Gazette Online Re-Envision Survey Analysis

When designing this survey the main purpose was to reach people who never or
rarely visit Gazette Online. This was a difficult task with Gazette Online receiving
192,000 unique visitorsa month. We received 199 total responses from have it
posted on IowaBridalPlanner.com, EdgeBusinessMagazine.com,
CorridorCareers.com, HooplaNow.com, IowaPrepSports.com, Sent out in
KCRG.com’s news feed, KCRG’s Facebook page, KCRG’s Twitter feed,
GazetteOnline’s Facebook page, and GazetteOnline’s Marketing Twitter feed.
Out of those 199 people 56 never or rarely visit Gazette Online.

Background information on people who never or rarely visit Gazette Online –

• Age
○ 18-34 – 57%
○ 35-49 - 30%
○ 50-64 – 11.5%
○ 65+ - 1%
• Gender
○ Male – 50%
○ Female – 50%
• County
○ Linn -52%
○ Johnson – 30%
○ Benton -4.2%
○ Iowa -
○ County -
○ Iowa -
○ Jones -
○ Cedar -2%
○ Other – 11%
• Experience on the internet
○ Novice – 3%
○ Moderate – 37.5%
○ Expert – 59.4%

In this study people who rarely or never visit Gazette Onlineprefer to receive their
news from a Website and then from the TV. They also check the news at least once
a day. People like to get their news for 2-4 different sources. The people that don’t
get their news from Gazette Online get it from KRCG.com or a National Site, the
reason for using those sites is because they want breaking news coverage, local
news coverage and national news. Being able to engage with the news stories was
not important. Anything outside of Iowa is considered national news and local news
is considered anything in eastern Iowa. What makes a good news site to these
people is an up to date local news coverage site that is easy to navigate. Most
people find Gazette Online to be a trusted site but won’t feel comfortable spending
more than 5 dollars on the site.

Survey Questions

Q2

How do you like to receive your news?

1. Website – 50%
2. Email – 1.8%
3. RSS feeds – 7.1%
4. Cell phone 1.8%
5. Radio -
6. Newspaper – 17.9%
7. TV – 21.4%

Q3

How often do you look at a news site?

1. Never – 3.6%
2. 1 to 3 times a week - 25%
3. 4-6 times a week – 12.5%
4. Daily – 28.6%
5. More than once a day – 30.4%

Q4

How many different news sites do you get your news from?

1. 0
2. 1
3. 2 – 21.7%
4. 3 – 34.8%
5. 4 – 30.4%
6. 5 – 4.3%
7. 6
8. 7 – 4.3%
9. 8+ - 4.3%

Q5

Please select the following local news sites that you visit on a regular basis:

1. DesMoinesRegister.com – 1.8%
2. Press-Citizen.com – 3.6%
 3. DailyIowan.com
4. QCTimes.com
5. WCFCourier
6. THOnline.com – 3.6%
7. KWWL.com – 3.6%
8. KCRG.com – 35.7%
9. KGAN.com – 3.6%
10. National Sites (such as CNN, FoxNews, MSNBC, USAToday) – 21.4%
11. News Aggregator (such as Google News, Yahoo News, New Gator) –
7.1%

Q6

What do you like about this site?

1. Political Views – 3.6%

2. Breaking News Coverage - 25%
3. Local Coverage - 25%
4. National/Internal News – 16.1%
5. Video News – 3.6%

Q7

How important is the ability to interact and engage in news stories?

1. Very important – 17.4%

2. Somewhat important – 30.4%
3. Not very important – 52.2%

Q8

What do you consider National News?

1. Outside your county – 4.3%

2. Outside the state of Iowa– 78.3%
3. Outside the Midwest – 13%
4. Anything that happens on the East or West coast – 4.3%

Q9

What do you consider Local News?

1. Your City – 4.3%

2. Your County – 17.4%
3. Eastern Iowa – 43.5%
 4. Iowa – 34.8%

Q10

What makes a good online news site?

1. Easy to navigate – 30.4%

2. Up to date Local news – 43.5%
3. Breaking News – 13.0%
4. Up to date National news – 4.3%
5. Ability to post my news stories – 4.3%
6. Ability to comment on and discuss news stories
7. Pictures– 4.3%
8. Video

Q11

When on a news site what do you like to look at?

1. Breaking news – 30.4%

2. Local news – 34.8 %
3. National news – 21.7%
4. Sports – 4.3%
5. Food
6. Entertainment news
7. Local events
8. Weather – 4.3%
9. Blogs
10. Business / Financial news – 4.3%
11.Opinions
12.Obituaries
13.Classifieds
14.TV Listings
15.Jobs
16.Real Estate
17.Autos
18.Health
19.Other ___

Q12

Would you view Gazette Online as trusted online site?

1. Yes – 69.6%
2. No - 30.4%
Q13

How much would you be comfortable spending on product from Gazette

Online?

1. 5 - 76%
2. 10 -7.1%
3. 20 – 8.9%
4. 30 – 3.6%
5. 40 – 1.8%
6. 50
7. 100 – 1.8%
8. 200
9. 300+