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Audience InsightsAudience Insights
John CruickshankPublisher, Toronto Star,
President, Star Media [email protected]
September 2012
Session Content
• Strategic OutlookStrategic Outlook
• Audiences – Strength in Numbers
• Audience Insights – Research and Segmentation
• Audience Insights in ActionAudience Insights in Action
2
Torstar Corporation
Torstar Corporation is a broadly based media company listed on the Toronto Stock Exchange (TS.B). Its businessesinclude the Star Media Group led by the Toronto Star, Canada's largest daily newspaper, and digital properties includingthestar.com, toronto.com, Wheels.ca, Workopolis, Olive Media, and eyeReturn; Metroland Media Group, publishers ofcommunity and daily newspapers in Ontario; and Harlequin Enterprises, a leading global publisher of women's fiction.
3
How we define ourselves
Star Media Group is a growing network of i l d i ll b d i l dregional and nationally‐based interrelated
businesses that create compelling content i f ll d fi denvironments for well‐defined consumer
groups and the marketers who want to h hreach them
5
STRATEGIC PRIORITIESWHO WE AREINVESTMENTS
Invest in people, quality journalism, marketing and digital opportunities
Foster an agile, innovative and results‐driven culture
AUDIENCE INSIGHTS
Through market research and strategic planning, identify opportunities to grow audiences g g p g, y pp gacross multiple markets and platforms
CUSTOMER SOLUTIONS
Leverage our content and advertising relationships across multiple platforms and partners to g g p p p pprovide broader solutions to our customers
REVENUE DIVERSIFICATION
Diversify our revenues by growing the influence of other print and digital businessesy y g g p g
OPERATIONAL EFFECTIVENESS
Align costs with revenue realities to ensure long term success
6
Improve our speed to market
Our strategy is to stabilize our core business and to grow a portfolio of products that consists of line extensions and opportunities that appeal
to our target audiencesSMG Business Position 2012
to our target audiences
yourcitybiz
Close to N
Queen’s Park Briefing
Core Close to Core
New Competencies
Capabilities Spectrum
Assumptions: • Digital integration across all business activities
7
g g• Portfolio focus – multiple smaller wins• Assumes we are not only content centric • Toronto Star revenues and profits diminish over time
Session Content
• Strategic OutlookStrategic Outlook
• Audiences – Strength in Numbers
• Audience Insights – Research and Segmentation
• Audience Insights in ActionAudience Insights in Action
8
The Toronto Star is the most read weekday newspaper in Canada.newspaper in Canada.
1,223,3001,250,000Average Weekday Readership – Adults 18+
978,6001,000,000
642,400597,900
529 900
750,000
529,900
449,800 436,500 420,600 407,000364,900
500,000
0
250,000
9
0
STAR(TO)Weekday
GLOBE(CA)Weekday
SUN(TO)Weekday
LE JOURNAL(MO)Weekday
METRO(TO)Weekday
SUN(VA)Weekday
LA PRESSE(MO)Weekday
POST(CA)Weekday
PROVINCE(VA)Weekday
24HRS(TO)Weekday
Source: NADbank 2011 Full ReportBase: All Markets & Toronto Extension, Adults 18+ (19,993,700)
In Toronto, the Saturday Star’s print readership is larger than the total print and online weekly readership of the Globe and Mail (our primary competitor)
Toronto Adults 18+
>
Saturday StarOne Day
1,181,000
Globe Print + Online6 Day Cume 1,116,500
10
1,181,000 1,116,500
Source: NADbank 2011 Full Report; Toronto CMA, Adults 18+
Saturday Star = Top Toronto TV Shows
Toronto 18+
Toronto 2+
= +Big Bang Theory
608 000
+Survivor: One World
550 000608,000
Saturday Star1,181,000
550,000
11Star Source: NADbank 2011 Full Report; Toronto CMA, Adults 18+ (4,569,400)TV Source: BBM Canada , Toronto /Hamilton 2+, Average Minute Audience , Week of April 2-8, 2012
, ,
While the Star provides a dominant regional audience, Metro is expanding audiences across the country
EdmontonVancouver
Saskatoon
= Metro Print & Digital
HalifaxVictoria Calgary Regina Winnipeg Ottawa
TorontoKitchenerLondon Hamilton
12
g
= Metro Digital Windsor
Metro – Canada’s largest weekday newspaper title
1,492,7001,500,000
Average Weekday Readership – Adults 18+
1,223,300 1,208,300
1,086,100
1,250,000
978,600
750,000
1,000,000
500,000
250,000
13
0
METRO STAR SUN 24 HRS GLOBE
Source: NADbank 2011 Full ReportBase: All Markets & Market Extension Adults 18+
The Star and Metro provide large web audiences
Online9.6 million unique visitors/month
77 million page views/month
Online.9 million unique visitors/month
3 million page views/month
MobileOver 23 million page views/month
MobileOver 3 million page views/month
14
Source: Omniture – May 2012
Star + Metro English (Print & Online) audiencebigger than Canada’s 2nd largest citybigger than Canada s 2 largest city
~
Star + Metro English Print & Online Net Weekly Audience
4,975,400
Toronto CMA5.8 million
Montreal CMA3.9 million
15
, ,
Audience Source: NADbank 2011 Full Report; Base: All Markets & Toronto Extension, Adults 18+ (19,993,700)Metro English = 6 Markets: Vancouver, Edmonton, Calgary, Toronto, Ottawa, and HalifaxStar print is only measured in Ontario; Star online is measured outside Ontario in Vancouver, Edmonton, Calgary, and MontrealToronto CMA Total Population Source: FP Markets Canadian Demographics 2011
Session Content
• Strategic OutlookStrategic Outlook
• Audiences – Strength in Numbers
• Audience Insights – Research and Segmentation
• Audience Insights in ActionAudience Insights in Action
16
Audience Insight Sources
PopulationStatistics Canada
PMB
NADbank
comScore
Customers /Readers /
Visitors
Subscribers
Omnibus Studies
Other Panels
PMB
NADbank
Proprietary Studies
CCAB
Generation5
Proprietary Studies
Can also tell us about
Panels
Can also tell us about
EmployeesEmployees
Proprietary Studies
Star Advisers Panel
Research & Analysis of Media
(RAM ) Panel
17
Subscriber Database
Generation5
Audience Segmentation assists in understanding current customers, potential customers and how best to serve them.
18
However, Audience Segmentation pitfalls can range from too simple to far too complex to be actionable.
19
After considering many different segmentation models, we split the market into 21 segments based on age, income and presence
of kids in the household.of kids in the household.Young: Age <45,
No Kids <18 at HomeFamilies:
Kids <18 at HomeMature: Age 45+,
No Kids <18 at Home
Age 18-29, Age 30-44, Kids <6, HHI$100K+ Age 45-64, Age 65+,Age 18 29,HHI$100K+
(234,000)
Y1
Age 30 44,HHI$100K+
(166,000)
Y2
Kids 6, HHI$100K(274,000) F1
Age 45 64,HHI$100K+
(331,000)
M1
Age 65 ,HHI$100K+
(63,000)
M2
Kids 6-11, HHI$100K+(272,000) F2
Kids 12 17 HHI$100K+Kids 12-17, HHI$100K+(290,000) F3
Age 18-29,HHI$50K-$99K
(238 000)
Age 30-44,HHI$50K-$99K
(205 000)
Kids <6, HHI$50-$99K(289,000) F4
Age 45-64,HHI$50K-$99K
(352 000)
Age 65+,HHI$50K-$99K
(131 000)(238,000)
Y3
(205,000)
Y4
(352,000)
M3
(131,000)
M4
Kids 6-11, HHI$50-99K(286,000) F5
Kids 12-17,HHI$50-99K(340,000) F6
Age 18-29,HHI<$50K
(158,000)
Age 30-44,HHI<$50K
(86,000)
Kids <6, HHI<$50K(216,000) F7
Age 45-64,HHI<$50K
(287,000)
Age 65+,HHI<$50K
(423,000)Kids 6-11, HHI<$50K(200,000) F8
20
Y5 Y6 M5 M6( , )
Kids 12-17, HHI<$50K(169,000) F9
Seven key segments emerged from the ranking analysis – based on the propensity to consume media and spend money.
20
Perception Map: 21 SegmentsTotal Media Usage (8)/All Consumer Spend (32)
M2 F2 Y2F3
M1
ndex
KEY TARGET ZONE
15 Y3
F1
M3
Y1
r Spen
ding
In
F9 F7M6
M4F8
F4 F5
Y4F6
Consum
er
10
11.5 14.5 17.5
Y6F9
M5
M6
Y5
21
Media Usage Index
The segmentation is used in strategic development for both filling-the-target-gaps and drawing from developed targets.
Y1 Y2 F1 F2 F3 M1 M3
22
Primary Target Secondary Target
Y1 - URBAN HIPSTERS[ Young educated individuals living in a household with high income ]
Target Audience Summary
[ ou g du d d du s g ous o d g o ]
“Drinking is Part of My Lifestyle” “Low Fat Foods are Important Part of My Regular Diet”
“I Love Expensive Sports Cars”
“I am More of a Spender than a Saver”
“I Enjoy Keeping Fit”
Part of My Regular Diet“I Can’t Imagine My Life
Without the Internet”
I Love Expensive Sports Cars
“I Like to Have a Wide Variety of Snacks”
I Enjoy Keeping Fit
“I am Very Interested in Unfamiliar
“I Tend to be the First to Own New Electronic Products”
Highly Engaged:Consumption Habits:Uniquely Recognized:
“I Really Enjoy Shopping for Clothes”I am Very Interested in Unfamiliar
Vacation Destinations”
Highly Engaged:• News & Social Media sites• News, Entertainment and Arts print publications• Movies and Situation Comedies programming
T d i h M d R k & T 40 Hi
Consumption Habits: Average Shoppers Early Adapters Heavy Media Consumers
Uniquely Recognized: Diverse and Cultured Active and Adventurous Health and Tech Enthusiasts
• Tuned into the Modern Rock & Top 40 Hits
Source: PMB 2012 Spring 2 Year Study; Base: Toronto CMA, Adults 18+*Based on Y1 Segment
Session Content
• Strategic OutlookStrategic Outlook
• Audiences – Strength in Numbers
• Audience Insights – Research and Segmentation
• Audience Insights in ActionAudience Insights in Action
24
Audience Insights in Action
Current Subscribers – Maximizing Revenue
Challenge:- Declining revenue from lower circulation volumes
Audience Insights:Audience Insights:- Variances in customer behaviour by:
- geography- payment type- tenure- demographic
- Strong core of loyal subscribers- Support quality journalismSupport quality journalism
Actions:- New subscription pricing model
M i i i i i tt iti
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- Maximizes revenue, minimizes attrition
Audience Insights in Action
StarWeek – Saturday Opt-in Section
Challenge:- Declining ad revenues in TV book
Audience Insights:- Under-serving dedicated readers - Over-serving non-readers
Actions:- Improved/enhanced content- Paid opt-in model
“More information is certainly the most important thing for me”“Just tell me what’s on TV”
p
26
Just tell me what s on TV
Audience Insights in Action
New York Times – Sunday Opt-In Section
Challenge:- Declining ad revenues on Sunday
Audience Insights:Audience Insights:- More content needed on Sunday- Need to improve international news
Actions:- Launched section- Paid opt-in model
Congratulations to The Star for giving subscribers the chance to receive it.Great service at a reasonable price. Much better than the full Times (that I have subscribed to in the past) - as it is a manageable size
The best paper in the country gets better with this addition.The articles are well written, well researched and represent a good cross section of the full edition
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NYT crossword puzzle is great. And the book reviews are as good as any that I ever read.Enjoy their (NYT Book) review to the point that I usually buy one selection that they discussed and have not been disappointed
Audience Insights in Action
World Weekly – Saturday Subscriber Section
Ch llChallenge:- Satisfaction gap – high interest in international news but low content rating
Audience Insights:- Invest in more international news- More international perspectives
Actions:- Launched special section- Home delivered copies only
I LOVE the new "World" section!The World section is impressive
The new World section is great - something I have wanted for yearsstill my favourite paper - like the new World section a LOT.
Love the paper & all its efforts to improve! Thanks
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Love the paper & all its efforts to improve! Thanks.
Audience Insights in Action
The Grid – Alternative Weekly
Challenge:- Declining ad revenues- Readership instability, distant 2nd in marketplace
Audience Insights:- Low content rating- Need for competitive differentiation- Attractive target audience (Adults 25-39)
Actions:- Launched repositioned publicationLaunched repositioned publication- New content strategy
29
Audience Insights in Action
The Kit – Fashion Content
Challenge:- Audience not reached by SMG- Underdeveloped ad category for newspapers- Underdeveloped ad category for newspapers
Audience Insights:- Key target audience (Women 25-49)- Niche but committed audience
Actions:- Purchased digital magazinePurchased digital magazine- Added section to Thursday Star
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SMG brands - diversified platforms to fuel growth
Platform ProductsPrinted
Publications
Target Audiences
- Paid
Printed Publications
- Free
Y1
Y2
Printed Opt-in Products -
Paid
Digital
F2
Digital Consumer Products -
Free
Digital
F3
F1g
Consumer Products -
Paid
Email &
M3
M1
F1 Work in Progress
32
Database Marketing
John CruickshankPublisher, Toronto Star
President, Star Media Groupjcruickshank@thestar ca
33