Sophistication in Circulation

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• Sophistication in Circulation
• MUG - March 27, 2006

Presented by Harmony Crawford Business
Intelligence Manager, Circulation
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Sophistication in CirculationSegmentation
What, Who, How Targeted Sampling
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Segmentation at The Seattle Times

• What is Segmentation?
• What/who are the Segments?
• How we are using them?

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What is Segmentation?
BEHAVIOR Hours online/week Frequency of reading
Seattle Times, Seattle P-I and Sunday
Times/P-I
NEWS and INFORMATION ATTITUDES 14 Measures
DEMOGRAPHICS Gender Age Education

• Describes orientation to Seattle Times Company
  news and information brands
• Provides a strategic basis for content
  development
• Provides a common marketing language

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Who are the Segments?
MORI Segmentation
Not About News Disconnected from the news-not
interested in much prefers TV
Newspapers for Life Women with broad interests
who are strong Times readers positive about
newspapers
Fun and Family Young women TV-oriented. Are
interested in ads and Go-Do features
Hard News Hungry Men with interest in hard news
read Times nationals
Go-Do Guys Men with weak newspaper habit, soft
news interests TV-oriented
Net and Newspapers Youngest group, active on the
Internet and loyal to newspapers, but infrequent
readers
Suburban Roots Strongest readers of suburban
dailies, localized interests less sophisticated
Hard Wired Most educated high interest in news
but use Internet as main medium
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Who are Newspapers For Life (15)
MORI Segmentation
Demographics Female (gender opposite of Hard
News Hungry) older (46 55) well-educated (37
college grad) affluent (Median Income 68.7K,
79 homeowners)
Media Usage Strong Times Readers 80 ST past
7 66 ST yesterday 97 Sun. T/P-I past mo 58
say ST is main weekday paper Weak online (11 hrs)
24 visited ST.com past mo ST.com users also
read weekday ST Strong TV 90 watch TV news,
esp. KING 5 (NBC)
News/Internet Attitudes Strong for paper
value informed useful info serious
issues Strong Sunday newspaper habit Strong TV
consumers, but TV not adequate for news
Newspapers for Life are boomer/mature women who
regard newspapers as an important daily ritual.
They are upscale, have the highest percentage of
homeowners, and have lived in the region a long
time. Newspapers for Life consider newspapers a
great value and want to be well informed. They
welcome advertising and would be lost without
their Sunday paper.
News Interests Top news interests City/town
neighborhoods medicine greater Seattle health
care natl politics intl crime Greater than
Average Travel gardening fitness schools PS
growth store ads consumer info latest trends
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Who are Hard News Hungry (18)
MORI Segmentation
Demographics Male (gender opposite of
Newspapers for Life) middle-age (50 35-54)
well-educated (46 college grad) most affluent
(Median Income 74.1K, 75 homeowners, 39 in
city)
Media Usage Read Times and Nationals 76 ST,
42 daily national past 7 46 say ST is main
weekday paper Average online (13 hrs) 33
visited ST.com past mo go online for news,
sports business Strong Radio TV 74 heard
radio news past mo, esp KIRO-AM KOMO-AM 87
watch TV news
Hard News Hungry are boomer/ mature men who
avidly seek hard news and sports in metro and
national newspapers. They are the most upscale,
well educated, and homeowners, with many living
in the city. Hard News Hungry crave in-depth news
and analysis, and are more inclined than other
segments to read their news.
News/Internet Attitudes Strong for in-depth
news stay well-informed paper value Strong
Sunday newspaper habit Strong radio/TV consumers,
but TV not adequate for news
News Interests Top news interests Natl
politics city/town neighborhoods
international state govt county major sports
business. Greater than Average Science, personal
tech HS Sports
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Who are Net and Newspapers (12)
MORI Segmentation
Demographics Mostly female (74) young (58
18-34) somewhat-educated (53 started college)
families (48 have kids)
Media Usage News seekers 62 ST past 7, 38
P-I past 7 29 daily national past 7 buy single
copy and pass-along Strong online (23 hrs)
44 visited ST.com past mo go online for news
entertainment Strong TV weeklies 95 watch TV
news 6-in-10 use local weekly paper for news
News/Internet Attitudes Strong for stay
well-informed latest news useful information
paper value Buy only on days want paper Cant
imagine life without the Internet
Net and Newspapers are mostly busy, young women
who are more likely to go online for news and
information. Roughly half are college educated,
married, have kids and own homes. Net and
Newspapers want breaking news and seek deals,
finding newspaper advertising very useful. Single
copy readers during the week, over half are
Sunday subscribers.
News Interests Top news interests City/town
neighborhoods crime natl/intl county
entertainment arts Greater than Average State
race/gender parenting décor.
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Who are Hard Wired (13)
MORI Segmentation

• Demographics
• 2/3 male half 18-34 2/3 college grad Median
  Income 71.6K

Media Usage Most wired 25 hrs online 50
use ST.com, 24 use PI.com Cutting back print
40 say weekday 1/3 Sunday read less 1/3 use
ST.com/not printed paper Modest newspaper reading
24 ST or natl weekday paper 36 read Sunday
T/PI past month ST.com top source for news/info,
followed by NPR
News/Internet Attitudes Strong preference for
online vs. print newspapers outdated Want
in-depth reporting Not TV oriented prefer to
read Weak Sunday newspaper habit No interest in
subscribing buy paper when wanted Lesser
interest in entertaining stories or fun and
games
Hard Wired are mostly men who satisfy virtually
all their news and information needs online. They
are the most educated segment and a close second
to Hard News Hungry in household income. Hard
Wired surf for in-depth news and analysis and
have lost interest in newspapers.
News Interests Top Tier National/Internationa
l most important city/town greater Seattle
state politics county news environment Greater
than Average Commentary/editorials personal
technology race/gender issues Puget Sound growth
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Who are Suburban Roots (9)
MORI Segmentation
Demographics Mostly female (70) oldest (64
55) suburbanites (44 north only 15 city)
Media Usage Suburban dailies dominate 63
sub. daily in past 7, 18 ST 54 say sub. daily
is main weekday paper Weakest online (7 hrs)
10 visited ST.com past mo Strong Radio TV
75 heard radio news past mo, esp KIRO-AM
KOMO-AM 88 watch TV news
News/Internet Attitudes Positive for news
advertising subscribing but not as strong as
others Interests are in serious issues Weakest to
prefer entertaining sources
Suburban Roots are mostly mature-generation women
who are devoted to their suburban communities and
newspapers. Theyre married (or have been
married), are homeowners, and have the deepest
regional roots. Suburban Roots want to be well
informed, and nearly half live in Snohomish
County.
News Interests Top news interests
Neighborhoods city/town county natl pol.
medicine health care crime state
politics Greater than Average Gardening
editorials store ads
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Who are Go-Do Guys (12)
MORI Segmentation
Demographics Male young (half 18-34) least
educated (58 HS or less) downscale (Median
Income 47.3K)
Media Usage Weak newspaper habits 60 read
ANY weekday paper in past week 35 read ST 42
read Sun. T/P-I Weak online (8 hrs) 19 visited
ST.com past mo Rely on TV 96 watch TV news 40
want news presented
News/Internet Attitudes Prefer entertaining
fun news sources TV news is adequate for high
interest in fun games vs. serious issues Buy
paper just when they want it
Go-Do Guys are active, younger men who gravitate
toward entertaining news sources such as TV. They
have the least education and the second-lowest
household income. About half are single and
renters. Go-Do Guys want breaking news and prefer
fun and games to serious issues. Deals are
desirable. Most avoid the Web.
News Interests Top news interests City/town
neighborhoods crime rec major sports
intl. Greater than Average Travel outside WA
classifieds, biz
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Who are Fun and Family (12)
MORI Segmentation
Demographics Female young (55 18-34) less
educated (43 HS or less) least affluent (Median
Income 45.3K) parents (51 have kids)
Media Usage General lack of interest in news
Half read ANY paper in past week 22 read ST
39 read Sun. T/P-I in past mo Weak online (8
hrs) 23 visited ST.com past mo Weak radio
Average TV 40 heard radio news past mo 84
watch TV news
News/Internet Attitudes Weak for in-depth
news stay well-informed paper value TV is
adequate prefer fun entertaining news
sources General mistrust of media
Fun and Family are busy, young women who rely on
TV for news and information. They have the lowest
household income and are the most likely to have
children. Fun and Family want useful information,
especially if its fun or not too serious. They
are bargain hunters and tend to mistrust the
media.
News Interests Top news interests City/town
county crime medicine home improvement state
govt things to do Greater than Average
Classifieds ads trends decorating
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Who are Not About News (9)
MORI Segmentation
Demographics Average slightly younger
slightly downscale
Media Usage Weak newspaper readers 1/3 ST
past week 1/2 Sunday past mo Single copy
buyers Average online but not ST.com Low news
interest only 40 radio news past 4 weeks
weakest TV news segment 2/3 easily get along w/o
paper
News/Internet Attitudes Weak newspaper
attitudes toward in-depth content and value Low
interest well-informed latest news useful
info High interest fun and games Buy paper
specific days TV is adequate Use online as much
as paper in past four weeks
Mostly middle and lower middle class, Not About
News men and women are not seekers of news and
information. Many express interest in fun and
games and have moderate viewership of local TV
news. A few read The Stranger. This segment is
most distrustful of the media.
News Interests Neighborhoods city/town
county things to do crime major sports
entertainment/arts top list, but average
overall
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Sowe have segments. Now what?
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New tables in MaaX ASEG, ISEG And a file we call
CSEGwhich never comes back into MaaX, but
populates our subscriber database (DISCUS) with
segmentation information.
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DISCUS Modification
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How our customer reps at APAC use this segment
information
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ePac Modifications The opening
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How its working

• Testing scripting
• Measuring stop-saves
• Gathering feedback from reps
• Fine tuning and tweaking scripts

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Other opportunities

• Acquisition campaigns
• Retention efforts
• Billing
• Renewal pricing strategy, chain discounting
• Loyalty campaigns

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More sophistication in our 3rd party
programs Targeted sampling
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Paid Sampling Program Price Sheet    Zip code
distribution 2500 papers 0.21 per
delivery Target marketing 2,500 to 10,000
papers 0.30 per delivery 10,000 papers
0.26 per delivery  all costs include
creating, printing and distributing
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• Hi Amy,
• I have a potential client who is interested in
  reaching the following profile in 98103, 98105,
  98107, 98115 and 98117. Can you please tell me
  how many non-subscribers are in each zip code?
  Thanks!
• Existing homeowners
• Owned for at least two years
• Appraisal value of their home 400,000
• Thanks,
• Cathy

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Weve come a long ways
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Route Manager -- Phase I
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Development of Route Manager Phase I

• A collaborative effort involving Home Delivery,
  IT and CIT to develop Route Manager began in 2004
• Feedback was gathered from carriers, field staff
  and other Newspapers
• Route Manager Phase I will be completed in March
  2006

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Route Manager Phase II

• What will we gain by investing in Route Manager
  II
• We will be able to produce a single route list
  with both subscribers and non-subscribers
• We will be able to create ad-hoc delivery routes
• We will be able to keep track of non-subscribers
  that receive a sample paper
• We will be able to automate the process of
  crediting carriers for paid sample delivery
• We will be able to create billing statements for
  advertisers who pay for paid sample delivery
• Phase II should be completed by the fourth
  quarter of 2006

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Thank you!