NADbank General Newsletter - Summer 2011

President's Message

The Annual General Meeting was held on May 11th and a new NADbank Chair was elected, Jean Durocher. He is Vice President of marketing and sales at La Presse, as well as President of Gesca Media Sales. Jean will be the first Québec-based Chair of NADbank. Andrew Saunders, from The Globe and Mail, remains in his role as Vice Chair and Veronica Engelberts, from Vector Media, as Treasurer. Click here to see 2011 list of NADbank Board of Directors and changes.

This is a critical time for NADbank as we embark on the first steps of the “Brave New World” initiative. The Board and all our committees will focus their energy towards re-inventing our business and study. Newspapers are no longer a single platform business and the research needs to reflect this reality. While NADbank has been evolving to incorporate the digital aspects of the business, there are a number of fundamental structures in the current methodology that limit how far the current study can move to truly reflect our newspapers new models.
Details of the new planning tool are available within the newsletter. Click here for full overview of the Brave New World Initiatives.

On May 25 the mail survey data was released. This is the more detailed retail/product lifestyle data linked to the readership data. For more details on this release click here.

Click here to read the President’s complete message

2010 Study New Questions

The new questions in the 2010 study on website readership yesterday are available in the 2010 Supplementary Report. This new data provides further insight into newspaper reading habits. Detailed data tables are available on the website or through the software. Click here to view table highlights that newspaper readership on the average day is much higher when website-only readership is included. 

For members only: Click here for details of markets and newspapers readership.

2011 NADbank Study Fieldwork Update

The 2011 NADbank fieldwork commenced on January 25th with telephone interviewing in 33 markets: 21 readership/product and 11 readership-only markets. This includes four extended markets, Halifax, Toronto, Kitchener and Sherbrooke. The Sherbrooke EMA was added in 2011.

As of week 15, the total number of completed interviews for the spring wave was approximately 12,250 interviews. The overall completion rate was 38% compared to 40% for the same period last year. Completed interviews were below target completions for Saguenay, Sudbury, Guelph, Calgary and Edmonton. These markets are being monitored closely and it is expected that there will be improvements during the open dial period. The mail-back questionnaire return rate is at 32%, which is comparable to the 2010 week 15 fieldwork.

A New Single-Source Cross-Platform Planning Tool for Newspapers

Later this month NADbank will soon make available to members a new planning tool that enables members to look at the full impact of a newspaper campaign. Newspapers have changed; they are no longer printed products that are distributed once a day. They are content-generating organisations that distribute their content in print and digitally via a variety of electronic devices.

In the 2010 study, NADbank added “accessed” the newspaper website and frequency of use questions to the telephone questionnaire. This enabled software suppliers to build reach curves for website readership. This data and the curves are available for the newspapers and markets in the Supplementary Report (single year data). Using these curves, Nielsen IMS enhanced their reach/frequency model to incorporate the online and off-line single source readership data.

Read more >

2011 NADbank Breakfast Event in Toronto

On June 7, 2011, NADbank hosted its annual breakfast event. This event was sponsored by the Toronto daily newspapers. Over 160 senior newspaper, advertising agency and advertiser executives attended. Anne Crassweller opened by talking about how newspaper audiences are continuing to grow and introduced NADbank’s Brave New World initiatives, which is designed to bring together online and off-line products published by the newspapers into a single database. Click here for Anne Crassweller's presentation.

The guest speaker was Ned Ehrbar, Metro World News’ journalist from Los Angeles. Mr. Ehrbar provided the audience with an engaging talk about the value of entertainment news, pointing out the role it plays in balancing out the news content in a newspaper. He shared his most memorable interview experiences, those with Angela Lansbury, Michael Sheen and Robert Downey Jr., capturing the interest of the audience with humor and a glimpse of the interview process. He described the approach he takes to writing entertainment news that involves looking for a different angle to offer the reader insight rather than taking the traditional approach.

For pictures please click here >