I decided the best way to find out the questions I needed to know, was by asking a questionnaire to a small number of people, all different ages and genders. Here are the questions I asked:
Questionnaire:
- Which local newspaper do you regularly buy?
- Why do you favour this particular newspaper?
- Are there any key features you think effectively attract you to buy this newspaper?
- What kinds of stories are you most likely to look for/read?
- How do you feel the layout/content of the cover could be improved on this newspaper?
I asked six people these five questions in order to compare
and contrast what people look for in their newspapers, and what features would
be effective to use in the publication I create myself. I was interested to
find out what sorts of articles were of interest to different sorts of people.
In order to be able to compare the actual people who took part in this
effectively, I’ve included the age and genders of the people I asked. This way
I could see if a pattern began to show relating the ages to the articles they
found interesting. I also could then compare whether age affected what features
they found effective on front pages of newspapers too.
Person 1 – Age: 74 Gender: Male
- Which local newspaper do you regularly buy?
Tends to buy the Daily Mail.
- Why do you favour this particular newspaper?
“The language used in the
newspaper is easy to understand, and the layout allows for easy reading. There
are many different stories and article topics which mean there’s a little
something for everybody.”
- Are there any key features you think effectively attract you to buy this newspaper?
“The photographs are often eye
catching and show exactly what you can expect from the stories.”
- What kinds of stories are you most likely to look for/read?
“I personally enjoy reading more
local news, and stories about what normal people have been up to in their own
communities.”
- How do you feel the layout/content of the cover could be improved on this newspaper?
“Maybe vary the style of font on
the headlines? I don’t know though, because the font they already use allows
the front page to be easily recognised.”
Person 2 – Age: 25 Gender: Female
- Which local newspaper do you regularly buy?
“Normally The Sun.”
- Why do you favour this particular newspaper?
“Because it’s got celebrity news
in there too and all the showbiz sort of stuff… easy reading even though it’s
still a newspaper.”
- Are there any key features you think effectively attract you to buy this newspaper?
“Lots of interesting photographs
and bright fonts.”
- What kinds of stories are you most likely to look for/read?
“Anything celebrity based.”
- How do you feel the layout/content of the cover could be improved on this newspaper?
“Maybe could put some less gross
pictures on the cover sometimes. Women would be less likely to want to buy a
newspaper with a massive photo of a naked woman on the cover!”
Person 3 – Age: 61 Gender: Male
- Which local newspaper do you regularly buy?
The Evening Post.
- Why do you favour this particular newspaper?
Interesting stories.
- Are there any key features you think effectively attract you to buy this newspaper?
Good use of photographs on the
cover, clear use of headlines telling you what will be inside.
- What kinds of stories are you most likely to look for/read?
Anything about politics.
- How do you feel the layout/content of the cover could be improved on this newspaper?
“I don’t know.”
Person 4 – Age: 17 Gender: Male
- Which local newspaper do you regularly buy?
“Don’t normally read newspapers,
but if I do, I read The Mail on Sunday”
- Why do you favour this particular newspaper?
Easy to read. Good photographs.
Good sport news.
- Are there any key features you think effectively attract you to buy this newspaper?
“Again, the photos maybe?”
- What kinds of stories are you most likely to look for/read?
Anything about sport.
- How do you feel the layout/content of the cover could be improved on this newspaper?
“Could have more text on the
front page?”
Person 5 – Age: 30 Gender: Female
- Which local newspaper do you regularly buy?
The Daily Mail
- Why do you favour this particular newspaper?
“Has lots of various articles,
with lots of various content!”
- Are there any key features you think effectively attract you to buy this newspaper?
“Bright photographs and clear
headlines.”
- What kinds of stories are you most likely to look for/read?
“Articles about things that
effect the whole country. Politics, and sometimes some celebrity news.”
- How do you feel the layout/content of the cover could be improved on this newspaper?
“Perhaps more introductions to
the articles on the cover could be included.”
Person 6- Age: 44 Gender: Male
- Which local newspaper do you regularly buy?
The Guardian
- Why do you favour this particular newspaper?
Intelligent articles, often with
political content. Information about campaigns.
- Are there any key features you think effectively attract you to buy this newspaper?
Recognisable masthead. Good high
quality photographs.
- What kinds of stories are you most likely to look for/read?
Again, political pieces mainly.
- How do you feel the layout/content of the cover could be improved on this newspaper?
I think it is already that of a
high standard, using the space effectively.
In conclusion, I have found that many newspapers appeal to different people of different ages and genders. However, based on the results I got from doing my questionnaire, I found that men were more likely to be interested in content such as sport or politics, while women found the appearance of the front page to be as interesting and important when choosing which publication to purchase.
If I were to repeat this questionnaire, I may ask more people a bigger range of questions that could get more detailed responses. As I asked these questions to people as they were leaving the local corner shop, they didn't have much time to spare to answer these questions in depth.
Overall, I thought this was an effective and successful way to gather the information required to complete my first piece of audience research.
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