Free reader research for Independent advertisers

IRIS stands for 'Independent Reader Insight Study', a truly independent research study with a huge sample of 3132 respondents in the major metropolitan areas (Johannesburg, Ekurhuleni, Pretoria, Cape Town and Durban), plus Kimberley.

Advertisers in Independent Newspapers' titles, and their advertising agencies, stand to reap enormous benefits from the release of IRIS, the Independent Reader Insight Study, announced recently. "Not only will we be able to share our readers' purchase planning and behaviour with advertisers, but more than this," says Andrew Cuthbertson, general manager of The inc, sales and marketing arm of Independent Newspapers, "IRIS will allow for industry- and even category-focused presentations to be generated for individual advertisers in our newspapers." Cuthbertson says the cherry on the top will be totally free access to reader insights and behaviour for existing customers.

Fieldwork for the research was conducted from 3 May to 3 June this year, making the results virtually up to the moment. An area stratified random probability sample of respondents was selected by leading research house ACNielsen, using their renowned computerised dwelling unit census. The survey questionnaire itself was derived following a series of eight group discussions, which helped define the problems. Doyen of researchers, Professor Clive Corder, was consulted on the project.

According to Cuthbertson, "We're not bringing you hackneyed readership figures or duplicating AMPS, but will provide the step up of detailed insights into shopper attitudes and behaviour, performance of inserts versus ROP (run of paper advertising), consumers' vehicle purchasing planning and behaviour, and much more."

He uses the new car sales industry as a key example of the research insights, with IRIS demonstrating that:

• The synergy concept of the 1990's is validated, with
• newspapers generically deemed to be the most effective single medium for sales of new cars - 43.4% of respondents

• with television second - 39.7%
• No surprises as to the most effective combination:
• TV and Daily Press - 47.3%
• TV and Sunday press - 40.7%

On the same topic,

• Run of paper advertisements (29.4% of respondents) are preferred to inserts (21.4%)
"Television will make the image statements"
• Many opt for a multi-media approach - an ROP/insert combination

While it has become fashionable in some quarters to malign the Classified section of daily newspapers, this facility remains an extremely effective advertising medium:

Potential used car buyers opted for the following sources of information:

• Classifieds in Daily Paper - 45.7% of respondents
• Motoring supplement in Daily Paper - 37.9%
• Motoring in Community Newspapers - 21.7%
• Motoring in Weekend newspapers - 16.4%

More intriguing (and sales-inviting) information reveals that 50% of those in the market to purchase a used vehicle are willing to travel in excess of 16 km in search of the 'best buy'. This seems to endorse the particular effectiveness of daily newspapers. People want to see the full spectrum of what is on offer before making the final decision to purchase: "A local dealership may not necessarily have the best range of vehicle available."

Cuthbertson says this is just a small sample of the unique insights and new opportunities that IRIS can unveil to advertisers, "and at zero cost to Independent Group advertisers, the price is right!" He refers interested parties to Win Gibbs at The inc, (011-639 7100) wgi@theinc.co.za to make arrangements.