Transcript Document

Recruitment for Cornwall County Council
Aims of presentation
1.
2.
Reassure you that West Briton and Cornish
Guardian are right vehicle for the County Councils
recruitment advertising
Demonstrate that the Packet Series is unlikely to be
as effective as Northcliffe titles in the area
Regional newspapers: right for
recruiting
How did you find your current job?
Word of mouth
48%
Local newspaper
advertisement
21%
Applied speculatively
13%
Job Centre
10%
National newspaper
advertisement
Internet
Employment agency
4%
2%
Local newspapers have
helped more people find
jobs than any other
media
1%
Source: TNS 2003. Base: All adults 15+ who work in ‘any public service’ within The Cornishman, West Briton
and Cornish Guardian 10%+ Circulation Area. All DK / NS or ‘other’ responses removed.
How did you find your current job?
Word of mouth
39%
Local newspaper
advertisement
31%
Applied speculatively
14%
National newspaper
advertisement
11%
Internet
3%
Job Centre
3%
Employment agency
3%
Public sector workers
are almost 50% more
likely to have found their
job through local
newspapers
Source: TNS 2003. Base: All adults 15+ who work in ‘any public service’ within The Cornishman, West Briton
and Cornish Guardian 10%+ Circulation Area. All DK / NS or ‘other’ responses removed.
Competitive media in the area
TV
Local Newspaper
Internet
National Newspapers
Local Radio
Teletext
People are more likely to turn to local
newspapers first for recruitment
advertising
Any Local Newspaper
82%
Any Northcliffe Paid For
Weekly paper
76%
Any National media (incl.
Internet)
13%
11%
Internet
Any National media (excl.
Internet)
3%
National Newspapers
2%
Teletext
Local newspapers are
the place people turn
first for recruitment
advertising
1%
Source: TNS 2003. Base: All adults 15+ within The Cornishman, West Briton and Cornish Guardian 10%+ Circulation
Area. All DK / NS or ‘other’ responses removed.
Reach of alternative media
Alternative media are not considered by people as the
key vehicles for recruitment advertising … and don’t
reach as many people as Northcliffe’s titles
Cornish Guardian, West
Briton and The Cornishman
72%
Mail on Sunday
17%
Daily Mail
16%
News of the World
14%
Source: JICREG / UFO. Base: Cornish Guardian, West Briton and Cornishman circulation areas.
Reach of alternative media
Alternative media are not considered by people as the
key vehicles for recruitment advertising … and don’t
reach as many people as Northcliffe’s titles
Cornish Guardian, West
Briton and The Cornishman
79%
Local commercial radio
46%
Source: TNS 2003. Base: Cornish Guardian, West Briton and The Cornishman 10%+ circulation areas. % people in the
area who are AIR of named newspapers and % of area who listened to ILR in the last week.
Local newspapers are the key media
for recruiting ‘public sector’ workers
1.
‘Public sector’ workers are almost 50% more likely to have found
their job through the local newspaper
2.
People are more likely to turn to the local newspaper (specifically
Northcliffe’s titles) first when looking for recruitment advertising
3.
TV, local radio and national newspapers are not seen as the place
to look for recruitment advertising and don’t deliver as big an
audience as Northcliffe titles
Recruiting for Truro
Time prepared to travel to work
%
Cum (%)
Under 10 mins
5%
-
10 – 20 mins
13%
18%
20 – 30 mins
23%
41%
30 – 45 mins
17%
58%
45 – 60 mins
14%
72%
60 – 90 mins
6%
78%
Over 90 mins +
7%
84%
Average travel time
40.4 mins
Source: TNS 2003. All adults 15+ in Cornwall and Devon publishing area. All adults 15+ working full / part-time or not working but looking for a job or in
full time education and not likely to work from home. Not listed those who ‘DK / NS’ who total 16%.
Time prepared to travel to work
%
Cum (%)
Under 10 mins
5%
-
10 – 20 mins
13%
18%
20 – 30 mins
23%
41%
30 – 45 mins
17%
58%
45 – 60 mins
14%
72%
60 – 90 mins
6%
78%
90 mins plus
7%
84%
Significantly over a quarter of people are
prepared to travel over 45mins
Source: TNS 2003. All adults 15+ in Cornwall and Devon publishing area. All adults 15+ working full / part-time or not working but looking for a job or in
full time education and not likely to work from home. Not listed those who ‘DK / NS’ who total 16%.
Time prepared to travel to work
Average time prepared to
travel to work = 40.4 minutes
Source: TNS 2004. Base all adults 15+ working full / part time or looking for work in the WB, CG &
Cornishman 10%+ area. Average time prepared to travel to work – 40.4minutes.
Newspaper readership within
Council catchment area
Area AIR%
AIR
West Briton
46%
119,164
Cornish Guardian
34%
86,465
Packet Group
31%
78,952
Western Morning News
10%
26,996
Source: CACI 2004 / JICREG 2004. Report based on 40minute drivetime from Truro. Area AIR% shown ie number of adults 15+ who are
average issue readers of titles. Only newspapers with Area AIR over 10%+ readership are shown.
Cornish Guardian
Source: JICREG / CACI 2004. Circulation area of Cornish Guardian shown.
West Briton
Source: JICREG / CACI 2004. Circulation area of West Briton shown.
Packet Group
Source: JICREG / CACI 2004. Circulation / distribution area of Packet Group shown.
Western Morning News
Source: JICREG / CACI 2004. Circulation area of Western Morning News shown.
Effectively covering the council
catchment area
Cornish Guardian & West Briton
The Cornish Guardian
and the West Briton
effectively cover the
councils catchment area
Source: JICREG / CACI 2004. Circulation area of Cornish Guardian & West Briton shown.
Cornish Guardian & West Briton and Packet
Group
Adding the Packet
will not provide
additional coverage
north of Truro
Source: JICREG / CACI 2004. Circulation / distribution area of Cornish Guardian, West Briton and Packet Group
shown.
Readership within the Council catchment
area (40 minute drive-time)
Cornish Guardian & West
Briton - 200,058 adults
Source: JICREG / TGI 2004. Reach of all adults 15+ within 40 minute drive-time of Truro.
Readers within 40 minutes of Truro
Packet
Group 78,952
adults*
Source: JICREG / TGI 2004. Reach of all adults 15+ within 40 minute drivetime of Truro. *Modelled data
Readership duplication is extensive
78,952*
200,058
Adding the Packet Group only
delivers an additional 14,046 readers
Source: JICREG / TGI 2004. Reach of all adults 15+ within 40 minute drivetime of Truro. * Modelled data.
Targeting prospective council
workers
Profile of ‘Public Workers’
75%
55%
45%
28%
27%
27%
9%
25%
7%
2%
Male
Female
15-24
25-34
35-44
45-54
55-64
65+
ABC1
C2DE
25-54 year olds and ABC1’s are the most important target
for ‘public workers’
Source: TNS 2003. Cornish Guardian, West Briton and The Cornishman 10%+ area. Base: All adults 15+ who work in the
public services.
We give effective reach of all
demographic groups
78%
83%
80%
85%
80%
82%
80%
76%
75%
71%
31%
30%
31%
27%
28%
31%
34%
33%
71%
30%
30%
31%
CG / WB
PG
Total
Male
Female
15-24
25-34
35-44
45-54
55-64
65+
ABC1
C2DE
Source: JICREG / TGI 2004. Base: All adults 15+ who live within 40 mins of Truro. Key- CG/WB = Cornish Guardian and West Briton. PG =
Packet Group. NB: The chart shows that a combination of the CG/WB will reach 78% of adults 15+ in the area compared to the PG reach of 31%
of all adults 15+ in the area.
Take out the readership
duplication
Packet Group doesn’t deliver
significantly more readers
250000
C Guardian, W Briton & Packet Group
14046
C Guardian & W Briton
Number of readers
200000
150000
5483
8756
5042
8995
ABC1
C2DE
100000
5100
50000
820
770
1961
2037
3129
35-44
45-54
55-64
0
Total
Male
Female 15-24
25-34
65+
Source: JICREG / TGI. Base: All adults 15+ who live within 40 mins of Truro. The chart shows the number of additional adults are reached by
adding the Packet Group to the existing schedule.
Total reach is not significantly
affected by adding the Packet Group
C Guardian, W Briton & Packet Group
C Guardian & W Briton
90%
2%
85%
5%
4%
80%
5%
2%
5%
4%
7%
7%
75%
7%
8%
70%
65%
78%
83%
80%
85%
80%
82%
80%
76%
75%
60%
71%
71%
55-64
65+
55%
50%
Total
Male
Female
15-24
25-34
35-44
45-54
ABC1
C2DE
Source: JICREG / TGI 2004. Base: All adults 15+ who live within 40 mins of Truro. The chart shows the % of adults are reached by adding the
Packet Group to the existing schedule. EG the Packet Group only allows you to reach 5% more of adults 15+ in the area.
Cornish Guardian & West Briton – best
value schedule
Reach (000)’s
Reach (%)
Cost (£)
Cost (£ per 000)
CG & PG
160
62%
£8,648
£0.05
WB & PG
137
53%
£9,080
£0.07
CG, WB & PG
214
83%
£13,976
£0.07
CG & WB
200
78%
£10,224
£0.05
Using the Cornish Guardian and West Briton delivers the
greatest coverage at the lowest CPT
Source: JICREG / TGI 2004. Based on a 40 minute drive time round Truro. Based on the following costs –
Cornish Guardian (CG) £4,896, Packet Group (PG) £3,752 and West Briton (WB) £5,328.
Quality check
Comparing media
*Only 31% of the Packet Group
copies are paid for ...
…whereas with the West Briton and
Cornish Guardian 99%of copies are
actively purchased**
Source: *JICREG 2004. **ABC 2004. Period Jan-Dec 2003.
Comparing media
124,000 people or 73% of the area would
turn to the Cornish Guardian or West
Briton first for finding a job, or looking for
a new job…
… only 4,000 or 2% of the
area would turn to the
Packet Group
Source: TNS 2004. All adults 15+ in the Cornish Guardian or West Briton 10%+ circulation area.
TTF for finding or looking for a new job – all adults expressing a preference.
Respected platforms
70% of ‘Packet’ readers in the area
would turn to the Cornish Guardian or
West Briton first for finding a job, or
looking for a new job
Source: TNS 2004. All adults 15+ in the Cornish Guardian or West Briton 10%+ circulation area. TTF for
finding or looking for a new job – all adults expressing a preference. 63,000 Packet Series readers in the area
of which 44,000 would turn to either the Cornish Guardian or West Briton first for ‘jobs’.
The Cornish Guardian & West Briton:
reach all ‘corners’ of the catchment
Reaching all ‘corners’ of the catchment
area
St Ives Hayle
West Briton21%
Packet Group
18%
Source: JICREG 2004. Location report based on St Ives Hayle.
Reaching all ‘corners’ of the catchment
area
Wadesbridge Rural
Cornish Guardian
76%
Weston Morning News 16%
Source: JICREG 2004. Location report based on Wadesbridge Rural.
Reaching all ‘corners’ of the catchment
area
St Austell
Cornish Guardian
98%
Packet Group
11%
Source: JICREG 2004. Location report based on St Austell.
Reaching all ‘corners’ of the catchment
area
Helston Rural
Helston Rural
West Briton59%
West Briton59%
Packet Group
Packet Group
Source: JICREG 2004. Location report based on Helston Rural.
16%
16%
What about wastage?
Wastage?
Helston Rural
Helston Rural
West Briton59%
West Briton59%
Packet Group
Packet Group
Source: JICREG 2004. Location report based on Helston Rural.
16%
16%
The established Council catchment
area
58% of people will travel
less than 45 minutes to
work
Source: TNS 2003. Base: All adults 15+ who are looking for work.
…but there is a potential target
audience further a field
26% of people
will travel more
than 45 minutes
to work
Source: TNS 2003. Base: All adults 15+ who are looking for work.
… and even further a field
72% of people will travel
less than 60 minutes to
work
Source: TNS 2003. Base: All adults 15+ who are looking for work.
60 minute catchment area
Add the Cornishman to
enhance coverage of 60
minute catchment
Source: TNS 2003. Base: All adults 15+ who are looking for work.
Newspapers within 60 mins of Truro
Area AIR%
AIR
West Briton
38%
125,794
Cornish Guardian
30%
98,104
Packet Group
24%
80,131
The Cornishman
13%
43,979
Western Morning News
11%
34,864
Source: CACI 2004 / JICREG 2004. Report based on 60minute drivetime from Truro. Area AIR% shown ie number of adults 15+ who are
average issue readers of titles. Newspapers with 10%+ readership shown.
Newspapers within 60 mins of Truro
Cornish Guardian & West
Briton – 218,326
Source: JICREG / TGI 2004. Reach of all adults 15+ within 60 minute drivetime of Truro
Newspapers within 60 mins of Truro
Packet
Group –
80,131*
Source: JICREG / TGI 2004. Reach of all adults 15+ within 60 minute drivetime of Truro. *Modelled data
Newspapers within 60 mins of Truro
80,131*
218,326
Adding the Packet Group only
delivers an additional 15,149 readers
Source: JICREG / TGI 2004. Reach of all adults 15+ within 60 minute drivetime of Truro. * Modelled data.
Newspapers within 60 mins of Truro
Cornish Guardian & West
Briton – 218,326
Cornishman
– 43,979
Source: JICREG / TGI 2004. Reach of all adults 15+ within 60 minute drivetime of Truro.
Newspapers within 60 mins of Truro
218,326
43,979
Adding ‘The Cornishman’ delivers an
additional 49,552 readers
Source: JICREG / TGI 2004. Reach of all adults 15+ within 60 minute drivetime of Truro. * Modelled data.
Add The Cornishman for greater coverage
Reach (000’s)
Reach (%)
Cornish Guardian & West Briton
218
66%
Cornish Guardian, West Briton & Packet Group
233
71%
Cornish Guardian, West Briton & The Cornishman
268
78%
Source: JICREG / TGI 2004. Based on a 60 minute drive time round Truro.
Summary
1. Regional press is the most appropriate
media to advertise recruitment vacancies
2. West Briton and Cornish Guardian offer the
most effective coverage of the councils
Truro office catchment
3. Packet Group is not as respected as the
West Briton and Cornish Guardian
4. Packet Group doesn’t reach a unique
audience; it doesn’t deliver significant
numbers of additional readers
Summary
5. Cornish Guardian and West Briton offers greatest
coverage of all demographic groups.
6. Cornish Guardian and West Briton offers the
greatest reach at a competitive CPT
7. Cornish Guardian and West Briton effectively cover
all areas of the councils ‘catchment’ area
8. Over seven in ten will travel less than 60 minutes.
Adding the Cornishman offers effective coverage of
this additional catchment