Page Traffic

The Page Traffic type of survey is a simple and effective way to gain an understanding of the complicated readership flow of a section, supplement, newspaper or publication. In addition, you generate additional information about the readers' habits and behavior. Page Traffic provides a clear picture of the readers' way of reading and the results form the basis for a better understanding of reading habits and how carefully different readership groups handle different editorial environments and different commercial messages.

RAM's Page Traffic can be combined with entirely optional and tailor-made ad hoc questions for even greater insight into the reading experience.Page Traffic can also be included in, and combined with, other RAM evaluations during the same survey period.

Page Traffic is an advanced survey type that is easy to use. An order is made, in which the first stage is a PDF of the pages to be evaluated. These are dispatched digitally via the orders page and form the basis for the evaluation. RAM's system automatically divides up the pages into a spread with the correct pagination. In stage 2, the editorial environment and ad pages are coded. As soon as the interviews are completed, the results are summarized and are available for download online in the form of graphic reports and tables.

Advantages with Page Traffic:

  • The newspaper management and editorial staff receive tools for evaluation, planning and development of articles, commercial content and editorial environments, based on the read flow through the newspaper.
  • Easy to identify differences in the read flow between various target groups, for example, gender and age.
  • Advertisers can clearly see the correlation between page observation and the ad's chance of reaching the desired target group

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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