The Global Advertising Development Project ADVERTISING EFFECTIVENESS RESEARCH BRIEFING NOTES FOR NEWSPAPERS

Newspaper Advertising Effectiveness Study Project Scope and Briefing Notes

1. Background to this study World-wide research into advertising ef fectiveness shows that newspapers are indeed an ef fective advertising medium, particularly when used in combination with other media. But despite the evidence, global advertisers and agencies need to be convinced to think newspapers. This was the result of the first stage of an ambitious new strategy commissioned by WAN, to increase the newspaper industrys share of global advertising revenues. Key reasons for launching this study are outlined below:1.1 Circulation Analysis

If we analyse the global advertising and circulation data over the past 5 years, it becomes obvious that newspaper publishers cannot af ford to be complacent. In the last 5 years, the overall number of copies (dailies & non dailies) has fallen by 0.7% from 325.5 million to 323.3 million. The daily market has performed behind the total market with decreases of 3%, whilst the non daily market has performed well with increases of 17.3%. In 23 out of the 39 countries measured circulations have fallen.

1.2

Advertising Analysis

In terms of advertising revenue, Zenith Media have estimated that worldwide advertising expenditure was up 8% in 2000, to a value of 332 billion. This growth is expected to continue over the next f ew years, although at a slightly slower rate. Predictions for advertising g rowth are as follows:-

Although at face value this appears to be optimistic, when we analyse press share of advertising revenues, it indicates that we as publishers cannot afford to be complacent. In 1999, press share of advertising revenue stood at 36.2%, a fall of 2.5 percentage points on 5 years previously. Looking ahead to 2002, this is predicted to fall again to a level of 35.2%. In 26 out of the 39 countries analysed, shares of advertising revenue have continued to fall since 1995.

2.

Project Specification

The advertising ef fectiveness research study is designed to offer publishers across the globe a standard template from which to work, to enable valid case studies to be built up in local markets, as to the benefits of newspaper advertising. Due to the complexities and differences of local markets, we feel that this template should be used purely as a guide, and should be customised according to local market conditions. In order to ensure the s tatistical validity of the research, it is imperative that the research partners cover a complete cross section of both newspaper type and advertiser sector to ensure that the case studies are relevant to as wide an audience as possible. Each partner will obviously have in-depth local knowledge of both the media and advertiser structure, and therefore involvement and commitment is imperative from the outset. The survey will be conducted using pre-selected panels of readers across a number of titles, and will take a 2 stage approach:Stage 1: Reading & Noting Study Stage 2: Self Completion Questionnaire 2.1 Stage 1: Reading & Noting Study

2.1.1 Recruitment of Panel It is recommended that each partner use a recruitment agency to pre-select the panel of respondents who will take part in the research. This will avoid any biases that may occur due to self selection techniques. Key points to note when recruiting: A minimum of 200 respondents should be recruited to ensure sufficient responses. The profile of this group should be representative of the appropriate ne wspaper in terms of sex, age, and status (job title). Each respondent should be given a unique reference number, to ensure that returns can be monitored, and logged against the relevant respondent. Respondents should be made aware of their invol vement, as outlined below: The research will take place o ver one week Respondents will be required to mark up their copy of the newspaper on every day during the resear ch period (see appendices for full details) Respondents will be required to return their marked up newspapers in the FREEPOST envelopes provided on each day of the week A minimum of 20 advertisers should be recruited to take part in the exercise The advertisers must cover a range of industry sectors, again to match the overall profile of the newspaper The publisher must ensure that the advertisers are offered a range of dif ferent advertisement positions, across dif ferent days of the week to ensure that all possible permutations are taken into account. An example of a recruitment questionnaire can be found in the Appendices 2.2 Stage 2: Self Completion Questionnaire

At the end of the research period, respondents will be asked to complete a short questionnaire covering the following issues: Recall of specific advertisements (including partners advertisements as well as a selection of additional clients campaigns) Which media respondents remember seeing the advertisements (including all partners publication as well as all non press media) An indication of what attributes respondents associate with each of the campaigns (colourful, eye catching, relevant etc) Likelihood of purchasing products or services from the companies in question A range of profiling questions to indicate industry sector, profile of respondents, other newspapers read etc An example of the questionnaire can be found in the Appendices

2.3

Benefits

2.3.1 Publisher Benefits This project has the potential to open up new revenue opportunities for publishers, by combining traditional advertising campaigns with advertising ef fectiveness research. Advertisers can be sold a specific package which will of fer them the following:Specific series of advertisements during the research period Advertising ef fectiveness analysis of their campaign Results of the ef fectiveness of their campaign both in isolation, as well as compared to the overall market The option to repeat this exercise on an ongoing basis (every month) For each of the participating companies, we must ensure that there is a cross section of regional and national advertisers covered, enabling a strong sales s tory to be developed. The scope of the project will enable (if required) a tracking study to be developed over time, building up unique data which can be presented as strong case studies in each individual location. Alternatively, due to the standardised method of research across all participating centres, the results can be aggregated to provide a strong case for newspapers worldwide.

Key benefits: Data analysis of the research results for the whole campaign Individual analysis for each participating advertiser An in-depth understanding of the most beneficial advertising sites within each publication The potential to attract new advertisers, and ultimately new revenue into your publication Copy of the advertising effectiveness presentation, customised by WAN, to include the case study results for each participating publisher A global advertising effectiveness presentation from WAN, incorporating the results of all of the case studies included in the research 2.3.2 Advertiser Benefits In order to encourage advertisers to participate in the research, it is impor tant to outline clearly what they can expect in terms of benefits: Regular insertions, of different permutations over a week long period An evaluation of how their campaign worked in terms of brand awareness, and likelihood to purchase An evaluation of which advertising treatment was most effective A comparison of how their campaign compared to the overall campaign 2.4 2.4.1 Partner Responsibilities World Association of Newspapers (WAN)

WAN will facilitate the project by providing comprehensive briefing notes on each stage of the process. It is important to note that due to the differences in each marketplace, these should be used purely as guidelines as opposed to an exact indication of what is required. Guidelines will be produced as follows: Recruitment of Research Panel (in-house, research agency) Briefing Notes for Respondents Questionnaire Content Suggestions for analysis Preparing the Case Studies Preparing the final presentation of results, both at an individual level, and from a global perspective. In addition to the above, WAN will also take responsibility for aggregating the data at a global level, and marketing the results accordingly. The project will be carried out in English. 2.4.2 Publishing Partners

It is expected that each participating publisher will take responsibility for the recruitment of selected advertisers in their own marketplace, ensuring that a good cross section of national, regional and industry sectors are covered. Publishers must then implement a pac kage to ensure that sufficient advertisements are running for each of the participating advertisers, over the research period. In addition to facilitating the research, publishing partners must be prepared to commit to the following: Local recruitment of the research panel All communication to the research panel including distribution of briefing notes, questionnaires etc. Management of the response le vels from the research panel, including any chasing up of returns necessary Collation of returns and despat ch to one centralised source (to be defined by WAN) Commitment to adhere to any advertising schedules that have been agreed as part of the research project Submission of newspaper logos to WAN for inclusion in Case Study presentations 2.4 Research Costs Depending upon the in-house resource and expertise available, the costs will vary from publisher to publisher. The following is provided purely as a guideline, and is based on a similar study carried out recently in the UK.

Research Recruitment of Research Panel (250 respondents) Distribution of briefing notes to research panel including postage paid envelopes Follow up of non returns of newspapers Analysis of returned marked up newspapers Distribution of marked up newspapers to WAN

Responsibility External research agency Publisher or external research agency

Cost () 6580

820

Publisher

No cost

Publisher

In-house, No cost External 4112 Postage

Publisher

Research Stage Analysis of returned questionnaires Preparation of Case Studies Preparation of your local presentation Preparation of Global Presentation Tele - Suppor t Marketing of Results

Responsibility

Cost () 2500 Payable to WAN upon registration by each publication taking part

WAN

Payment Upon receipt of your faxed registration form (Appendix 5) you will be invoiced for 2500 (Euros). Payment will be required before the project continues.

APPENDICES

1. Respondents Briefing Notes 2. Recruitment Methodology & Questionnair e 3. Self Completion Questionnaire 4. Publisher Checklist 5. The Registration Form is attached / Downloadable from the same web-site page APPENDIX 1

Advertising Ef fectiveness Study Recruitment through Research Agency Respondent Briefing Notes (to be given to respondent at time of recruitment)

INTRODUCTION TO THE RESEARCH This market research is being under taken on behalf of (insert publishers name), who are investigating the overall effectiveness of (insert publication name), in terms of offering you the news and information service that you would expect from such a publication. On agreement to take part in this research, you will be sent a briefing pack which will consist of the following:-

 Comprehensive instructions Highlighter pen Freepost reply paid envelopes Questionnaire for completion The research is taking place for the week of XXXX On each day of the research, we would like you to read the newspaper in the same w ay that you would read any publication you normally purchase. We would then like you to mark the articles and advertisements that you read, and draw a line where you stopped reading (see attached example) We would then like you to complete a short questionnaire regarding the newspapers that you have just read, and return it with your marked up paper in the freepost envelope provided. Please note if for any reason you cannot read the paper on any of the days it is still very important to send back the paper as quickly as possible. To thank you for your participation in this exercise we will send you XXXX APPENDIX 2 Recruitment of Research Panel The various publishing partners in each country will be responsible for the recruitment of a representative panel of research respondents to carry out the Reading & Noting exercise. Using an External Research Agency The whole recruitment process can be outsourced to a research agency, who must use a structured recruitment process to ensure that a representative sample of respondents are covered in the panel. It is imperative that the respondents are all regular or occasional readers of the publication in question. Due to the complex nature of the research process, it is advisable that the recruitment takes place face to face, enabling researchers to give a detailed brief of what is required (see additional document outlining the resear ch overview) In order to secure returns from a minimum of 200 respondents, it is advisable to recruit 250 respondents at the outset. APPENDIX 2 RECRUITMENT QUESTIONNAIRE (To be used by Research Agency) Introduction Good morning/af ternoon. I am . From XX Research Agency, an independent research company, who are carrying out a survey on newspaper readership. Could I just ask you a couple of questions to make sure that you qualify for this exciting piece of research Q1, Do you or does any of your close family or friends work in any of the following industries? Code Advertising Marketing Public Relations Market Research Newspaper production Media Related Business 1 2 3 4 5 6

If respondent answers Yes to any of the above, then Close the interview

Q2.

Are you in full time employment?

Code Yes No Q3. 1 2

Instruction Go to Q3 Close interview

Which daily newspaper(s) do you read on a regular basis? Code Title A Title B Title C Title D 1 2 3 4 Instruction Go to Q4 Go to Q4 Go to Q4 Go to Q4

Respondent must regularly read the title which is being researched Give Respondent the Introduction/Instruction Sheet to have a look at give them a moment to read what is involved in the research. Q4. Are you willing to take part in the research? Code Yes No 1 2 Instruction Go to Q5 Close interview

The research involves you reading your copy of XXXX newspaper on every day of the week during insert dates. You also will be sent detailed instructions on how to carry out the research. Can I please take the address which would best suit you for your instruction packs, and any other cor respondence to be sent to. (Please print address clearly and ask respondent to check the details) Name: Address: . Postcode. Telephone Number: It is essential that we gain your signature to prove that you have agreed to take part in this research. Can you please read and sign on the line: I understand what is involved in this research and I am willing to mark up my copies of XXXX during the research period, and return them on a daily basis in the envelope provided. At the end of the week, I will return my copy of the completed questionnaire.

Signed:.Date:

APPENDIX 3 Advertising Ef fectiveness Research Respondent Questionnaire (to be completed at the end of the research week) Q1. Which if the following newspapers do you regularly read? Publication A Publication B [ ] [ ]

Q2. How frequently do you refer to each of the following media, when looking for information on products and services that are of interest to you? Every Day 2-3 times A week [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] Once a week often Less

National newspapers Regional Newspapers Television Radio Magazines Internet Outdoor Other (write in) Q3.

[ [ [ [ [ [ [ [

] ] ] ] ] ] ] ]

[ [ [ [ [ [ [ [

] ] ] ] ] ] ] ]

[ [ [ [ [ [ [ [

] ] ] ] ] ] ] ]

On average how long did you spend reading each issue of (insert publication name) Less than 5 minutes 6-10 minutes 11-20 minutes 21-40 minutes Over 40 minutes [ [ [ [ [ ] ] ] ] ]

Q4. For each of the companies/brands listed below, can you indicate which statement most closely reflects your own awareness:Never Heard Of it Have heard of it Have used the product/ Service [ [ [ [ [ [ [ ] ] ] ] ] ] ]

Company X Company X Company X Company X Company X Company X Company X

[ [ [ [ [ [ [

] ] ] ] ] ] ]

[ [ [ [ [ [ [

] ] ] ] ] ] ]

Ensure that this includes all participating advertisers as well as a range of non participating advertisers Q5. For each of the companies that you have heard of in Q4, please indicate whether you have: a) noticed any advertising b) where you saw the advertising

Q6. For each of the companies/brands that have noticed any advertising for, which of the following descriptions would you attribute to each brand (please tick as many as apply) ColourfulEye Informative Catching [ [ [ [ [ [ [ ] ] ] ] ] ] ] [ [ [ [ [ [ [ ] ] ] ] ] ] ] Relevant

Company X Company X Company X Company X Company X Company X Company X Q7.

[ [ [ [ [ [ [

] ] ] ] ] ] ]

[ [ [ [ [ [ [

] ] ] ] ] ] ]

How likely are you to buy products or services from each of the following companies? Very Likely Quite Likely Not Very Likely [ [ [ [ [ [ [ ] ] ] ] ] ] ] Not At All Likely [ [ [ [ [ [ [ ] ] ] ] ] ] ]

Company X Company X Company X Company X Company X Company X Company X Profiling Questions Q8. Sex Male Female Q9. [ ] [ ]

[ [ [ [ [ [ [

] ] ] ] ] ] ]

[ [ [ [ [ [ [

] ] ] ] ] ] ]

Which of the following age groups do you fall into? 15-19 20-24 25-34 35-44 45-54 55-64 65+ [ [ [ [ [ [ [ ] ] ] ] ] ] ]

Q10.

And which of the following most closely describes the position that you hold within your company? Managing Director Chairman Chief Executive Owner Partner Director [ [ [ [ [ [ ] ] ] ] ] ] Senior Manager Other Manager Professional Consultant Other [ [ [ [ [ ] ] ] ] ]

Q11. Can you please tell us which of the following most closely matches the industry sector in which you are currently employed? Agriculture Banking/Finance Biotech/Science Chemicals Construction Defence Electronics Engineering Food/Drink/Tobacco Government/Politics IT & Telecoms [ [ [ [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] ] ] ] Law Manufacturing/Mining Media/Publishing/Arts New Economy Oil & Energy Public Sector Retail/Wholesale Semiconductors Textiles/Clothing Tourism/Leisure Transport [ [ [ [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] ] ] ]

THANK YOU FOR YOUR TIME PLEASE NOW RETURN THE COMPLETED QUESTIONNAIRE IN THE FREEPOST ENVELOPE PROVIDED APPENDIX 4 CHECKLIST TABLE A PUBLISHER RESPONSIBLITIES Task Confirmation of the demographic profile of Publication for submission to Research Agency Finalise the written brief for the research agency Select an external market research agency Collate respondent briefing notes Finalise recruitment questionnaire in association with Research Agency Prepare respondent briefing pac ks to be made up of: Letter explaining the research Highlighter Pen Postage paid envelopes Questionnaire Set up a Freepost address (if applicable) Distribute briefing packs to respondents, ensuring that the questionnaires are coded with a unique reference number Creation of a grid for anal ysis of returned newspapers Communication of newspaper analysis results to WAN Follow up of non-returned ne wspapers Follow up of non returned questionnaires Distribution of completed questionnaires t o WAN for data processing Supply of electronic logos to WAN Recruitment of advertisers Creation of press schedules for each advertiser Execution of advertiser schedules Supply a copy of the schedules to WAN for analysis Present the results to each participating advertiser Completed

APPENDIX 5 Publisher Registration Form CONTACT DETAILS

Publisher Name

Address

Telephone No.

Fax No.

Contact Name:

Contact Job Title:

e-mail

TITLE DETAILS (Please list all titles that you would like to include in the research) Name of Title Frequency Circulation

IN-HOUSE FACILITIES (this will help us understand the level of support that you may need in facilitating the project) Project Stage Recruitment of Panel Preparing agency brief Communication with research panel Analysis of returned newspapers Follow up communication with research panel Please state in-house resource or external agency

PLEASE COMPLETE THIS FORM AND FAX IT TO: Eamonn Byrne Fax No. 33.1.47.42.49.48 Telephone WAN 0033 1 47 42 8500 Email - ebyrne@wan-press.org