The Press Readership & Information Pack - Stuff.co.nz

Feb 2008

The Press
Readership &
Information Pack

KEY FACTS
The Nielsen Media Readership Survey
TAGS definitions
Socio-Economic Group definitions
Christchurch Retail Catchment Area Map
Growth in Canterbury

CORE STATISTICS
Core Statistics
Total Press Weekly Coverage
Total Press Average Issue Readership
Day by Day Readership
Day by Day Readership Penetration
Readership in the Regions
Readership Reach by Key Target Groups
Average Issue by Household Income
Average Issue by Age
Average Issue by TAGs Segments

THE MAIL & THE COMMUNITIES
The Christchurch Urban Area
Key Statistics

Reach by Key Target Markets in Christchurch
Combined Reach with The Press
The Northern Outlook
The Central Canterbury News
OTHER MEDIA
Total Readership
Trends in Readership
Readership in Christchurch
Average Issue Readership by Household Income
How Does the Daily Newspaper Stack up
SECTIONAL READERSHIP
Why we have different sections
Monday’s Press
Tuesday’s Press
Wednesday’s Press
Thursday’s Press
Friday’s Press
The Weekend Press

Contents



Key Facts

The Nielsen National R

ƒ Syndicated service with over 170
ƒ Independently audited and the in

selling print media
ƒ Based on a sample of 12,000 peo

ƒ Approximately 1,340 in wider
ƒ Face to face methodology surveye
ƒ Readership is based on spending

publication
ƒ Readership results are released e

pack updates only twice yearly

Readership Survey

0 magazines & newspapers on survey
ndustry currency for buying and

ople
r Christchurch
ed continuously throughout the year
g 2 minutes or more with a

every three months, with research

TAGs Group Definitions

Top TAGs

AFFLUENT ACQUIRERS

Tend to be aged under 35 and are active, status-conscious
consumers. They have strong opinions and an innovative outlook on
life. Success is an important goal, and Affluent Acquirers support
new ideas. They are very interested in entertainment and going out;
frequently dining at restaurants, going out for a drink, going to
nightclubs and visiting art galleries and museums. They are also
active in home improvement and like to keep fit. Above-average
newspaper readers, with a strong interest in almost all sections.

LIBERAL SOPHISTICATES

Most likely to be female and well-educated. They have strong
opinions on issues such as gender equality, Maori culture and the
environment. They lead a healthy lifestyle and have an interest in
arts and culture. Liberal Sophisticates are high consumers of print
media, with specific areas of interest being fashion, travel,
gardening, real estate, entertainment and the arts.

COMFORTABLE FULL NESTERS:

Tend to be aged in their 30’s and 40’s with high household incomes.
They are likely to have older children at home, and family time is
important. They have a positive outlook on life, like to try new
products and are active in home improvement. Comfortable Full
Nesters are above-average print media consumers, with specific
interests in business news, sport, real estate, arts, entertainment,
home ideas, food, gardening, fashion and travel.

SETTLED SENIORS

Although the majority of Settled Seniors are 60+, they remain active
in the community and have a strong interest in sport. They have a
lower income, but find it easy to deal with money. They prefer to buy
well-known brands and lead a healthy lifestyle. They are avid
newspaper readers with wide-ranging interests including business,
sport, motoring, travel, entertainment, gardening and food.

Low TAGs

YOUNG HOPEFULS

The majority of Young Hopefuls are under 35, with a strong
concentration in the 20-24 age group. They are most likely to be male.
They dream of success in life, however their circumstances mean this
may not yet be possible. They respond to new ideas, enjoy participation
in sports and frequently go out to hotels and nightclubs. Although
generally not high consumers of newspapers, Young Hopefuls are above-
average readers of the entertainment, motoring and sports sections.

STRUGGLING YOUNG FAMILIES

Family life is a top priority for Struggling Young Families. Financial
considerations mean they frequently shop for specials and bargains.
They are interested in inexpensive things the family can do together and
like to visit public facilities such as swimming pools and recreation
centres. They are below-average consumers of all types of media, and
tend to be interested mostly in the news.

LONELY AND DISSATISFIED

Over a third of Lonely and Dissatisfied are aged over 65, and many
people in this group often feel lonely. They find it difficult to gain a
sense of purpose of life, don’t know who to trust and have few interests.
Lonely and Dissatisfied are below-average media users, but they do read
the news and have some interest in the gardening section.

Socio-Economic Grou

NZSEI – LEVEL 1 (TOP PROFESSIONALS)
•Legislators, Senior Administrators, Physical &
Mathematical Science Professionals, Health Professionals,
Legal Professionals, Life & Social Science Professionals,
Tertiary & Secondary Teaching Professionals, Computing
Professionals.

NZSEI – LEVEL 2 (BUSINESS & PUBLIC SERVICE
PROFESSIONALS)
•Architects, Engineers, Business Professionals, General
Managers, Protective Services Workers, Primary & Early
Childhood Teaching Professionals, Nursing & Midwifery
Professionals, Administrative Associate Professionals.

NZSEI – LEVEL 3 (MANAGERS, SALES, SERVICE &
ENTERTAINMENT WORKERS)
•Finance & Sales Associate Professionals, Computer
Equipment Controllers, Specialised Managers, Blacksmiths
& Toolmakers, Glass Cutters, Armed Forces, Writers, Artists
Entertainment & Sports Associate Professionals.

up Definitions

NZSEI – LEVEL 4 (TRADES WORKERS & CLERKS)

•Building Trades Workers, Metal & Machinery Trades
Workers, Office Clerks, Cashier & Teller Clerks, Assemblers,
Mobile Machinery Operators.

NZSEI – LEVEL 5 (SEMI-SKILLED WORKERS)

•Motor Vehicle Drivers, Client Information Clerks, Stationary
Machine Operators, Packers & Freight Handlers,
Salespersons & Demonstrators, Labourers.

NZSEI – LEVEL 6 (UNSKILLED WORKERS)

•Personal Care Workers, Housekeeping & Restaurant
Service Workers, Building Caretakers & Cleaners, Market
Orientated Animal Producers, Market Farmers & Crop
Growers, Textile Products Machine Operators.

NZSEI OTHER

s, •All people who do not fit into the above classification
system, or have not had a previous occupation are grouped

into this category.

Christchurch Urban
Area 304,000 people
Christchurch Retail Catchment
Area 358,000 people

Source: Nielsen Media Research National Readership
Survey Q1 2007 – Q4 2007

The Christchurch Retail

Catchment Area

POPULATION AGED 15+

ƒ 358,000 people aged 15yrs and over live in
the Christchurch Retail Catchment Area

ƒ Almost 20% of these people live outside of
the Christchurch Urban Area

ƒ The majority live in the Christchurch Urban
Area, but significant growth and
development is occurring in the city’s wider
catchment

ƒ Significant amounts of travel occurs into
Christchurch City for both work and
shopping from the outer catchment

ƒ For advertisers it is important to capture the
entire potential market



Core Statistics

Core Statistics

AVERAGE ISSUE READERSHIP
ƒ Total - (All South Island) – 233,000 (29
ƒ Christchurch Urban Area – 155,000 (5
ƒ Christchurch Retail Catchment – 186,
ƒ Canterbury – 206,000 (47% of populat

WEEKLY COVERAGE READERSHIP
ƒ Total - (All South Island) – 381,000 (47
ƒ Christchurch Urban Area – 237,000 (7
ƒ Christchurch Retail Catchment – 283,
ƒ Canterbury – 314,000 (72% of populat

CIRCULATION
ƒ Average Daily Circulation: 89,047

All people 15+
Source: Nielsen Media Research National Readership Survey Q1 2007 – Q4 2007

Audit: Audit Bureau of Circulations 30/9/07

9% of population 15yrs+)
51% of population 15yrs+)
,000 (52% of population 15yrs+)
tion 15yrs+)

7% of population 15yrs+)
78% of population 15yrs+)
,000 (79% of population 15yrs+)
tion 15yrs+)

1994 50,000 100,000 150,000 200,000 250,000 300
1995
1996
1997
1998
1999
2000
2001
Jul 01 - Jun 02
2002
Jul 02 - Jun 03
2003
Jul 03 - Jun 04
2004
Jul 04 - Jun 2005
2005
Jul 05 - Jun 2006
2006
Jul 06 - Jun 07
2007

0

Source: Nielsen Media
Survey Q1

348,000 Total Press
354,000 Weekly
378,000 Coverage
380,000
365,000 ALL PEOPLE 15+
370,000
378,000 The Press has remained
382,000 stable over the past 13 years
385,000 with a slight increase over
381,000 the last 4 years
374,000
376,000
369,000
367,000
362,000
375,000
378,000
375,000
379,000
381,000

0,000 350,000 400,000

esearch National Readership
1 2007 – Q4 2007

1994 50,000 100,000 150,000
1995
1996
1997
1998
1999
2000
2001
Jul 01 - Jun 02
2002
Jul 02 - Jun 03
2003
Jul 03- Jun 04
2004
Jul 04 - Jun 2005
2005
Jul 05 - Jun 06
2006
Jul 06 - Jun 07
2007

0

All people 1
Source: Nielsen Media R

Survey Q1

223,000 Total Press
229,000
238,000 Average
235,000
226,000 Issue

223,000 Readership
228,000
226,000 ALL PEOPLE 15+
230,000
239,000 Similarly over 13 years, The
229,000 Press average issue
readership numbers have
222,000 remained stable, with an
225,000 increase over the last year
227,000
223,000

233,000
234,000
223,000
221,000
233,000

200,000 250,000

15+ South Island
Research National Readership
1 2007 – Q4 2007

450,000

400,000

350,000

300,000

250,000 233,000 242,000
200,000
218,000 218,000 210,000 210,000
Friday
150,000

100,000

50,000

0 Monday Tuesday Wednesday Thursday

Average Issue
Readership

All people 15
Source: Nielsen Media Re

Survey Q1 2

381,000 Day by Day
301,000
Readership

ALL PEOPLE 15+

The Press has gained
stronger readership in the
South Island for every day of
the week

Saturday Weekly
Coverage

5+ South Island
esearch National Readership
2007 – Q4 2007

90%

80%

70%

60%

50% 52% 49% 55%
40% 50%
47%
47% Friday

30%

20%

10%

0% Monday Tuesday Wednesday Thursday

Average Issue
Readership

All people 15+ Christch
Source: Nielsen Media R

Survey Q1

79% Day by Day

64% Readership

Penetration

ALL PEOPLE 15+

CHRISTCHURCH

RETAIL CATCHMENT

AREA

Saturday Weekly And the penetration into the
Coverage Christchurch Retail
Catchment Area still shows
excellent readership in our
core circulation area

hurch Retail Catchment Area
Research National Readership
1 2007 – Q4 2007

60%

50% 54%
47%
40%
37% 24%
15%
30%
29%

20%

10% 17% 14%
8%

0% Ashburton Timaru Nelson Marlbo
South Island

All p
Source: Nielsen Media R

Survey Q1

Average Issue Readership
The Weekend Press in the
Regions
29%
ALL PEOPLE 15+
24%
20% As well as a high readership
in the Canterbury region,
orough West Coast The Press also has good
readership in the regions
throughout the South Island

people 15+
Research National Readership
1 2007 – Q4 2007

All People 15yrs+ Average Weekend
Issue Press
Top 3 Socio-Economic 52% 64%
Groups 57% 67%
44% 57%
All 18-49 yrs 51% 66%
52% 65%
All 25-54 yrs
67% 73%
Main Household
Shoppers 61% 74%

Personal Income 64% 77%
$50,000+

Household Income
$80,000+

Business Decision
Makers $10,000+

All people 15+ Christch
Source: Nielsen Media R

Survey Q1

Weekly Readership
Coverage
(6 Issues) Reach by Key

79% Target
82%
77% Groups
82%
79% ALL PEOPLE 15+
CHRISTCHURCH
91% RETAIL CATCHMENT
AREA
89%
Those with high disposable
92% income, high socio groups,
main household shoppers and
business professionals
remain The Press core
readers

hurch Retail Catchment Area
Research National Readership
1 2007 – Q4 2007

70%

60% 61%
57% 57% 58% 59%

50%

40% 44%

30%

20%

10%

0% $20,000+ $30,000+ $40,000+ $60,000+ $80,000+
<$20,000

All people 15+ Christch
Source: Nielsen Media R

Survey Q1

64% Average
59%
Issue
$100,000+ $120,000+
Readership

by

Household

Income

ALL PEOPLE 15+
CHRISTCHURCH
RETAIL CATCHMENT
AREA

hurch Retail Catchment Area
Research National Readership
1 2007 – Q4 2007

80% 45% 53% 67% 7
30-39 40-49 50-59 60
70%

60%

50%

40%
37%

30%

20%

10%

0%
20-29

All people 15+ Christch
Source: Nielsen Media R

Survey Q1

Average
Issue70% 69%

Readership
by Age

ALL PEOPLE
CHRISTCHURCH
RETAIL CATCHMENT
AREA

0-69 70+

hurch Retail Catchment Area
Research National Readership
1 2007 – Q4 2007

100% 90%
82%
90%
71%
80%
32%
70%
Affluent Comfortable Full Settled Seniors Lonely & St
60% Acquirers Nesters Dissatisfied
60%

50%

40%

30%

20%

10%

0%
Liberal

Sophisticates

All people 15+ Christch
Source: Nielsen Media R

Survey Q1

43% Average
32%
Issue
truggling Young Young Hopefuls
Familes Readership

by TAGs

Segments

ALL PEOPLE 15+
CHRISTCHURCH
RETAIL CATCHMENT
AREA

hurch Retail Catchment Area
Research National Readership
1 2007 – Q4 2007



The Christchurch
Mail and the
Communities

Christchurch Urban Area,
304,000 people

The Christchurch Urban
Area

POPULATION AGED 15+

ƒ 304,000 people aged 15yrs and over live in
the Christchurch Urban Area

ƒ Many are people with families and those
looking to understand what’s happening in
their local community

ƒ For advertisers it is important to capture
their community market

Key Statistics

ƒ The Christchurch Mail is read by
people 15+ in Christchurch

ƒ The Christchurch Mail is the larg
newspaper in Christchurch - 115

ƒ Used singularly or in tandem wit
Mail is a powerful tool for advert

ƒ The Christchurch Mail enjoys exc
that are not avid daily newspape

All people 15+ Christchurch Urban Area
Source: Nielsen Media Research National Readership Survey Q1 2007 – Q4 2007

Audit: Audit Bureau of circulation 31/3/07

y 129,000 people, or 42%, of all

gest circulating community
5,947 copies are circulated
th The Press, the Christchurch
tisers
cellent penetration into groups
er readers

70%

60%

50% 51% 53%

40% 42% 50%

30% 46%

20%

10%

0% Main Household Females 20+ Mothers People who Shop for Hou
All People 15+ Shoppers Specials and Inco
Bargains

All people 15+ Chr
Source: Nielsen Media Re

Survey Q1 2

Reach by

Key Target
50% 56% Markets in

Christchurch

ALL PEOPLE 15+
CHRISTCHURCH
URBAN AREA

useholds with Main House hold The Christchurch Mail’s
ome Less than shopper with Kids up strength is to groups with a
$60,000 stronger community focus;
to 10yrs including females, household
shoppers, mothers and those
who shop on price and seek
out bargains

ristchurch Urban Area
esearch National Readership
2007 – Q4 2007

Monday's Press 48%
add the Christchurch Mail
49%
Tuesday's Press
add the Christchurch Mail 55%

Wednesday's Press 46%
add the Christchurch Mail
45%
Thursday's Press 66
add the Christchurch Mail
62%
Friday's Press
add the Christchurch Mail

The Weekend Press
add the Christchurch Mail

20% 30% 40% 50% 60%

All people 15+ Christch
Source: Nielsen Media Resea

Survey Q1 2007

68% Combined
68%
Reach of The
71%
67% Press & the
6%
Christchurch
76%
70% 80% Mail

ALL PEOPLE 15+
CHRISTCHURCH
URBAN AREA

Regardless of the day, the
Christchurch Mail is the
perfect complement to The
Press, extending and
strengthening The Press’
reach

hurch Urban Area
arch National Readership
7 – Q4 2007

Christchurch Urban
Area 300,000 people

Christchurch Retail Catchment
Area 355,000 people

The Northern Outlook

ALL PEOPLE 15+
SOUTH ISLAND

ƒ The Northern Outlook is circulates 20,124
copies in its primary area

ƒ The Northern Outlook publishes on a
Wednesday and a Saturday

ƒ 38,000 readers 15+ read the Wednesday
edition, while 28,000 readers 15+ read the
Saturday edition

ƒ Over a week, 42,000 of all people 15+ in
the South Island read the Northern Outlook

All people South Island 15+
Source: Nielsen Media Research National Readership

Survey Q1 2007 – Q4 2007
Audit: ABC 31/3/07

Christchurch Urban
Area 300,000 people

Christchurch Retail Catchment
Area 355,000 people

The Central Canterbury
News

ALL PEOPLE 15+
SOUTH ISLAND

ƒ The Central Canterbury News circulates
18,603 copies in its primary area

ƒ The Central Canterbury News publishes on a
Wednesday

ƒ 23,000 people 15+ in the South Island read
a copy of the Central Canterbury News

All people 15+
Source: Nielsen Media Research National Readership

Survey Q1 2007 – Q4 2007
Audit: ABC 31/3/07