Wisconsin newspapers have great stories to tell and, now more than ever, you need localized data to tell those stories. The Wisconsin Newspaper Association recognizes that need and is doing something about it.
During its quarterly meeting on March 24 in Madison, the WNA Board of Directors recently voted to contract with research company Coda Ventures to conduct a statewide readership study. The analysis will examine various trends, including readership habits, methods for accessing information, advertising insights and the value of public notices.
The study will launch in May, with results expected to be distributed during the summer at no cost to WNA members.
When it comes to your local market, you’re the expert. You know how important it is to effectively position your audience and its collective buying power to drive advertising sales. Coda will help you turn local market insights into increased ad revenue and market share gains.
The WNA study will measure the total market coverage of the newspaper brand across print and digital platforms — collecting detailed information about the purchase profile and buying behavior of the Wisconsin audience for the most important advertising categories. The survey results will enable WNA member newspapers to position their audience delivery against other competitors in their markets, including local TV, radio, magazines and websites.
Additional member benefits
The contract with Coda includes additional benefits to WNA members beyond the statewide readership results.
Beyond conducting the survey, Coda will provide end-of-campaign assets, including slide decks and mini decks, which will be made available to members at no cost.
Members also will be offered customized data packages that include seven market-specific sales sheets, the newspaper’s audience overview and five categories chosen by the newspaper. For newspapers who want to take advantage of market-specific assets, the cost will be $400 per newspaper. The WNA will provide more information on this offering following the completion of the study.
