Archive for November, 2007
« Previous EntriesLevson named General Manager of ComBase
Wednesday, November 28th, 2007At a meeting of the ComBase board of directors on October 18, 2007, chair Sean Murray named Kelly Levson general manager of ComBase. Murray cited Levson’s adept management of the readership study and client services, in particular her leadership in the supplier bidding and member recruitment processes for the 2007 study. “We’re happy to recognize [...]
Who will you interview in my market?
Thursday, November 1st, 2007We are interviewing adults 18+ who have a telephone in the household. We are doing English interviews only at this time. The sample is controlled so that we don’t take the first person who answers the phone to avoid a biased sample. It’s a known fact, for example, that women answer surveys more so than [...]
When can I get the data for my market?
Thursday, November 1st, 2007Data from the first national study is currently available by calling ComBase at 1-800-481-6580 for no charge data analysis. Members can also log into the Members section of the ComBase website to access their data tables and customized market presentations. For login information please contact Kelly Levson at kellylevson@combase.ca. Data for ComBase 2007/2008 will be [...]
What do I get at the end of the study?
Thursday, November 1st, 2007Please refer to your Newspaper Agreement for a description of the deliverables and benefits of participating in the study.
The list of newspapers for my market seemed very long. Won’t the interview take a long time and irritate my readers?
Thursday, November 1st, 2007You’re correct; our print lists in all markets are quite comprehensive. In fact, ComBase will be the most complete print media study in Canada, adding to its value to agency media planners. To avoid respondent fatigue, one of the first questions we ask is the six-digit postal code. That is used to electronically filter out [...]
Should I put an ad in my paper telling people to respond to the survey?
Thursday, November 1st, 2007Guidelines for newspaper self-promotion during the study are contained in your Newspaper Agreement. In-paper ads promoting the study fall under that category. Please avoid any activity that could skew the results in any way. There is no guarantee that this type of advertising is seen by readers as positive – some may use it as [...]
How do I get measured?
Thursday, November 1st, 2007ComBase 2007 fieldwork is scheduled to start on a staggered basis from December 2007 to February 2008. Members interested in being measured in ComBase are encouraged to contact Kelly Levson at 1-800-481-6580 to discuss measurement details, costs and updated timing.
Is the advertising community expected to help pay for the study?
Thursday, November 1st, 2007We have modeled ComBase along the same lines as other top studies, with the lion’s share of the costs to be borne by the newspapers themselves. There will be opportunities for sponsors to purchase proprietary questions in the study at some point, and that will help offset some of the costs. We are also examining [...]
Why is the study necessary?
Thursday, November 1st, 2007We are experiencing a changing media landscape involving mergers, leading to much discussion about convergence. Without credible audience data, community newspapers would not be part of that discussion. We also need to protect and grow our share of advertising revenue, both national and retail. As well, cities are changing, getting larger, and the role of [...]
Why not just get together with another company and do one study? What about convergence?
Thursday, November 1st, 2007It may happen at some point, that owners will request a single audience study for all their properties. However, the current advertising landscape requires that the community newspaper industry be aggressive and proactive in protecting and growing its share of the advertising pie. In order to do that, it needs to provide verification of its [...]
What’s so special about this study? What can I get in ComBase that I can’t get in other studies?
Thursday, November 1st, 2007ComBase is the only source of title-specific, market-by-market audience numbers in Canada for both daily and community newspapers allowing for head-to-head comparisons. It is also the only source of information for many of Canada’s small to medium sized markets. The other thing that makes this study so special is its sheer size in terms of number of newspapers [...]
Does the CCNA run the study?
Thursday, November 1st, 2007No. The study will be governed by an independent organization called (ComBase) the Community Newspaper Database Corporation of which the ComBase President and Sr. Project Manager will be employees. In order to ensure that the research is relevant to the planning and buying community, a Tri-Partite Board will oversee the specific details of the study [...]
Do respondents know who the study is being done for and/or will they know it’s my newspaper doing the survey?
Thursday, November 1st, 2007Respondents may guess, but the answer is no. In order to avoid any bias, positive or negative, they will not know. Leger will identify themselves in their introduction and specify that they are a market research company, not trying to sell anything. They also say that their survey gathers information about media and consumer behaviour. [...]
Why should publishers participate? What do they have to gain, if they’re the only game in town?
Thursday, November 1st, 2007They may believe that they are getting all the advertising dollars available to that market. What they may be unaware of are things like regional pooling of franchisee dollars. In order to buy a more effective radio schedule, dollars may be pulled out of the local market to pay for the regional buy. Without audience [...]
Why does it take so long to do the interviews?
Thursday, November 1st, 2007This is the world-wide norm for readership studies. The reasons are: 1. To ensure a true picture of readership over time, smoothing out any highs and lows. 2. To get those hard-to-find respondents who are generally more desirable target groups. We call a qualified household many times at different times of the day, and different [...]
Who will get access to the ComBase study data?
Thursday, November 1st, 2007Advertising agencies and advertisers who subscribe to one of the two official media planning software packages (IMS and Telmar-Harris) will be offered access. Participating (paying) newspapers will also have complete access to all the data contained in the complete study. Non-paying newspapers will not have access to the data.
Who will benefit from the ComBase study?
Thursday, November 1st, 2007Many parties will derive benefit from this survey. The intention of ComBase was to satisfy the most pressing need that media planners and buyers identified to us three years – a national readership study for community newspapers, similar to those that exist for the other media and conducted by an independent body. ComBase will help [...]
Who is conducting the 2007/2008 ComBase study?
Thursday, November 1st, 2007The 2007/2008 ComBase study will be conducted by Leger Marketing. They have offices in Toronto and Montreal and all interviewing will be conducted from their Winnipeg call centre. More information on Leger can be found at www.legermarketing.com.
When does the interviewing for ComBase 2007/2008 start and end?
Thursday, November 1st, 2007Interviewing for the 2007/2008 study will be started on a staggered basis by province/region. The first interviews were started in November 2007 in test markets. BC and Atlantic provinces will be starting first in December 2007 with AB and NU/NT starting in January, MB and SK starting in February and ON starting in March. All [...]
How will you find respondents?
Thursday, November 1st, 2007A random selection of people will be interviewed. We will start with listed telephone numbers within the geography you helped finalize and then randomly generate new numbers from this seed sample. Smaller markets may bypass this step so that we don’t run out of phone numbers. Our methodology ensures that newly listed phone numbers for [...]
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