Executive Summary
ORB Market Research Survey for “Life on Sunday”

Phase 1 - Qualitative Research

Focus group qualitative work carried out in the North and South of England in May 2001.
Positive response to the title – over 90% approval rating.
Design changes recommended from research and implemented into second dummy

Phase 2 – Quantitative Research

Face to face interviews conducted in London, Birmingham, Newcastle, Sheffield & Manchester in October/November 2001
58%* would definitely or probably buy Life on Sunday
10% would definitely buy Life on Sunday

Research Findings

Reading “good news stories” highly rated by all respondents.
High levels of agreement that nationals focus on sleaze and ignore family values*
Home & International News ranked 1 & 2 in important Sunday newspaper elements
Investigative journalism ranked 3
Tabloid format preferred combining text and pictures
Multiple story front page preferred
Price testing identified 80 pence as the most acceptable cover price
Life on Sunday title has 90% approval amongst definite buyers (77% Total survey)
Life on Sunday rated as good or very good by 96% of definite buyers (65% Total)
Life on Sunday’s ‘quality tabloid’ perceived to be new and different by 97% of survey

Conclusion

A substantial niche opportunity exists for a family friendly newspaper.
Public perception of existing newspapers is that this need is not met.
Market Research demonstrates that Life on Sunday is perceived to be a family friendly title that will meet this need.

Audience Potential

Total potential audience based on 58% “Definitely or Probably Buy” - Approx 6 million
Total potential audience based on “Definitely Buy every Sunday” - Approx 850,000
Total potential audience based on “Definitely Buy every Sunday as a replacement” - Approx 450,000

Where would readers come from?

Majority of conversion would come from tabloid market:-
News of the World; Mail on Sunday; Sunday Mirror; Sunday Express; interest within Sunday Times

Sales

Life on Sunday offers a powerful and exciting sales opportunity. The national sales team will enjoy a receptive and accommodating marketplace within which to make sales and develop relationships. Most agencies know the worth of gaining traction with a publication early to gain good prices, and thereby having a stronger negotiation stance when the readership figures are released. Similarly the local and regional sales team will find the sales environment receptive and progressively stronger as the newspaper matures.

Quantative Research Summary

Likelihood to Buy

Definitely – 12%; (28% as a replacement purchase and 63% as an additional purchase)
Probably – 49%; (7% as a replacement purchase and 54% as an additional purchase)
Not Sure – 16%;
Probably Not – 11%;
Definitely Not – 12%

On the question of frequency of purchase every week purchases was heavily skewed to 35 years +, whilst the most weeks was skewed towards the 18 – 35 age range.
The research base was 46% male and 54% female. In the definitely and probably buy categories the split was 65% female to 35% male.

Proportionately responses from readers of the Sunday Telegraph, Times, Express and Mail were highest in the definitely buy category whilst the redtops were proportionately high in the probably buy category.

General Impressions

70% of all respondents rated the dummy as Good or Very Good
60% of all respondents rated the dummy as new and different
60% of all respondents rated the blue masthead on Page 8 of the dummy as preferable.
This response rose to 70% amongst those who would definitely buy.

The most favourably received price was 75 pence.

Content

68% of all respondents agreed the current press focuses too much on sleaze (Definitely buys – 86%)
60% of all respondents agreed the press does not present a positive image of family life.
50% of all respondents agreed there is a need for a family friendly national newspaper.

On the question of what should be in such a newspaper the following areas were identified.

Format – Tabloid (80%)
Presentation -Combination of Pictures and Text (80%)
Editorial Style – Good News Story (82%)

Editorial Elements rated in order of priority

Good News 82%
Home News 81%
International News 70%
Investigative Journalism 60%
Celebrities & Gossip 50%
Features 48%
Sport 45%
Letters 44%
Crosswords 43%
Lifestyle 41%
Profiles 40%
Medicine 40%
Travel 40%
Technology 36%
Business 34%
Personal Finance 34%
Politics 33%
Health & Beauty 31%