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RAM expands cooperation with Kärkimedia – new reader panels for Itä-Savo and Länsi-Savo

RAM and Kärkimedia have successfully been working together in researching regional media for the last ten years. The cooperation has taken one step forward with Kaakon Viestintä creating two new panels for their newspapers Itä-Savo and Länsi-Savo.

  • RAM has been our research partner since 2007 in researching Kouvolan Sanomat, Kymen Sanomat and Etelä-Saimaa. We have been very satisfied with both the standardized and tailored research tools, as well as with the practical and user friendly online based system. We think that RAM has diverse tools and a strong knowledge of both measuring advertising effectiveness as well as research solutions that support the online business for our future needs, says Jari Koskikuru, Sales Director of Kaakon Viestintä.
  • Kärkimedia and regional media are our strong and long-term partners and we are committed to develop their research work. Our extensive reference database and regional medias’ data bank provide valuable information about the media environment and advertising effectiveness. Together with Kärkimedia, both Itä-Savo and Länsi-Savo are in a positive situation after having changed their format from broadsheet to tabloid at the beginning of February. We are happy to support the newspapers in providing local news for the regional readers, says Irene Haikonen, the CEO of RAM Finland.

Etelä-Saimaa, Kouvolan Sanomat, Kymen Sanomat, Länsi-Savo and Itä-Savo have 286 000 readers overall in Southern Savonia, Southern Carelia and in Kymenlaakso region.

Kärkimedia’s panel consists of 28 different reader panels representing 12 000 readers. Kärkimedia’s currently carry out approximately one hundred surveys per annum, with each survey representing on average 3 or 4 newspapers. The panelists are asked about their views on advertising, the meanings of different content and about the creative output. It is also possible to add additional questions to the survey. The aim of the surveys is to find the elements which build the brand or create action. This helps the client to understand how the advertisement can more effectively respond both their own and their customer’s needs. Every month Kärkimedia highlights the ad with the highest ad recall, that which is most positive ad and the ad which has created the highest action score. The panel can also be utilized for pre testing advertising.

 

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

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