If you’re reading The Canadian Jewish News, there’s a good chance you’re better educated than the bulk of the population, more affluent, ready to spend your surplus funds liberally, give generously to charity and likely to read other articles in the paper as well.
You’re also likely to be an avid reader of The CJN and satisfied with the paper’s new look and content.
Those were just some of the findings from a recent survey of The CJN’s readers.
Commissioned by The CJN and prepared by KubasPrimedia, a firm that conducts retail research, audience measurement and pricing strategies for the newspaper industry, the survey looked at The CJN’s “audience quality.”
The survey found that The CJN’s audience consists of loyal and avid readers who read the paper from top to bottom. Ninety per cent have read four of the last four issues, and each copy is read by an average of 1.7 readers. On average, CJN readers spend 37 minutes per week reading the paper edition of The CJN and another 23 minutes per week on our web site, cjnews.com.
Readers typically keep a copy of The CJN for 5.5 days and look at a particular issue 2.2 times.
The survey also found that 91 per cent of readers have completed some post-secondary education.
The reader profile shows The CJN’s audience skews to the baby boom. Some 83 per cent of our readers are over 50 years of age and 65 per cent are baby boomers between 50 and 69, an “ideal target market of affluence and influence,” the survey stated.
The CJN’s advertisements figured prominently in our readers’ purchase decisions.
“Overall, 21 per cent of readers primarily rely on CJN to make purchase decisions versus other media” in a variety of product or service categories, the survey reported.
At the top of the product/service list was event planning, followed by travel, dining out, purchasing real estate, entertainment, investments and home improvement.
Asked their views on The CJN’s redesign, which was introduced last April, 97 per cent of respondents said they were satisfied with the new look.
Readers described the paper as easy to read, giving it a grade of 3.5 out of 4, where 4 is excellent and 1 is poor, and also approved of its design and layout, which they gave a score of 3.3.
Readers also enjoyed the quality of writing, coverage of important news and our editorials. They rated it 3.2 out of 4 in terms of how interesting the paper is to read.
“We are grateful to the many readers who responded to our survey. The feedback is invaluable to us,” said CJN president Elizabeth Wolfe. “The very positive response to our redesign and new content confirms our expectation that The CJN will continue to play a unique and significant role for the Canadian Jewish community – informing, reflecting and engaging Jews across the country.
“We endeavour to be responsive to the needs and interests of our readers, and the survey results indicate that we are succeeding. Further, our new, and younger, voices are attracting a new generation of readership, in print and online.
“Our next initiative, the redevelopment of our website, cjnews.com, will create a new platform for the future of The CJN,” she said.
The survey was conducted online with 150 current readers of The CJN. The sample size produced a 95 per cent confidence level, with a 7.5 per cent margin of error, 19 times out of 20.