GO Local Research Editorial Group Presentation Project Manager Spike Williams Research Consultant To

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GO Local ResearchEditorial Group
PresentationProject Manager Spike
WilliamsResearch Consultant Tom
Langton-Lockton October 2005
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Background

• We recently conducted Market Research in the GO
  Area to find out what local people thought of GO
  Local, our quarterly publication.
• We spoke to around 350 people altogether. Around
  170 filled in questionnaires in Queens Crescent
  market and the Castlehaven area. 104 of these
  people actually lived in the GO Area (we asked
  them do you live in this area? some lived in
  Camden, some in Hampstead, one lived in Enfield!)
• We held 4 discussion groups, 3 in QCCC, 1 in
  Castlehaven (there were between 7 and 9 people in
  each group)
• Females between 18 and 40
• Females over 40 (mostly)
• Young People (13-18 yrs)
• Males (mostly over 40)
• There were a fairly broad range of people in the
  groups. Some had lived here all their lives,
  others had come from other parts of Britain, some
  had come from other countries. We failed to get
  any Asian people, partly due to Ramadan, fasting
  and the timing of prayers (we did reschedule the
  male group to try and accommodate this).

See map
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Objectives

• The research focussed on local peoples use of
  papers, the role of Free Local Papers and later
  in the discussion, GO Local. We focused on four
  key areas

The role of Local Media and Free Papers
The Current Image of GO Local

• The Current Format of GO Local - Strengths
  Weaknesses of
• Design overall design language
• Layout the balance of text images
• Journalism topics, style

The Ideal Community Paper
The results we got can tell us a lot about what
local people want but remember, the things people
say they want are not always possible e.g. when
people talk about mobile phones in these groups,
they often say they want a 17 screen that fits
in their pocket! In this kind of research, the
results are often very negative even if we were
talking about the most popular paper in the
world, people would find some very nasty things
to say about it. We should not take any of these
comments personally. In fact, these negative
comments very often prove to be the most useful
because we can find out where we can improve GO
Local and bring it much closer to what people
need from a local paper.
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Screening

• To get people to come to the groups we had to do
  a short interview with them to find out more
  about who they were, where they lived and contact
  details so we could invite them.
• We asked them if they had heard of GO Local. If
  they said no, we showed them a copy and asked
  them again. The results showed
• 51 had heard of GO Local
• 21 realised they had seen it when we showed them
• 28 said they had never seen it before
• This shows GO Local has two basic problems
• A lot of people are not getting it delivered
  (Delivery problem)
• Many people simply dont remember it (Identity
  Branding problem)

• Everyone who was interviewed in the screening
  (n104) was also asked to rate GO Local on a
  scale of 1 to 10 (where 10 is best and 1 is
  worst)
• Male Rating averaged 5.2
• Female Rating averaged 5.9
• Overall Rating was 5.37
  (6.25 for readers)
• Around 17 of people said they put it straight in
  the bin. Other people rated it 7 or 8.
• We needed to find out why people didnt rate GO
  Local higher.

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Groups

• The first part of the group discussion covered
  Papers Free Papers. We discovered
• the most read papers were The Sun (c40) and
  Camden New Journal (c90). What was interesting
  about these papers was that people used the
  information they got from them in everyday life
  on a regular basis.
• Local news is very important to people. It helps
  them know what is going on, it gives them fuel
  for conversations and helps them feel in touch.
  
• People read papers for many reasons. Often people
  choose a paper that fits with their point of view
  (e.g. Tory, Liberal, Labour or Independent).
• People often pick out the bits that interest them
  and ignore the rest. This is one reason papers
  need to have a lot of articles to appeal to a
  wide audience.
• Other papers were discussed in the groups but
  these seem to be less important in a community
  context.
• Papers like the Guardian, The Independent, The
  Telegraph were described as serious and
  informative but very few people read them
  regularly.
• Basically, there are two types of experience
  people are looking for when they pick up a paper
  Information (relevant, interesting) and
  Entertainment (fun, engaging)

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GO Local What is it? Where is it?

• There are lots of things people do not understand
  about GO Local. People dont know
• Is it a paper or a newsletter?
• What does Local mean? They dont identify with
  the areas named at the top
• What does GO mean? Around a third assumed it
  meant Gospel Oak
• Why purple? People have some strange ideas about
  what this colour means
• Why is this important? Identity is extremely
  important. Imagine answering your door to someone
  who refused to identify themselves what would
  you do?
• There are several ways of dealing with this
  Identity problem but the essential thing is to
  identify yourself clearly as a member of the
  community, ideally as a friend or ally.
• Headlines (and the angle they take) help people
  to understand what the paper is about and whether
  it relates to them. These are also part of the
  papers identity.
• In the groups, people asked a lot of questions
  about the fact that GO Local is printed on
  different paper, full colour and feels empty
  i.e. lots of space/white.
• Probably the most important question we need to
  answer is the one about emptiness because this
  gives people the impression we dont have much to
  say or worse, the paper is like a marketing
  message (extravagant, wasteful use of paper etc.).

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GO Local

• There were some differences between groups.
  Younger females were generally less negative,
  Males were most negative

• Positives
• Local, normal people
• Hoodie article, real, I know them! (not
  males)
• Kids Sure Start/Youth assoc.
• Colourful
• Clear easy to understand
• No advertising
• Print doesnt come off on hand
• Big print (x1)
• Interesting
• Encourages involvement

• Negatives
• Distribution (favouritism?)
• Newsletter, not paper
• Purple colour (all)
• Sparse, empty, nothing to say
• Self-promotion, back-slapping
• Marketing assoc.
• Government assoc. Propaganda!
• Area descriptors are unclear
• Expensive (colour/weight of paper)
• Looks amateur/boring
• Repetitive/overlap with other papers

A lot of the negatives are connected with the
Identity problem. In the groups people were quite
interested in some of the articles. The Hoodies
article got the best response because it was an
issue people care about the fact that it
reflected the views of local people and was
sympathetic to young people was really
appreciated. Other negatives were connected with
the tone of the reports. A positive tone can make
people suspect that GO Local is just marketing
(many assume for Camden Council).
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Other Pages

• People were interested to see people and places
  they recognised but the way the space was used
  was criticised throughout
• P 23 Too much picture, not enough text
  people picked up on parts of the collage showing
  outsiders and happy, smiling street wardens
  these images dont feel real. People were also
  a bit confused about how the stories connected to
  the picture.
• My Neighbourhood A lot of space for such a
  small article, Local people/ordinary people (it
  could be more exciting e.g. success stories,
  heroes, local celebrities?)
• My Pet OK for those with pets (some cant
  council restrictions) but not particularly
  exciting. Some enjoyed it (dog-lovers and kids).
• GO Cook Too big, little interest (doesnt fit
  lifestyle time money?).
• Rethink Fence Mixed responses including Id
  rather have an ugly fence than a dead child.
• Silla (Karen) Repetitive, So what!, Oh no.
  Not her again!.
• GO Garden Most assume it is aimed at people with
  a garden, not people like us who live on council
  estates.
• The Red Did You Know? circles drew the eye in
  all groups (NB colour issues).
• Overall When people actually read the articles,
  many find them interesting but the way it is
  presented puts many people off.

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Media Motivations

• Rational
• News (Information Facts)
• Sports News Results
• TV Listings News
• Freebies Promotions
• Quizzes, Games, Competitions
• Events (coverage and publicity)
• Opinion (editorial/letters etc.)
• Jobs, Flats Opportunities
• Restaurant/Cinema/Music reviews
• Special Interests (e.g. mopeds)
• Trade (buying/selling/browsing)

Emotional Confidence - armed/prepared for chat
(News, Celebrity Gossip/Scandal etc.) Belonging
shared experiences, normal Affirmation (My
views/politics) Amusement Relax, distract,
etc. Security know the dangers, hide
etc. Advancement learning, expanding
possibilities, opportunities, intelligent Palliati
ve (Heart-rending stories make me realise how
lucky I am)
We cannot hope to provide all the things people
get from the papers but we should remember the
emotional Needs when we are choosing the
stories we cover (think Active).
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Conclusions Recommendations
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Next Steps

• We need to discuss how we should respond to the
  research. Here are some of the main issues that
  come out of the research

How do we make sure people get a copy?
Distribution
How do we communicate the fact that we are part
of the community in a way that is immediately
understood?
Identity
Practical steps to get more articles (information
and entertainment) in the paper
Emptiness
How do we come across as ordinary people who
belong here. How do we become us rather than
them?
Image
How can we avoid being mistaken for a marketing
message or a boring Council hand-out. How do we
make people actively go out and find it (like
CNJ)?
Tone
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Additional Charts

• These Charts were originally removed from the
  Summary Report.

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Image

• The current image is very vague and invites
  guesswork and scepticism. The Masthead fails to
  communicate the area/community it is for in terms
  the readership understands. This has very serious
  consequences
• Local people do not identify with the area
  descriptors. They live in Camden, NW5, Kentish
  Town, Chalk Farm, Queens Crescent etc.
• Gospel Oak (which most assume is the meaning of
  GO) is used to refer to Oak Village i.e. an
  up-market, rich, middle class area. This sets up
  a perceived class divide (us and them) in which
  GO Local is the voice of the middle class
  (talking down to the plebs).
• The result is that many people assume the paper
  is
• The voice of the middle class outsiders who
  dont know or understand the community
• Trying to paper over or ignore the divisions
  between rich and poor
• Propaganda intended to brainwash the gullible
  They must think were stupid
• This image needs a radical overhaul and possibly
  a complete re-launch in terms of branding and
  title.

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Mapping Media

• Earlier we mapped the media using a Price-based
  model (generated in the groups)

Free
Camden New Journal
Mainstream
Camden Gazette
GO Local
Camden Living
The Sun
The Mirror
Entertainment (Emotional)
Information (Rational)
Bella
Guardian
TV Guide
Take a Break
Independent
The Mail
Time
Expensive
GO Local would be placed outside the Mainstream
in the Free/Info quadrant. However, it is not
perceived to be really free it comes at a
cost Im paying for this out my Council Tax!
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Active Vs Passive Media
Micro
Emotional
Word of Mouth
Take a Break Tragic tales
The Sun
Heat
CNJ is perceived as a campaigning paper (Active).
It also stimulates activity in the local
community by publicising events.
Camden New Journal
The Mirror
News of the World
GO Local
TV Guide
Active
Passive
NW5 Fridge
Camden Gazette
The Guardian
Bills
The Economist
Camden Life
International News
Macro
Rational

• GO Locals current position is both Passive and
  Ambivalent (and Remote). Respondents have
  difficulty defining what it is and what it is
  trying to achieve.

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Active Vs Passive Media
Emotional
Word of Mouth
Take a Break Tragic tales
GO Local
The Sun
Heat
Camden New Journal
The Mirror
News of the World
GO Local
TV Guide
Active
Passive
NW5 Fridge
Camden Gazette
The Guardian
Bills
The Economist
Camden Life
International News
Rational

• GO Locals ideal position is between the CNJ and
  word of mouth. In this quadrant, the high levels
  of Trust and emotional Relevance are expressed
  through Actions (and Independence).

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Independence is a Perception

• Independence is a perception. The CNJ journalists
  are neither truly independent nor a genuine
  peoples champion.
• The CNJ cleverly leaves most of the dirty work
  to the community and the authorities but because
  of the way they report it, they give the
  impression that they are playing an active role
  in the events they are reporting even when it
  is not true.
• This is something we need to understand.
• People admire people who stand up to bullies or
  protect them from their enemies. These people are
  seen as heroic and, like all heroes, people
  become reluctant to criticise them and quick to
  defend them.
• GO Local does not need to take an angry,
  negativist position. Sometimes speaking the
  language of the hero who fights injustice on
  behalf of the weak is convincing enough (NB NW5
  Fridge is perceived to be cool and fresh
  because NW5 Fridge says it is).
• The secret is in the tone and the perceived
  position of the paper (or reporter) in relation
  to real issues.
• What GO Local cant afford to do is come across
  as happy or comfortable i.e. Passive

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Next Steps

• GO Local faces some tough choices but equally
  exciting possibilities. Based on this research,
  we would suggest that there are two stages to
  success

• Now
• Brand Strength
• Specify Local
• Look Mainstream
• Impact/Punch/Hooks
• Champion causes
• Build in interaction (measure/record)
• Increase frequency

• Future
• Expand
• Enable
• Involve
• Solid/Robust
• Network/Piggyback
• Build alliances
• Connect People

• Next
• Be consistent
• Analyse feedback and respond
• Shout success
• Build Stickiness
• Network/Piggyback
• Build alliances
• Connect People

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Appendix IIdeal Community Paper(Ideas from the
Groups)
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Group Ideas

• Group 1
• Name and shame
• People are to scared to admit whats going on
• Freebies Promotion
• Colouring book
• Help Phone days

Group 2 Cover and promote Breakfast Clubs Credit
Union help info Stop youth fighting among
themselves Make it monthly Need some radical
things (integration)
Group 3 More publicity Make it smaller (pocket
size?) More detail, more text More pictures of
youth More youth involvement
Group 4 Name the area (The Crescent?) Everyone
knows the Crescent Market regeneration Tell the
truth Gossip, kids section Attack politicians NOT
local people
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Front Page

• Group 1
• Our Right To Know
• (name and shame paedophiles)
• Im so glad we know
• Care In The Community?
• Whats happening to our elderly? Who cares?

Group 2 Huge Lottery Grant For Us! Meeting to
decide how it should be spent. Residents Push For
Youth Club Empty premises to be used as Youth
Club in Queens Crescent. Get kids off the street.
Group 3 Club Activities Lots of facilities,
sport, studio, trips (Haven). Camden Youth What
young people do, what they want.
Group 4 Burst Again! Old peoples home was
flooded again due to burst pipes. Criminal
Pavements Old people in danger. Council policy of
compensation instead of repair.
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Feature

• Group 1
• Kids get GO-Ahead
• Finally there is funding for large play areas.
• Now we dont have to hang around the streets
• Drugs Drunks
• Is there any safety for our kids with so many
  drunks and drug users in our parks and stairwells?

Group 2 Big Brother Is Watching Police outside
schools pounce on drop-off parents cars. Is this
the best use of resources? Medical Dilemmas Have
you been left wondering about what ails you
because medical staff wont tell you? Have your
say!
Group 3 Local Sport Local leagues, pitches and
events Where to Jam Whats on in the GO area.
Pictures and comments
Group 4 Threat to Seniors Axe hovers over old
peoples home. Residents face eviction the
council responds Big Red Shed Haverstock School
No street cred, say students. Not useable, say
teachers
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Youth Section

• Group 1
• Young talent, Education, Weekend ideas, Profile
  of a teenager
• Problems page, Whats on, Jobs college courses,
  Gossip/star signs

Group 2 Technology Games, Open mic
sessions/DJs, Sport Dance, Fashion, Career
advice (real) Part-time jobs, Affordable
activities, Sport where to go, Career advice
training
Group 3 Sports info, Pictures of people we know,
Special offers for cinema Music where to
go/record/create, Puzzles crosswords, Advice
column teen issues, Crime local dangers
Group 4 Music/reviews (local), Competition,
Gossip column, Schools events Music/bands
(local), Discussion forum (mentors), Sport
support local teams/reviews, Drugs counselling
the harsh realities
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Regular Features

• Group 1
• Film/cinema/book reviews, restaurants
  multi-cultural food/events, parking fines update
• Schools info, Classified section, Entertainment
  whats on, Crime

Group 2 Horoscopes/advice/letters, Book club,
Swap Shop, Flat exchange Council on the spot
(QA), Letters page, Funding deadlines,
Competition (prizes)
Group 3 Sports, football, Films, Whats on,
Puzzles Puzzles/horoscopes, Whats on, Sports,
cinema TV,
Group 4 Council news/updates, Transport issues,
Letters, Crime Buy sell, Letters, Success
stories (real people not dignitaries), news (next
door, my street)
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Dos and Donts

• Based on the responses, a list of Dos and Donts
  emerges

Do Be Real reflect the reality of life in this
area (ground level) Be Relevant cover issues
that people are concerned about Be a Campaigner
tackle the difficult issues, question
authority Be a Resident use the terms local
people use (e.g. area names), One of Us not
One of them Be Known Brand Identity must mean
something to readers (otherwise there wont be
any!) Be Consistent
Dont Be Superior or condescending Be Junk Mail
by looking like a marketing message (glossy,
colourful, sparse, wasteful) Be Propaganda by
over-stressing the positives (but use real
success stories, create mentors, inspire) Be a
Stranger by being too formal Be a Bureaucrat by
talking shop or using jargon Be Vague or people
will assume you are hiding something
sinister Take yourself too seriously