Media Usage Study: A Research Study Highlighting the Differences Between Urban and Rural Population in four key geographic segments
WORKING NAME: How Geography Impacts Shopping Habits, Media
Usage and Lifestyle.
It is recognized
that geographic nuances play a role in shaping the lifestyles, interests and
routines of individuals living in different community types.
Currently there is
very little information available to quantify the differences between life in a
community of 5,000 people and a city of 100,000 people. Most of the information that does exist is
anecdotal and therefore of little value to communicators and marketers.
For example, we know
from the Broadband Canada: Connecting Rural Canadians to the Internet project
that the most affordable and reliable form of high speed internet service
-Wired Broadband/DSL- is readily available to most, if not all, households in
communities of 20,000+ people. Conversely,
in communities of less than 10,000 people, wired high speed serves about 60% of
the households in Saskatchewan. While it
would stand to reason that people who live in communities of less than 10,000
people would use the internet differently, what does ‘differently’ mean? Are they more/less likely to shop online than
their urban counterparts? Are they
more/less likely to spend time on social media?
More/less time consuming media online?
What types of sites do they visit and how often do they visit them?
The goal of the ‘How
Geography Impacts Shopping Habits, Media Usage and Lifestyle’ study is to provide PR executives, advertisers and media professionals with
quantifiable data that measures and compares how the size of a community one
lives in ultimately impacts habits. It
will roll out in two phases. Phase one,
will focus on Media Usage and Lifestyle with fieldwork commencing the first
week in November with results to be released in early 2014. Phase one of the study will be funded solely
by AdWest Marketing Inc. Phase two will
revolve around differences in Shopping Habits of Canadians living in urban and
rural areas. We plan to apply for
funding from Heritage Canada to offset the costs of the second study. The anticipated launch for fieldwork will be
during Q2 of 2014 pending a successful funding grant from Heritage Canada.
Community Sizes to be Evaluated:
2) Rural Area – Less than 1,000 population
3) Village – 1,000 to 4,999 population
4) Town – 5,000 to 9,999 population
5) A Small City – 10,000 to 49,999 population
6) A Medium City – 50,000 to 99,999 population
7) A Suburb of a Large City
8) A Large City – 100,000+ population
Habits to be Evaluated:
3) Media Consumption/Usage
The framework of the
study will be built around three recent studies that have been conducted independent
of one another and result in too many incongruities to be harnessed for use
1) Newspapers Canada – Urban Vs Rural Shopping
2) Pew Research Center – How People Get Local
News in Different Communities.
3) Canadian Newspaper Association – Strength of
Upon completion of the study we expect to
gain valuable insights into the differences that emerge when the habits of populations
living in communities of different shapes and sizes are compared.
If, as expected, the results mirror those
from the 2012 Pew Research Center we will have quantifiable data to support the theory
that in small cities, towns, rural areas and farms traditional media remains
the dominant source of news and
information. With residents of large
cities and suburbs indicating a preference for the combination of online,
mobile and traditional media.
We would also expect that like the Pew Study,
this study will help to illustrate how the type and size of community one lives
in plays a significant role in the types of news people consume. Leaning towards a preference for local news
in small cities, towns and rural areas with urban residents being primary
consumers of national and international news.
That being the case it should set the table for us to link local news to
traditional vehicles and primarily local print.
While we have data to support the reality
that online access in rural areas of the prairies varies by province and
region, this study will provide valuable context to those numbers. Traditionally advertisers prefer to implement
campaigns uniformly across the country.
Knowing what impact a dial-up or cellular connection to the internet has
on its use will allow us to educate advertisers as to the shortcomings of an
online or mobile focused strategy deployed at scale.
As we will be devoting a significant number
of questions to media relied on for information regarding government services
and programs at all levels we believe that there should be a solid collection
of data that can be used to shed light on the gaps in the planning strategy
currently embraced by Public Works and Government Services Canada.
The results of the study will be shared with
communications professionals via multiple channels.
Impacts Shopping Habits, Media Usage and Lifestyle’
SUPPLIER: TOTUM RESEARCH
Farm/Rural/Village (Less than 5,000 population)
Town (5,000-9,999 population)
Small City/Medium City (10,000-99,999 population)
Suburb of a Large City
Large City (100,000+ population)
8-Page Mailed Questionnaire Booklet, 5,000 copies
FRAME: Cumulative Alberta, Saskatchewan, Manitoba, NWT/NU Targeted Postal
•DELIVERABLE: Executive Summary of Findings. Raw data tables.
Research is Canada's leading research firm
specializing in the media. Since 1985, Totum has produced reliable and
actionable data for a wide variety of clients ranging from national daily
newspapers to small market radio stations, from million+ circulation consumer
magazines to e-commerce websites and from advertising agencies to multinational
corporations. Totum has conducted marketing and communications research for
beverage, information technology (IT), women's products, financial
institutions, automotive and government departments.
THE SURVEY FRAMEWORK
Impacts Shopping Habits, Media Usage and Lifestyle’
A. Lifestyle and Interests
1) Housing/Neighbourhood Improvement/Land
2) Arts, Culture and Sport
3) Restaurants, Dining, Travel
4) Taxes and Tax Related Issues
5) Traffic and Transportation
6) Employment Opportunities and Related Issues
1) Frequency by Store type
2) Travel times by Store type
3) Online Shopping
4) Trends (More or Less than 3 Years Ago)
5) Sources referred for information to prior to
6) Most reliable sources for information prior
1) Enjoy Keeping Up with News
2) Interest Level by News Type
3) Local Topics of Interest
4) Sources Used for Information
5) Participation in Local News
6) Primary Uses of Various Media Channels
7) Impact of Local Media on Media ConsumptionVIEW A PDF OF THE COMPLETE STUDY
If you have visited the AdWest website recently, you may have noticed that we've made some changes to the homepage. In an effort to promote the community newspaper industry as a whole, we are taking some of the focus away from AdWest's tools and products and featuring various media research studies and data on the homepage.
We decided to create a new website or "hub" that will house AdWest's major planning tools - AdWestPlanningTools.ca
In addition to the launch of the website, we are also releasing version one of the AdWest Co-op Tracker placement application. Co-opTracker will help manufacturers with in-house co-op advertising programs, promote the details to their respective dealer networks across Alberta, Saskatchewan, Manitoba and the NWT. AdWestPlanningTools.ca will also re-introduce clients to the AdWest Market Analyzer and our Interactive Mapper.
Check out AdWestPlanningTools.ca Now!
Opportunity Survey Update
The Agriculture survey is winding down and AdWest shelves have been
stocked with special opportunities we will continue to present to
potential advertisers for their Spring 2014 planning.
Watch your email for the Opportunities 2014 link to the survey that
will gather your details relating to all the other supplements,
special sections and specialty products on your calendar.
As with the data already collected, having your information will
allow us not only to respond to client inquiries with the speed
needed to keep interest high, but we will be able to package and
present your opportunities in ways sure to bring you new business in
the new year.
You can follow opportunity marketing on twitter in real time
starting in 2014 at @adwestaction
Google Analytics Tags
In recent weeks we have been involved with a
number of agencies that have indicated that they have been directed by their
client to investigate online and/or mobile as a way of reaching rural markets.
This is obviously not a revelation as
agencies have been querying us as to the availability of online opportunities
with member websites for years. More
often than not, these requests typically revolved around online used adjunct or
as a value-add to a traditional ROP campaign.
In the past few months however, the requests have centered around online
and often, ONLY online.
It has become clear that moving forward -and
to stay somewhat aligned with the direction the industry is headed- we will
need to adapt our approach to online.
Both in terms of marketing it as a product for sale as well as treating
it as a competitor to our core offering, print.
In either case, we will need to be better equipped with the type of
fundamental information that will help us sell online, or sell against it.
Site traffic data is the online equivalent to print newspaper circulation. It’s
information that will have a significant impact on the client’s decision one
way or the other. As such, it’s prudent
that this information become part of the toolbox that is used to market
community newspapers at the national and regional level.
Given the fluidity with which client
interactions occur it’s vitally important that the access to newspaper site
traffic data reflects the nature of those communications but more importantly
matches the expectations of our clients.
In other words, it needs to be current, comprehensive and at our
fingertips. As part of an attempt to dip
our toes into the marketing of online waters back in 2009 we requested all
potential participants to embed analytics tags or scripts into their
websites. The result was the ability
access that data, in Real Time, using our Google Analytics accounts. While most of the participants have since
updated the coding for their sites, there remains a handful for which we can
still view and analyze site data. While
we’ve been somewhat successful in using the available information as example of
‘typical community newspaper site traffic’ to steer a client away from online-only
strategies it’s not nearly the critical mass we will need to be effective in
To that end, our goal is to have site traffic
analytics tags embedded in no less than 50% of member websites by the end of
January, 2014. To achieve this goal we
will need the co-operation of our members.
The process for embedding tags or scripts in a website for the purposes
of analyzing site traffic is quite simple and usually doesn’t take more than a
few minutes to complete. To be clear, we
will not be using the information collected for purposes other than managing
client requests effectively.
Site-specific traffic data will not be promoted or integrated into any
of our marketing materials or media kits.
Step one will be to determine which
newspapers wish to participate in our website marketing initiatives and allow
us to embed analytic tags or scripts in your site. Please do so by clicking on the link below to fill out our survey. Once we have that approval, our Marketing
Coordinator, Chelsea Carson, will follow up with your site Administrator to get
the process moving.
If you have any questions or comments, please
do not hesitate to contact us. Thanks
for your continued participation in our marketing effort.
Fill out our Publication Website Tracking Survey now!
Automotive Account Activity
M2 Universal – General Motors Dealers’ Association Meeting Notes
It was without a doubt a positive meeting in light of some of the rumours and prognostications that have been circulating. We were given no indication by the agency that traditional community newspapers revenues are in immediate and/or further jeopardy.
We did go into this meeting with a set agenda of topics to discuss. This list of topics materialized through a series of internal interactions with publishers, committees and boards.
INDIVIDUAL DISCUSSION POINTS:
1. GMC - Sierra Flyers via Canada Post
Did not come through the media department at GM (which works with the agencies) but was placed by GM corporately in concert with Canada Post. M2 can only speculate as to the details but confirmed that the placement did not consume any of the dealer association funds that we access.
2. Reduction in the per vehicle allotment to advertising $300 - $150
The agency is not aware of any such reduction and indicated that if true would result not only in reduced budgets but also in mass casualties at the agency. They seemed genuinely surprised by the claim, so much so in fact that Tamara left the meeting to try and track down the account rep to see if she knew anything but she was out of the office. They promised to investigate this further and confirm with us when they know more.
3. Elimination of print advertising from dealer association plans (in non-dealer markets)
They confirmed that there are dealers on the various boards who are advocating increased use of online and they are typically urban. They also indicated that dealers may be spinning this to their newspaper reps in a way that reflects their own personal opinions rather than an over-arching corporate edict. The agency has been given no instructions to eliminate print nor is there any intention by the agency to recommend that course of action. We were once again asked to dig into our research to come up with information that they could use to formulate a case against the urban dealers position.
4. 2013 volumes
Spending is down because unit sales are down in some markets. Where sales are up, budgets are up. However in markets where volumes are up they are looking for other ways to spend the extra budget rather than ‘over-saturating’ their presence in the local newspaper. Essentially they are looking for more strategic options than the simple or traditional budget dumps. Their preference has never been to run three ads per edition but they’ve also been limited in their options. They are using some of these excess funds to buy digital networks, some operated by newspaper groups, others operated by radio. They hinted that an online network of our own could be a means of tapping into excess budgets when available. They also expressed concern about site traffic for rural publications and the potential for the bulk of it to come from urban centers. They indicated that traffic from rural communities to rural newspaper sites could be managed but urban traffic to rural newspaper sites presents problems. We were told however to expect a strong finish to the year as campaigns roll out for the new GMC Sierra truck.
They expect 2014 volumes will closely match those of 2013, either slightly up/down, with the caveat that everything hinges on per unit sales. They indicated that there is growing momentum within the dealer associations to make greater investments in online. They admitted that these voices are typically urban which is where the power on the dealer boards lives. They also realize the challenges that exist in reaching audiences in rural areas and that community newspapers continue to be the preferred method of communication. They did however ask that we continue to arm them with information that will make the case for community print moving forward. Hopefully our upcoming Media Usage study will be one of those pieces.They also stated a preference for uniformity and standardization of opportunities amongst titles. While expressing the value they place on the unbiased research and support they receive from the associations, they did admit that they do like to work the corporate reps as opportunities are presented to them as nice, neat
consistent executions which make things easier to manage on their end. In other words, standardized formats, universal online networks, special placement opportunities do appeal to them. They suggested that if there was anything we could do to achieve more consistency with the publications we book we would increase our value to them as a resource.
Mindshare – Ford Dealers’ Association Meeting Notes
Mindshare has recently closed their Calgary office and consolidated media planning and buying for all dealer associations within their Toronto headquarters. Our new contact in Toronto, Cris Maldociu, is a Senior member of the Mindshare planning team. We met with him in early October to discuss Ford’s plans for both the immediate future as well as the long-term vision.
He emphasized, as we expected, the importance of keeping ROP rates flat as a way to combat online. Like M2 Universal and GM he indicated that there is growing momentum from within the dealers’ association to embrace online and that in some regions it is becoming a growing component for Ford’s marketing efforts.
He did however, also exhibit a strong understanding of the quality of community papers and the importance of advertising in them. He seemed to be strongly in favor of print media and opposed to online as a personal preference. He mentioned key factors, without prompting, that affect the markets on the prairies and the differences between AB, SK, MB and ON when it comes to online media consumption. He was candid as to his limited understanding of our regions and how that would lead to a reliance on AdWest for information.
He said that the biggest challenges we face as an industry is that we are viewed by most agencies and their clients as part of ‘the dying print industry’ and that we need to invest more resources in a better overall marketing effort, including more research, more tools and better branding.
He did indicate that Ford's plan for 2014 is to continue use of community newspapers at the current levels barring an unforeseen move to online. Ostensibly we could see a slight bump in 2014.
He also stressed that from time to time, excess budget is available depending on sales volume. In these cases, excess budget is placed in a co-op advertising pool to be leveraged by members of the dealer network. He indicated that the agency is not responsible for managing excess budgets but that it is left up to the various dealers. He encouraged us to encourage our newspapers to pursue these additional revenue opportunities with the local dealers and that this may be the opportunity for non-dealer markets to secure Ford advertising.
AdWest.ca October Traffic Report
Unique Visits: 1,134
New Visitors: 1,045
Returning Visitors: 482
Top 10 visited areas:
1. Homepage - 1,417 pageviews
2. Coverage Maps Search - 137 pageviews
3. Advertising Rates - 135 pageviews
4. Advertising Rates Search - 130 pageviews
5. AdWest Members - 126 pageviews
6. Newspaper Market Coverage Maps - 111 pageviews
7. iMapper - 59 pageviews
8. Market Analyzer - 58 pageviews
9. Mechanical Specifications - 51 pageviews
10. Contact AdWest - 48 pageviews
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