NGNG

A Profile of the National Gay Newspaper Guild Reader: 

A Profile of the National Gay Newspaper Guild Reader

Primary Readership Study Among Twelve Guild Publications: 

Primary Readership Study Among Twelve Guild Publications Conducted for the National Gay Newspaper Guild By Simmons Market Research Bureau, Inc. February 2000 – May 2000

Table of Contents: 

Table of Contents Introduction …………………………………………………………………….4 Objectives ………………………………………………………………………5 Questionnaire Overview …………………………………………………….6 Methodology ……………………………………………………………………7 Organization of Report ……………………………………………………11 Summary of Findings ………………………………………………………13 I. Readership of the Guild Publications ……………………………..14 II. Travel ……………………………………………………………………….18 III. Purchasing ……………………………………………………………….29 IV. Online Services ………………………………………………………….37 V. Banking/Investments/Insurance …………………………………..41 VI. Household Characteristics …………………………………………..46

Introduction: 

Introduction Atlanta – Southern Voice Boston – Bay Windows Chicago – Windy City Times Dallas – Dallas Voice Houston – Houston Voice Los Angeles – Frontiers Miami - The Weekly News New York - New York Blade News Philadelphia - Philadelphia Gay News San Diego - Gay & Lesbian Times San Francisco - Bay Area Reporter Washington D.C. - The Washington Blade In October, 1999 The National Gay Newspaper Guild (NGNG) commissioned Simmons Market Research Bureau to conduct a Primary Readership Study among single copy readers of the NGNG publications in the following cities:

Objectives: 

Objectives The primary objectives of the study were to profile the network’s primary readers with respect to the following: Readership habits and media consumption Product usage/consumption and purchasing behavior Lifestyle and behavior information/leisure activities Demographic characteristics

Questionnaire Overview: 

Questionnaire Overview Readership Sports and Fitness Entertaining/Leisure Activities Travel Food and Drink Cigarettes Vehicles Purchasing Electronic Equipment Furniture and Appliances Home Improvements Gardens Pets Online Services Banking/Investments/Insurance Household Characteristics The following represents the categorical coverage of questions measured in the NGNG survey:

Methodology: 

Methodology Single copy readers were surveyed by affixing a #10 envelope (questionnaire packet) sporting each publication’s logo with the incentive offerings appearing on the front in bold print. The packet, which consisted of a 6-page questionnaire, a cover letter from the Publisher of the publication, and a business reply envelope, was inserted into every “nth” copy of a specified issue of each NGNG publication’s domestic newsstand distribution. The cover letters requested the reader’s cooperation and offered various gifts as incentive for returning the completed questionnaire (See Appendix). A Simmons representative supervised the insertion of the questionnaire packets into the appropriate distribution copies of each NGNG publication.

Methodology (cont.): 

Methodology (cont.) The dates of insertion as well as the number of questionnaire packets inserted are delineated below.

Methodology (cont.): 

Methodology (cont.) Overall response rate for single copy distribution sample

Methodology (cont.): 

Methodology (cont.) The data summarized in this report have been weighted to reflect the actual share of circulation that each publication contributes to the total NGNG network circulation.

Organization of Report: 

Organization of Report The remainder of this report highlights strategic findings from the overall research study*. Where comparable data are available, indices are provided from Simmons Market Research Bureau’s Fall 99 National Consumer Survey (NCS) data -- a syndicated product projected to the U.S. adult population. This data enables NGNG to compare the demographic characteristics and product usage behavior of its readers with those of the total U.S. adult population. Means were computed using the actual values reported by respondents in open-ended questions and the mid-point values of the ranges in closed-ended questions. For the bottom range, the mid-point was used (e.g., under 10=5); for the top range, the lower limit of the range was used (e.g., 50 or more=50). *The tabulated data, inclusive of subgroup analysis and U.S. adult population indices, may be obtained through the National Gay Newspaper Guild.

Organization of Report (cont.): 

Organization of Report (cont.) Medians were computed using a summation process to reach the value at which 50% of the responses were higher and 50% of the responses were lower. With grouped data, the median value was calculated by taking the required proportion of the range within which the median value (50%) fell. “No Answers” to demographic questions were excluded from the base used for percentaging.

Slide13: 

Summary of Findings

Slide14: 

Readership of the Guild Publications

Total Readers Per Copy (including respondent): 

Total Readers Per Copy (including respondent) This question aimed to measure share of household exposure. On average, a Guild Publication reaches more than 2 individuals in the household. MEAN = 2.1

Usage of Product/Service Advertised in Publication: 

Nearly all readers of the Guild Publications report a positive likelihood for using a product or service advertised. Usage of Product/Service Advertised in Publication

Purchase of Product/Service Advertised in Publication: 

Purchase of Product/Service Advertised in Publication Approximately 9 in 10 Guild Readers cited favorably in purchasing a product or service advertised.

Slide18: 

Travel

Whether Respondent Took a Domestic Business Flight in Last 12 Months: 

A Guild Reader is 4.7 times more likely to travel by plane for business reasons than the average U.S. adult. Whether Respondent Took a Domestic Business Flight in Last 12 Months INDEX = 468.6

Number of Domestic Business Flights in the Last 12 Months: 

Number of Domestic Business Flights in the Last 12 Months GUILD READER MEAN = 6.7 FLIGHTS FOR BUSINESS For any number of trips, Guild Readers are more likely than the average U.S. adult to have traveled by plane for business in the last 12 months.

Slide21: 

Whether Respondent Took a Domestic Vacation/Personal Flight in Last 12 Months A Guild Reader is 2.8 times more likely to travel by plane for vacation/personal reasons than the average U.S. adult. INDEX = 288.4

Number of Domestic Vacation/Personal Flights in the Last 12 Months: 

Number of Domestic Vacation/Personal Flights in the Last 12 Months For any number of trips, Guild Readers are more likely than the average U.S. adult to have traveled by plane for vacation or personal reasons in the last 12 months. GUILD READER MEAN = 3.4 FLIGHTS FOR VAC./PERS.

Whether Respondent Took A Foreign Flight in the Last 3 Years: 

Whether Respondent Took A Foreign Flight in the Last 3 Years A Guild Reader is 2.3 times more likely to have taken a foreign round-trip air flight than the average U.S. adult. INDEX = 233.9

Number of Foreign Flights in the Last 3 Years: 

Number of Foreign Flights in the Last 3 Years For any number of foreign plane trips, Guild Readers are more likely than the average U.S. adult to have taken a trip in the last 3 years. GUILD READER MEAN = 4.1 FOREIGN FLIGHTS

Whether Respondent Rented Vehicle for Business in the Last 12 Months: 

Whether Respondent Rented Vehicle for Business in the Last 12 Months Guild Readers are 3.6 times more likely to rent a vehicle for business purposes than the average U.S. adult. INDEX = 361.1

Number of Times Respondent Rented Vehicle for Business in the Last 12 Months: 

Number of Times Respondent Rented Vehicle for Business in the Last 12 Months For any number of business vehicle rentals, a Guild Reader is more likely to rent a vehicle for business than the average U.S. adult. GUILD READER MEAN = 5.5 BUSINESS RENTAL

Whether Respondent Rented Vehicle for Personal Use in the Last 12 Months: 

Whether Respondent Rented Vehicle for Personal Use in the Last 12 Months Guild Readers are 3.8 times more likely to rent a vehicle for personal use than the average U.S. adult. INDEX = 379.9

Number of Times Respondent Rented Vehicle for Personal Use in the Last 12 Months: 

Number of Times Respondent Rented Vehicle for Personal Use in the Last 12 Months For any number of vehicle rentals for personal use, Guild Readers are more likely to rent a vehicle for personal use than the average U.S. adult. GUILD READER MEAN = 2.9 PERSONAL RENTAL

Slide29: 

Purchasing

Items Respondent Purchased in the Last 12 Months: 

Items Respondent Purchased in the Last 12 Months Purchasing habits remain strong for Guild Readers when compared to the average U.S. adult, with the largest purchasing differences appearing among CD’s, Paperback and Hardcover Books. *Purchasing habits for DVD’s are not measured for the U.S. Adult Population.

Indices: Likelihood to Make a Purchase: 

Indices: Likelihood to Make a Purchase When compared to the average U.S. adult, Guild Readers are more than 2 times as likely to make book purchases. Similarly, a Guild Reader is nearly 2 times as likely to purchase CD’s. PINK BOX DENOTES INDEX

CD’s: Number Purchased in the Last 12 Months: 

CD’s: Number Purchased in the Last 12 Months Guild Readers are 3.3 times more likely to purchase 10 – 19 CD’s than the average U.S. adult. Most notable is the difference in purchasing 20 or more CD’s, where the Guild Reader emerges as 7 times more likely than the average U.S. adult. 92.0 325.5 726.3 * 3-D circles denote the index

Paperback Books: Number Purchased in the Last 12 Months: 

Paperback Books: Number Purchased in the Last 12 Months Across any number of paperback book purchases, Guild Readers favor in purchasing than the U.S. adult. A Guild Reader is 4.4 times more likely to purchase 20 or more paperback books than the average U.S. adult. 165.5 416.8 435.8 * 3-D circles denote the index

Hardcover Books: Number Purchased in the Last 12 Months: 

Hardcover Books: Number Purchased in the Last 12 Months Again, a Guild Reader emerges with heavier purchasing habits than the average U.S. adult. Most evident is the difference in purchasing 20 or more books, where the Guild Reader is 7.6 times more likely than the average U.S. adult. 228.5 595.6 757.1 * 3-D circles denote the index

Pre-Recorded Audio Cassette: Number Purchased in the Last 12 Months: 

Pre-Recorded Audio Cassette: Number Purchased in the Last 12 Months . 128.0 225.9 315.3 Guild Readers are 3.2 times more likely to purchase 20 or more audio cassette tapes than the average U.S. adult. * 3-D circles denote the index

Pre-Recorded Video Cassette:Number Purchased in the Last 12 Months: 

Pre-Recorded Video Cassette:Number Purchased in the Last 12 Months The chart reveals that a Guild Reader is more than 2 times as likely than the average U.S. adult to purchase 10 – 30 video cassette tapes. 123.6 42.3 250.0 201.2 96.9 139.9 * 3-D circles denote the index

Slide37: 

Online Services

Amount of Time Spent Using Online/Interactive Services: 

Amount of Time Spent Using Online/Interactive Services Guild Readers are 4 times more likely to be online 20 or more hours per month than the average U.S. adult. 395.6 221.6 129.7 54.8 GUILD READER MEAN = 17.4 HOURS * 3-D circles denote the index

Activities Used Online Services for in the Last 30 Days: 

Across each online activity delineated below, Guild Readers notably perform more activities online when compared to the average U.S. adult. Activities Used Online Services for in the Last 30 Days

Indices: Online Activities: 

Indices: Online Activities Most notable is that Guild Readers are 6.5 times more likely to make a purchase online than the average U.S. adult. 241.4 273.4 500.7 647.5 336.9 508.2 570.3 420.8 585.5 220.8 * 3-D circles denote the index

Slide41: 

Banking/Investments/Insurance

Securities & Investments Currently Owned: 

Across all securities and investments measured, the Guild Reader comes out ahead of the average U.S. adult for current ownership. Securities & Investments Currently Owned

Indices: Securities & Investments Currently Owned: 

Guild Readers exhibit strong investment habits when compared to the average U.S. adult. The Guild Reader is 3.1 times more likely to own a 401K, 3.6 times more likely to own mutual funds, and 3 times more likely to have a money market account. Indices: Securities & Investments Currently Owned 130.7 121.5 309.4 171.5 358.5 263.4 304.7 123.5 470.5 * 3-D circles denote the index

Total Market Value of Investment Portfolio: 

Nearly 1/3 of Guild Readers show a total market value investment portfolio of $75,000 or less. Total Market Value of Investment Portfolio GUILD READER MEDIAN IN 000’S = 88.6

Types of Insurance: 

Most notable are the differences in medical insurance and life insurance, where the Guild Reader exhibits more than average likelihood to have medical insurance as well as life insurance than the average U.S. adult. Types of Insurance 111.3 91.3 114.7 97.3 * 3-D circles denote the index

Slide46: 

Household Characteristics

Gender: 

Readers of the Guild are predominantly males. In fact, they are almost twice as likely as the average U.S. population to be males (NCS index=179). Gender Guild Reader Average U.S. Population

Household Size (including respondent): 

Household Size (including respondent) On average, there are 1.7 individuals in the Guild Reader household. GUILD READER MEAN = 1.7

Whom Respondent Lives With: 

Among those respondents who disclosed whom they lived with, two-fifths stated to live alone, and another two-fifths with a lover / domestic partner. Whom Respondent Lives With

Age of Respondent: 

The predominant age range for the Guild Reader falls between 35 – 44 with 36% of respondents. The median age for a Guild Reader is 41.8 and 42.1 for the average U.S. adult. Age of Respondent 34.7 108.5 161.1 140.3 81.3 26.5 * 3-D circles denote the index

Respondent’s Sexual Orientation: 

More than 9 in 10 Guild Readers reported a gay/lesbian sexual descriptor. Respondent’s Sexual Orientation

Individual Employment Income: 

Guild Readers are 5.6 times more likely to earn an individual employment income $100,000 or more than the average U.S. adult. Individual Employment Income 245.3 287.4 324.2 394.3 471.9 557.0 MEDIAN GUILD IEI = $47,600 MEDIAN U.S. ADULT IEI = $26,400 * 3-D circles denote the index

Total Household Income: 

When compared to the average U.S. adult, a Guild Reader’s total household income remains above the U.S. adult across each income bracket. Most notable is the Guild Reader is 3.4 times more likely to have a household income of $250,000 or more. Total Household Income 120.2 126.1 132.9 142.3 159.7 197.4 335.4 MEDIAN GUILD HHI = $66,700 MEDIAN U.S. ADULT HHI = $47,500 * 3-D circles denote the index

Total Household Net Worth: 

A sizeable portion (66.2%) of Guild Readers have a household net worth of $400,000 or less. Total Household Net Worth GUILD READER MEDIAN = $221,100

Census Region: 

The census region chart reveals close to 4 in 10 Guild Readers reside in the South. Census Region 134.6 31.6 105.6 132.4 * 3-D circles denote the index