TETON COUNTY WYOMING 2014
Market RESEARCH REPORT
COMMUNITY NEWSPAPER READERSHIP
TETON COUNTY
MEDIA AND CONSUMER
SPENDING Primary source of community news, government issues, activities and people? JH News&Guide and JH Daily Social Media Website JH Weekly Local Radio
81% 7% 6% 2% 2%
45% 12% 11% 8% 7% 5% 4% 4% 3%
72% of Teton County adults prefer local news in a printed newspaper
67%
say they read a local newspaper
Readers, on average,
share their paper with 2.48 people
75%
read most or all of their community newspaper
Primary source of local advertising information, sales & where to shop? J H News&Guide and JH Daily Website JH Weekly Other Radio
Nationally, smaller communities served by local newspapers continue to demonstrate heavy reliance upon their local papers for news and information.
at least once a week
Media used to influence buying decisions? Newspaper Radio Social Media Websites Don’t Know Direct Mail Word of Mouth Local TV Other
Media research was independently conducted in November 2014 for the Jackson Hole News&Guide by Pulse Research, Portland, Oregon.
75% 10% 5% 2% 1%
They spend an average of
38.92 minutes reading their local
newspaper
Source: Reynolds Journalism Institute at the Missouri School of Journalism for the National Newspaper Association 2012
The #1 source for local news and information. National award-winning weekly newspaper.
READER DEMOGRAPHICS AGE
11,875 weekly adult readers
AVERAGE 47 YEARS
in Teton County, WY
50+
18-34
50+ 16+ years
48%
21%
AGE
AVERAGE 47 YEARS
recommend the News&Guide to a friend. 35-49 Average time spent with each issue 34
35-49
AGE RESIDENCY RESIDENCYRESIDEN HOUS 8% AVERAGE 4723 YEARS AVERAGE YEARS AVERAGE 23 YEARS AVERAGE 23 YEA INCO 22% 21% 35-49 6-15 years
39%
53%
18-34 up to 5 years
16+ years
16+AVERAGE years
6-15 years
$100K+ 6-15 years
21% up to 5 years
36%
$45K-$ up to 5 years
up to $
REFUSE
AGE AVERAGE 47 YEARS Highly satisfied – 90% of50+ readers would 18-34
50+
18-34
Highly engaged – 98% of readers spend up to an hour with each copy
AVERAGE 47 YEARS
31%
35-49
66% market penetration
AGE
RESIDENCY HOUSEHOLD HOUSE AGE RESIDENCY RESIDENCY AVERAGE AVERAGE2347YEARS YEARS AVERAGE 23 YEARS AVERAGE 23 YEARS INCOME INCOM 16+ 50+years
16+ years
16+ years $81,295 AVERAGE
35-49
6-15 years 35-49
6-15 years
6-15 $100K+ years
$100K+
18-34
up18-34 to 5 years
up to 5 years
up to$45K-$99K 5 years
$45K-$99K
up to $44K
up to $44K
REFUSED
REFUSED
50+
minutes
AVERAGE $81
75%
visit jhnewsandguide.com first for local news
The region’s leading free daily publication providing local, regional, national and international news to residents and visitors.
Jackson’s #1 online source for local news and information averaging 80,000 unique visitors a month.
13,314 daily adult readers in Teton County, WY 74% market penetration
LOCAL
Highly accessible – Rated 4.6 out AVAILABLE AT OVER 700 LOCATIONS
of 5
Highly loyal - over 64% of readers read
4 to 6 issues in the past week
for very easy to obtain a copy
READER DEMOGRAPHICS AGE
6 YEARS
AVERAGE 46 YEARS 50+
43%35-49
33%
18-34
23%
GE 46 YEARS
RESIDENCY AGE AVERAGE AVERAGE2346YEARS YEARS 16+ 50+years
9
6-15 years 35-49
4
up18-34 to 5 years
How many issues 1 of 6 days 2 of 6 days 3 of 6 days 4 of 6 days 5 of 6 days 6 of 6 days
READER SPENDING HABITS Which products and services do you plan to purchase in the next 12 months?
RESIDENCY RESIDENCYRESIDENCY AGE HOUSEHOLD HOUSEHOLD HOUSEHOLD AVERAGE4623 YEARS AVERAGE 23 YEARS AVERAGE 23 YEARS AVERAGE YEARS 8% INCOME INCOME INCOME Apparel................................................................................86% 20% 50+ 16+ years
16+ years
35-49 6-15 years 52%
6-15 years
22%
16+AVERAGE years $81,928
AVERAGE $81,928
AVERAGE $81,928
Art & Collectibles. .........................................................18% $100K+ $100K+ 41% Auto Parts/Tires. . ...........................................................47% 19% $45K-$99K $45K-$99K $45K-$99K 18-34 up to 5 years up to39% 5 years up to 5 years Children’s Clothes/Toys. .............................................29% up to $44K up to $44K up to $44K REFUSEDConcerts.............................................................................64% REFUSED REFUSED Consignment/Thrift......................................................42% HOUSEHOLD HOUSEHOLD HOUSEHOLD RESIDENCY RESIDENCY AVERAGE 23 YEARS AVERAGE 23 YEARS INCOME Computer...............................................56% INCOMEElectronics/ INCOME 16+ years 16+ years $81,928 AVERAGE AVERAGE $81,928 AVERAGE $81,928 Financial Planning & Investments...........................28% $100K+ $100K+ 6-15 years 6-15 $100K+ years Home Furnishings. .........................................................51% $45K-$99K $45K-$99K up to 5 years up to$45K-$99K 5 years Home Furnishing/Decorations. ..............................50% up to $44K up to $44K up to $44K Major Appliance. .............................................................19% REFUSED REFUSED REFUSED Movies/Films.....................................................................77% New/Used Car or Truck............................................21% have you read in the last 6 days? Preventative Heath/Wellness..................................60% 7.4% Purchase 1st/2nd Home...............................................8% 12.1% Realtor Services ............................................................12% 12.8% Sports Equipment.........................................................54% 14.9% Sports Apparel ..............................................................61% 19.1% Theater/Plays/Dance....................................................49% 30.2%
W W W. J H N E W S A N D G U I D E . C O M
307.733.2047
$100K+ 6-15 years
1 2 2 5 M A P L E WAY • J A C K S O N , W Y 8 3 0 0 1