advertising and media use in kentucky

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Advertising & Media Use InKentuckyA Report For:

June 2010

2

PAGEI. Executive Summary 3II. Specific Findings

1. News & Advertising Sources 12

2. Newspaper Readership 18

3. Public Notice Advertising 31

Appendix A: MethodologyAppendix B: Questionnaire

Table Of Contents

Advertising & Media Use in Kentucky June 2010

3

I. Executive SummaryPrinted newspapers are easily the primary source for news and advertising in Kentucky and this is particularly true for public notices and legal advertising.

Having the ability to access public notices is important to Kentucky adults.

• The vast majority of Kentuckians (nine in 10) say keeping the public informed through public notice advertising is an important requirement for government agencies

• Newspapers are easily the preferred sources for this type of advertising• Moving legal notices from printed newspapers to government websites would result in a significant

drop in readership.

In addition, more than six in 10 of all Kentucky adults who use any advertising say newspapers are their primary source of local sales and shopping information, true of all groups including young adults.

Newspapers are also the primary source of advertising for a wide variety of products and services ranging from groceries to local entertainment.

These are just some of the findings of a research study conducted for the Kentucky Press Association by the independent research firm of American Opinion Research (AOR) based in Princeton, NJ.

These results are based on interviews with 600 Kentucky residents age 18 and older across the state. These results have a margin of error of plus or minus 4 percentage points.

June 2010Advertising & Media Use in Kentucky

4

Executive Summary(A more complete explanation of the methodology for this study is included in Appendix A of this report.)

Following is:• An executive summary of the results• Detailed findings of the research• The methodology used in this research • The questionnaire used in this project

PUBLIC NOTICE ADVERTISING

As stated previously, having the ability to access public notices is important to Kentucky adults.

As shown in the adjoining chart, more than half (56%) of Kentucky adults who use any source of public notice advertising, the majority of Kentuckians, say newspapers are their primary source. Fewer than one in 10 (9%) rely primarily on the Internet.


5

Executive SummaryThe majority of Kentucky adults (58%) recall seeing or reading public notices and legal advertising in a newspaper. Readership is higher among newspaper readers and higher income Kentuckians.

Nine in 10 Kentuckians (equal to almost 2.9 million adults) say keeping the public informed through public notice advertising is an important requirement for government agencies. This is true among all typesof adults.

In addition, as shown in the adjoining chart, adults who have seen public notice advertising are easily more likely to prefer receiving them in a printed newspaper than any other source. More than six in 10 (61%) say newspapers are their preferred source.

Moving public notices online would result in significant loss of readership.


6

Executive SummaryAlmost six in 10 (59%) said they would read public notices less often if they were eliminated from newspapers and put online on government websites. Adults who actually read public notice advertising are even less likely (72%) to read them online.

Fewer than one in five Kentucky adults have ever looked for public notices or legal ads online; even among younger adults, the percentage who read legal notices online is small. Among the relatively few adults who have looked online for legal notices there is no dominant website; in fact, half of those cannot remember which website they used.

As shown in the adjoining chart, trust or credibility is significantly higher for legal notices placed in newspapers than in government websites; 55 percent say they trust public notices printed in newspapers compared with 35 percent who trust them posted on government websites.

The same question, analyzed by adults who have read public notices, shows credibility is even higher for legal notices placed in newspapers; more than two thirds (68%) say they trust legal notices placed in newspapers compared with 39 percent for government websites.

Kentuckians are also much more likely to read legal notices printed in newspapers than they are to read them on a government website; 49 percent are likely to read them in newspapers compared with 15 percent on government websites. Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for these ads, much higher than the percentage who would use government websites.


7

Executive SummaryAsked to make a choice, newspapers are clearly the source most adults (77%) would use to access public notice advertising. Among adults who have read public notices, almost nine in 10 (89%) prefer newspapers.

NEWS AND ADVERTISING SOURCES

Printed newspapers easily remain Kentuckians top source of local sales and shopping information.

As shown in the adjoining chart, more than six in 10 Kentuckians (61%) who use any advertising say newspapers are their primary source; cable television rates second at only 13 percent. This is true even among younger adults; 54 percent of those between ages 18 and 39 say newspapers are their primary source compared with 12 percent who choose the Internet.

Newspapers are also the primary source consumers use for most products and services including:

• Groceries• Appliances• Used vehicles• Home improvement• Real estate• Jobs (followed by the Internet)• Local entertainment

Newspapers and the Internet are statistically tied as the primary source for new cars, trucks, vans or SUV’s; however, online sources tend to be more fragmented than newspapers.


8

Executive SummaryNEWSPAPER READERSHIP

As shown in the adjoining chart, three in four (equal to more than 2.4 million adults) read a daily newspaper at least once during an average week, Monday through Friday.

• More than four in 10 (43%) read on an average weekday

• Half read on an average Sunday

An even higher percentage (84%) read a daily, Sunday or weekly newspaper during an average week, equal to more than 2.6 million adults.

Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky. Even among younger adults (age 18 to 39) more than seven in 10 (72%) read a newspaper during an average week, Monday through Friday.

(There is a 43 percent gap between past week and average weekday readership, higher than the national average of 24 percent. Strategically, this means Kentucky newspapers should focus on building reader frequency.)

Kentucky weekday and Sunday newspapers reach an average of 2.6 readers per copy; 1.6 readers in addition to the reader interviewed.


9

Executive SummaryWeekly Newspaper Readership

Weekly or community newspapers are also well read in Kentucky.

As shown in the adjoining chart, almost six in 10 adults (56%) read a weekly newspaper. Almost half (45%) read a weekly or community newspaper during an average week.


10

II. Specific Findings


11

1. News & Advertising Sources§ Printed newspapers easily remain Kentuckians top source of local sales and

shopping information.• More than six in 10 Kentuckians (61%) who use any advertising say newspapers are their

primary source; cable television rates second at only 13 percent.• This is true even among younger adults; 54 percent of those between ages 18 and 39 say

newspapers are their primary source compared with 12 percent who choose the Internet.

§ Newspapers are the primary source consumers use for most products and services including:

• Groceries• Appliances• Used vehicles• Home improvement• Real estate• Jobs (followed by the Internet)• Local entertainment


12

News & Advertising Sources§ Newspapers and the Internet are statistically tied as the primary source for new cars,

trucks, vans or SUV’s; however, online sources tend to be more fragmented than newspapers.

§ Printed newspapers follow local television as the single most relied upon source for local news and information; television is, however, generally very fragmented and the local newspaper typically rates higher than any individual station.


13

Newspaper Top Source For ShoppingInformationBase: Adults Using Any Advertising Source (3,075,400)

News & Advertising SourcesQ1a. What is your main source of local sales and shoppinginformation?

More than six in 10 Kentuckians who use any advertising say newspapers are their primary source of local salesand shopping information. This is true even among younger adults; 54 percent of those between ages 18 and 39say newspapers are their primary source compared with 12 percent who choose the Internet. Newspapers rateeven stronger among other age groups.

June 2010

1%

1%

2%

3%

4%

4%

4%

7%

13%

61%

0% 25% 50% 75% 100%

Printed newspapers

The Internet

Information in the mail/flyers/circulars

Shopping guides

Local TV

National TV

Go to the store

Radio

Magazines

Word-of-mouth/family/ friends

Advertising & Media Use in Kentucky

14

Sources of Local NewsBase: Adults Using Any Local News Source (3,198,400)

News & Advertising SourcesQ1b. What is your main source of local news andinformation?

Printed newspapers follow cable television as the most relied upon source for local news and information.Television is, however, generally very fragmented and the local newspaper generally rates higher than anyindividual station.

June 2010

2%

7%

7%

18%

30%

37%

0% 25% 50% 75% 100%

Printed newspapers

The Internet

Local TV

National TV

Radio



15

Newspaper Top Source For Most ProductsBase: Shoppers of Each Product Who Use Any Advertising

News & Advertising SourcesQ2. Which of the following sources of advertising information would you turn to first if you were looking for…? (RANDOMIZE) Would it be a printed newspaper, television, radio, information you receive in the mail, Yellow Pages, magazines, billboards, the Internet or something else?

Newspapers are the primary source consumers use for most products and services including groceries, appliances, used vehicles, home improvement, real estate, jobs and local entertainment (shown on the following page). Newspapers and the Internet are statistically tied as the primary source for new cars, trucks, vans or SUV’s; however, online sources tend to be more fragmented than newspapers.

June 2010

PRIMARY ADVERTISING SOURCE FOR:

GroceriesMajor

AppliancesNew Cars, Trucks,

Vans or SUVsUsed Cars, Trucks,

Vans or SUVs% % % %

PRINTED NEWSPAPER 63 44 31 44

STORE/DEALER/AGENT 12 11 10 6

MAIL 12 7 3 2

TELEVISION 5 7 13 6

INTERNET 4 24 35 32

RADIO 1 1 3 3

BILLBOARDS 1 * * *

WORD-OF-MOUTH 1 1 1 3

YELLOW PAGES * 3 1 1MAGAZINES * 2 2 3OTHER * * 1 1

(Table Continues)*(Less than .05 percent)


16

Newspaper Top Source For Most Products, continuedBase: Shoppers of Each Product Who Use Any Advertising

News & Advertising SourcesQ2. Which of the following sources of advertising information would you turn to first if you were looking for…? (RANDOMIZE) Would it be a printed newspaper, television, radio, information you receive in the mail, Yellow Pages, magazines, billboards, the Internet or something else?

June 2010

PRIMARY ADVERTISING SOURCE FOR:Hardware, Home

Improvement Supplies

New or Different Home To Buy

Jobs or Employment

Local Entertainment, Places To Go

% % % %PRINTED NEWSPAPER 43 45 52 46

STORE/DEALER/AGENT 13 3 * *

MAIL 7 2 1 2

TELEVISION 7 3 1 13

INTERNET 22 33 40 25

RADIO 1 * * 7

BILLBOARDS 1 1 * 1

WORD-OF-MOUTH 1 2 2 3

YELLOW PAGES 5 2 1 2MAGAZINES * 4 * 1OTHER * 5 4 *

*(Less than .05 percent)


17

Newspaper Top Job SourceBase: Adults Using Any Job Source (2,434,700)

News & Advertising SourcesQ24. What is the main source you use when looking for a job?

June 2010

1%

2%

7%

9%

40%

45%

0% 25% 50% 75% 100%

Newspaper classified ads

Internet

Executive search agency/headhunter

Employment agency

Word-of-mouth

Go out and apply for jobs/look around

Newspaper classified ads are still the top source that consumers use when looking for a job. The Internet rates second; again, however, there are many Internet sources. No other source comes close


18

2. Newspaper Readership§ Kentucky adults are avid newspaper readers.

• Three in four (equal to more than 2.4 million adults) read a daily newspaper at least once during an average week, Monday through Friday

• More than four in 10 (43%) read on an average weekday• Half read on an average Sunday

§ An even higher percentage (84%) read a daily, Sunday or weekly newspaper during an average week, equal to more than 2.6 million adults.

§ Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky.

• Even among younger adults (18 to 39) more than seven in 10 (72%) read a newspaper during an average week, Monday through Friday.

§ There is a 43 percent gap between past week and average weekday readership, higher than the national average of 24 percent.

§ Strategically, this means Kentucky newspapers should focus on building reader frequency.


19

Newspaper Readership§ Kentucky weekday and Sunday newspapers reach an average of 2.6 readers per

copy; 1.6 readers in addition to the reader interviewed.

§ Weekly or community newspapers are also well read in Kentucky.

§ Almost six in 10 adults (56%) read a weekly newspaper; 45 percent read during an average week.


June 2010 20

Newspaper Readership in KentuckyBase: Total Kentucky Adults (3,235,400)

Newspaper Readership

PERCENT WHO READ A NEWSPAPER

84%

60%

50%

75%

43%

0% 25% 50% 75% 100%

1,382,900*

2,441,000*

1,631,600*

1,932,500*

2,608,800*

Kentucky adults are avid newspaper readers. Three in four read a daily newspaper during an average week, Monday through Friday, and more than four in 10 (43%) read on an average weekday. Half read on an average Sunday. An even higher percentage (84%) read a daily, Sunday or weekly newspaper during an average week, equal to more than 2.6 million adults.

*(Total Adults)

Average Weekday

Average Five Weekdays

Average Sunday

Average Four Sundays

Average Seven Days(Any newspaper)


June 2010 21


Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky. Even among younger adults (18 to 39) more than seven in 10 (72%) read a newspaper during an average week, Monday through Friday. There is a 43 percent gap between past week and average weekday readership, higher than the national average of 24 percent. Strategically, this means Kentucky newspapers should focus on building reader frequency.

Average 5-Days

Average Weekday

TOTAL % 75 43GENDER

Male % 72 41Female % 79 44

AGE18-39 % 72 3240-54 % 76 4255-64 % 77 5265+ % 81 60

HOUSEHOLD INCOMEUnder $35,000 % 75 35$35,000 to $49,999 % 75 46$50,000 to $74,999 % 72 39$75,000 or more % 82 52

NEWSPAPER READERSHIP

Comparing Average Week And Average Day ReadershipBase: Total Kentucky Adults (3,235,400)


22

High Readers Per CopyBase: Weekday Newspaper (2,441,000)

Newspaper ReadershipQ5. Not counting yourself, how many other people on average also look at the same copy of the daily newspaper you read?

Kentucky newspapers reach an average of 2.6 readers per copy. This is 1.6 readers in addition to the reader interviewed.

June 2010

4%

1%

3%

4%

11%

20%

38%

18%

0% 25% 50% 75% 100%

0

2

4

Don’t know

1

3

5

6 or more

AVERAGE NO. OF “OTHER” READERS: 1.6


June 2010 23


As on weekdays, Sunday newspapers reach the majority of all demographic groups. Even among younger adults almost six in 10 (59%) read a Sunday newspaper and almost half (47%) read on an average Sunday.

Monthly And Average Sunday Newspaper ReadershipBase: Total Kentucky Adults (3,235,400)

Average 4-Sundays

Average Sunday

TOTAL % 60 50GENDER

Male % 60 49Female % 59 51

AGE18-39 % 59 4740-54 % 57 4655-64 % 57 5365+ % 70 65

HOUSEHOLD INCOMEUnder $35,000 % 52 40$35,000 to $49,999 % 59 52$50,000 to $74,999 % 77 73$75,000 or more % 75 61

SUNDAY NEWSPAPER READERSHIP


24

Sunday Readers Per CopyBase: Adults Who Have Read A Sunday Newspaper (1,932,500)

Newspaper ReadershipQ8. Not counting yourself, how many other people on average also look at the same copy of the Sunday newspaper you read?

As on weekdays, the average Sunday newspaper is read by 2.6 adults.

June 2010

2%

2%

3%

5%

11%

19%

42%

16%

0% 25% 50% 75% 100%

0

2

4

Don’t know

1

3

5

6 or more

AVERAGE NO. OF “OTHER” READERS: 1.6


June 2010 25

Kentucky Weeklies Widely ReadBase: Total Kentucky Adults (3,235,400)


PERCENT WHO READ WEEKLY/COMMUNITY NEWSPAPERS

56%

45%

0% 25% 50% 75% 100%

1,814,700*

1,467,100*

Weekly or community newspapers are also well read in Kentucky. Almost six in 10 adults (56%) read a weekly newspaper; 45 percent read during an average week.

*(Total Adults)

Average Week

Average Four Weeks


June 2010 26


Kentucky newspapers (weekday, Sunday and weekly) have very high combined reach. More than eight in 10 adults read at least one during an average week, true of every demographic group including younger adults.

Total Newspaper Readership in KentuckyBase: Total Kentucky Adults (3,235,400)

TOTAL NEWSPAPER READERSHIP DURING AN AVERAGE 7-DAY PERIOD

TOTAL % 84GENDER

Male % 81Female % 88

AGE18-39 % 8140-54 % 8555-64 % 8765+ % 87

HOUSEHOLD INCOMEUnder $35,000 % 84$35,000 to $49,999 % 84$50,000 to $74,999 % 90$75,000 or more % 88


27

3. Public Notice Advertising§ Having the ability to access public notices is important to Kentucky adults.

§ This research clearly shows:• The vast majority of Kentuckians (nine in 10) say keeping the public informed through

public notice advertising is an important requirement for government agencies• Newspapers are easily the preferred sources for this type of advertising• Moving legal notices from printed newspapers to government websites would result in a

significant drop in readership

§ More than half (56%) of Kentucky adults who use any source of public notice advertising, the majority of Kentuckians, say newspapers are their primary source.

• Fewer than one in 10 (9%) rely primarily on the Internet

§ The majority of Kentucky adults (58%) recall seeing or reading public notices and legal advertising in a newspaper.

• Readership is higher among newspaper readers and higher income Kentuckians.


28

Public Notice Advertising§ Kentuckians who have seen public notice advertising are easily more likely to prefer

receiving them in a printed newspaper than any other source. • More than six in 10 (61%) say newspapers are their preferred source.

§ Moving public notices online would result in significant loss of readership.• Almost six in 10 (59%) said they would read public notices less often if they were

eliminated from newspapers and put online on government websites. • Adults who actually read public notice advertising are even less likely (72%) to read them

online.

§ Fewer than one in five Kentucky adults have ever looked for public notices or legal ads online; even among younger adults, the percentage who read legal notices online is small.

§ Among the relatively few adults who have looked online for legal notices there is no dominant website; in fact, half of those cannot remember which website they used.


29

Public Notice Advertising§ Trust or credibility is significantly higher for legal notices placed in newspapers than

in government websites.• 55 percent say they trust public notices printed in newspapers compared with 35 percent

who trust them posted on government websites• The same question, analyzed by adults who have read public notices, shows credibility is

even higher for legal notices placed in newspapers; more than two thirds (68%) say they trust legal notices placed in newspapers compared with 39 percent for government websites

§ Kentuckians are also much more likely to read legal notices printed in newspapers than they are to read them on a government website.

• 49 percent are likely to read them in newspapers compared with 15 percent on government websites

§ Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for these ads, much higher than the percentage who would use government websites.

§ Asked to make a choice, newspapers are clearly the source most adults (77%) would use to access public notice advertising.

§ Among adults who have read public notices, almost nine in 10 (89%) prefer newspapers as their source.


30

Newspapers Top Source For Public NoticesBase: Kentuckians Naming Any Source (2,775,500)

Public Notice AdvertisingQ1c. What is your main source of public notice advertising,such as legal notices, hearings, tax notices, etc.?

More than half (56%) of Kentucky adults who use any source of public notice advertising, the majority ofKentuckians, say newspapers are their primary source. No other source is close. Fewer than one in 10 (9%) relyprimarily on the Internet.

June 2010

1%

1%

3%

5%

9%

9%

16%

56%

0% 25% 50% 75% 100%

Printed newspapers

The Internet

Information in the mail/flyers/circulars

Other

Local TV

National TV

Radio



31

Most Adults See Public NoticesBase: Total Kentucky Adults (3,235,400)

Public Notice AdvertisingQ11. Kentucky state and local laws require governmental agencies to publish public notices and legal advertising in newspapers where the citizens may be affected by the actions of those agencies. These notices include information on zoning changes, proposed budgets, notices of public hearings, proposed taxes and other important government actions. Do you recall reading or seeing public notices and legal advertising in any newspaper?

The majority of Kentucky adults (58%) recall seeing or reading public notices and legal advertising in a newspaper. Readership is higher among newspaper readers and, contrary to the perception of some adults, higher income Kentuckians.

June 2010

No41%

Don't Know1%

Yes58%

%TOTAL 58NEWSPAPER READERS 63INCOME

Under $35,000 54$35,000-$49,999 63$50,000-$74,999 61$75,000+ 67

PERCENT SEEING PUBLIC NOTICES

*(No. of adults)

(1,863,700)*


32

Most Kentuckians Support Public Notice AdvertisingBase: Total Kentucky Adults (3,235,400)

Public Notice AdvertisingQ12. Do you believe that keeping the public informed in this way is an important requirement for government agencies?

Nine in 10 Kentuckians (equal to almost 2.9 million adults) say keeping the public informed through public notice advertising is an important requirement for government agencies. This is true among all types of adults.

June 2010

No8%

Don't Know2%

Yes90%

%TOTAL 90AGE

18-39 9140-54 9055-64 8965+ 86

TOTAL SUPPORTING PUBLICSERVICE ADVERTISING

*(No. of adults)(2,898,600)*


33

Most Kentuckians Actually Read NoticesBase: Kentuckians Who Have Ever Seen Public Notice Advertising (1,863,700)

Public Notice AdvertisingQ13. Have you ever read public notice or legal advertisements?

More than nine in 10 Kentucky adults who have ever seen public notice advertising or legal advertising (90%) have actually read these ads, true even of younger adults and higher-income households. This is equal to 53 percent of all Kentucky adults or about 1.7 million people.

June 2010

No8%

Yes92%

%TOTAL 92AGE

18-39 8840-54 9455-64 9565+ 94

INCOMEUnder $35,000 93$35,000-$49,999 84$50,000-$74,999 93$75,000+ 93

PERCENT WHO HAVE READPUBLIC NOTICES*

*(Among adults who have ever seen public notice advertising)

*(No. of adults)

(1,717,300)*


34

Newspapers Preferred Source For Public NoticesBase: Kentuckians Who Have Ever Seen Public Notice Advertising (1,863,700)

Public Notice AdvertisingQ14. How would you prefer to receive public notice or legal advertisements, including proposed budgets, notice of public hearings, taxation, etc.? Would you prefer to receive them…?

Kentuckians who have seen public notice advertising are easily more likely to prefer receiving them in a printed newspaper than any other source. More than six in 10 (61%) say newspapers are their preferred source.

June 2010

1%

1%

4%

8%

26%

61%

0% 25% 50% 75% 100%

In the mail

Some other way

In a printed newspaper

On the Internet or online

Prefer not to receive them

Don’t know


35

Fewer Would Read Notices OnlineBase: Total Kentucky Adults (3,235,400)

Public Notice AdvertisingQ15. Some government officials have suggested dropping public notices in newspapers in favor of putting them on government websites. If public notices were eliminated from newspapers and only made available online on governmentwebsites, would you read them:

Moving public notices online to government websites would result in significant loss of readership. Almost six in 10 adults (59%) said they would read public notices less often if they were eliminated from newspapers and put online to government websites. Adults who actually read public notice advertising are even less likely (72%) to read them online.

June 2010

Less often23%

Much less often36%

Don't know5% More often

11%

The same21%

Much more often

3% %TOTAL 59HAVE READ PUBLIC NOTICES 72

PERCENT WHO WOULD READ LESS


36

Why Use Government Websites Less?Base: Adults Less Likely To Read Notices on Government Websites (1,912,300)

Public Notice AdvertisingQ16. Why would you be less likely to read public notices on government websites?

More than four in 10 adults less likely to read notices on government websites say they don’t have Internet or computer access; almost one in five (17%) say it’s simply easier to read them in a newspaper.

June 2010

TOTAL%

NO COMPUTER/INTERNET ACCESS 46Don't have internet access 29%Don't have a computer 18%

EASIER TO READ A NEWSPAPER 17DO NOT/WILL NOT VISIT GOVERNMENT WEBSITES 14INCONVENIENT 12

Takes too much time 6%Would have to look for it 4%

Not easily accessed 2%DO NOT/WOULD NOT USE THE INTERNET FOR PUBLIC NOTICES 11NOT INTERESTED IN PUBLIC NOTICES 6NO TIME 5DON'T TRUST THE GOVERNMENT 1DON'T KNOW 4


37

Few Read Notices OnlineBase: Total Kentucky Adults (3,235,400)

Public Notice AdvertisingQ17. Have you ever looked for public notice or legal advertising on the Internet or online?

Fewer than one in five Kentucky adults have ever looked for public notices or legal ads online, about the same percentage as those who actually read public notices. Even among younger adults, the percentage who read legal notices online is small.

June 2010

No83%

Yes17%

(18%)*

*(Kentuckians who have read public notices)

PERCENT READING ONLINE NOTICES

%TOTAL 17AGE

18-39 1840-54 2055-64 1665+ 8


38

No Dominant WebsiteBase: Kentuckians Who Have Read Public Notices Online (535,300)

Public Notice AdvertisingQ18. What website did you access for public notice or legal advertising? (RECORD FIRST RESPONSE AND FOLLOW WITH; “What other websites have you used for public notice or legal advertising?”)

Among the relatively few adults who have looked online for legal notices there is no dominant website. In fact (as shown on the following page), half of those cannot remember which website they used.

June 2010

PERCENT WHO USED:

(Table Continues)

1%

3%

3%

4%

5%

6%

6%

8%

0% 25% 50% 75% 100%

Google

Kentucky.gov

Government website(unspecified)

Kydoket.com

WKYT.com

USGOC.org

WHS.com

Courier-Journal.com


50%

5%

1%

1%

1%

1%

1%

1%

1%

0% 25% 50% 75% 100%

39

No Dominant Website, continuedBase: Kentuckians Who Have Read Public Notices Online (535,300)

Public Notice AdvertisingQ18. What website did you access for public notice or legal advertising? (RECORD FIRST RESPONSE AND FOLLOW WITH; “What other websites have you used for public notice or legal advertising?”)

June 2010

PERCENT WHO USED:

KYNews.com

Independence.com

Jefferson.com

Don’t know/refused

JeffersonCountyGovernment.com

County website(unspecified)

KentuckyStateTreasure.com

Other

Kentucky government website(unspecified)


40

Notices In Newspapers More CredibleBase: Total Kentucky Adults (3,235,400)

Public Notice AdvertisingQ19. Using a scale of 5 to 1 where 5 means you have a great deal of trust or credibility and 1 means little or no credibility or trust, how much credibility or trust do you have in public notices:

Trust or credibility is significantly higher for legal notices placed in newspapers than on government websites.

June 2010

35%

19%

55%

31%

0% 25% 50% 75% 100%

Great deal oftrust ("5" rating)Trusted ("5" or"4" rating)

Printed in a newspaper

On a government website


41

Comparing Credibility Among Public Notice ReadersBase: Total Kentucky Adults Who Have Read Public Notices (1,717,300)

Public Notice AdvertisingQ19. Using a scale of 5 to 1 where 5 means you have a great deal of trust or credibility and 1 means little or no credibility or trust, how much credibility or trust do you have in public notices:

The same question, analyzed by adults who have read public notices, shows credibility is even higher for legal notices placed in newspapers; more than two thirds (68%) say they trust legal notices placed in newspapers.

June 2010

39%

21%

68%

38%

0% 25% 50% 75% 100%

Great deal oftrust ("5" rating)Trusted ("5" or"4" rating)




42

Newspaper Notices More Likely To Be ReadBase: Total Kentucky Adults (3,235,400)

Public Notice AdvertisingQ20. Using a scale of 5 to 1 where five means you would be very likely to use this source and 1 means not likely at all, how likely are you to read public notice or legal advertising:

Kentuckians are much more likely to read legal notices printed in newspapers than they are to read them on a government website.

June 2010

15%

8%

49%

31%

0% 25% 50% 75% 100%

Very likely ("5"rating)Likely ("5" or "4"rating)



PERCENT LIKELY TO USE EACH:


43

Readership Higher In NewspapersBase: Total Kentucky Adults Who Have Read Public Notices (1,717,300)

Public Notice AdvertisingQ20. Using a scale of 5 to 1 where five means you would be very likely to use this source and 1 means not likely at all, how likely are you to read public notice or legal advertising:

Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for these ads, much higher than the percentage who would use government websites.

June 2010

15%

6%

64%

39%

0% 25% 50% 75% 100%

Very likely ("5"rating)Likely ("5" or "4"rating)



PERCENT LIKELY TO USE EACH:


44

Newspapers Top Choice For Legal NoticesBase: Total Kentucky Adults (3,235,400)

Public Notice AdvertisingQ21. Would you be most likely to access public notices:

Asked to make a choice, newspapers are clearly the choice most adults (77%) would use to access public notice advertising. Among adults who have read public notices, almost nine in 10 (89%) prefer newspapers as their source.

June 2010

PERCENT LIKELY TO ACCESS PUBLIC NOTICES:

3%

4%

16%

77%

0% 25% 50% 75% 100%


None

Don’t know

In a newspaper (89%)*

(10%)*

(1%)*

*(Readers of public service notices)


45

A total of 600 interviews were conducted among adults who live throughout the State of Kentucky. The sample of respondents was designed using a systematic random selection of telephone households and respondents within each household. Telephone numbers were generated to include both listed and unlisted numbers. The sample of respondents was drawn in proportion to adult population.

Results have a margin of error of plus or minus 4 percentage points.

Interviewing was conducted between May 20th and June 2nd, 2010.

The data are projected to the estimated number of adults in the state.

American Opinion Research (AOR) is a nationally recognized, full-service research firm. AOR has conducted research for some of the nation’s largest media companies. In addition, AOR also has a number of clients in the commercial, retailing and manufacturing sectors including: AGFA, General Motors, Ford, Chrysler, Procter and Gamble, McGraw-Hill, Siemens, Chevron, Apple and many others.

Appendix A: Methodology


advertising and media use in kentucky

Investor Relations

public notices

legal advertising

legal notices

majority of kentucky

type of advertising

primary source of advertising

government agencies

young adults