Newspaper Choice Goes Way Beyond Cover Price, Says Survey

A new survey by Optimedia, using its InTouch tracking service, has found that the process of choosing which newspaper to read is far more complex than simply opting for the cheapest option.

The survey was prompted by the battle between Rupert Murdoch and his pricing strategy for The Times and the House of Lords which has sought to restrict Murdoch’s practice. Optimedia was keen to find out how the price war affected the way people read newspapers, and to what extent papers were seen to be reduced to commodities.

The key finding of the survey was that newspapers are not viewed as commodities, despite the price war. There are often ‘complex and highly personal reasons’ for choosing one paper over another which relate more to tone and content than to cover price. “I don’t care how cheap it is, it’s not for me” was apparently a common statement from those questioned. A few people said that cheaper newspapers were “good for consumers”, but recognised the difference between newspapers and, in Optimedia’s example, baked beans.

The Times‘ reduced price of 20p on Mondays has led the paper to become an ‘also read’ rather than a switched sale, says the report. Optimedia’s research leads it to believe that although there are some floating readers whose choice may be swayed by price cuts, most readers have a special relationship with the paper of their choice and resent the ‘coarse appeal to their wallet’ as practiced by The Times.

The report goes on to say that News International should consider the long-term damage on its brand credibility of such price cuts. It states: “We learnt The Times holds considerably less authority, and retentional levels are much lower when it is at a budget price, something that should come out of the QRS sectional study conducted by IPA/ISBA/PPA.” (subscribers see Readership Survey Gets Ready For Launch).

Optimedia: 0171 935 0040