2014 Market Research Report

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