Male Sports Fans Rank Local Newspaper Sports Pages #1 for Sports News and Information
Posted: 3/11/2013 | By: Press Release | Newspaper National Network
New York - Newspaper National Network LP (NNN) is releasing a new study of Sports Media Consumption conducted by M/A/R/C Research, a recognized authority on advertising and media trends. The study reveals that local newspaper sports pages beat print and digital media competitors as the top place male sports fans 18-54 go to for sports news, information and analysis. The medium also scores as most valued for in-depth local team coverage and a place where advertisements drive consumer action.
“Sports writers ignite the passion of fans. 63% of regular reader respondents acknowledge that they ‘look forward to reading certain writers’ said, NNN SVP of Marketing & Research Mary Ellen Holden. And, a compelling 62% of these voracious fans believe that the local newspaper ‘provides me with sports news and info I can’t find anywhere else.’”
Lynn Lehmkuhl, SVP of Sales for the NNN added that “newspaper sports sections provide an opportunity for advertisers to stand out as readers act on advertising across categories including CPG, automotive and insurance. Print newspapers are a far less cluttered ad environment than TV, print, or the web.”
At a time where reaching and connecting with sports fans is big business for marketers, the study reveals that the most avid fans turn to local newspapers for news and information despite the proliferation of digital and mobile options available in today’s digital age. In fact, digital newspaper websites are the most cited source for sports news and analysis by non-regular readers due in large part to their delivery of the local “hometown” community connection.
Full results are available here: http://www.nnnlp.com/sites/nnn/assets/pdfs/NNN_Sports_Media_Consumption.pdf
Study Background:
Methodology
M/A/R/C Research conducted this study with online interviews, 10 minutes in length from January 2nd through January 8th, 2013. Respondents were Male sports fans ages 18-54. The sample size of 404 included 201 regular sports pages readers (2x or more/week) and 203 Non-Regular sports pages readers (1x or not at all/week) but access sports information from another source. Data was weighted to reflect a nationally representative sample within each age group.
About NNN:
Established in 1994, NNN is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America. NNN’s 26 newspaper company shareholders are: Tribune Co., Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times Co. (NYT), The McClatchy Co. (MNI), Hearst Newspapers, Media News Group, The Washington Post Co. (WPO), Newsday, Philadelphia Media Network, A.H. Belo (AHC), Cox, The Seattle Times Co., Star Tribune, Milwaukee Journal Sentinel Inc., Freedom, Lee Enterprises, E.W. Scripps (SSP), Tampa Bay Times, The Buffalo News, Sun-Times Media Group, Pittsburgh Post-Gazette, Omaha World-Herald, Tampa Media Group, World Media Enterprises and the Newspaper Association of America.
Newspaper National Network LP (NNN) is the leading national network of local media. NNN encompasses 9,000 print newspapers, local online, mobile, tablets, free-standing inserts, Hispanic/other niche publications, weekly and suburban papers. As a “one-stop point of contact” for national advertisers, NNN creates and delivers innovative, scalable advertiser solutions. NNN is dedicated to strengthening brands, improving efficiencies, and increasing advertiser return on investment. With over 15 years of experience, NNN maximizes the local market connection, on a national scale, at no cost to advertisers.
Categories of advertising served by NNN include but are not limited to packaged goods, consumer services, general merchandise, pharmaceutical, factory automotive, and business products. We are headquartered in New York, with offices in Chicago, Los Angeles and San Francisco. More information about NNN can be found at www.nnnlp.com.
About M/A/R/C® Research
M/A/R/C® Research is a custom marketing research firm dedicated to helping clients create, evaluate and strengthen their brands. M/A/R/C’s teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue and bottom-line impact of a client’s actions.
M/A/R/C helps businesses address consumer, channel and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue-focused solutions support clients’ brand-building efforts.
M/A/R/C has been successfully designing, executing and analyzing studies to help clients across a range of industries since 1965. We deliver research answers with a business perspective in the language of decision-makers.
M/A/R/C’s client-service locations are in Dallas, TX (headquarters); Greensboro, NC; Nashville, TN; New York, NY; and St. Louis, MO.
“Sports writers ignite the passion of fans. 63% of regular reader respondents acknowledge that they ‘look forward to reading certain writers’ said, NNN SVP of Marketing & Research Mary Ellen Holden. And, a compelling 62% of these voracious fans believe that the local newspaper ‘provides me with sports news and info I can’t find anywhere else.’”
Lynn Lehmkuhl, SVP of Sales for the NNN added that “newspaper sports sections provide an opportunity for advertisers to stand out as readers act on advertising across categories including CPG, automotive and insurance. Print newspapers are a far less cluttered ad environment than TV, print, or the web.”
At a time where reaching and connecting with sports fans is big business for marketers, the study reveals that the most avid fans turn to local newspapers for news and information despite the proliferation of digital and mobile options available in today’s digital age. In fact, digital newspaper websites are the most cited source for sports news and analysis by non-regular readers due in large part to their delivery of the local “hometown” community connection.
Full results are available here: http://www.nnnlp.com/sites/nnn/assets/pdfs/NNN_Sports_Media_Consumption.pdf
Study Background:
Methodology
M/A/R/C Research conducted this study with online interviews, 10 minutes in length from January 2nd through January 8th, 2013. Respondents were Male sports fans ages 18-54. The sample size of 404 included 201 regular sports pages readers (2x or more/week) and 203 Non-Regular sports pages readers (1x or not at all/week) but access sports information from another source. Data was weighted to reflect a nationally representative sample within each age group.
About NNN:
Established in 1994, NNN is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America. NNN’s 26 newspaper company shareholders are: Tribune Co., Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times Co. (NYT), The McClatchy Co. (MNI), Hearst Newspapers, Media News Group, The Washington Post Co. (WPO), Newsday, Philadelphia Media Network, A.H. Belo (AHC), Cox, The Seattle Times Co., Star Tribune, Milwaukee Journal Sentinel Inc., Freedom, Lee Enterprises, E.W. Scripps (SSP), Tampa Bay Times, The Buffalo News, Sun-Times Media Group, Pittsburgh Post-Gazette, Omaha World-Herald, Tampa Media Group, World Media Enterprises and the Newspaper Association of America.
Newspaper National Network LP (NNN) is the leading national network of local media. NNN encompasses 9,000 print newspapers, local online, mobile, tablets, free-standing inserts, Hispanic/other niche publications, weekly and suburban papers. As a “one-stop point of contact” for national advertisers, NNN creates and delivers innovative, scalable advertiser solutions. NNN is dedicated to strengthening brands, improving efficiencies, and increasing advertiser return on investment. With over 15 years of experience, NNN maximizes the local market connection, on a national scale, at no cost to advertisers.
Categories of advertising served by NNN include but are not limited to packaged goods, consumer services, general merchandise, pharmaceutical, factory automotive, and business products. We are headquartered in New York, with offices in Chicago, Los Angeles and San Francisco. More information about NNN can be found at www.nnnlp.com.
About M/A/R/C® Research
M/A/R/C® Research is a custom marketing research firm dedicated to helping clients create, evaluate and strengthen their brands. M/A/R/C’s teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue and bottom-line impact of a client’s actions.
M/A/R/C helps businesses address consumer, channel and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue-focused solutions support clients’ brand-building efforts.
M/A/R/C has been successfully designing, executing and analyzing studies to help clients across a range of industries since 1965. We deliver research answers with a business perspective in the language of decision-makers.
M/A/R/C’s client-service locations are in Dallas, TX (headquarters); Greensboro, NC; Nashville, TN; New York, NY; and St. Louis, MO.