample size was too small (n = 8) for the numbers to be statistically meaningful. Likelihood of paying for content online & on mobile devices When asked how likely they would be willing to pay for access to the news if their local newspapers informed them it was necessary to charge for Internet news to support its newsgathering, 71% of respondents answered very unlikely, similar to what was found in the survey. How likely is it that you would be willing to pay for access to the news if your local newspaper told you it was necessary? [n = 408]

62 How likely is it that you would pay to view the content if your local newspaper was available on the Internet? How likely is it that you would view the content of your local newspaper if it were available on MOBILE devices but you had to pay to view it? [n = 421]

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64 How likely is it that you would view the content of your local newspaper if it were available on MOBILE devices but you had to pay to view it? How likely is it that you would view the content of your local newspaper on a tablet such as the ipad2 if it were available but you had to pay to view it? [n = 421]

65 How likely is it that you would view the content of your local newspaper on a tablet such as the ipad2 if it were available but you had to pay to view it? The survey shows that a combined 82% of readers in small cities and towns today said that it would be either somewhat unlikely or very unlikely for them to read the content if it were available on the Internet; 88% (combining responses of somewhat unlikely and very unlikely ) would not view the content of local newspapers on mobile devices and tablet if it were available and they had to pay to view it. Consistent with the findings of the NNA survey, multivariate regression analysis shows that the three likelihood measures were negatively and significantly associated with age, suggesting that younger adults in small cities and towns would view the content of local newspapers online and on mobile devices and table if it were available more likely than their older counterparts. Other demographic measures such as gender, education, total household annual income, and etc. did not play a significant role in their responses to the questions. These findings imply that in small cities and towns today the perception that information online ought to be free may play a large role in the mindset of local residents about whether local newspapers should charge their content online or not. Their responses to the three questions may also be influenced by the fact that not many local newspapers in small cities and towns are charging users for online content, and hence majority of the readers have not had experience in seeing how paid content models work on the Internet and mobile devices. In addition, the results reinstate the importance of attracting young audience to the online presence of local newspapers since younger adults have a higher probability of viewing the content online than older adults. -65-

66 Use of mobile devices for news & information As a result of the rising popularity of mobile devices such as smartphones, the 2012 survey continued to ask respondents about their (1) ownership of mobile phones, (2) use of mobile devices for news and shopping information, (3) credibility of mobile devices in comparison to that of print newspaper, and (4) likelihood of using mobile phones for news and shopping information in the future. Which of these types of phones do you have? [n = 582] 2012 Which of these types of phones do you have? As shown above, 24% of local residents in small cities and towns had smartphones -66-

67 (compared to 28% in ), 60% simple cell phones, and 16% did not have cell phones. Have you accessed the local news with your mobile phone within the last 30 days? [n = 137] 2012 Have you accessed the local news with your mobile phone within the last 30 days? [n = 137] The survey shows that 31% of smartphone owners used their devices to access local news within the past thirty days, significantly more than 26% in. -67-

68 Similarly, 49% of smartphone owners accessed shopping information with their mobile phones within the past thirty days, significantly more than 38% in. These results seem to suggest that there is good potential to be utilized by community newspapers to explore and develop their digital platforms for news consumption in the near future. Have you accessed shopping information with your mobile phone within the last 30 days? [n = 138] 2012 Have you accessed shopping information with your mobile phone within the last 30 days? [n = 137] -68-

69 As shown below, 63% of those who used their mobile devices for local news thought the news was either very credible or somewhat credible, compared to 71% in. However, caution is recommended in interpreting the finding because the effective sample size (n = 43) was small. Credibility of the local news you access on your mobile phone [n = 43] 2012 Similarly, those who used their mobile devices to access shopping information were asked how credible the information was. The survey shows that a combined 78% thought the information was either very credible or somewhat credible, slightly lower than 82% in. Again, caution needs to be taken in understanding the result because the effective sample size was small (n = 67). Credibility of the shopping information you access on your mobile phone [n = 67]

70 Credibility of the local print newspaper [n = 67] 2012 A combined 63% of those who have used mobile phones to access either local news or shopping information within the past 30 days thought the print local newspaper was either very credible or somewhat credible, lower than 72% in. One possible explanation is that the 2012 respondents thought some of the community newspapers had a bias or did not have the content in which they were interested. How likely will you continue to access the local news with your mobile phone in the future? [n = 43]

71 How likely will you continue to access the shopping information with your mobile phone in the future? [n = 67] 2012 A combined 79% of those who accessed local news on their mobile phones said they would either very likely or somewhat likely continue to access local news on their mobile devices in the future, compared to 83% in. Similarly, a combined 83% of those who used their mobile phones to access shopping information would either very likely or somewhat likely continue to do so, higher than 75% in. Although the effective sample sizes were small, it is reasonable to argue that the experiences these users have had boost their confidence and further motivate them to continue to use their mobile phones for news and shopping information. Readership of advertisements in local newspapers Readers of local newspapers in 2012 were asked about how often they would read advertisements in local newspapers. The questions included grocery and supermarket, department stores, hardware stores, classified ads, public notice ads, and so on. Respondents were asked to use a 7-point scale with "7" being "very often" and "1" being "never") to provide their answers. -71-

72 How often do you read grocery & supermarket ads or ad inserts in the local newspaper? [n = 415] 2012 How often do you read grocery & supermarket ads or ad inserts in the local newspaper? As shown above, community newspapers continue to be an effective medium for grocery and supermarket ads, as a combined 62% of readers either often or very often read the ads. This finding was consistent with those reported in 2010 and. -72-

73 How often do you read department store ads or ads inserts such as J.C. Penney s and Sears in the local newspaper? [n = 408] 2012 How often do you read department store ads or ads inserts such as J.C. Penney s and Sears in the local newspaper? Readership of department store ads in 2012 was higher than in 2010 and. -73-

74 How often do you read discount store ads or ad inserts in the local newspaper? [n = 413] 2012 How often do you read discount store ads or ad inserts in the local newspaper? -74-

75 How often do you read hardware store ads or ad inserts such as such as Home Depot, Lowe s, ACE, or True Value in the local newspaper? [n = 412] 2012 How often do you read hardware store ads or ad inserts such as such as Home Depot, Lowe s, ACE, or True Value in the local newspaper? -75-

76 How often do you read classified ads in the local newspaper? [n = 413] 2012 How often do you read classified ads in the local newspaper? -76-

77 How often do you read public notice ads in the local newspaper? [n = 413] 2012 How often do you read public notice ads in the local newspaper? The survey also shows that a combined 56% of readers either often or very often read public notices in the community newspapers, higher than those in the 2010 and surveys, suggesting the value of local newspapers in keeping local residents informed. -77-

78 TABLE III: Mean scores regarding readership of advertisements in local newspapers Question Items Mean Score Mean Score Mean Score Score (2005) (2007) (2008) (2009) 1. How often read grocery & supermarket ads How often read department store ads How often read hardware store ads How often read classified ads How often read public notice ads How often read discount store ads Question Items Mean Score Mean Score Mean Score Score (2010) () (2012) 1. How often read grocery & supermarket ads How often read department store ads How often read hardware store ads How often read classified ads How often read public notice ads How often read discount store ads Notes: 1. The question items were measured on a 7-point Likert scale ranging from 1 (never) to 7 (very often). 1. n = 412 in 2005; n = 419 in 2007; n = 431 in 2008; n = 405 in 2009; n = 488 in 2010; n = 370 in ; n = 416 in

79 Do you think governments should be required to publish public notices in newspapers? When asked Do you think governments should be required to publish public notices in newspapers? majority of community newspaper readers consistently said yes in the past three years. To further evaluate the value of direct mail in small towns and cities, the 2012 survey asked a new question, How often do you find that you ve missed important mail because you didn t notice it among the advertising mail? More than half readers (56%) said never, 17% and nine percent said 2 and 3, respectively, on a 7-point scale with 1 being never and 7 being very often. How often do you find you ve missed important mail because you didn t notice it among the advertising mail? -79-

80 -80-

81 The next three question items were designed to measure public perceptions in small towns and cities about use of advertisements across different channels such as print, direct mail, and online, and usefulness of newspaper advertising inserts in purchasing decision making. Some of the items were copied from a 2008 study by the Canadian Newspaper Association. When I read the newspaper advertising inserts, I find that they help me make better purchasing decisions [n = 409] 2012 More than three-fourths (76%) of readers agreed that newspaper advertising inserts help them make better purchasing decisions. If I had a choice, I d rather look through the ads in the newspaper than get them as direct mail [n = 385]

82 As shown on the previous page, an overwhelming majority of community newspaper readers (80%) in small towns and cities preferred newspaper advertisement over direct mail. If I had a choice, I d rather look through the ads in the newspaper than view advertisements on the Internet [n = 396] 2012 If I had a choice, I d rather look through the ads in the newspaper than view advertisements on the Internet -82-

83 If I had a choice, I d rather look through the ads in the newspaper than view advertisements on the Internet Compared to advertisements on the Internet, local residents who read community newspapers preferred ads in the newspapers, as 81% either strongly or somewhat agreed that they d rather look through newspaper ads than view them on the Internet. This preference is consistent with the previous findings in 2009 and. TABLE 7c: When you receive advertising fliers from retail, discount or hardware stores or local merchants as advertising mail, not within the newspaper, do you usually: [Check all that apply] Description of response categories 2012 Read them closely 33.4 Use them for shopping 49.0 Give them a glance but not usually use 60.6 Throw them away 63.0 Pay no attention to them 28.8 Other specify

84 Purchasing plans for a variety of goods and services Near the end of the survey, respondents were asked whether they planned to purchase a variety of goods or services within the next 12 months. As shown in Table 8, responses to the items were consistent over the years since TABLE 8: What to purchase in the next 12 months? [(Yes) responses only] Description of products or services Lawn, garden supplies 45% 53% 45% 43% 47% 49.1 Furniture Didn t ask Major appliances Television/Electronics Didn t ask A used vehicle A new vehicle Housing Men s clothing Didn t ask Women s clothing Didn t ask Health or medical products or services Travel/Vacation Financial or insurance products or services Didn t ask TABLE 9: Which source of information do you rely on most for grocery shopping information? Description of sources Newspaper Television Radio 0.4 n.a. n.a. n.a. 0.2 Magazine n.a Internet Yellow pages n.a. 0.2 n.a. n.a. n.a. Catalogs Direct mail n.a. 4.7 Billboards n.a. n.a. 0.2 n.a. n.a. n.a. n.a. 0.2 n.a. 0.4 Shopper/Ad sheet n.a. n.a. n.a. In store Relatives/Friends n.a. n.a. n.a. Word of mouth n.a None 3.4 n.a. n.a. n.a. n.a. Others Don't know/not sure n.a. Refused n.a. 0.2 n.a. -84-

85 TABLE 10: Which source of information do you rely on most for major appliances shopping? [Did not ask in 2012] Description of sources Newspaper Television Radio 0.8 n.a n.a. Magazine Internet Yellow pages n.a. Catalogs Direct mail Billboards n.a. n.a. n.a. 0.4 n.a. n.a. n.a. n.a. n.a. n.a. Shopper/Ad sheet n.a. n.a. In store/sales reps Relatives/Friends n.a. n.a. Word of mouth n.a Don t buy at this time n.a. 1.4 n.a. 0.9 n.a. Consumer reports n.a. 4.6 n.a. 1.0 n.a. None n.a. 3.0 n.a. 0.9 n.a. Others Don't know/not sure Refused TABLE 11: Which source of information do you rely on most for automobile purchasing decisions? Description of sources Newspaper Television Radio n.a. Magazine Internet Yellow pages n.a. Catalogs n.a. 0.2 Direct mail Billboards n.a. n.a. n.a. n.a n.a. n.a. n.a. n.a. n.a. Fliers/Ad sheet n.a. n.a. n.a. Dealership/Sales reps Relatives/Friends n.a. n.a. n.a. Don't buy used cars 6.1 n.a. 1.0 n.a. n.a. No particular sources 1.8 n.a. n.a. n.a. n.a. Not applicable n.a. n.a. n.a. n.a. n.a. Word of mouth Consumer reports 1.8 n.a. 1.0 n.a. n.a. Others Don't know/not sure

86 Refused TABLE 12: Which source of information do you rely on most for building & home improvement shopping information? Description of sources Newspaper Television Radio n.a. n.a. n.a. Magazine Internet Yellow pages Catalogs n.a Direct mail Billboards n.a. n.a. n.a. n.a. n.a. n.a. n.a. n.a. n.a. n.a. Fliers/Ad sheet n.a. n.a. n.a. In store Relatives/Friends n.a. n.a. n.a. No need to home improvement shopping 0.8 n.a. 1.4 n.a. n.a. No particular sources 2.4 n.a. 0.2 n.a. n.a. Not applicable n.a. n.a. n.a. n.a. n.a. Word of mouth Consumer reports 0.8 n.a. n.a. n.a. n.a. Others Don't know/not sure Refused TABLE 13: Which source of information do you rely on most for home furniture shopping information? [Didn t ask in 2012] Description of sources Newspaper Television Radio Magazine Internet Yellow pages n.a. 0.4 n.a. Catalogs Direct mail Billboards n.a. n.a. n.a. n.a. n.a. n.a. n.a. n.a. n.a. n.a. Fliers/Ad sheet n.a. n.a. In store Relatives/Friends n.a. No need for furniture shopping n.a. 1.4 n.a. No particular sources n.a. 0.2 n.a. Not applicable 0.6 n.a. n.a. n.a. n.a. Word of mouth n.a Consumer reports n.a. 1.0 n.a. 0.2 n.a. Others

87 Don't know/not sure Refused (2005: n = 503; 2007: n = 505; 2008: n = 502; 2009: n = 500; : n = 500) TABLE 14: Which source of information do you rely on most for television / electronics shopping information? Description of sources Newspaper Television Radio 0.2 n.a. n.a. n.a. Magazine Internet Yellow pages n.a. 0.2 n.a. n.a. Catalogs Direct mail Billboards n.a n.a. n.a. n.a. n.a. n.a. Fliers/Ad sheet 0.4 n.a. n.a. n.a. In store Relatives/Friends 5.2 n.a. n.a. n.a. No particular sources n.a. 0.2 n.a. n.a. Not applicable n.a. 0.6 n.a. n.a. Word of mouth Consumer reports n.a. 1.4 n.a. n.a. Others Don't know/not sure Refused (2008: n = 502; 2009: n = 500; : n = 500; 2012: n = 584) TABLE 15: Which source of information do you rely on most for health or medical products or services? [Didn t ask in 2012] Description of sources Newspaper Television Radio 0.6 n.a. n.a. Magazine Internet Yellow pages Catalogs n.a Direct mail Relative/Friends 2.0 n.a. n.a. Word of mouth Doctors/Physicians Insurance companies Others Don't know/not sure Refused No need n.a. 1.3 n.a. -87-

88 Consumer report n.a. 0.2 n.a. (2008: n = 502; 2009: n = 500; : n = 500) TABLE 16: Which source of information do you rely on most for travel / vacation information? [Didn t ask in 2012] Description of sources Newspaper Television Radio n.a. n.a. n.a. Magazine Internet Yellow pages n.a Catalogs Direct mail Relative/Friends 2.0 n.a. n.a. Word of mouth Travel agency Others Don't know/not sure Refused No need n.a. 1.8 n.a. No particular source n.a. 0.6 n.a. (2008: n = 502; 2009: n = 500; : n = 500) TABLE 17: Which source of information do you rely on most for financial or insurance products or services? [Didn t ask in 2012] Description of sources Newspaper Television Radio n.a. Magazine Internet Yellow pages Catalogs n.a. n.a. n.a. Direct mail Relative/Friends 1.8 n.a. n.a. Word of mouth Bank/Financial advisor Others Don't know/not sure Refused No need n.a. 0.2 n.a. No particular source n.a. 1.6 n.a. (2008: n = 502; 2009: n = 500; : n = 500) -88-

89 TABLE 18: Which source of information do you rely on most if you look for employment opportunities? Description of sources 2012 Newspaper Television Radio n.a. n.a. Magazine n.a. 0.2 Internet Yellow pages 0.2 n.a. Catalogs n.a. 0.2 Direct mail Not applicable (due to retirement) n.a Word of mouth Others Don't know/not sure Refused (: n = 500; 2012: n = 584) To further understand the values of print newspaper, the Internet, radio, and advertising mail in purchasing decision making, the survey asked respondents to indicate the frequency of their use of the sources. How often do you use the Internet to make purchasing decisions? [n = 583]

90 How often do you use the Internet to make purchasing decisions? How often do you use the Internet to make purchasing decisions? Between 2009 and 2012, responses to use of the Internet in purchasing decision making were consistent, with 29% (2012) to 40%% (2010) using it either often or very often, and 40% (2010) to 50% (2012) either rarely or never. -90-

91 How often do you use advertising mail to make purchasing decision? [n = 584] 2012 As shown above, advertising mail was not effective in making purchasing decisions, as a combined 13% of respondents either often or very often used it. How often do you use radio to make purchasing decisions? [n = 583] 2012 Nor was ratio in helping people make purchasing decisions, as a combined six percent of respondents either often or very often used it. -91-

92 How influential are newspaper ads in helping you make purchasing decisions? [n = 410] 2012 A combined 35% of local newspaper readers thought newspaper ads were either very or somewhat influential in helping them make purchasing decisions. This finding is consistent with those reported in the previous years. -92-