by Patrick Astillat the NS INSIGHT Research Conference 2005
A research group has shown what makes people read newspapers, and what makes them take precedence over other media.
The research, set against a background of declining circulation, was presented to the Insight Research Conference 2005 this week.
It revealed what people believe newspapers offer that other media lacks.
Beth Cameron, from data firm Progressive Partnerships, told the conference that factors which news consumers demand include:
Empowerment: knowledge
Reassurance: connecting the reader to their world
To inform: where people take time out to take in news and events
Companionship: during rest/break times (eg on a train)
Updates: getting a quick bite at the headlines
’Furnish me’: a specialist requirement for an element within the paper, such as a supplement.
Newspapers can deliver all of the above, but were most important in meeting readers’ needs for the first two or three.
David Lind, from Progressive Partnerships, added: “Newspapers are more relevant in two situations – as someone’s information requirements increase, and where they are the preference over other media.
“Benefits of newspapers include portability, privacy, selectivity, intimacy, the fact that it’s flickable – whereas the Internet is searchable – and the fact they are multi-functional.
“Newspapers build more personal relationships as they help readers live their lives, both through the editorial and advertising.
“Newspaper readers are also more valuable to advertisers.”
The study was conducted through focus groups and then ethnographic research – observing and understanding what people do.
It was commissioned by the Scottish Daily Newspaper Society.
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