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Greeley Tribune Project

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My group and I did research for the Greeley’s Tribune. Our task was to analyzes new residents (people that have lived in the Greeley community for less than five years) in order to better understand why they do not subscribe to The Tribune nor read newspapers in general. We gathered data from the northern Colorado area. Enter the data into SPSS and analyzed it.
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Reaching Out to New Residents Improving New Resident Readership 2009 Aimee Hruska Kara Killenberg Kelsey Highland Marcus Farrell
Transcript
Page 1: Greeley Tribune Project

Reaching Out to New ResidentsImproving New Resident Readership for The

Greeley Tribune

2009

Aimee HruskaKara Killenberg

Kelsey HighlandMarcus Farrell

Page 2: Greeley Tribune Project

Executive Summary

This report analyzes new residents (people that have lived in the Greeley community for

less than five years) in order to better understand why they do not subscribe to The Tribune nor

read newspapers in general. Of all people surveyed, most people that read The Tribune subscribe

to it. During the week, a number of people receive it some other way such as at work or school.

This number drops substantially on the weekend. Those surveyed classify themselves as

“Family People,” and additionally, they enjoy cooking/preparing food. When these people read

a newspaper, they enjoying reading about world and national news, activities and events going

on in the area, the weather, and outdoor recreation.

The results found that new residents do not subscribe to The Tribune because they are not

interested in the content and/or they do not feel like they have time to read the newspaper.

Additional reasons for non-subscription include receiving The Tribune for free, not willing to

pay for a newspaper subscription, and a subscription to another paper such as The Denver Post.

When asked whether they read The Tribune on Sunday or during the week, more new

residents said they read it during the week than on Sunday. This could be attributed to the fact

that there are five possible days to read it during the week as opposed to just Sunday. The least

amount of people read The Tribune on Tuesday, while the greatest number of people read it on

Wednesday.

New residents prefer to get their news from television and/or the Internet as opposed to

other media outlets such as newspapers or magazines. When they do read a newspaper, they

prefer reading headlines and brief summaries instead of short stories or detailed articles.

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Page 3: Greeley Tribune Project

The top three stores that new residents shop at include King Soopers, Walmart, and

Target. Within a 60-day period, 75% of new residents surveyed spent a minimum of $50 at one

or more of these locations.

Finally, recommendations for The Tribune include adding a section related to families,

additional advertisements on Tuesdays to increase readership and utilizing informative headlines

and brief summaries since new residents do not like read long, detailed articles. Also, The

Tribune should include a list of activities, events, and places to go in the Northern Colorado area

in an effort to acclimate new residents with the Greeley area. Finally, The Tribune should add

additional world and national news so readers can get all the information they seek from one

news source.

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Page 4: Greeley Tribune Project

Table of Contents

Executive Summary……………………………………………………………………………….2

Introduction………………………………………………………………………………………..5

How Readers Receive The Tribune……………………………………………………………….5

Reader Characteristics…………………………………………………………………………….7

Reasons Why New Residents Do Not Subscribe…………………………………………………9

Sunday Edition Versus Weekday Edition………………………………………………………..11

New Resident Preferences……………………………………………………………………….14

Where New Residents Spend Money……………………………………………………………16

Recommendations………………………………………………………………………………..17

Appendix I……………………………………………………………………………………….19

Appendix II………………………………………………………………………………………20

Appendix III……………………………………………………………………………………...23

Appendix IV……………………………………………………………………………………...25

Appendix V………………………………………………………………………………………28

Appendix VI……………………………………………………………………………………...30

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Page 5: Greeley Tribune Project

This report seeks to determine characteristics of new residents in the Greeley area in order to

better understand why they do not read and/or subscribe to The Tribune. The following

information shows how all readers receive The Tribune as well as characteristics of those

surveyed. There is also information regarding why new residents do not subscribe to The

Tribune, whether or not they read the Sunday and/or weekday editions, preferences regarding

how they receive their news, as well as the stores they shop at the most. Finally, there are

several recommendations that will help increase new resident as well as overall readership for

The Tribune.

How Readers Receive The Tribune

It is important to determine how readers of The Tribune receive the weekday edition as well as

the Sunday edition. The two graphs below show how those that read the Tribune receive it.

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Page 6: Greeley Tribune Project

The graph above demonstrates that of all people surveyed and who actually read the weekday

edition of The Tribune, the majority subscribe to the paper, while, a good portion receive it some

other way such as school or work. Those that buy it most likely buy it at a convenience or

grocery store. (See Appendix I).

In the graph above, the amount of people who subscribe to The Tribune on Sunday versus during

the week remains the same, while the number of people that receive it some other way drops

dramatically. This drop represents the people who receive the paper at school or at work during

the week. (See Appendix I).

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Page 7: Greeley Tribune Project

Reader Characteristics

The graph above is a representation of the averages of how new residents classify themselves.

One means that they strongly disagree with the statement, seven means they strongly agree with

the statement, and four means they do not agree nor disagree. For example, for the statement “I

am a family person,” the average response was a six, which means they strongly agree with the

statement. (See Appendix II).

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Page 8: Greeley Tribune Project

The following graph represents what topics news residents enjoy reading about in the newspaper.

A one signifies “Not at all interested” and a five is “Extremely interested.” The top five topics

that new residents are interested in reading about include “National/World news,” “Local News,”

“Weather,” “Activities to do,” and “Outdoor Sports and Recreation.” They are neutral regarding

“High School Sports,” “Advertising Inserts,” “Agriculture News,” and “Obituaries.” (See

Appendix II).

The next graph shows what additional newspaper sections new residents would find interesting.

A one means “Not Interesting” and a seven means very interesting.” As the graph shows, new

residents are interested in “Activities and Events,” “Travel/Adventure,” and “World

News/Events.” They are least interested in “Celebrity News/Entertainment” and a section for

children. (See Appendix II).

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Page 9: Greeley Tribune Project

Reasons Why New Residents Do Not Subscribe

The following graphs show the various reasons why new residents do not subscribe to The

Tribune. “No” means that it is not the reason why they do not subscribe while “Yes” is a reason

for non-subscription. (See Appendix III).

Of the 185 “New Residents”

(people who have lived in the

community for less than 5 years)

surveyed, nearly 50 people do not

subscribe because they are not

interested in the content.

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Page 10: Greeley Tribune Project

Approximately 50 new residents do

not subscribe because they do not

have time to read The Tribune.

When new residents were asked if they didn’t

subscribe because they got it for free, only

14% said yes so that is not a significant reason

as to why people do not subscribe.

Approximately 28 new residents do not

subscribe to The Tribune because they

subscribe to a different paper instead.

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Page 11: Greeley Tribune Project

25 of the 185 new residents surveyed

believe that The Tribune is too expensive

and are not willing to pay for a

subscription.

Sunday Edition Versus Weekday Edition

This graph shows that of the 185 new

residents, almost 150 do not read The

Tribune on Sunday and only 38 do

read it on Sunday.

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Page 12: Greeley Tribune Project

This graph shows that 120 new

residents do not read The Tribune

during the week and 61 do read it at

least once during the week.

The previous graphs are a good indication of the habits of new residents. There are various

explanations for this data such as not enough time on the weekend or they do not like the Sunday

content because maybe it is too long. (See Appendix IV).

More new residents read The Tribune during the week as opposed to on Sunday, however the

Tuesday edition has the lowest

number of new resident readers

of any day. The survey asked if

they had read the most recent

Tuesday edition and only 33

said yes while 149 said no, they

had not read the most recent

Tuesday edition. (See

Appendix IV).

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Page 13: Greeley Tribune Project

Wednesday’s edition has the highest readership of any day. This can be attributed to the

advertisements that are placed in the Wednesday edition. 48 new residents said they had read the

most recent Wednesday edition, while 135 had not read it.

New Resident Preferences

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Page 14: Greeley Tribune Project

The following graphs show what source new residents prefer to get their news from, as well as

what they prefer to read when reading a newspaper. (See Appendix V).

Approximately 64% of new

residents surveyed prefer to get

their information from the

internet, while only 36% do not

prefer to get their news from

the Internet.

Approximately 71% of new

resdients prefer to get their

news from television, and only

29% do not prefer television as

their news source.

The above graphs represent

changing trends in the media industry. In the past, most people received their news from the

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Page 15: Greeley Tribune Project

newspaper, however in today’s society, people rely on the Internet and the television for their

news. In the coming years, people will also rely on social networking sites such as Facebook to

receive their news.

When new residents do read a

newspaper, 35% prefer to read

brief summaries, 27% only want to

read headlines, 20% prefer short

stories, and only 19% like to read

detailed articles. This graph means

that readers want their news in the

shortest amount of time possible.

They rely on headlines and brief

summaries to get the information they are interested in. Newspapers must utilize headlines in

order to draw readers in and make their newspaper stand out from other competing newspapers.

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Page 16: Greeley Tribune Project

Where New Residents Spend Money

These graphs represent the 3 stores where

new residents shop the most. Nearly ¾ of

those surveyed spend at least $50 at one of

these locations within a 60 day period. The

greatest number of people shop at Walmart

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Page 17: Greeley Tribune Project

and spend the most money there. (See

Appendix VI).

Recommendations

Section Related to Families

Those surveyed classify themselves as “Family People,” so The Tribune should have a

section either weekly or daily that relates to “family.” For instance, there could be various

activities and crafts that parents could do with their children. You could also include receipes

that encourage healthy, family meals. Finally, you could work with local restaurants to have

specials advertised in the paper such as “Kids Eat Free on Wednesday.”

Additional Advertisements on Tuesdays

The survey shows that the greatest number of new residents read The Tribune on

Wednesday and the smallest number read it on Tuesdays. The Wednesday edition is popular due

to the advertising section. The Tuesday edition should also offer advertisements. Wednesday

could focus on grocery store and retail store advertisements, and the Tuesday edition could focus

on advertisements at Walmart and Target since new residents shop there the most. This will

increase Tuesday’s readership because people will be interested in seeing what deals are

available at the stores they utilize the most.

Informative Headlines/Brief Summaries

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Page 18: Greeley Tribune Project

New residents do not enjoy reading long, detailed articles. Instead, they prefer reading

brief summaries and headlines. The Tribune should improve its headlines in order to really grab

the attention of potential readers. The headlines should also be informative so readers feel as

though they are getting good, substantial information even if they do not have time to read the

entire article. Also, the articles should be brief in order to entice readers to actually read the

article rather than just the headline. Finally, since new residents surveyed prefer to get their

news from the Internet, each brief article could have a web address for those readers who want

more information on that particular article.

Activities/Events in Northern Colorado

New residents are not interested in the content of The Tribune because they are not

involved in the local Northern Colorado community. There should be a section of activities,

events, and places to visit in order to better acclimate Greeley residents with the area. In turn,

this will increase their interest in the local community, thus making them more interested in

reading The Tribune in order to be better informed.

Additional World/National News

New residents are very interested in reading about world and national news. The Tribune

should include larger “World News” and “National News” sections because these people want to

be informed in all news areas. With these additions, readers will feel as though they can get all

of the information they seek from one news source, and in the end, it will save them time. If

everything is included in one newspaper, then readers will begin to rely more heavily on

newspapers as a source for their news because they can get everything from one souce.

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Page 19: Greeley Tribune Project

Appendix I

How Readers Receive the Tribune

How did you get the Weekday edition of the Tribune you read most recently?

Frequency Percent Valid Percent

Cumulative

Percent

Valid .00 3 1.6 2.4 2.4

Subscribe to have it delivered

to home or business

44 23.8 35.8 38.2

Buy it outside of home or

business

28 15.1 22.8 61.0

some other way 48 25.9 39.0 100.0

Total 123 66.5 100.0

Missing System 62 33.5

Total 185 100.0

On Average new residents receive the weekday edition of the Tribune some other way or have it delivered to their home or business.

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Page 20: Greeley Tribune Project

How did you get the Sunday edition of the Tribune you read most recently?

Frequency Percent Valid Percent

Cumulative

Percent

Valid Subscribe to it delivered to

home or business

39 21.1 37.5 37.5

Buy it outside of home or

Busines

34 18.4 32.7 70.2

Get it some other way 31 16.8 29.8 100.0

Total 104 56.2 100.0

Missing System 81 43.8

Total 185 100.0

On Average new residents subscribe to have the Tribune delivered to their home or business.

Appendix II

Reader Characteristics

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Page 21: Greeley Tribune Project

Level of agreement with each of the following statements:

N Mean Std. Deviation Std. Error Mean

Very involved in my

community

183 3.35 1.448 .107

spend most of my time in the

city in which I live

183 4.47 1.827 .135

spend most of my free time

outdoors

183 4.20 1.448 .107

would rather read the new

on-line

182 3.94 1.907 .141

enjoy watching/reading about

sports

185 4.72 2.146 .158

am a "family" person 182 6.09 1.388 .103

Like to cook/prepare food 183 5.23 1.764 .130

I have many hobbies 183 4.99 1.477 .109

am a very socially active

person

183 4.89 1.482 .110

am a very religious person 181 4.49 2.073 .154

Politics are very interesting to

me

183 4.17 1.927 .142

When I have free time, I just

want to relax

183 4.98 1.591 .118

I love to read 184 4.79 1.919 .141

My pet(s) are my life 183 3.44 1.940 .143

I am a workaholic 184 3.57 1.587 .117

On average new residents are more likely to be a “family” person and also like to cook/prepare

food, and have many hobbies. When they have free time, they also just want to relax.

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Page 22: Greeley Tribune Project

The following sections of the newspaper would be of interest to me:

N Mean Std. Deviation Std. Error Mean

Something oriented to

younger people

185 4.1189 1.74048 .12796

Celebrity News/Entertainment 184 3.6359 1.82065 .13422

Activities News/Entertainment 184 4.7772 1.57831 .11635

More Advertising/Store

Specials

185 3.7351 1.71949 .12642

College News adn Events 185 3.8919 1.65477 .12166

Cooking/Food sectoin 184 4.1522 1.69173 .12472

Travel/Adventure section 183 4.5792 1.67824 .12406

World News/Events 185 4.9189 1.70642 .12546

Reviews-Restaurant/movies

ect

184 4.3207 1.74005 .12828

Children section 185 3.2432 1.84458 .13562

On average new residents are interested in the World News/Events section of the newspaper the

most.

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Page 23: Greeley Tribune Project

How interested are you in reading about each of the following topics?

N Mean Std. Deviation Std. Error Mean

National and world news 185 3.6378 1.07525 .07905

News about state

government adn statewide

issues

184 3.4185 1.12783 .08314

News about your local

community

185 3.6541 .96645 .07105

National sports 184 3.2337 1.29933 .09579

High school sports 184 2.6087 1.20070 .08852

News about crime and the

courts

184 3.1413 1.10222 .08126

Business news 184 3.0978 1.11678 .08233

Entertainment and the arts 185 3.3405 1.03090 .07579

The weather 183 3.7104 1.04737 .07742

Places to go and things to do 185 3.8811 .98186 .07219

Outdoor sports and

recreation

184 3.7065 .99219 .07315

Local college sport programs

such as UNC, CU, CSU

185 3.2216 1.28941 .09480

Personal Finance and

Investing

184 2.9837 1.13790 .08389

News and information

regarding travel

185 3.2541 1.14934 .08450

Advertising inserts 185 2.6703 1.17234 .08619

Restaurants and Dinning 185 3.2108 1.06521 .07832

Rockey Mountain Travel 185 3.2649 1.13258 .08327

Education (local) 184 3.1304 1.08861 .08025

Agriculture news 185 2.4595 1.09332 .08038

Faith/Religion issues 183 2.7486 1.23243 .09110

Professional Sports 184 3.3043 1.30354 .09610

Theater and Movie

entertainment options

183 3.4754 1.04734 .07742

Editorial/Opinions 185 2.7514 1.11940 .08230

Obituaries 184 2.3261 1.03606 .07638

Information regarding deals 184 2.7826 1.20406 .08876

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Page 24: Greeley Tribune Project

On average new residents are interested in places to go and things to do topic the most as well

as being interested in topics on the weather and outdoor sports and recreation.

Appendix III

Reasons Why New Residents Do Not Subscribe

Not interested in the content

Frequency Percent Valid Percent

Cumulative

Percent

Valid .00 136 73.5 76.4 76.4

1.00 42 22.7 23.6 100.0

Total 178 96.2 100.0

Missing System 7 3.8

Total 185 100.0

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Page 25: Greeley Tribune Project

No time to read it

Frequency Percent Valid Percent

Cumulative

Percent

Valid no 127 68.6 71.3 71.3

Yes 51 27.6 28.7 100.0

Total 178 96.2 100.0

Missing System 7 3.8

Total 185 100.0

I get it for free

Frequency Percent Valid Percent

Cumulative

Percent

Valid no 152 82.2 85.4 85.4

Yes 26 14.1 14.6 100.0

Total 178 96.2 100.0

Missing System 7 3.8

Total 185 100.0

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Page 26: Greeley Tribune Project

I subscribe to another paper instead

Frequency Percent Valid Percent

Cumulative

Percent

Valid no 150 81.1 84.3 84.3

Yes 28 15.1 15.7 100.0

Total 178 96.2 100.0

Missing System 7 3.8

Total 185 100.0

Too expensive

Frequency Percent Valid Percent

Cumulative

Percent

Valid no 153 82.7 86.0 86.0

Yes 25 13.5 14.0 100.0

Total 178 96.2 100.0

Missing System 7 3.8

Total 185 100.0

These are not the major reasons for why new residents don’t subscribe to the Tribune. Only a

small portion of new residents aren’t interested in the content, have no time, get it for free,

subscribe to another paper or believe the Tribune to be too expensive.

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Page 27: Greeley Tribune Project

Appendix IV

Sunday Edition Versus Weekday Edition

Read the Tribune on Sunday

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 143 77.3 79.0 79.0

yes 38 20.5 21.0 100.0

Total 181 97.8 100.0

Missing System 4 2.2

Total 185 100.0

On average new residents do not read the Tribune on Sunday.

Read the Tribune during the week

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 120 64.9 66.3 66.3

yes 61 33.0 33.7 100.0

Total 181 97.8 100.0

Missing System 4 2.2

Total 185 100.0

On average new residents do not read the Tribune during the week.

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Page 28: Greeley Tribune Project

Read Monday

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 136 73.5 74.3 74.3

yes 47 25.4 25.7 100.0

Total 183 98.9 100.0

Missing System 2 1.1

Total 185 100.0

Read Tuesday

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 149 80.5 81.9 81.9

yes 33 17.8 18.1 100.0

Total 182 98.4 100.0

Missing System 3 1.6

Total 185 100.0

Read Wednesday

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 135 73.0 73.8 73.8

yes 48 25.9 26.2 100.0

Total 183 98.9 100.0

Missing System 2 1.1

Total 185 100.0

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Page 29: Greeley Tribune Project

Read Thursday

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 147 79.5 80.8 80.8

yes 35 18.9 19.2 100.0

Total 182 98.4 100.0

Missing System 3 1.6

Total 185 100.0

Read Friday

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 137 74.1 74.9 74.9

yes 46 24.9 25.1 100.0

Total 183 98.9 100.0

Missing System 2 1.1

Total 185 100.0

Read Saturday

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 147 79.5 80.3 80.3

yes 36 19.5 19.7 100.0

Total 183 98.9 100.0

Missing System 2 1.1

Total 185 100.0

New residents are less likely to read the Tribune on Tuesday than any other day of the week, but

are more likely to read the Monday edition of the Tribune.

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Page 30: Greeley Tribune Project

Appendix V

New Resident Preferences

Internet is preferred for media outlet/news

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 66 35.7 35.7 35.7

Yes 119 64.3 64.3 100.0

Total 185 100.0 100.0

Television is preferred for media outlet/news

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 53 28.6 28.6 28.6

Yes 132 71.4 71.4 100.0

Total 185 100.0 100.0

.

Magazines are preferred for media outlet/news

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 147 79.5 79.5 79.5

Yes 38 20.5 20.5 100.0

Total 185 100.0 100.0

Newspaper is preferred for media outlet/news

Frequency Percent Valid Percent

Cumulative

Percent

Valid No 100 54.1 54.1 54.1

Yes 85 45.9 45.9 100.0

Total 185 100.0 100.0

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Page 31: Greeley Tribune Project

On average new residents prefer the internet and television as their media outlet for news

information.

When I read the news, I mostly prefer reading

Frequency Percent Valid Percent

Cumulative

Percent

Valid Headlines 49 26.5 26.8 26.8

Short Stories 36 19.5 19.7 46.4

Brief Summaries 64 34.6 35.0 81.4

Detailed articles 34 18.4 18.6 100.0

Total 183 98.9 100.0

Missing System 2 1.1

Total 185 100.0

On average new residents prefer reading about brief summaries in the news.

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Page 32: Greeley Tribune Project

Appendix VI

Where New Residents Spend Money

Approximately how much is spent at King Soopers

Frequency Percent Valid Percent

Cumulative

Percent

Valid .00 39 21.1 21.4 21.4

50.00 48 25.9 26.4 47.8

150.00 35 18.9 19.2 67.0

250.00 17 9.2 9.3 76.4

350.00 11 5.9 6.0 82.4

450.00 9 4.9 4.9 87.4

550.00 23 12.4 12.6 100.0

Total 182 98.4 100.0

Missing System 3 1.6

Total 185 100.0

Approximately how much is spent at Target

Frequency Percent Valid Percent

Cumulative

Percent

Valid .00 58 31.4 32.0 32.0

50.00 71 38.4 39.2 71.3

150.00 29 15.7 16.0 87.3

250.00 11 5.9 6.1 93.4

350.00 4 2.2 2.2 95.6

450.00 3 1.6 1.7 97.2

550.00 5 2.7 2.8 100.0

Total 181 97.8 100.0

Missing System 4 2.2

Total 185 100.0

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Page 33: Greeley Tribune Project

Approximately how much is spent at WalMart

Frequency Percent Valid Percent

Cumulative

Percent

Valid .00 35 18.9 19.1 19.1

50.00 52 28.1 28.4 47.5

150.00 24 13.0 13.1 60.7

250.00 26 14.1 14.2 74.9

350.00 10 5.4 5.5 80.3

450.00 8 4.3 4.4 84.7

550.00 28 15.1 15.3 100.0

Total 183 98.9 100.0

Missing System 2 1.1

Total 185 100.0

On average new residents spend at least $50.00 at one of these locations, but spend most of their money at WalMart.

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