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Get in the habit 7 student media opportunities from a nationwide survey of students 1
Get in
the
habit
7 student media opportunities
from a nationwide survey of students
1
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
A new crop of freshmen • Why not 4,000 new readers? • It’s the same
A new crop of freshmen
• Why not 4,000 new readers?
• It’s the same issue for the pros
• Everyone is NOT your audience.
• Sneezers and the Hive
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Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
Huh? • Think of Amazon • Sneezers: Authors • Hive: People who buy 30 books
Huh?
• Think of Amazon
• Sneezers: Authors
• Hive: People who buy 30 books a year
Seth Godin
How to Launch an
Idea Supervirus
• Spreading your message should be like spreading a
3
VIRUS
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016

For news media …

Think

newshounds

Who reads your content the MOST ?

Who SHARES it?

media … • Think newshounds • Who reads your content the MOST ? • Who SHARES

7 Key OPPORTUNITIES

1. Your audience is larger than you think

Do you read your college newspaper, either in print or online?

34% 66%
34%
66%
Your audience is larger than you think • Do you read your college newspaper, either in

Yes

Your audience is larger than you think • Do you read your college newspaper, either in

No

1. Your audience is larger than you think • And they read more often than
1. Your audience is larger than you think
• And they read more
often than you
think
10%
20%
6%
• Print
11%
19%
11%
Daily
2 - 3 Times a Week
Once a Week
2 - 3 Times a Month
Once a Month
Less than Once a Month
Never
6
23%
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
1. Your audience is larger than you think • And they read more often than
1. Your audience is larger than you think
• And they read more
often than you
think
11% 10%
6% 4%
20% 23%
8%
Daily
• Website
11%
2 - 3 Times a Week
Once a Week
10%
2 - 3 Times a Month
19%
11%
Once a Month
27%
Less than Once a Month
17%
Never
7
23%
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
1. Your audience is larger than you think • And they read more often than
1. Your audience is larger than you think
• And they read more
often than you
think
11% 10%
20%
24%
6% 4%
23% 26%
8%
Daily
• Facebook
11%
2 - 3 Times a Week
Once a Week
6% 10%
2 - 3 Times a Month
19%
4% 11%
Once a Month
16%
27%
Less than Once a Month
8%
17%
Never
8
23% 16%
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
1. Your audience is larger than you think • And they read more often than
1. Your audience is larger than you think
• And they read more
often than you
think
11% 10%
17%
20%
24%
6%
4%
23% 26%
8%
Daily
40%
• Twitter
11%
2 - 3 Times a Week
Once a Week
19%
6% 10%
2 - 3 Times a Month
19%
4% 11%
Once a Month
16%
27%
Less than Once a Month
8%
9%
17%
Never
5%
9
4% 6%
23%
16%
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
and they think highly of you. • How would you rate your college newspaper, in
and they think highly of you.
• How would you rate your college newspaper,
in general, on each of the following?
from 0 (terrible) to 4 (excellent)
ALL students
• Mobile phone friendly content
2.39
• College town coverage
2.52
• Web content
2.57
• Overall value
2.68
• Believability
2.86
10
• Campus coverage
2.91
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
… and they notice ads. • Where do you like to see advertising the most?
… and they notice ads.
• Where do you like to see advertising the most?
Averaged rankings from one (the most) to 10 (the least)
1. Campus newspaper website
3.3
2. Campus newspaper in print
3.7
3. Email newsletter
4.5
4. Facebook
5.3
5. Twitter
5.6
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Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
2. Facebook • If you don’t have a Facebook strategy, you need one. • For
2. Facebook
• If you don’t have a Facebook strategy, you need one.
• For readers and non readers, Facebook is the …
• … news source with the most interaction.
• Source where ads are noticed the most.
• Prefered source for college town news.
• Prefered source for CAMPUS news.
12
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016

3. Credibility

Please rate how important each of the following are when you choose where to get your news.

From 0 (not important) to 5 (very important)

Credibility Convenience Multimedia possibilities Prominence Interactivity Tradition A friend's recommendation
Credibility
Convenience
Multimedia possibilities
Prominence
Interactivity
Tradition
A friend's recommendation
4.18
3.88
3.3
3.18
3.18
2.93
2.91

3. Credibility

It’s more important for NON readers than readers.

It’s more important than CONVENIENCE .

How do you establish credibility?

for NON readers than readers. • It’s more important than CONVENIENCE . • How do you

4. Hyperlocality

Which topics do readers and non readers want to see their college newspaper cover the MOST?

Averaged rankings from one (the most) to 8 (the least)

1. Campus news (academics and university spending)

2.63

2. Local news (crime and city council)

3.47

3. Events around campus (concerts and performances) 3.86

4. Your college athletics

5. National news, politics, profiles, investigative reporting all above 5

4.59

Hans K. Meyer (meyerh@ohio.edu ) College Media Association NYC2016

15

investigative reporting all above 5 4.59 Hans K. Meyer (meyerh@ohio.edu ) College Media Association NYC2016 15
5. Email newsletters • You can sell them, but do readers want them? • Preferred
5. Email newsletters
• You can sell them, but do readers want them?
• Preferred
source
for campus
news?
20%
Social Media (Twitter /
Facebook)
Campus Newspaper
33%
Text Message
8%
Email newsletter
16
17%
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
5. Email newsletters • You can sell them, but do readers want them? 16% Social
5. Email newsletters
• You can sell them, but do readers want them?
16%
Social Media (Twitter /
Facebook)
• Preferred
source
for college
town news?
5%
Campus Newspaper
37%
Text Message
Email newsletter
18%
17
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016

6. Habits

Reasons FOR reading the campus newspaper in general

from 0 (Not at all important) to 5 (Extremely Important)

I enjoy reading the campus newspaper

 

3.38

I need to know what’s going on

 

3.44

I want to know what’s happening in my college town

3.49

I want to stay involved on campus

 

3.53

I want to know what’s happening on campus

3.76

• I want to stay involved on campus   3.53 • I want to know what’s

6. Habits

Readers are more involved in …

Going to bars Intramural sports University sports Student politics Greek Life Student activities

1.08 2.38 0.58 2.16 0.73 2.27 0.6 2.17 0.45 1.82 1.49 Non readers No Yes
1.08
2.38
0.58
2.16
0.73
2.27
0.6
2.17
0.45
1.82
1.49
Non readers
No
Yes
Readers

2.98

7. Research

You can / should do this yourself

Public email addresses

Faculty assistance

Free / cheap survey platforms

Google Forms

Survey Monkey

Qualtrics

20 Hans K. Meyer (meyerh@ohio.edu ) College Media Association NYC2016
20
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016

Demographic Breakdowns

Freshmen

201

Men

320

Sophomores

239

Women

684

Juniors

243

Seniors

268

White

661

Graduate Students 60

African American 138

Asian

75

Large public university 498 Hispanic

98

Small public university 274 Other

39

Large private university 116

Small private university 121

Hans K. Meyer (meyerh@ohio.edu ) College Media Association NYC2016

21

university 116 • Small private university 121 Hans K. Meyer (meyerh@ohio.edu ) College Media Association NYC2016
Breakdown by census region • West 233 • Midwest 217 • Northeast 190 • South
Breakdown by census region
• West
233
• Midwest 217
• Northeast 190
• South
371
• Urban
475
• Rural
189
• Suburban 342
22
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016
For full report … • Future of Student Media Summit • April 8, 9 •
For full report …
• Future of Student Media Summit
• April 8, 9
• Athens, Ohio
• Thanks to Scripps College of Communication,
The Post for making this research possible.
23
Hans K. Meyer (meyerh@ohio.edu )
College Media Association NYC2016

Questions?

Handouts

http://facebook.com/hanskmeyer

http://hanskmeyer.com @OHJProf on Twitter

Questions? • Handouts • http://facebook.com/hanskmeyer • http://hanskmeyer.com • @OHJProf on Twitter