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The
Belden Strategic/Brand Study
Objectives: Build Readership. Improve Loyalty. Recruit New Readers.
Newspapers have powerful and very valuable brands, yet frequently
the exact nature of the brand is poorly understood. Marketing,
content show-casing, design and other high impact decisions are
better made when the brand is explicitly described by market research
and when the opportunities for improving the brand are defined
and quantified.
Brand Analysis: Defines the nature, clarity and strength
of the existing brand. Derived from a set of measurements covering
various areas of journalism, design, community involvement, human
characteristics, service, emotional appeal and reader relevance.
Essentially, “brand equity” is quantified.
Market
Position: Defines the growth opportunity and the optimum brand
development strategy.
Content
Analysis: Identifies the perceived strengths and weaknesses
in coverage of news and information, plus the awareness and strength
of special material, including beats, features, columnists, community
projects, web sites and media affiliations.
Reader
Segmentation: Defines respondents by their newspaper usage
and attitude data that points to clear strategies for marketing
to specific reader target segments (rather than “geo-socioeconomic-lifestyle”
data, from which inferential leaps must be made to come to marketing
strategies.)
Point-Of-Entry
Analysis: Identifies reader usage patterns of the paper to
develop in-paper marketing strategies.
Other
Media Usage: Radio listening by dayparts; Television viewing
by programs; Internet usage by ISP or primary entry sites. This
data defines media targeting by the segmentation and other respondent
definitions.
Current
Marketing Assessment: If the paper has a current readership/circulation
campaign in place, it is assessed for awareness, perception at
various levels, message communication and impact. It is analyzed
in the context of both actual and intended brand impact.
Readership
Projections: As always, these are provided with all Belden
studies.
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