| Interests, Needs and Expectations of Single Copy Buyers and Subscribers
Published: October 14, 1998
Last Updated: December 29, 1999
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In order for newspapers to thrive, the industry must better understand
the character and expectations of subscribers and single copy buyers. This
section explores who they are, their readership patterns as well as their
needs and expectations.
Two out of three (68%) weekday newspaper readers have their paper home
delivered while one in four (24%) buy their newspaper on a single copy
basis. The remainder (8%) receive the paper via pass-along readership.
NEWSPAPER - METHOD OF RECEIPT
|
TOTAL
|
MALE
|
FEMALE
|
| |
%
|
%
|
%
|
| DAILY NEWSPAPERS: |
|
| DELIVERED (NET) |
68
|
67
|
68
|
| |
TO HOME |
64
|
63
|
65
|
| |
TO WORK |
4
|
4
|
3
|
| SINGLE COPY PURCHASE |
24
|
24
|
24
|
| PASS-A-LONG |
8
|
9
|
8
|
| SUNDAY NEWSPAPERS: |
|
| DELIVERED (NET) |
66
|
66
|
66
|
| |
TO HOME |
65
|
64
|
65
|
| |
TO WORK |
1
|
2
|
1
|
| SINGLE COPY PURCHASE |
29
|
29
|
29
|
| PASS-A-LONG |
5
|
5
|
5
|
Newspaper Readership
Not surprisingly, frequency of readership is substantially lower among
single copy buyers than among subscribers. Nearly one out of two (48%)
single copy buyers is a regular newspaper reader compared to 79% of subscribers.
It is worth noting that more than one in ten (13%) subscribers did
not read or glance at their paper yesterday, indicating that there is a
need to reinforce the daily readership habit even among subscribers.
NEWSPAPER READERSHIP
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
| |
%
|
%
|
%
|
| READ DAILY NEWSPAPERS: |
|
| PAST WEEK |
76
|
100
|
100
|
| YESTERDAY |
59
|
87
|
63
|
| REGULARLY (5, 4 ISSUES) |
51
|
79
|
47
|
| OCCASIONALLY (3,2,1, ISSUES) |
25
|
21
|
52
|
| READ SUNDAY NEWSPAPERS: |
|
| PAST MONTH |
76
|
89
|
77
|
| PAST SUNDAY |
67
|
84
|
65
|
The Demographic Profile of Subscribers and Single Copy Buyers
The profile of subscribers and single copy buyers is substantially different.
Compared to subscribers, single copy buyers are likely to be:
-
Younger
-
Less well-educated
-
More likely to be working full time
-
More likely to be single/never married
-
More likely to be a renters
-
More likely to be non-white
DEMOGRAPHIC PROFILE OF THE SAMPLE
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
| |
%
|
%
|
%
|
| GENDER |
|
| MALE |
48
|
48
|
48
|
| FEMALE |
52
|
52
|
52
|
| AGE |
|
| 18-34 |
33
|
23
|
44
|
| 35-49 |
31
|
31
|
33
|
| 50 AND OVER |
36
|
46
|
23
|
| EDUCATION |
|
| HIGH SCHOOL GRADUATE OR LESS |
41
|
37
|
44
|
| SOME COLLEGE/TECHNICAL TRAINING |
29
|
28
|
31
|
| COLLEGE GRADUATE+ |
30
|
35
|
25
|
| OCCUPATION |
|
| PROFESSIONAL/MANAGER/BUSINESS OWNER |
33
|
35
|
32
|
| SALES/CLERICAL |
15
|
15
|
17
|
| BLUE COLLAR |
20
|
18
|
19
|
| SERVICE |
9
|
8
|
12
|
| HOMEMAKER |
13
|
14
|
12
|
| OTHER |
10
|
10
|
8
|
| MARITAL STATUS |
|
| MARRIED |
63
|
71
|
55
|
| SINGLE/NEVER MARRIED |
22
|
17
|
29
|
| WIDOWED/SEPARATED/DIVORCED |
15
|
12
|
16
|
| HAVE CHILDREN LIVING
HOME |
42
|
38
|
46
|
| HOME OWNERSHIP |
|
| OWN |
71
|
80
|
58
|
| RENT |
26
|
18
|
39
|
| OTHER |
3
|
2
|
3
|
| INCOME |
|
| UNDER $35,000 |
39
|
33
|
41
|
| $35,000-$49,999 |
27
|
27
|
27
|
| $50,000-$74,999 |
18
|
20
|
19
|
| $75,000 OR MORE |
16
|
20
|
13
|
| MEDIAN |
$39,200
|
$43,100
|
$37,700
|
| RACE |
|
| WHITE |
83
|
89
|
72
|
| AFRICAN-AMERICAN |
11
|
6
|
22
|
| ASIAN |
2
|
2
|
1
|
| OTHER |
4
|
3
|
5
|
| HISPANIC DESCENT |
9
|
6
|
12
|
1/ Based on those responding.
"No Time to Read"
Consistent with the fact that they are more likely to be working full
time, single copy buyers indicate that they spend more time working and
have less time available for themselves both weekdays and on Sundays. The
problem of "no time to read" may contribute to their lower frequency of
readership.
TIME SPENT AT VARIOUS ACTIVITIES
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
| |
%
|
%
|
%
|
| AT WORK |
6.5
|
6.4
|
7.0
|
| COMMUTING |
0.7
|
0.7
|
0.8
|
| DOING CHORES/ERRANDS |
4.1
|
4.1
|
4.0
|
| LEFT OVER FOR SELF DURING THE WEEK |
4.4
|
4.7
|
3.8
|
| LEFT OVER FOR SELF ON SUNDAYS |
7.8
|
7.9
|
7.4
|
|
EMPLOYMENT STATUS
|
|
|
FULL-TIME
|
49
|
46
|
56
|
|
PART-TIME
|
16
|
15
|
19
|
|
NOT EMPLOYED
|
35
|
39
|
25
|
Needs and Expectations of Subscribers and Singe Copy Buyers
The interests and needs of subscribers and single copy buyers are in
fact quite similar.
Content Interests
Subscribers and single copy buyers generally share very similar news
and feature interests, though single copy buyers express a slightly higher
level of interest in crime news, sports, clothes and fashion.
RATING OF IMPORTANCE OF CONTENT AREAS
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES ON A 10
POINT SCALE |
|
| CRIME NEWS |
56
|
55
|
65
|
+10
|
| PROFESSIONAL SPORTS |
40
|
40
|
47
|
+7
|
| CLOTHES AND FASHION |
28
|
26
|
31
|
+5
|
| SPORTS SCORES AND STATISTICS |
36
|
36
|
41
|
+5
|
| ENVIRONMENTAL NEWS |
57
|
58
|
62
|
+4
|
| INVESTIGATION OF IMPORTANT ISSUES |
72
|
74
|
76
|
+2
|
| PERSONAL FINANCE AND INVESTING |
45
|
47
|
49
|
+2
|
| FAITH AND RELIGION |
42
|
42
|
44
|
+2
|
| NEWS AND INFORMATION THAT HELPS YOUR LOCAL
COMMUNITY TO DEAL WITH PROBLEMS |
74
|
76
|
77
|
+1
|
| STATE NEWS |
63
|
65
|
66
|
+1
|
| NATIONAL BUSINESS NEWS |
42
|
45
|
45
|
=
|
| LOCAL BUSINESS NEWS |
49
|
51
|
51
|
=
|
| NEWS AND INFORMATION ABOUT ENTERTAINMENT
AVAILABLE IN YOUR AREA, SUCH AS MOVIES, CONCERTS, RESTAURANTS, ETC. |
50
|
52
|
52
|
=
|
| COLLEGE SPORTS |
33
|
35
|
35
|
=
|
| SCIENCE AND TECHNOLOGY |
55
|
57
|
57
|
=
|
| LOCAL GOVERNMENT AND POLITICAL NEWS |
57
|
61
|
60
|
-1
|
| HEALTH AND FITNESS |
53
|
54
|
53
|
-1
|
| HIGH SCHOOL SPORTS |
25
|
28
|
27
|
-1
|
| OPINION AND ANALYSIS |
40
|
43
|
41
|
-2
|
| WORLD AND NATIONAL NEWS |
71
|
74
|
72
|
-2
|
| TV LISTINGS AND NEWS ABOUT TELEVISION |
39
|
42
|
40
|
-2
|
| NEWS ABOUT YOUR LOCAL COMMUNITY/ NEIGHBORHOOD |
76
|
78
|
76
|
-2
|
| WEATHER |
77
|
78
|
76
|
-2
|
1/ Based on those responding.
The Importance of Advertising
Single copy buyers generally regard advertising as more important
than subscribers. Single copy buyers are likely to say they place greater
importance on:
-
Ads for job opportunities
-
Ads for sporting events
-
Helping you save time
-
Health and beauty ads
-
Real estate ads
-
Auto ads
-
Letting you know about new products and product features
RATING OF IMPORTANCE OF ADVERTISING CONTENT
| |
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES |
|
|
|
|
| ADS FOR JOB OPPORTUNITIES |
45
|
40
|
57
|
+17
|
| ADS FOR SPORTING EVENTS |
35
|
33
|
45
|
+12
|
| HELPING YOU TO SAVE TIME |
61
|
58
|
68
|
+10
|
| REAL ESTATE ADS |
26
|
24
|
32
|
+8
|
| HEALTH AND BEAUTY ADS |
32
|
30
|
38
|
+8
|
| LETTING YOU KNOW ABOUT NEW PRODUCTS AND PRODUCT
FEATURES |
60
|
59
|
67
|
+8
|
| AUTO ADS |
31
|
28
|
36
|
+8
|
| ADS FOR ENTERTAINMENT EVENTS/ACTIVITIES |
53
|
52
|
59
|
+7
|
| MAKING YOU FEEL GOOD ABOUT THE PRODUCTS IT
ADVERTISES |
44
|
41
|
48
|
+7
|
| ADS FOR STORES, OTHER THAN SUPERMARKETS,
THAT YOU SHOP IN |
51
|
51
|
58
|
+7
|
| CLOTHING ADS |
37
|
36
|
41
|
+5
|
| LETTING YOU DO COMPARISON SHOPPING |
63
|
64
|
69
|
+5
|
| MAKING IT EASY TO KNOW WHERE TO GO TO FIND
THE PRODUCTS YOU WANT |
72
|
72
|
77
|
+5
|
| GIVING YOU AS GOOD AN IDEA AS POSSIBLE OF
WHAT PRODUCTS ACTUALLY LOOK LIKE |
62
|
61
|
66
|
+5
|
| ADS THAT ARE IN COLOR |
46
|
46
|
50
|
+4
|
| FOOD AND GROCERY ADS |
58
|
58
|
61
|
+3
|
| ADS THAT ARE PRESENTED ATTRACTIVELY |
55
|
56
|
59
|
+3
|
| HELPING YOU TO SAVE MONEY |
69
|
69
|
71
|
+2
|
| GIVING PRICES OF PRODUCTS AND SERVICES |
69
|
70
|
71
|
+1
|
1/ Based on those responding.
Expectations Regarding How the News is Delivered
Generally speaking, subscribers and single copy buyers have quite similar
expectations regarding the role and function of the news media and what
is important in media.
Rating of Newspaper Performance Not a Major Factor in How Newspaper
Obtained
Single copy buyers appear to have chosen to be single copy buyers not
because of more negative perceptions of newspaper performance, but rather
because of their own background and interests:
-
They are considerably younger than subscribers and young people are less
likely to be drawn to the daily readership habit.
-
They are more likely to be renters, another group that traditionally is
difficult to reach.
-
They tend to be more motivated by advertising than subscribers, particularly
classified ads - but this is often not a daily need.
-
When it comes to rating the performance of newspapers, generally
speaking single copy buyers and subscribers give newspapers near equal
ratings suggesting that single copy buyers reject home delivery because
of their own background and needs rather than because of any negative view
of newspapers.
RATING OF IMPORTANCE OF EXECUTION AND IMAGE OF NEWS MEDIA
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
NET DIFF.
|
| |
%
|
%
|
%
|
#
|
| TOP 2 BOXES ON A 10
POINT SCALE |
|
| MAKES YOU FEEL LIKE YOU'RE ACTUALLY THERE |
39
|
37
|
47
|
+10
|
| SPARKS YOUR EMOTIONS |
44
|
42
|
52
|
+10
|
| CONTAINS INFORMATION THAT IS HELPFUL IN YOUR
DAILY LIFE |
68
|
68
|
74
|
+6
|
| PROVIDES DEPTH |
67
|
67
|
73
|
+6
|
| IS EASY TO USE |
75
|
73
|
79
|
+6
|
| SURPRISES YOU |
36
|
35
|
41
|
+6
|
| STIRS YOUR IMAGINATION |
52
|
52
|
58
|
+6
|
| IS RELAXING |
40
|
38
|
43
|
+5
|
| MAKES YOU THINK |
77
|
77
|
82
|
+5
|
| REFLECTS YOUR PERSONAL BELIEFS AND VALUES |
41
|
39
|
44
|
+5
|
| HOLDS YOUR ATTENTION |
72
|
72
|
77
|
+5
|
| CARES ABOUT PEOPLE LIKE YOU |
60
|
58
|
62
|
+4
|
| LOOKS FOR SOLUTIONS, NOT JUST PROBLEMS |
63
|
62
|
66
|
+4
|
| IS ACCURATE |
79
|
78
|
81
|
+3
|
| ALLOWS YOU TO GET THE INFORMATION THAT YOU
WANT QUICKLY |
75
|
76
|
79
|
+3
|
| IS USED BY PEOPLE YOU RESPECT |
63
|
63
|
66
|
+3
|
| GIVES YOU THINGS TO TALK ABOUT WITH OTHERS |
63
|
63
|
66
|
+3
|
| CAN BE USED ANYWHERE AND ANY TIME THAT YOU
WANT |
63
|
64
|
66
|
+2
|
| IS INTERESTING |
76
|
77
|
79
|
+2
|
| IS BELIEVABLE |
73
|
72
|
74
|
+2
|
| HELPS YOU TO REALLY UNDERSTAND THE THINGS
THAT IT DISCUSSES |
75
|
75
|
77
|
+2
|
| FOCUSES ON WHAT'S IMPORTANT |
74
|
75
|
77
|
+2
|
| IS FAIR |
72
|
73
|
74
|
+1
|
| ORGANIZES INFORMATION WELL |
75
|
76
|
77
|
+1
|
| PROVIDES POSITIVE NEWS |
60
|
60
|
60
|
=
|
| IS A GOOD VALUE FOR THE MONEY |
70
|
71
|
70
|
-1
|
| IS ENJOYABLE AND ENTERTAINING |
58
|
59
|
58
|
-1
|
| IS TIMELY AND UP-TO-DATE |
87
|
89
|
88
|
-1
|
| FITS EASILY INTO YOUR DAILY SCHEDULE |
69
|
69
|
70
|
-1
|
1/ Based on those responding.
RATING OF NEWSPAPERS ON CONTENT
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
NET DIFF.
|
| TOP 2 BOXES |
%
|
%
|
%
|
%
|
| HIGH SCHOOL SPORTS |
67
|
68
|
74
|
+6
|
| SCIENCE AND TECHNOLOGY |
41
|
40
|
45
|
+5
|
| OPINION AND ANALYSIS |
54
|
52
|
57
|
+5
|
| HEALTH AND FITNESS |
39
|
39
|
44
|
+5
|
| LOCAL GOVERNMENT AND POLITICAL NEWS |
67
|
66
|
69
|
+3
|
| WORLD AND NATIONAL NEWS |
64
|
66
|
69
|
+3
|
| TV LISTINGS AND NEWS ABOUT TELEVISION |
68
|
70
|
72
|
+2
|
| FAITH AND RELIGION |
39
|
39
|
41
|
+2
|
| PERSONAL FINANCE AND INVESTING |
48
|
48
|
48
|
=
|
| PROFESSIONAL SPORTS |
71
|
72
|
72
|
=
|
| CRIME NEWS |
72
|
73
|
73
|
=
|
| SPORTS SCORES AND STATISTICS |
74
|
74
|
74
|
=
|
| INVESTIGATION OF IMPORTANT ISSUES |
60
|
62
|
62
|
=
|
| COLLEGE SPORTS |
67
|
68
|
68
|
=
|
| NEWS ABOUT YOUR LOCAL COMMUNITY/ NEIGHBORHOOD |
64
|
65
|
64
|
-1
|
| ENVIRONMENTAL NEWS |
49
|
50
|
49
|
-1
|
| CLOTHES AND FASHION |
43
|
43
|
42
|
-1
|
| LOCAL BUSINESS NEWS |
61
|
61
|
60
|
-1
|
| NEWS AND INFORMATION ABOUT ENTERTAIN-MENT
AVAILABLE IN YOUR ARE, SUCH AS MOVIES, CONCERTS, AND RESTAURANTS, ETC. |
71
|
74
|
72
|
-2
|
| NATIONAL BUSINESS NEWS |
56
|
57
|
55
|
-2
|
| NEWS AND INFORMATION THAT HELPS YOUR LOCAL
COMMUNITY TO DEAL WITH PROBLEMS |
55
|
58
|
56
|
-2
|
| WEATHER |
61
|
62
|
60
|
-2
|
| STATE NEWS |
67
|
69
|
66
|
-3
|
1/ Based on those responding.
RATING OF NEWSPAPERS ON EXECUTION AND IMAGE
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
NET DIFF.
|
| TOP 2 BOXES |
%
|
%
|
%
|
%
|
| SPARKS YOUR EMOTIONS |
47
|
46
|
53
|
+7
|
| IS ACCURATE |
56
|
56
|
61
|
+5
|
| PROVIDES DEPTH |
56
|
55
|
59
|
+4
|
| CAN BE USED ANYWHERE AND ANY TIME THAT YOU
WANT |
68
|
68
|
72
|
+4
|
| ORGANIZES INFORMATION WELL |
68
|
68
|
72
|
+4
|
| STIRS YOUR IMAGINATION |
45
|
44
|
48
|
+4
|
| IS ENJOYABLE AND ENTERTAINING |
53
|
55
|
58
|
+3
|
| GIVES YOU THINGS TO TALK ABOUT WITH OTHERS |
69
|
70
|
73
|
+3
|
| IS BELIEVABLE |
57
|
58
|
60
|
+2
|
| ALLOWS YOU TO GET THE INFORMATION THAT YOU
WANT QUICKLY |
61
|
63
|
65
|
+2
|
| FOCUSES ON WHAT'S IMPORTANT |
61
|
62
|
64
|
+2
|
| SURPRISES YOU |
41
|
41
|
43
|
+2
|
| IS TIMELY AND UP TO DATE |
75
|
76
|
78
|
+2
|
| REFLECTS YOUR PERSONAL BELIEFS AND VALUES |
38
|
38
|
40
|
+2
|
| MAKES YOU THINK |
63
|
64
|
65
|
+1
|
| IS EASY TO USE |
74
|
77
|
78
|
+1
|
| HOLDS YOUR ATTENTION |
57
|
59
|
60
|
+1
|
| LOOKS FOR SOLUTIONS, NOT JUST PROBLEMS |
43
|
43
|
44
|
+1
|
| IS FAIR |
47
|
49
|
50
|
+1
|
| PROVIDES POSITIVE NEWS |
47
|
47
|
48
|
+1
|
| CONTAINS INFORMATION THAT IS HELPFUL IN YOUR
DAILY LIFE |
59
|
61
|
61
|
=
|
| MAKES YOU FEEL LIKE YOU'RE ACTUALLY THERE |
37
|
39
|
39
|
=
|
| IS INTERESTING |
61
|
64
|
63
|
-1
|
| HELPS YOU TO REALLY UNDERSTAND THE THINGS
IS DISCUSSES |
60
|
64
|
62
|
-2
|
| IS A GOOD VALUE FOR THE MONEY |
68
|
71
|
69
|
-2
|
| CARES ABOUT PEOPLE LIKE YOU |
44
|
46
|
44
|
-2
|
| IS RELAXING |
54
|
56
|
53
|
-3
|
| FITS EASILY INTO YOUR DAILY SCHEDULE |
69
|
75
|
70
|
-5
|
| IS USED BY PEOPLE YOU RESPECT |
68
|
71
|
66
|
-5
|
1/ Based on those responding.
RATING OF NEWSPAPERS ON ADVERTISING
|
TOTAL
|
SUBSCRIBERS
|
SINGLE COPY PURCHASERS
|
NET DIFF.
|
| |
%
|
%
|
%
|
%
|
| TOP 2 BOXES |
|
| AUTO ADS |
63
|
60
|
70
|
+10
|
| MAKING YOU FEEL GOOD ABOUT THE PRODUCTS IT
ADVERTISES |
48
|
47
|
52
|
+5
|
| ADS FOR JOB OPPORTUNITIES |
72
|
71
|
75
|
+4
|
| ADS FOR ENTERTAINMENT EVENTS/ACTIVITIES |
66
|
66
|
70
|
+4
|
| ADS FOR SPORTING EVENTS |
65
|
65
|
69
|
+4
|
| HELPING YOU TO SAVE TIME |
51
|
51
|
54
|
+3
|
| HEALTH AND BEAUTY ADS |
47
|
46
|
49
|
+3
|
| LETTING YOU KNOW ABOUT NEW PRODUCTS AND FEATURES |
53
|
53
|
56
|
+3
|
| GIVING PRICES OF PRODUCTS AND SERVICES |
65
|
65
|
68
|
+3
|
| HELPING YOU TO SAVE MONEY |
62
|
62
|
64
|
+2
|
| ADS THAT ARE PRESENTED ATTRACTIVELY |
51
|
53
|
54
|
+1
|
| MAKING IT EASY TO KNOW WHERE TO GO TO FIND
THE PRODUCTS YOU WANT |
67
|
68
|
69
|
+1
|
| ADS IN COLOR |
51
|
53
|
54
|
+1
|
| REAL ESTATE ADS |
63
|
63
|
63
|
=
|
| GIVING YOU AS GOOD AN IDEA AS POSSIBLE OF
WHAT PRODUCTS ACTUALLY LOOK LIKE |
50
|
51
|
51
|
=
|
| FOOD AND GROCERY ADS |
77
|
79
|
80
|
-1
|
| CLOTHING ADS |
58
|
56
|
55
|
-1
|
| LETTING YOU DO COMPARISON SHOPPING |
63
|
64
|
62
|
-2
|
| ADS FOR STORES, OTHER THAN SUPERMARKETS,
THAT YOU SHOP IN |
62
|
64
|
61
|
-3
|
Home Page | Kiosk
| Leveraging Newspaper Assets
|
